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What’s special about


SAMA’s Annual Conference is an exhilarating educational experience, with sessions offering breadth, depth and a sharp focus on real-world challenges that cut across all industries. Sessions are led by practitioners and subject-matter experts with proven experience and a true passion for sharing ideas. SAMA’s culture promotes open exchange. By registering for the on demand content, you’ll get more than just an education. You will become part of a global think tank of like-minded peers, obsessed with growing profitably with your company’s most strategic customers.

The SAMA Annual Conference features knowledge you literally can't get anywhere else. Good news for those who couldn't attend in person: A package of sessions is available for pre-sale on-demand. Registered attendees will, of course, also get access at no extra cost. Sessions are available to watch beginning June 30th.

“Great sessions and discussions, as usual for a SAMA experience. The collaborative culture, shown by SAMA and the attendees, is much appreciated!”
– 2020 Annual Conference attendee

A Trusted Source

For almost 60 years SAMA has been the knowledge leader on managing large, complex customers. Because we are a non-profit, we are both non-commercial and unbiased in our unrelenting focus on the challenges of strategic customer management. We make it our business to identify new issues and leading-edge ideas that add value to our customers.

We understand that you operate in a fast-paced, high stakes environment. It’s difficult to find time to step back and take advantage of an opportunity to learn, brainstorm and validate. But consider the power of gaining just one great idea that delivers true value to you, your company and your most important customers. The ROI is undeniable.

Keynote Speakers


“Strategic Selling in an Omnichannel World”

Jennifer Stanley Partner, McKinsey & Co.

“Return On Character”


Phil Styrlund CEO, The Summit Group

Learn more about the Return On Character research.


“The only SAM metric that matters – Business Value!”

Moderator:  Jim Ford, Chief Commercial Officer, Solecta and Chairman, SAMA Board of Directors
Panelists:  Gus Vonderheide, Vice President of Global Sales–Americas, Hyatt Hotels & Resorts
Joe Laezza, Sr. Vice President, Strategic Global Accounts, AVI-SPL
Max Walker, Director, Strategic Account Management, Medtronic
Geoff Quinn, Director Key Account Management Center of Excellence, Pfizer Biopharmaceuticals Group




“Some of the sessions really blew me off my feet…interesting and disruptive ideas you can only find here.”

— Pierre Tabary, Strategic Accounts Management Program VP (ret.), Schneider Electric


“I have had the fortune to have attended three SAMA Conferences to date. For me the value lies in the ability to spend a few days sharpening my skills so that I am able to take new ideas back to my company so we can all as a team become better at managing our relationships with our key strategic accounts.”

— 2019 attendee


Know-How Based on Know-Who


It has been said that “it’s more important WHO you know than WHAT you know.” In SAMA’s case, our “know-who” leads to your “know-how.” The SAMA Knowledge Network consists of an unparalleled community of practitioner and subject-matter experts eager to share what they know. By attending the SAMA conference, you will expand your personal and professional network and form relationships that last for decades.


Get practical tools & insights


✓ Learn how to advance your strategy with your most critical customers

✓ Build and manage your roadmap for success

✓ Plan, execute and measure to improve results at each phase of the customer journey

✓ Embrace change and operate with speed and agility

✓ Connect with and learn from others facing similar challenges


Who Attends Our Conferences

✯ SAM program managers
✯ Strategic/global/key account managers
✯ Extended account team members
✯ Field sales supporting key customers
✯ Sales & marketing executives
✯ Senior management (business units & geographies)
✯ Sales support & operations
✯ Sales training & development
✯ Human resources
✯ Chief sales officers



Sessions presented by companies including:

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On Demand Conference Pricing

Corporate: $749       Individual: $849       Non-member: $995






Do more
with many.

Purchase on demand for a team to share and discuss best practices

Special Team Pricing available! Contact Jaclyn Such at such@strategicaccounts.org.





“SAMA is the ultimate global resource in the
convergence of pragmatic thought leadership.”

- A SAMA community member



SAMA's 2022 Annual Conference offers three parallel tracks to guide your learning journey.

  ✮ Critical Skills for Strategic Account Managers

  ✮ SAM Program Design, Structure and Management

  ✮ SAM Talent: Recruiting, Hiring and Retaining Top People

We search far and wide for new speakers who bring fresh, innovative ideas. They come from companies that are pushing the envelope with their key customers. As for returning speakers, we only bring back the best of the best!


Thank you to our sponsors:

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For information on sponsorship opportunities, contact Harvey Dunham, Managing Director, Strategy and Marketing
at +1 312-662-2971 or dunham@strategicaccounts.org.