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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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You Might Like:

How to win with procurement: Five steps to form more profitable and more sustainable business relationships with your B2B customer

The B2B customer is on a journey to radically transform its buying approach through the professionalization of its procurement function. In many cases, procurement is already either THE major influencer or effectively the decision maker on what to buy from whom. This webinar will draw on the experience of host Jens Hentschel's procurement background to shed light on what makes procurement tick and how to deal with them effectively.

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How COVID changed the sales world forever

Many in strategic account management have yet to realize is that the changes wrought by COVID are (1) much broader that we thought and (2) likely permanent. Using the framework of the sales model, sales meeting and sales message, Oratium CEO Tim Pollard outlines the seven ways the “pivot to virtual” will most significantly impact sales and SAM.

Coming Soon:

SAMA Leadership Studio
A peer exchange on leading SAM transformation

SAMA invites you to a series of facilitated, structured-yet-spacious, leadership dialogues with your cross-industry peers we'll shape a perspective on what will matter most and next for SAM leadership within the context of your companies ongoing transformation or reinvention.

3 sessions of 2 hours each (coming Fall 2021).  Learn more.



Free resource:

Final days of
early-bird pricing!

SAMA 2021
Virtual Annual Conference

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.”