Keynotes   Speakers     Agenda       Sessions       Session Materials       Location       Pricing       Brochure

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 Berlin 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 Speaker


Peter Oosterveer


Cultivating the Ecosystem of Co-Creation

True partners are passionate about helping clients succeed with their most important business challenges and opportunities, having the boldness to innovate, share knowledge and create new solutions together. But this takes a special kind of working relationship that does not happen to grow overnight. In this keynote, Peter will share his vision and examples of zippered client relationships and the work that goes into building an environment and ecosystem around People, Planet and Profit that thrives on co-creation and mutual benefits. He will also share proven instruments that Arcadis is using, put together by some of the best talents in design thinking, which act as accelerators to building environments of trust and co-creation – perfect for dealing with the uncertain world of disruption, digital opportunities and high-frequency change.

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.



David Atkinson

Founder and Managing Director
Four Pillars Consulting

Tim Pollard


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.

Wednesday 14 March
15:30 - 17:30
Register and pick up your credentials.


Thursday 15 March
07:30 - 17:00
08:30 - 09:15
Welcome and opening keynote
SAMA President & CEO Bernard Quancard welcomes attendees. Keynote presentation by Arcadis CEO Peter Oosterveer.
09:30 - 17:30
Concurrent conference sessions
18:30 - 20:30
Networking dinner & SAMA Excellence Awards
Presentation of the 2018 SAMA Excellence Awards and networking dinner.


Friday 16 March
07:30 - 12:00
08:30 - 12:00
Concurrent conference sessions
12:15 - 14:00
Lunch and nEXtchange talks
Trusted Advisor: Why Procurement is Eating Your Lunch, and What You Can Do About It
David Atkinson, Managing Director, Four Pillars

Cracking the Code on Sales Messaging
Tim Pollard, CEO, Oratium
Conference adjourns

2018 Conference Tracks

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 – 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.


Berlin Marriott Hotel

SAMA is excited to host the 2018 Pan-European Conference at the beautiful Berlin Marriott Hotel. An unbeatable location in the heart of the city centre, the Berlin Marriott Hotel offers a seamless blend of comfort, style and convenience for your visit to Germany's capital city. Situated two blocks from Potsdamer Platz, and near the Brandenburg Gate and the Gendarmenmarkt.

The best of Berlin is minutes from the Potsdamer Platz. Take advantage of unparalleled access to Berlin's best shopping, dining and entertainment. Visit the Brandenburg Gate, near the hotel, or explore the Gendarmenmarkt's stunning architecture.

SAMA Rate: €185 per night

Please Note: The cut-off for reservations was Thursday, 22 February 2018.

After 22 February, the rooms & rate are on an availability basis, please contact Rhodonna Espinosa at

Conference Pricing





Pricing Level

Corporate Member

Individual Member

Non Member

(register after 1 January 2018)