Recognizing the imperative and challenges to attract, develop and retain SAM talent, learning & development (training) plays an increasingly important role to build SAM capabilities to effectively collaborate, create value and grow with their Company's most important customers. Additionally, in our hybrid world, organizations need to innovate in how they develop SAM talent, enable cross-function account teamwork, equip leaders to sponsor and coach, and embed and sustain organization-wide change.

Category 2: Innovative value co-creation

One role of the SAM is to leverage resources within his or her organization to co-create value with a strategic customer. At SAMA we’ve seen some extraordinary examples of this innovation through value co-creation — and we are looking for more!

Category 3: C-Suite support and engagement for the SAM program and strategic customers

CEO engagement with customers can have a significant impact on their companies’ revenue, profits, growth, shareholder value, and very survival. However, C-suite support is not easily earned by the SAM internally and externally. In this category, show what good C-suite support for a SAM Program and customer engagement looks like.

Category 4: Outstanding young program of the year (<5 years)

The winning entry will demonstrate, though examples, the specific foundational elements and enablers that are transforming their business and their relationships with strategic customers to produce new levels of growth and profitability.

Category 5: Outstanding mature program of the year (5+ years)

Mature SAM organizations face many challenges, including maintaining and evolving strong executive leadership and governance, becoming more agile through changing economic and digital disruptions, continuous learning to elevate SAM processes and tools, and accelerating the drive for innovative co-creation with strategic customers. The winning entry will demonstrate through examples, the strength, resilience and productivity of their SAM organization.

SUBMIT FOR 2025