An Academic Forum for Strategic Account Practitioners: Strategic Value Creation for Customers (view)
Presenter(s):
Kaj Storbacka, Professor, Markets and Strategy, University of Auckland
Lynette Ryals, Professor of Strategic Sales and Account Management, Cranfield University
George Yip, Associate Dean for Executive Programmes, Imperial College Business School - London
Mario Rese, Professor, European School of Management and Technology

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Overview of SAMA Certification Program for CSAM (Certified Strategic Account Manager) (view)
Presenter(s):
Matt Fegley, Chief Business Development Officer, SAMA
Bernard Quancard, President & CEO, SAMA

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

General Session: Keynote - Volkhard Bregulla (Hewlett-Packard GmbH) (view)
Presenter(s):

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

General Session: Keynote - Michael Ziesemer (Endress + Hauser) (view)
Presenter(s):

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Academy #4 - Managing the Overall Customer Relationship and Business Outcomes (view)
Presenter(s):
Dennis Chapman, President / CEO, The Chapman Group

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Strategic account managers are the relationship managers between company and customer, accountable to both in achieving and, in some cases, exceeding expected business outcomes. As the overall corporate customer manager, the SAM builds and sustains individual relationships, develops the joint customer-supplier scorecard, drives the account team performance against a defined metric-based dashboard, delivers the internal/external business reviews and monitors overall customer satisfaction and loyalty metrics.

This highly interactive workshop, complete with field-based application activities and recommended follow-on collaboration with their appropriate leader, will assist SAMs in developing the right skill set and operating plan to manage the overall corporate relationship, maintain process discipline to drive results and deliver to expectations and joint metrics for success.

Academy #3 - Strategic Negotiation: Changing the Conversation from Price to Solutions (view)
Presenter(s):
Karen Fraser, Negotiations Consultant, Think! Inc.

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Advanced SAM

The strategic account manager is uniquely positioned to undertake negotiations that will result in not just a good deal but a great deal. In this session you will bring an account negotiation with you and learn how to diagnose the underlying structure or “blueprint” of a negotiation so you can consistently start turning in great deals. This course shows SAMs how to use their relationships, access to information, teams and analytical abilities to forge blockbuster deals with customers.

Topics covered:
  • How to audit and improve your personal negotiation skills for:
    • A structured approach to complex business negotiation
    • How to integrate this common language and process within your strategic account organization and account team
    Course Requirements: Bring an account negotiation with you that we will work on and apply concepts to during the session.
Academy #2 - Creating Joint Solutions with Strategic Customers (view)
Presenter(s):
James Robertson, President, The Summit Group

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Value is created by delivering relevant, differentiating solutions that impact what the customer cares most about. This interactive workshop equips strategic account managers with a proven approach and tools to create joint solutions - with the customer - that maximize business impact, increase loyalty and accelerate sustainable profitable growth.

Topics covered:
  • "Next-level practices" - what the best do differently
  • Developing a strategy and framework to collaboratively engage customers in creating joint solutions
  • Deepening customer value chain insights to prioritize needs, drivers and opportunities
  • Co-developing relevant, differentiating solutions that leverage enterprise capabilities beyond core products and service
  • Communicating compelling joint value propositions and business cases
  • How to implement a pragmatic, replicable approach to creating joint solutions that ensures competitive immunity, increases relevance and accelerates mutual growth
Academy #1 - Critical Skills for Strategic Account Managers (Day 2 of 2) (view)
Presenter(s):
LaVon Koerner, President & Chief Revenue Officer, Revenue Storm

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Being an account manager is not just a "glorified" sales job. Performing the intricacies of managing a strategic account is a balanced blend of business management, sales management, and financial management competencies. This workshop is for account managers who want to raise their overall level of account management competency in order to protect and grow wallet share.

Topics covered:
    Course Requirements:

    Pre-work will be required, using a proprietary tool that captures how a strategic account manager spends his or her time executing the account strategy. Each individual will work on a live account or opportunity of his or her own choosing. During the workshop, account managers will apply the proven processes, methods and tools taught throughout the class to the account managers’ own situations. Each individual will compare his or her work to best-in-class benchmark data from high-performing strategic account managers.

