In this episode of the SAMA Podcast, Ryan Martin — SAMA’s Director of Customer Success and Marketing — shares a practitioner’s perspective shaped by more than two decades in strategic account management, commercial leadership, and capability development.
Drawing on his experience inside Fortune 50 healthcare organizations, Ryan explores why many strategic account management (SAM) programs struggle to deliver sustained results and what high-performing organizations do differently.
Ryan also shares practical guidance on assessing program maturity, building internal alignment, and turning customer insight into actionable strategy.
Whether you’re leading a SAM program, managing key accounts, or evaluating how to strengthen customer engagement, this conversation offers a clear, experience-based view of what works and and where organizations often fall short.
Learn more about SAMA membership: Contact Ryan Martin, Director of Customer Solutions and Marketing, at martin@strategicaccounts.org
The Keys to Effective Strategic Account Planning
