SAMA Academy Online
The SAM2Win Strategic Account Leadership Program

09/01/2020 - 11/22/2020

The online game where you compete against your peers and hone your strategy skills

September 2020 to November 2020

In this highly innovative online program, participants will compete against their peers to develop and implement an account strategy while trying to earn the business of a strategic account. Through a mix of game play, narratives and problem-solving activities, players will gain the principles and tools necessary to develop a superior growth strategy for a top customer account.

During the 12-week course, participants will perfect their ability to:

        Define and segment a strategic account in new ways that reduce competition

        Choose the best sales opportunities for the future that align with the buyer’s needs and leave competitors stuck in the past

        Position their brand in a superior way that connects with real customer needs

        Capture their account strategy in a plan that can be used to sell the strategy internally

        Be better at implementing the plan in a dynamic world

        Form a holistic understanding of account management by fitting the various pieces together

Weeks 1 - 4: Account Segmentation

        Use marketing strategy thinking to develop powerful account strategies

        Define and segment a strategic account in new ways that reduce competition

        Use segmentation to decide where to compete

[First decision round]

Weeks 5 – 6: Opportunity Targeting

        Understand strategic portfolio analysis

        Ensure the account strategy is aligned with the customer’s procurement strategy

        Choose the best sales opportunities

[Second decision round]

Weeks 7 – 8: Superior Positioning

        Understand value propositions and how to spot the gaps and gold that lies within them

        Position the brand to beat the competition in a way that connects with real customer needs

        Create financially quantified value propositions

[Third decision round]

Weeks 9 - 10: Account Planning

        Understand the difference between average account plans and the best ones

        Learn to put the “strategy” into strategic account planning

        Use the plan to get the needed resources

[Fourth decision round]

Weeks 11 - 12: Implementation

        Prepare for the perilous journey that is implementation

        Improve the odds of plan success

        Implement account plans in a dynamic world

[Final decision round: One team will be selected to win the business]

Creators: Malcolm McDonald, Emeritus Professor, Cranfield University School of Management, and Edmund Bradford, Managing Director, Market2Win

If you have any questions about registration, please email or call 312-251-3131 ext 0



Per Person

Corporate Member $1690
Individual Member $1790
Non-Member $2090

Please click here to view our cancellation policy.

Event management software by Aventri