Academy #1 - Critical Skills for Strategic Account Managers (Day 1 of 2) (view)
Presenter(s):
LaVon Koerner, President & Chief Revenue Officer, Revenue Storm

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Being an account manager is not just a "glorified" sales job. Performing the intricacies of managing a strategic account is a balanced blend of business management, sales management, and financial management competencies. This workshop is for account managers who want to raise their overall level of account management competency in order to protect and grow wallet share.

Topics covered:
    Course Requirements:

    Pre-work will be required, using a proprietary tool that captures how a strategic account manager spends his or her time executing the account strategy. Each individual will work on a live account or opportunity of his or her own choosing. During the workshop, account managers will apply the proven processes, methods and tools taught throughout the class to the account managers’ own situations. Each individual will compare his or her work to best-in-class benchmark data from high-performing strategic account managers.

1 1 - Pricing and Negotiating for Value in Strategic Account Management (view)
Presenter(s):
Fathi Tlatli, President, Global Sector Automotive, DHL Customer Solutions & Innovations
Stephan Liozu, Founder, Value Innoruption Advisors
Andreas Hinterhuber, Partner, Hinterhuber & Partners
Rafael Farres, Head of Strategy, Agfa Gevaert NV

Executive LevelExecutive Strategy & Decision–Making

Maintaining a strategic account relationship based on value requires an understanding of pricing realization and pricing orientation principles. Research shows that preparing for strategic negotiation and building pricing capabilities are two essential influencers of overall firm performance, and the strategic/key account manager plays an important role in achieving the desired business outcomes. Based on best-practice case studies and academic research, this panel session will focus on how companies can successfully implement value-based pricing and value-based negotiation processes. Executive panelists will illustrate integral aspects of both and share their success stories as well as potential breakdowns in value-based programs, within the context of a strategic negotiation.

2 2 - Strengthening the Customer Relationship Through Reciprocal Executive Mentoring (view)
Presenter(s):
Paul Castonguay, Head of SAM Regional Office, Region Europe Pharma, Roche

Executive LevelExecutive Strategy & Decision–Making

A pilot program for reciprocal mentoring was undertaken with strategic customers and Roche. SAMs from Roche were mentored by customer C–level executives and vice versa. The goal was to strengthen leadership development and accelerate relationships between organizations in both private and public sectors.

An evaluation of the program demonstrated that it was a positive and productive leadership development process for the majority of participants. The mentoring pilot helped advance partnerships based on a deeper level of trust and respect.

3 3 - Up for Debate: Whether there are Significant Differences in SAM in Emerging vs. Developed Markets (view)
Presenter(s):
George Yip, Associate Dean for Executive Programmes, Imperial College Business School - London
Martin Flurschuetz, self, Siemens AG retired

Executive LevelExecutive Strategy & Decision–Making

No presentation slides allowed! This session is all roundtable discussion with topics initiated by the moderator and debated by the panellists to present contrasting views and perspectives on the practice of strategic account management in emerging vs. developed markets. Panelists' first–hand experiences and accumulated wisdom in emerging markets will help illuminate the realities of growing and sustaining strategic accounts and addressing key challenges to: implement a global strategy at the local level; hire and develop SAM talent; build organizational infrastructure with local alliances; develop long–term collaborative customer–supplier relationships; and deliver to customer requirements.

4 4 - Leveraging the Value of Channel Partner Relationships to Increase Revenue Growth (view)
Presenter(s):
Jean-Philippe Machon, Executive Vice President Europe Distributors & Installers Market Line, NEXANS
Christophe Lengereau, Strategy & Business Development Director, NEXANS

Executive LevelExecutive Strategy & Decision–Making

Eighty–percent of Nexans' sales of electrical cables are conducted through key wholesalers and installers. Working closely with selected channel partners, Nexans is successfully combining marketing strategies with KAM to achieve an effective "push/pull" aproach with end customers. Join this session to learn how the KAM organizsation aeffects the push, in coordination with the pull of marketing to produce winning customer solutions.

