By 2016, Wajax was a 150-year-old icon among Canada’s industrial companies — but one struggling with fragmented divisions and a complicated customer experience. André Dubé, Senior Vice President of Sales and Operations at Wajax, recalled a pivotal moment when a customer fanned out multiple Wajax business cards across a conference table and said:
“This is what it means to deal with Wajax. You’re complicated.”
That wake-up call set the stage for One Wajax, a transformation initiative that would not only simplify the company for customers and manufacturing partners but also embed strategic account management at its core.
Dubé spoke about this transformation and more with SAMA President & CEO Gordon Galzerano on an episode of The SAMA Podcast. In “Disrupting Legacy Models: Wajax’s Transformative SAM Journey,” Dubé outlines how SAMA helped turn the legacy distributor into a trusted strategic partner.
The Power of Executive Sponsorship and SAM Discipline
One of the keys to Wajax’s success? Executive sponsorship.
Dubé explained that SAMA helped the Wajax team define what great SAM looks like, benchmark against world-class programs, and develop the CSAM-certified talent needed to lead the change. With Wajax’s CEO personally sponsoring the initiative and actively supporting account reviews, SAM became more than a project — it became a strategic growth engine.
A Use Case of “What Good Looks Like”
Wajax’s story is more than a company success story, it’s a playbook for SAM excellence that includes:
- Bold self-disruption to break silos.
- Cross-functional alignment that empowers co-creation.
- Measurable customer value through documented cost savings.
- Full organizational commitment to becoming a trusted partner.
And as Dubé notes in the episode, SAMA was a critical part of the journey — from the CSAM certification program to insights gained from SAMA’s community and the SAMA Annual Conference.
Hear the Full Story
Be sure to check out the full episode, where Dubé provides specific examples of co-creation while making an air-tight for building a SAM program — right now — and not waiting for the “perfect moment.”
This conversation is a must-listen for SAM leaders, program directors, and anyone asking what “good” really looks like in strategic account management.
Wajax’s SAM journey proves that when your company embraces strategic account management with courage, alignment, and the right community behind you, transformation is not just possible, it’s scalable.
Want to hear more about Wajax’s strategic account journey? Join us in person and register for the 2025 SAMA Annual Conference in Paris, where Dubé will lead a session on how Wajax disrupted its legacy operating model in service of strategic customer partnerships. We hope to see you there!
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