E16 - Monetization of value


November 10-12, 2020 Berlin, Germany

October 12-15, 2020 San Diego, California

February 10-13, 2020 Ft. Lauderdale, Florida

Strategic account managers are responsible for monetizing the investments their companies have made to build the products and services they offer -- and to prevent them from being commoditized. A product or service will become commoditized if it does not have differentiated value that can be quantified and monetized, and so it is the SAM’s responsibility to convert this value into cash. This course equips strategic account managers with leading practices, frameworks and tools to quantify and monetize the value they bring to their customer and to differentiates how they engage with them.


Through sharing "next-level” practices, insights into what the best do differently and account-centric application of the monetization framework, principles and tools, attendees will learn to:

  • Create a monetization strategy and apply principles to identify your value enablers, creating a model to quantify and monetize your differentiated value
  • Expand customer insights through a deeper understanding of market and business drivers of your customer, validating assumptions and uncovering opportunities to expand the value of your relationship
  • Understand different methods of monetization and how to decide which method is appropriate for your customers
  • Engage key stakeholders (internal and at the customer) to identify opportunities for incremental value – and then monetize it
  • Quantify and communicate compelling value propositions by creating relevant, quantified value stories in the customer's currency, plus a “board-ready” business case that quantifies the “ripple effect” through the ecosystem
  • Develop a plan that enables organization-wide change, both internally and at the customer, to realize the monetizable value of your strategic relationship

Faculty: The Summit Group