5 5 - Co-Creating Real Client Value at Compass Group (view)
Presenter(s):
Edmund Bradford, Director, Market2win Limited
Marco Retel, Strategic Account Mgt. Director, Compass Group PLC

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

In this session, we will serve up the Compass approach to driving value in client relationships and how it has been applied in different ways to uncover real value with some of the world's leading organizsations. Compass is a €15 billion provider of food and support services to millions of customers in offices, factories, airlines, schools, colleges, hospitals and defense locations worldwide. To taste success in this business, the simple provision of food needs to be transformed into an innovative service that delivers outstanding client value.

6 6 - SAM and the Growth of Demand-Driven Service Businesses (view)
Presenter(s):
Chris Jensen , Engineering & Manuf. SVP & Americas Industry Head, DHL
Mark Gieben, Vice President, DHL

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

Many manufacturing customer organizations are increasing the importance of their service business for growth globally. Service is now a differentiator in competitive markets and is all about mindset and culture. Winning strategic suppliers deliver excellent service solutions through:

  • Strong processes based on a deep understanding of the customer's business needs and requirements
  • Innovative solutions that contribute to service excellence
  • Collaborative virtual teams across various cultures to fulfill global customer service requirements
  • The global customer manager, whose task is to align and make innovation and excellent service happen
7 7 - Creating Impact in Pharma With KAM (view)
Presenter(s):
Kevin Simpson, Associate Director Global KAM, Novartis Pharma AG
Jan Schluechter, Global Head of KAM, Novartis Pharma AG

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

Key account management continues to be one of the most discussed topics within pharma. However, in this industry there is no shared opinion on what KAM actually is, or proven examples on how to make KAM successful. The reasons include issues such as: an evolving customer base; inconsistent agreement on classifying kKey or strategic accounts; individual brand focus; and a highly regulated environment compounded by long product development cycles.

Topics include:
  • How to clarify the meaning of KAM in pharma and create a shared understanding
  • How to segment accounts, define account-specific strategy and establish customer-focused metrics in pharma
  • Novartis' KAM journey and case studies
8 8 - Utilizing Strategic Alliances for Managing and Growing Strategic Accounts (view)
Presenter(s):
Geoff Williams, Vice President Global Accounts, Danfoss
Hakan Nordstrand, EMEA Alliance Executive, IBM

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

Schneider Electric leverages its strategic supplier alliances to meet customer expectations and requirements, manage account complexity, and maximize mutual growth potential. This session will explain within a case example the dynamics of these collaborative working relationships.

9 9 - Transformation to Value: an Organizational Journey (view)
Presenter(s):
Mike Moorman, Managing Principal, Sales Solutions, ZS Associates
Carolyn Wagner, Managing Director, DS Smith Packaging - Germany, Switzerland & Austria

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

Share the journey of a sales force transformation through the case example of DS Smith Packaging, a world–class manufacturer and supplier of packaging products and services. This session will focus particularly on the transformation from transactional to value-based selling with strategic accounts, and resulting impact.

Topics include:
  • Account segmentation and selection
  • Organizational structure
  • The value proposition and sales process
  • Talent selection and motivation
  • Sizing and account assignments
10 10 - Optimizing Business Value Means Effectively Managing Multilateral Relationships within the Customer Ecosystem (view)
Presenter(s):
Alfredo Morate, Senior VP, Existing Installations Business, Latam, Schindler Management-Latin American Countries (LAC)

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

When sustaining a mutually worthy relationship with your strategic customer may not be sufficient to strike the deal because of multiple other companies/businesses that have a stake in the decision, it becomes essential to embrace the larger circle of stakeholders inextricably linked to your success.

Topics include:
  • The industry and corporate contexts for SAM
  • The evolution of Schindler's SAM model and operations
  • Making value relevant and real for each and every one
  • The long and windy road (roadblocks, detours and pitfalls)
11 11 - Using the Customer Value Chain to Advance Beyond Commodity Status (view)
Presenter(s):
Marc Abels, Partner, Deloitte Consulting
Jeroen De Bock, Director Key Accounts - European & Global Accts, Securitas

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

Securitas, as a leading security company, is facing increased industry commoditization in guarding services, which puts pressure on margins. Securitas will share how it turned around customers's perception of its services as a commodity. The introduction of a risk–mapping tool in the customer's own value chain allowed Securitas to develop new business without being put into competition each time.

