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Elevating strategic account management

Instead of using new digital technologies to run existing SAM programs, firms need to adapt SAM programs to the changes in strategy and business models induced by digital technologies.

Author(s): Kaj Storbacka, Professor Graduate School of Management, University of Auckland, and Elisabeth Cornell, Senior Content Developer, SAMA

Publication Date: 5/20/2018

Resource Type: Velocity magazine

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Price: Non-Member - $10.00 | Individual Member - $0.00 | Corporate Member - $0.00

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The Digitalization Drive - Elevating Strategic Account Management

Digitalization has a profound impact on strategy and business practice in all industries. Fundamental to understanding how SAM and SAM programs should adapt is the realization that changes in SAM practices are driven not only by the emergence of new digital technologies but, even more importantly, by the modifications in strategy and business models that digitalization drives. Join us as Professor Kaj Storbacka, author of SAMA's latest research on digitalization, addresses the Future of SAM driven by digitalization and business model innovation, and what to do and where to start - using the customer journey as a reference point for development.

Author(s): Kaj Storbacka, Professor, Markets and Strategy, University of Auckland Business School

Publication Date: 4/20/2017

Resource Type: Webinar

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Price: Non-Member - $169.00 | Individual Member - $99.00 | Corporate Member - $0.00

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The Digitalization Drive: Elevating Strategic Account Management

This SAMA research report explains how digitalization is changing the very logic and practice of strategic account management (SAM) . Digitalization has a profound impact on strategy and business practice across all industries. The increased connectivity provided by digital technologies is creating new forms of collaboration opportunities in ever expanding ecosystems, new ways to monitor and manage the installed asset base, and new channel configurations with new tools to connect and influence decision making and product usage. These changes shake many of the foundations that strategic account management (SAM) is built upon. Fundamental to understanding how SAM and SAM programs should adapt is the realization that changes in SAM practices are driven not only by the emergence of new digital technologies, but rather by the modifications in strategy and business models that digitalization drives. Consequently, SAM programs need to be elevated into an even more strategic role: driving the digitally enabled strategic transformation of both firms and customers. To take on this role SAM needs to be transformed from Strategic Account Management to Strategic Ecosystem Leadership.

Author(s): Kaj Storbacka, Professor, Markets & Strategy, at University of Auckland Business School, Graduate School of Management, and Elisabeth Cornell, Research General Manager, SAMA

Publication Date: 1/6/2017

Resource Type: Research

Subject Tags: Technology - CRM, SFA & Communication Tools

Price: Non-Member - $0.00 | Individual Member - $0.00 | Corporate Member - $0.00

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