Keynotes Agenda Sessions Session Materials Speakers Venue Pricing & Registration Brochure

A transformational journey

9-10 March, 2017   |   Prague


Thanks for a great Pan-European Conference!

At SAMA's 2017 Pan-European Conference, we helped many enhance their network while engaging with some of the world's most influential companies and organizations. They connected with colleagues and industry experts from all career levels, sectors, work environments and industries during two days of practical insights on managing strategic account management initiatives and building lasting customer loyalty.

Keep creating value . . . for your customers, for your organization and for yourself. Join us for our largest event at the 2017 SAMA Annual Conference, May 23-25, in National Harbor, MD.   |   #SAMAAC17.

Keynote Speakers
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Renae Leary

Vice President of Global Enterprise Accounts,
Johnson Controls, Inc.

Using design thinking to supercharge customer value co-creation

A core principle of customer value co-creation is active participation and engagement of strategic customers in the innovation process. Add design thinking to the co-creation process, and it provides companies with the ability to gather customer data that demonstrates tangible results, optimize solution alignment, develop innovative technology and streamline operational processes. Sounds pretty impressive, doesn’t it? Using design thinking as a backdrop, Johnson Controls’ Vice President of Global Enterprise Accounts Renae Leary will share the organization’s impressive journey to becoming a best-in-class SAM program leading the way in customer co-innovation.


Phillip Lund

Solution Sales Program Director for Solutions University, Schneider Electric

Talent, transformation and the bottom line

Phillip Lund tells the story of his company’s internal transformation that led to dynamic growth, both for Schneider and its strategic accounts. Faced with the need to redeploy 60 percent of its strategic account managers, Schneider seized the rare opportunity to select a pool of talent whose competencies and skillsets were outlined and defined by Schneider’s strategic customers themselves. Schneider’s SAMs led this impressive transformation, and the business results have been exceptional. Join Lund as he leads attendees on an insider’s journey through Schneider’s transformation, and find out its key success factors, pitfalls to avoid and the next steps in the transformation of Schneider’s strategic accounts program.

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Conference Tracks
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How to create, monetize and capture value in a changing environment

The value and supply chains of a customer organization extend from procurement to customer users, production, R&D, marketing, management and C-level strategic decision makers, as well as external alliances and extended customer segments. Value creation, monetization and capture is enhanced when the supplier works with all of the contributors, ultimately creating an ecosystem that results in greater revenue growth for all.

"The whole notion of managing accounts strategically is something new. What we need is a community where we can come together and learn from each other. SAMA gives us that."
- A SAMA corporate member

How the C-suite can lead for enduring change

To ensure successful transformation, internally and externally, the C-suite must build a core of believers who can lead the way, create business cases to show how the change works, communicate (over and over) why the transformation is needed and the change can work, and develop the human capabilities of the organization’s talent.

How the SAM can initiate a transformation internally and externally

The C-suite should empower the strategic account management team, and particularly the SAMs, to lead the transformational change with the organization’s most strategic customers. SAMs have the ability to create a journey that anticipates customer needs and expectations, aligns resources to the activities most likely to influence decisions, and adapts the organizational structure to foster the ideal environment for customer co-creation and innovation.

How to develop the SAM talent capabilities needed to spearhead transformation

It is critical for an organization to identify and develop the human capabilities that directly support and align with the company’s business objectives, which can then be leveraged to lead the transformational change. To do this, organizations must embrace the employment lifecycle – from identification and hiring to training and coaching of talent. Subsequently, SAMs will be the levers to drive long-term sustainable growth.

How to maximize supplier relationship management and optimize growth

From a procurement perspective, good supplier relationship management (SRM) enables organizations to reduce cost, improve efficiency and drive value without ruining the valuable relationship. And the companies that get this right generate higher profits, innovate more effectively and are better able to manage risk. Procurement functions can and should support the organization and should be seen as a strategic issue that requires strategic relationship management. As we look toward the future, the role that Procurement plays will only become more important and critical to the successful transformation of the supplier’s and customer’s organizations.

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InterContinental Prague

Located on Prague's most famous and luxurious shopping boulevard, 'Parizka' – connecting the historic Old Town Square with the banks of the Vltava River – the InterContinental Prague is a truly exceptional hotel.

Group Rate: €149 per night

Deadline: Monday, 13 February, 2017

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2017 SAMA Pan-European Conference Pricing
Solo Team
Corporate Member €1275 €1235
Individual Member €1385 €1350
Non-Member €1515 €1450

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Cancellation Policy

Upon written notice (e-mail acceptable), registered and paid participants for any SAMA events are entitled to a full refund up until 31 days prior to the start of the event. If a registrant cancels between 15 and 30 days from a scheduled SAMA event, the individual will receive a full credit to be used within 12 months. Cancellations made within 14 days of the start of a SAMA event will forfeit 50 percent of the fees paid and will be issued a credit for the remaining 50 percent to be used within 12 months.

Cancellations or substitution requests must be written and submitted to

Questions? Please contact us at or call Erin Pallesen at 312-251-3131, ext. 27.