12 12 - Creating and Selling Customer Value: the Strategic Account Manager's Role (view)
Presenter(s):
Stephan Ackermann, Global Key Account Manager, Mettler-Toledo GmbH

New and Developing Program, Mature ProgramSAM Program Design, Structure & Management

This session is about how the aAccount mManager can make sure that he truly understands customer needs, how he can differentiate between "product" and "value" and how he can successfully communicate the "value" message to the customer. This is done through examples of successful solutions and how they can be effectively communicated to the marketplace.

Topics include:
  • Knowledge of the customer's industry
  • Understanding of the customer's needs and pain points
  • Internal customer advocacy
  • Potential value of product design and value-added services
13 13 - What Can Marketing Do For Me? How to Focus Marketing on Bringing Strategic Value to the SAM Process (view)
Presenter(s):
Bev Burgess, Director, The Capsicum Group
Lynda Chambers, Director, The Capsicum Group
Stuart Allan, Strategic Account Director, Steria

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Advanced SAM

How many times have you wondered what marketing people deliver? And why aren't they doing more to help you grow your account? Why do you always end up having to do the marketing stuff yourself when there are more important things for you to get on with?

Marketing has a key role to play in each step of the SAM process. This workshop will focus on the role marketers can play, how they can add value on the path to understand, collaborate, create and quantify customer value. Using a real-life case study from an account director based on his experience of harnessing the power of marketing, this workshop will show you how to focus marketing on bringing strategic value to your account.

Topics include:
  • How marketing can add value to the SAM process every step of the way
  • How to make the case for your organizsation to refocus its marketing investment on supporting the SAM process
  • How to make sure the marketers allocated to your account have the right skills
  • Which key performance indicators to use to measure marketing's contribution
14 14 - Strategies to Overcome the Challenge of Global Pricing (view)
Presenter(s):
Miguel Serrano Kieckebusch, Pricing Strategy Director, Medtronic

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Advanced SAM

Rapid market consolidation is happening through key verticals (health care, energy, automotive, airlines). This puts a big challenge ahead of strategic account managers who are suddenly confronted with various country strategies converging on a global negotiation. This is a pragmatic look at various strategic choices to properly manage this challenge. Finding the right answer for your company and strategic customers is a key element for successful global partnerships.

15 15 - Improving Internal Leadership to Deliver Greater Value and Profit (view)
Presenter(s):
Alistair Taylor, Director, TaylorHoughton Limited
Lorraine Wiseman, Sr Director Global Marketing & Business Dev, IMI Nuclear

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Advanced SAM

Value dissipates when poor internal management leads to inefficient execution of customer programes.

All too frequently, managers bring strong functional expertise but lack skills for co–ordinating internal teams, resolving conflicts and raising performance. Building such skills can create customer delight and competitive advantage. Providing insights and tools for SAM's and customer–focused leaders, this workshop features a specific case study of a global company serving the power industry.

16 16 - Strategic Negotiation: Creatively Packaging Your Value to Maximize Your Negotiation Outcome (view)
Presenter(s):
Karen Fraser, Negotiations Consultant, Think! Inc.

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational & Advanced SAM

This session will focus on proactively guiding your customer's decision–making using a consistent framework for every negotiation. This framework is called a negotiation "'blueprint'." You will learn how to take the value you have worked hard to differentiate, and package it in multiple options for your customers, giving them the highest chance of success with the lowest risk of failure. This concept is the single most important way you can change the conversation from the price of your products to the value of your solutions. Learn how to create and present flexible and compelling solution options to customers, in their language, that will distinguish your value and help you get paid for it.

Topics include:
  • Organizing your negotiation thinking around a common blueprint framework to execute better deal outcomes
  • Preparing multiple customer options that message creativity and flexibility and showcase your value
  • Using the "multiple equal offers" concept with requests for proposals, as well as with multiple key stakeholders
  • Presenting your options to convey your business intent while decreasing your sales cycle time and increasing your chances of success
17 17 - Developing the SAM Mindset (view)
Presenter(s):
James Robertson, President, The Summit Group

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Research indicates that, in terms of overall SAM effectiveness, mindset matters as much or more than skill set. What is it? Why does it matter?

