SAMA University Courses for Strategic Account Managers

All SAMA University courses are Open Enrollment, meaning that attendees need not be CSAM (Certified Strategic Account Manager) candidates in order to attend. However, these in-person courses are part of the required curriculum for certification. For more information, visit

The schedules, courses and faculty for SAMA University & SAMA Academy are subject to change.

Questions regarding session content, please contact Elisabeth Cornell at

Questions regarding registration, please contact Rhodonna Espinosa at

Click a Session title below for a description
Monday | September 10 Tuesday | September 11 Wednesday | September 12 Thursday | September 13
2 | Managing the Overall Customer Relationship and Business Outcomes
FoundationalAdvancedSAMA Certification
3 | Creating Joint Solutions with Strategic Customers
FoundationalSAMA Certification
4 | Using Presentations to Drive Customer Engagement
FoundationalAdvancedProgramSAMA Certification
5 | Leading & Managing a Multifunctional Team
FoundationalSAMA Certification

Buyer's Perspective: Create, Communicate and Quantify Value for CXO Impact (2-Day Session)

Faculty: Conrad Smith, Executive Conversation, Inc
Recommended Audience: Foundational |
Certification Credits Available: Yes SAMA Certification

Led by a seasoned executive who has spent a career on the other side of the desk – where your customer sits – this session shares a buyer's perspective on how investment decisions are made. You'll gain strategies for engaging executive-level buyers and effectively positioning the business value of your solution

Topics Covered:
  • Find and interpret account information to identify areas of greatest impact
  • Translate financial data and trends to identify selling opportunities
  • Align your business value with your account's prioritized initiatives
  • Quantify your value using financial metrics meaningful to your account
Course Requirements: Willingness to participate in role-playing exercises.

2 | Managing the Overall Customer Relationship and Business Outcomes

Faculty: Dennis J. Chapman Sr., President/CEO, The Chapman Group
Recommended Audience: Foundational, Advanced |
Certification Credits Available: Yes SAMA Certification

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.

Topics Covered:
  • Mastering the What, the How and the When of the SAM relationship management, engagement and review processes
  • The metrics-based dashboard and tracking progress
  • Gaining clarity on internal and external expectations for the overall relationship management process
  • Personal accountability and responsibility for business outcomes
Course Requirements: None
Pre-work: Yes – pre-reading of case study; 15-min. online survey
Post-work: Yes, optional – webinar regroup 4-6 weeks out to discuss implementation of AAP

3 | Creating Joint Solutions with Strategic Customers (1-Day Session)

Speaker: Kirk Dittmar, Principal, The Summit Group
Recommended Audience: Foundational |

Certification Credits Available: Yes SAMA Certification

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
  • 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: None

4 | Using Presentations to Drive Customer Engagement (1-Day)

Speaker: Mike Brown, Canadian Practice Leader, IMPAX Corp.
Recommended Audience: All levels |
Certification Credits Available: Yes SAMA Certification

The presentation element of the buy/sell cycle is critical to the success of strategic account relationships. To be effective you have to make business presentations at all levels of your customer's organization and at different stages of the selling and relationship management cycles. The challenge of balancing effective presentation content with professional, compelling delivery is often a deal-breaker. This workshop addresses and elevates the skills required to successfully compete in a variety of business-to-business presentation situations, while differentiating your company and its offering from that of your competition.

Topics Covered:
  • How to create competitive advantage by leveraging presentations at different points in the sales cycle
  • How to develop a customer-focused sales and relationship management presentation
  • How to rehearse presentations to maximize impact
  • How to deliver compelling presentations that differentiate you from the competition
  • How to utilize internal presentations to gain commitment and consensus
Course Requirements: None

5 | Leading & Managing a Multifunctional Team (1-Day Session)

Speakers: Robert Box, Partner, Mercuri International
Recommended Audience: Foundational |

Certification Credits Available: Yes SAMA Certification

This course develops account managers in the essential skills for leading and managing multifunctional and sometimes geographically remote, teams. The course covers team leadership, interpersonal skills and cultural knowledge and sensitivity. Attendees will work in teams using a case study, exercises and role play, and cover key team processes including the account planning process, team building, relationship process, influence without authority and coaching. Following each learning segment, attendees will input their own Account Team Plan to identify the relevance and application of the learning to future action items with their own account and account team

Topics Covered:
  • Building team vision and identity
  • Alignment of account and team goals
  • Business and national/regional culture and impact in teams
  • Leading the team without direct authority
  • Working with the network
  • Managing the key processes
  • Coaching and development in the team
Course Requirements: None
Course categories are based on SAMA's knowledge architecture and designed to help you make a more informed choice based on your interests and career path.
focuses on core strategic account manager skills for new/ developing SAM professionals.
builds upon core SAM skills for intermediate to advanced strategic/global account managers with at least 3-5 years' experience.
[Some classes have elements of Foundational and Advanced, as indicated.]