Our winners showcase what's possible when companies put the customer at the center of their business strategy.

Category 1: Systematic Enablement of the SAM Program: Learning & Development

Winner:  Janssen

As the pharmaceutical companies of Johnson & Johnson, Janssen fights sickness and disease with science, improves access with ingenuity, and aims to heal hopelessness with heart. They focus primarily on areas of medicine where they can make the biggest difference: Cardiovascular, Metabolism & Retina; Immunology; Infectious Diseases & Vaccines; Neuroscience; Oncology; and Pulmonary Hypertension.

Janssen demonstrated innovative, integrated learning strategies, learning road maps and training programs, design, and program deployment that accelerated, deepened, and sustained enterprise-wide strategic account management mindsets and capabilities. Their winning bid showed measurable improvement of SAMs' competencies, company capabilities, customer-centric culture, and customer value/impact.


Category 2: Innovative Value Co-creation

Winner: Medtronic

Medtronic is a global healthcare technology company attacking the most challenging health problems facing humanity by searching out and finding solutions. Their mission — to alleviate pain, restore health, and extend life — unites a global team of 90,000+ passionate people across 150 countries.

Medtronic demonstrated how their SAM program thinks outside the box to solve complex problems by engaging their company’s entire ecosystem in value co-creation. By applying novel, innovative mechanisms, Medtronic solved their customer’s problems, as well as their customer’s customer’s problems.


Category 3: C-Suite Support and Engagement for the SAM Program and Strategic Customers

Winner:  AVI-SPL

AVI-SPL is a digital enablement solutions provider who transforms how people and technology connect to elevate experiences, create new value, and enable organizations to thrive and grow. They are the largest provider of collaboration technology solutions, which include their award-winning managed services. AVI-SPL works hand in hand with organizations worldwide — including over 80% of Fortune 100 companies — to strategize, design, deploy, manage, and support AV and UC solutions.

AVI-SPL demonstrated how their CEO or other C-suite members supported their SAM program, which had a dynamic impact on enhancing their customer relationships. CEO engagement with customers can have a significant influence on a company’s revenue, profits, growth, shareholder value, and overall survival. However, C-suite support is not easily earned by the SAM, internally and externally. Organizations, like AVI-SPL, who can bridge those gaps find success and become trusted advisors.

Category 4: Outstanding Young Program of the Year (<5 years)

Winner:  LP

Louisiana-Pacific Corporation, a leader in high-performance building solutions, manufactures engineered wood building products that meet the demands of builders, remodelers, and homeowners worldwide. Since its founding in 1972, LP has helped customers construct beautiful, durable homes while build lasting value for their shareholders

LP drew clear connections to specific foundational elements and enablers that are transforming their business and their relationships with strategic customers to produce new levels of growth and profitability that set the table for longevity.


Category 5: Outstanding Mature Program of the Year (5+ years)

Winner:  Boehringer Ingelheim

Boehringer Ingelheim — a leading research-driven biopharmaceutical company working on breakthrough therapies — creates value through innovation in areas of high, unmet medical need. Founded in 1885 and family-owned ever since, Boehringer Ingelheim takes a long-term perspective. More than 52,000 employees serve over 130 markets in the three business areas: Human Pharma, Animal Health, and Biopharmaceutical Contract Manufacturing.

Boehringer Ingelheim demonstrated how the strength, resiliency, and productivity of their SAM program helped solve the challenges that many SAM organizations face. These challenges include 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.




"Systematic enablement of the SAM program" — Winner: AVI-SPL
"Innovative value co-creation" — Winner: Clarios
"Outstanding young SAM program of the year (<5 years)" — Winner: Owens Corning
"Outstanding mature SAM program of the year (>5 years)" — Co-Winners: Brenntag and AVI-SPL


"SAM as the leader" — Winner: Royal Ambulance
"Innovative value co-creation" — Winner: Pfizer
"Outstanding young SAM program of the year (<5 years)" — Winner: Aramex
"Outstanding mature SAM program of the year (>5 years)" — Winner: AVI-SPL