This interactive session will focus on helping you develop and apply the optimal business mindset for the future global economy. The outcome will be an engaging, candid, provocative, and pragmatic exploration of why a higher- order mindset can truly be your ultimate distinguisher.

Topics include:
  • Research on mindset
  • Application tools
  • Tangible examples
  • An integrated skill-set and mindset framework for your personal development
18 18 - Maximizing Mutual Value through Effective Opportunity Prioritization (view)
Presenter(s):
Robert Box, Partner, Mercuri International

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

This session presents a methodical approach to assessing opportunities with your strategic customers, a way to analyze and prioritize the potential value for both firms.

Topics include:
  • Opportunity assessment and prioritization at strategic accounts
  • Getting below the surface–determining the real opportunity
  • The challenge–identifying attractiveness and balancing the short and long–term
  • Winning more often
  • How to maintain account relationships when we say no to opportunities
19 19 - The "Real" Role of an Executive in a SAM Account (view)
Presenter(s):
LaVon Koerner, President & Chief Revenue Officer, Revenue Storm

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Regardless of how well–intended executives may be, it is all–to–easy for them to do considerable damage at a strategic account while thinking they are making a valuable contribution. This session will specifically spell out the do's and don'ts for how an executive can be leveraged at a strategic account. Sometimes executives are confused about their role, but oftentimes the SAM is more confused about how, where, and when to use an executive.

Topics include:
  • How executives often damage a strategic account irreparably,
  • How executives are to be briefed prior to being brought into an account,
  • When should an executive should "take over" a strategic account,
  • Who really owns a strategic account (Careful, the answer may surprise you.)
20 20- Cycling Voice of Customer Feedback into the Strategic Account Plan and Strategic Action Planning (view)
Presenter(s):
Dennis Chapman, President / CEO, The Chapman Group

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

This session will speak to the value and process of gathering and interpreting critical facts and insights from strategic accounts. Examples will be provided utilizing these newly acquired knowledge points to develop and substantiate the strategic account plan and relevant account strategies and tactics (actions). The session will be interactive and contain actual case study examples. Participants will be provided actual models and templates for use in their strategic account management program.

Topics include:
  • Assessing the right strategic account facts and insights to focus on
  • Employing an account loyalty/commitment metric into any strategic account plan
  • Adopting triangulation practices on critical (internal / external) customer data points to validate the success factor of any strategic account plan
  • Transitioning account facts and insights into important account strategy and tactics–the account action plan
21 21 - Winning Access to the CxO (view)
Presenter(s):
Reinhard Bockstette, Consulting Executive, Executive Conversation, Inc.

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Led by a seasoned executive, this session shares insights to improve your ability to secure time with executives at your accounts.

Topics include:
  • Identify trigger points that cause your target executive to pay attention
  • Craft messaging that provokes business curiosity and perceived value
  • Determine when and why to use different modes of communication
22 22 - Does Segmenting Your Strategic Accounts Portfolio Really Lead to a Differentiated Customer Management Approach? (view)
Presenter(s):
Bernard Quancard, President & CEO, SAMA
Mikael Povlsen, Director, Key Client Management, Maersk Line
Hubert Faucher, Permanent Professor and Consultant, ESSEC Business School
Andres Jaffe, Senior VP, Marketing & Sales Excellence, BASF

Essentials of Strategic Account Management–Advanced SAMEssentials of Strategic Account Management–Foundational SAM

Originating from B2B strategic marketing, customer portfolio segmentation is an accepted practice in strategic Account Management. Yet, pertinent segmentation should lead to distinct customer relationship and strategic management approaches for all segments, and superior shared value between the supplier and its key accounts, thus justifying the segmentation investment. This issue raises three challenges: identifying pertinent segmentation criteria, differentiating customer management and value propositions across segments, and ensuring higher shared value between supplier and key accounts through segmentation.

Topics include:
  • What characterizes pertinent strategic account portfolio segmentation?
  • Along which lines may customer management be differentiated across portfolio segments?
  • To what extent does strategic account segmentation contribute to increase the shared value between supplier and customer?
  • All in all, what are the main "does and don'ts" about differentiation across the strategic account portfolio?