soft confernce live learning center

Becoming a Trusted Advisor


The ultimate aim of a Strategic Account Manager is to reach Trusted Advisor status. This status is frequently reached if you FIRST bring growth and profitability to your strategic customer. Best of all, trusted advisor status frequently coincides with the best-case no-bid situation.

This year's theme – Bringing Mutual Measured Strategic Value – is directly tied to bringing growth and profitability to your customer and becoming a trusted advisor. To bring growth and profitability to your company, you must first bring them to your strategic customers. But the question of how to strategically impact your strategic customers' metrics with your value solutions still remains.

  • element How does a jet engine manufacturer impact the mileage cost of its airline customers?
  • element How does an electrical equipment company impact the energy savings of its industrial customers?
  • element How does a major logistics company impact the on-time delivery and carbon footprint of its major customers?
  • element How does a financial services company impact the financial risk of its corporate customers?
         Or their insured corporate customers' operations?

Each strategic customer views value through its own prism of strategy, organizational priorities, business objectives and metrics.

This conference will reveal best practices in the strategic account management process of mutual measured value creation, while also examining the alignment of your own company's strategy, organizational capabilities and business performance for customer-specific solutions. This process creates trust, co-creation, innovation, loyalty, risk management solutions, sustainable growth and profitability.



More Than the Sum of Your Parts – Creating Customer Value in a Global Multi-Business Unit Enterprise

William F. Meahl

Chief Commercial Officer

Leading Through Connections:
Implications From the IBM Global CEO Study

Saul J. Berman
Partner & Vice President, Global Strategy & Transformation Service Area Leader
IBM Global Business Services

sama uSAMA University

  In-Depth Skill-Building For Strategic
A ccount Managers

Open Enrollment for Full Day Workshops

SAMA University and the Annual Conference are now co-located, expanding your options to combine full day workshops on foundational SAM skills and Conference sessions to best meet your objectives.

Each workshop is part of our Certified Strategic Account Manager (CSAM) program, giving you the opportunity to continue your CSAM journey, or begin the certification process in Hollywood. For more information on SAMA's CSAM program, email

For assistance in selecting the best SAMA University workshops for you, email us at to schedule a call.


Who Should Attend SAMA Annual Conferences?

VP Directors and Managers of Strategic, Key and Global Account Programs  |  Sales executives transitioning to account management positions  |  Senior and C-level sales & marketing executives  |  Strategic, Key, & Global Account Managers  |  Executive sponsors  |  SAM Talent Management & HR professionals  |  SAM Program Office Managers & Support Staff  |  SAM Multifunctional Teams  |  Managers with SAM Direct Reports

corporate sponsors

Board of Directors

Michael Blach
VP, Key Client Management
Maersk Line

Volkhard Bregulla
VP Global Accounts Germany and Central Eastern Europe

Dennis Chapman
President & CEO
The Chapman Group

Joe Coffey
Chief Commercial Officer
Gallus BioPharmaceuticals, LLC

Dominique Côté
European Regional Director, EURIT
Pfizer Pharmaceutical

Barbara Desmond
Account Management Platform Leader-Americas
Cushman & Wakefield
Jim Ford
VP of Strategic Accounts

Stephanie Fuller
Director of Global Business Development
Office Depot BSD

John Gardner
SVP - Global Strategic Accounts
Emerson Process Management

Rosemary Heneghan
Director, International Sales Organization

Cameron Hyde
Corporate VP, SVP Global
Accounts Operations


Chris Jensen
SVP & Global Industry
Head, Engineering &

DHL Global Customer Solutions

Denise Lodrige-Kover
VP - Global SAM
Hilton Worldwide

Jean-Philippe Machon
Executive VP, Distributors &
Installers Market Sector


Bernard Quancard
President & CEO

Dr. Hajo Rapp
SVP Account Management &
Market Development


Michael Stevens
Senior Partner

Dr. Kaj Storbacka
Professor of Marketing
University of Auckland Business School

Phil Styrlund
The Summit Group
John Summers
VP & GM, Life Sciences
Johnson Controls, Inc.

Gary Summy
Director of Sales Development
Trane Commercial Systems

Huw Tippett
Global Head of Commercialization

Allen Tuthill
SVP, Strategic Sales & Business Development
Assurant Solutions

Carrie Welles
VP, Global Customer

Think! Inc.

Geoff Williams
VP Global Enterprise Customers
Schneider Electric-SGBD
*Chairman of the Board*
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