"Customer co-creation that creates mutual business value" — Winner: Hilton and Johnson Controls (joint submission)
"Institutionalization of digitalization to create meaningful customer impact" — Winner: AVI-SPL
"Outstanding young SAM program of the year (<5 years)" — Winner: Wajax
"Outstanding young SAM program of the year (<5 years)" — Winner: AVI-SPL
"Outstanding mature SAM program of the year (>5 years)" — Winner: Schneider Electric


"Implementation of a disciplined process to quantify and monetize specific customer value solutions" — Winner: AVI-SPL
"Implementation of specific customer engagement strategies enabling, and successfully impacting, the co-value creation process" — Co-winner: Premier/Merck and Air Liquide
"Outstanding young SAM program of the year (<5 years)" — Winner: AVI-SPL
"Outstanding mature SAM program of the year (>5 years)" — Winner: Johnson Controls, Inc.
"SAMA Global Customer-Centricity Award" — Winner: Boehringer Ingelheim


"Outstanding internal branding of a SAM organization across the company" — Winner: Pfizer
"Outstanding customer account team design, management and performance" — Winner: 3M
"Outstanding use of data and digitally-based processes to impact co-creation" — Winner: Arcadis
"Outstanding young SAM program of the year (<5 years)" — Winner: Arcadis
"Outstanding mature SAM program of the year (>5 years)" — Winner: 3M


"Successful implementation of value negotiation plan and subsequent execution" — Winner: 3M and DHL
"Successful implementation of value innovation within the supply chain" — Winner: Adobe
"Outstanding SAM program leadership for young programs" — Winner: DHL
"Outstanding SAM program leadership for mature programs" — Winner: Nalco Water
Special congratulations to honorable mentions:
Merck for "Outstanding SAM program leadership for young programs"
3M for "Outstanding SAM program leadership for mature programs"


"Internal alignment of key stakeholders across the company to a strategic customer" — Winner: DHL
"Customer insights and collaborative interactions leading to a mutually successful and jointly developed customer solution" — Winner: DHL
"Outstanding SAM program leadership for young programs (<5 years)" — Winner: Johnson Controls, Building Efficiency North America division
"Outstanding SAM program leadership for mature programs (5+ years)" — Winner: Zurich Insurance


"For use of business technology to discover and share customer insights" — Winner: DHL
"For customer-driven innovation" — Winner: DHL
"For Impact on customer metrics using a joint scorecard" — Winner: SKF


"Superior execution of a strategic account plan resulting in mutual customer-supplier growth and profitability" — Winner: Johnson Controls, Inc.
"Excellence in efficiently segmented and integrated account coverage" — Winner: Siemens AG
"Selecting, developing and coaching the strategic account manager" — Winner: Schneider Electric


2013 | Hilton Worldwide

2012 | Emerson Process Management

2011 | Siemens

2010 | Cisco

2009 | DHL

2008 | Xerox

2007 | Schneider-Electric

2006 | Cisco

2005 | Nalco Company

2004 | Marriott International

2003 | Siemens

2002 | PriceWaterhouseCoopers

2001 | ARCADIS, NV

2000 | Boise Cascade Office

1999 | Eastman Chemical Co.

1998 | American Express

1997 | Hewlett-Packard

1996 | Procter & Gamble

1995 | Bell Atlantic Mobile

1994 | MCI Telecommunications

1993 | Olin Corporation

1992 | The Upjohn Company

1991 | Fritz Companies, Inc.

1990 | Akzo Chemicals

1989 | Occidental Chemical Corp.

1988 | Cascade Corporation

1987 | Moore Business Forms

1986 | Gold Bond Building

1985 | Essex Chemical Corp.

1984 | American Can Company

1983 | American Hospital Supply

1982 | Diamond Shamrock Corp.

1981 | National Can Corporation

1980 | Purex Industries, Inc.

1979 | Shell Chemical Company

1978 | FMC Corporation

1977 | Union Carbide Corporation

1976 | Borden, Inc.

1975 | IBM Corporation

1974 | International Paper Co.

1973 | Koppers Company

1972 | Star Manufacturing Co.

1971 | Norton Simon, Inc.

1970 | Walter Kidde & Company

1969 | American Can Company

1968 | Borden Chemical

1967 | Eastman Kodak

1966 | 3M Company

1965 | U.S. Chamber of Commerce