Considering just the end customer for SAMs is proving increasingly insufficient, even limiting. The future will find SAMs looking at the end customer ecosystem, transforming the SAM job into one of “ecosystem orchestration.” This will mean mobilizing and connecting an entire community of stakeholders in order to create value for the end user – and, in turn, both the customer and the supplier.

SAMA is the leading enablement community of practice in strategic customer management for not only the SAM but also for the executive, who will need to organize his company structure, management processes, digitalization capabilities and talent management to enable the entire enterprise to become strategic customer-centric.

Join us in Orlando for keynotes from visionary leaders, breakout sessions delivered by seasoned practitioners, and two days of networking with your peers working at every level of global and strategic account management.

Get practical tools and insights into

Learning how to advance your strategy with your most
important customers

Building and managing your roadmap for success

Planning, executing and measuring to improve results at
each phase in the customer journey

Embracing change and operating with speed and agility

Who should attend

SAM program directors

Strategic/global/key account managers

Account team members

Field sales supporting key customers

Sales & marketing executives

Senior management
(business units & geographies)

Sales support & operations

Sales training & development

Human Resources

Chief sales officers

Keynote Speakers

Hak Cheol (H.C.) Shin

Vice Chair and Executive Vice President

Marty Finkle

CEO, AscendU Group and Board Director,
Scotwork Negotiation

Shari Diaz

Innovation, Strategy and Portfolio Operations Program Director, Watson Supply Chain

nEXtchange Speakers

SAMA’s nEXtchange is a series of TED talk-style presentations on future-forward subjects that will alter your mindset and leave you energized and inspired.

Tim Riesterer

Chief Strategy and Marketing Officer
Corporate Visions, Inc.

Jennifer Stanley

McKinsey & Company

Jeff Cochran

Principal/Master Facilitator
Shapiro Negotiations Institute


Summary Agenda

From practical, hands-on breakout sessions to relaxed social gatherings with your peers, we’ve
packed even more value into the conference for 2018.

Sunday, May 20
4:00pm - 8:00pm
Register and pick up your credentials. Enjoy refreshments and ease into networking gearing up for the morning conference start.
6:00pm - 7:30pm
SAMA "Happy Hour"


Monday, May 21
7:00am - 6:00pm
8:00am - 9:00am
Welcome and opening keynote
SAMA President & CEO Bernard Quancard welcomes attendees. Keynote presentation "Leadership and innovation" by 3M Vice Chair & Executive Vice President, H.C. Shin. 
9:30am - 11:00am
Concurrent conference sessions
11:30am - 1:00pm
Concurrent conference sessions
1:00pm - 2:00pm
Networking Lunch
2:00pm - 3:30pm
Concurrent conference sessions
4:00pm - 5:30pm
Concurrent conference sessions
6:30pm - 7:30pm
Welcome Reception


Tuesday, May 22
7:00am - 6:00pm
8:00am - 9:00am
"Blockchain, AI and IoT for supply chain: How they work, how they deliver value and what is inhibiting adoption"
Shari Diaz, Innovation Strategy and Portfolio Operations Program Director, Watson Supply Chain, IBM
9:00am - 9:30am
Excellence Awards
10:00am - 11:00am
"The story from the other side of the negotiating table: A procurement panel"
Marty Finkle, CEO, AscendU Group and Procurement Panel
11:30am - 1:00pm
Concurrent conference sessions
1:00pm - 2:00pm
Networking Lunch
2:00pm - 3:30pm
Concurrent conference sessions
4:00pm - 5:30pm
Concurrent conference sessions
6:30pm - 9:30pm
Highlight reception & dinner event


Wednesday May 23
7:00am - 2:00pm
8:00am - 9:00am
This is SAMA's own version of TED talks.
9:30am - 11:00am
Concurrent Sessions
11:30am - 1:00pm
Concurrent Sessions
Conference adjourns

2018 Conference Tracks

SAMA's Annual Conference offers tracks to help guide your journey and maximize your time. All sessions suggest an audience recommended for its content. The distinctions are important so that individuals can attend sessions best-suited for their needs.


Enabling SAM Talent

Audience: Senior Management, SAM Program Heads, SAM Managers, HR/Learning & Development

SAMA research shows that nothing influences the success or failure of a strategic account management initiative more than the leadership capabilities of the SAM. Is your organization screening for the right traits, attracting the best candidates, and then enabling your SAMs with the technology, coaching and organizational mettle they need to thrive? Enable your SAM teams by implementing efficient global processes and smart digitalization strategies, and learn to screen for tough-to-train traits that correlate with SAM success.

Driving and Realizing SAM Organizational Capabilities

Audience:Head of SAM Programs, Vice Presidents, Chief Sales Officers

Your SAMs don’t work in a vacuum. Without having the right management systems and processes in place to enable them, all the talent in the world won’t make a difference. Learn how the best companies make the business case for SAM, how they structure their SAM program and how they align the strategic account management initiative with their larger corporate objectives. Sessions will cover issues related to internal alignment, executive sponsorship, account selection and deselection, and many other universal SAM challenges.

Strategic Account Manager Critical Skills

Audience: SAMs – Beginning to Mature, SAM team members

An enabled, empowered SAM with the right combination of leadership traits and business acumen is an unbeatable combination. Learn what’s in the DNA of an elite account team leader and how the best SAMs and GAMs orchestrate the strategic value creation process and drive business outcomes for their customers. Sessions will cover managing teams with diverse cultural backgrounds, understanding and outwitting Procurement, using data to bring new value streams to your customer, how to win bigger (and better) deals through upstream certification and specification, and much, much more.

Transformative Practices for Next Generation SAM

Audience: General audience sessions for those looking for high-level provocative sessions for leading edge practices, strategy and cutting-edge trends

If you think you’ve mastered the basics of strategic customer relationship management, don’t worry: B2B is changing faster than ever, so there will always be new avenues to create differentiation from your competitors. This track looks at the future state of SAM and the strategic customer-centric organization – from institutionalizing processes of co-innovation and understanding the role of digitalization in customer buying behavior to account-based marketing and driving change management in your own organization.


Hilton Orlando Bonnet Creek

SAMA is excited to host the 2018 Annual Conference at the beautiful Hilton Bonnet Creek Orlando. With modern amenities and plenty of light and open space for learning and networking, it's the perfect venue for SAMA's exceptional event.

The Hilton Orlando Bonnet Creek is just minutes from Disney® theme parks, water parks, and Disney Springs™. World-class shopping, arts and entertainment venues, and the best of Orlando’s exciting attractions are all within a short drive of the hotel.

The SAMA block of rooms at the Hilton Bonnet Creek is now FULL. Please see below for other accommodations near the event.

Wyndham Grand Orlando Resort Bonnet Creek (4 minute walk from Hilton Bonnet Creek) 1 (407) 390-2300

  • $189.00 + Tax - 1 night's room and tax due while booking ($28 daily resort fee has been waived for this offer)
  • Offer based on availability
  • Deposit is refundable only for reservations cancelled 7 days prior to arrival date
  • Call: l (407) 390-2300, ask for the SAMA rate of $189

For questions on the hotel please contact Rhodonna Espinosa at

Conference Pricing

Pricing Level

Corporate Member

Individual Member

Non Member





Do more with many. Bring a team to:

Share and discuss best practices     Expand your network      Connect outside the office experience

Email to customize your team.

Team Pricing

Corporate Member

Individual Member

Non Member

*Team pricing applies to groups of 10 or more paid attendees.