It’s amazing: No matter how drastically the world of B2B transforms, the #1 challenge SAMA members encounter remains the same. Aligning the internal organization around co-developing and delivering value to a small number of critical customers continues to vex even the most progressive, customer-centric organizations. That is why we have designed SAMA’s 2019 conferences around this perpetual challenge: “The state of precision: Aligning with your strategic customers for extraordinary results."

Your company is disproportionately dependent on a very small number of critical customers, whose business drives an enormous proportion of your revenue and profit. The only way to be successful is to optimize the business you do with these customers, and the only way to do THIS is to achieve peak alignment with, to and for these customers.

Who attended:

SAM program directors

Strategic/global/key account managers

Account team members

Field sales supporting key customers

Sales & marketing executives

Sr. management (business units & geographies)

Sales support & operations

Sales training & development

Human resources

Chief sales officers

    Keynote Speakers

Jennifer Stanley

Jennifer Stanley
McKinsey & Company

Fathi Tlatli

Fathi Tlatli
President Global Auto-Mobility Sector
DHL Customer Solutions & Innovation

Rolls Royce

Simon Goodson
Senior Vice President,
Customer Business
Rolls-Royce plc


Wednesday 13 March 2019

15:30-18:30 – Registration/Check-In

17:00-18:30 – Conference Welcome Reception
                       sponsored by Perfluence

Thursday 14 March 2019

07:30-17:00 – Registration/Check-In

08:30-09:15 – Conference Welcome and Keynote

09:30-11:00 – Concurrent Conference Sessions

11:30-13:00 – Concurrent Conference Sessions

13:00-14:30 – Lunch

14:30-16:00 – Concurrent Conference Sessions

16:30-18:00 – Concurrent Conference Sessions

18:00-18:30 – Free Time

18:30-20:30 – Networking Dinner and SAMA Excellence Awards™ sponsored by Arpedio

Friday 15 March 2019

07:30-12:00 – Registration/Check-In

08:30-09:30 – Keynote

10:00-11:00 – Keynote

11:30-13:00 – Concurrent Conference Sessions

13:00-14:00 – Lunch

14:00 – Conference Adjourns


SAMA's Pan-European 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 – Early Career, 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.


Amsterdam Marriott

SAMA was excited to host the 2019 Pan-European Conference at the Amsterdam Marriott in the city center.

Across from the Leidseplein, the hotel places you moments from Amsterdam city center's most celebrated shopping, dining and entertainment destinations. Marriott's prime location places you close to the Anne Frank House, the Van Gogh Museum and Vondelpark.