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    Helping you become essential to your customers

    We empower you with knowledge, training and tools to grow your most important customer relationships.


The glue binding you to your customers isn’t as strong as you think it is. 71% of B2B customers report being willing to switch suppliers whenever necessary. The key to eliminating strategic account defections is to become essential to your customers.

SAMA enables world-class companies to gain competitive advantage and secure market position by helping them build world-class capabilities around strategic account management. We do this through our unique position as the convener of the largest, most diverse community of strategic accounts practitioners in the world. We tap them for insights, benchmarking and best practices, which we then share with the entire community.

Knowledge &
best-practice sharing

Our community comprises hundreds of the world’s foremost B2B enterprises, who have all mastered the art of becoming indispensable to their customers. We mine them for insights and best practices and then share them with SAMA members through webinars, case studies, research and more.
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Tools to benchmark your program or individual account managers

Having worked with hundreds of companies and thousands of strategic, key and global account managers, we have a wealth of data on how the best do what they do — and the tools to benchmark against to help you guide resource investments.
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Tailored, competency-driven training & certification

The best strategic and key account managers outperform average ones by a factor of 3X. We train and certify SAMs, KAMs and GAMs to develop the skills they need to co-create sustainable, long-term value with and for their strategic customers.

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Whether you are looking for the WHAT, the HOW or the WHO, SAMA can connect you with people who have “been there, done that.” Through live and virtual conferences, symposia and peer-to-peer matchmaking, we are the conveners of the largest community in the world dedicated to the application of strategic account management.
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Up Next:

SAMA Academy - Virtual

August 5-13, 2020

Forget the "what." SAMA Academy is all about the "how." Using your own customer challenges as a springboard, gain the knowledge, frameworks and tools to forge closer, more profitable relationships with your most important customers.

You May Like:

Creating meshed relationships: A conversation with Arpedio co-founder Ulrik Monberg

When it comes to building lasting customer relationships, it’s not about “contacts” but about fostering like-to-like connections between your teams and your customers’ around shared mutual interest. Doing it in a structured way (i.e., not in Microsoft Excel) around a common language is also key, says Ulrik Monberg, founder of the Danish software firm Arpedio, in the most recent episode of The SAMA Podcast. Listen to his entire conversation with SAMA’s Harvey Dunham here.

Featured Event:

SAMA Annual Conference
New Dates!  November 9-11, 2020

Learn directly from the best and the brightest. SAMA's conferences offer three days of visionary keynotes, practical workshops and unparalleled networking with the foremost practitioners of strategic customer management.



Free resources:

Want to know what great account planning looks like in the SAMA community?

Download The Keys to Effective Strategic Account Planning (2nd Edition) eBook!


Be the first to know about upcoming events.

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“SAMA provides us access to best practices, training and research in the areas of strategic account management from innovative selling organizations, including our own successful customers who are members as well. Corporate membership has proven to be an excellent investment in building and sustaining a world-class global sales force.”