CORE 0 - SAM playbook: Foundational skills for driving superior customer results


October 12-15, 2020 San Diego, California

November 10-12, 2020 Berlin, Germany

July 20-23, 2020 Chicago, Illinois

Recommended Audience: SAM/KAM/GAM, SAM Program Leaders, SAM Managers, Cross-functional team members

Level of proficiency: Foundational

Certification eligibility: Yes, recommended start for all CSAM candidates

Presented by: Valkre & Whetstone Inc.

This two-day course imparts participants with the full scope of the role and responsibilities of a strategic account manager as well as a repeatable framework for co-creating value with a customer. Participants will work with real-life case studies to better understand the progression of a typical customer engagement and the requisite skills and competencies: Customer co-discovery, fit and planning; value co-creation, monetization and negotiation; and value-tracking and delivery.



  • Module 1: SAM competencies, skills and tools.  During this module, attendees will absorb the value co-creation journey and the specific competencies required to carry it out. Instructors will present a case study that illustrates a well-executed customer journey as well as introducing SAM-enabling tools participants will leverage during the course. The focus is on the “how,” not the “what.”
    Breakout: Participants will reflect on the specific competencies needed to successfully execute an end-to-end customer journey, how they relate to Module 1’s case study and their individual skill-development goals for the following two days. They will use this as a focal point for improvement throughout their entire SAMA training journey.
  • Module 2: Co-Discovery, fit and planning.  The focus of this module is to get participants to think more strategically about their own customers. Each participant should walk away with a clear plan for having more strategic customer conversations that lead to concrete value-creation ideas. Key topics:
    • About the Customer: Thinking strategically about the customer’s business situation
    • Value Story: Develop  the foundation for a customer conversation drawing on what that customer values today and uncovering target areas for value-creation efforts
    • Feedback: How to gain valuable customer feedback on their value-creation ideas
    Breakout: Participants will focus on their value story, the critical output that enables the strategic account manager to transition from having tactical conversations to have strategic ones that resonate with the customer’s C-level.
  • Module 3: Co-creation, value monetization and negotiation.  The focal point of this module is to use customer value-creation ideas to build business cases designed to garner internal and customer buy-in. Key topics:
    • Review the top value-creation ideas, monetize them and prioritize which to focus on
    • Develop planned outcomes for both the customer and supplier
    • Build execution plans and review with customer and supplier to ensure alignment
    Breakout: Will focus on the quantifying business results for the customer.
  • Module 4: Value tracking and delivery.  The final module focuses on creating an “execution rhythm, internally and at the customer, to complete and track outcomes. Key topics:
    • Develop an approach to tracking quantified customer outcomes
    • Establish value creation project scorecards that are used in the operating rhythm of the internal and customer organization
    • Establish internal and customer accountability for execution
    Breakout: Work in this module will focus heavily on building a quantitative outcome tracker that can be used internally and with customers.



Sales and Marketing talk to customers every day. Unfortunately, they talk features and functions rather than the specific value of an offering to a prospect or customer. This creates a gap in their ability to communicate customer value, and that gap gets in the way of profit and revenue goals.

This gap typically occurs because Sales and Marketing do not know what the value is, they can’t find the right information, the information they find is out of date, they lack the tools to personalize value for a customer, or their information is disconnected from the day-to-day reality.

Valkre has co-created a solution with leading B2B companies to close this value-selling gap fast.


Our Philosophy

Premium customer relationships and experiences are at the forefront of our business philosophy. This means ensuring that everything we do provides value to you, so that you, in turn, can create greater value for your customers.

We operate from a “give” rather than a “get” perspective. With this outlook, we gain the ability to perceive the world through your eyes, in addition to our own. And with both perspectives we tackle your obstacles with greater foresight and accuracy.

Our Values
These values embody the spirit of Whetstone. They articulate a code of behavior and a set of beliefs about how we work, and what you can expect when dealing with us.

  • Seek knowledge: The world is constantly changing and there is always a better way. We stay fresh.>
  • Honesty: Our work is 100% guaranteed.
  • Aspire to make a difference: We want to work with people who want to make an impact.
  • Reliability and responsiveness: We don’t let people down. Period.
  • People first: We are in business to help people. We care about our customers and our employees and maintain integrity in all of our interactions.

Faculty: Valkre & Whetstone Inc.