Sales & Marketing Executives

THE FUTURE OF STRATEGIC ACCOUNT MANAGEMENT…

PUTTING THE CUSTOMER IN THE CENTER OF YOUR STRATEGY

SAMA Pan-European Conference 11-12 March 2020 Hotel InterContinental | Prague, Czech Republic

Register or select sessions at: http://bit.ly/2020SAMAConPEC #SAMACon Register or select sessions at http://bit.ly/2020SAMAConPEC 1 WHAT’S THE ROI?

PROFESSIONAL DEVELOPMENT • Learn directly from best-in-class companies what works for them, what challenges they had to overcome, and what others are doing to prepare for the future of key account management. • Learn tools, methodologies and mindset shifts from the world’s foremost experts and thought leaders. • Grow your network by making one-on-one connections with seasoned practitioners, consultants and academics.

RETURN, RETURN, RETURN • If you’re not learning and growing, you’re dying. It’s always been true, but it’s even more so as the pace of technology-driven change accelerates. Just one or two choice insights can repay your cost of attendance many times over. • Take what you learn back to the office, become a coach and thought leader in your organization and for your customers.

2 Register or select sessions at http://bit.ly/2020SAMAConPEC SCHEDULE AT A GLANCE

Tuesday 10 March 2020 15:30-18:30 – Registration/Check-In 17:00-18:30 – Conference Welcome Reception WHO SHOULD ATTEND?

Wednesday 11 March 2020 KAM PROGRAM DIRECTORS 07:30-17:00 – Registration/Check-In STRATEGIC/GLOBAL/KEY 08:30-09:30 – C onference Welcome and Keynote 10:00-11:30 – Concurrent Conference Sessions ACCOUNT MANAGERS 12:00-13:30 – Concurrent Conference Sessions ACCOUNT TEAM MEMBERS 13:30-14:30 – Lunch 14:30-16:00 – Concurrent Conference Sessions FIELD SALES SUPPORTING KEY CUSTOMERS 16:30-18:00 – Concurrent Conference Sessions SALES & MARKETING EXECUTIVES 18:00-18:30 – Free Time 18:30-20:30 – Networking Dinner SENIOR MANAGEMENT (BUSINESS UNITS & GEOGRAPHIES) Thursday 12 March 2020 07:30-12:00 – Registration/Check-In SALES SUPPORT & OPERATIONS 08:30-09:30 – Keynote SALES TRAINING & DEVELOPMENT 10:00-11:30 – Concurrent Conference Sessions 12:00-13:30 – Concurrent Conference Sessions HUMAN RESOURCES 13:30-14:30 – Lunch 14:30 – Conference Adjourns CHIEF SALES OFFICERS

Moderator:

WEDNESDAY 11 MARCH Jim Ford Andreas Pilz Dino Bertani Chief Commercial Officer Senior Manager, Executive Director, Solecta Sales Governance SAM Excellence The Future of SAM *SAMA Chairman of the Board Airbus Allergan

Strategic account management has historically been seen as Panelists: a vital part of a company’s long-term success and profitability, but there are external pressures causing companies to scrutinize their SAM program. Short-term thinking caused by the C-suite, central functions of SAM programs dismantled, AI/digital replacing elements of the SAM function, threats of recession…and the list goes on. This keynote panel of seasoned SAM leaders and subject-matter experts will share Kaj Storbacka their views on how these factors will impact the future of the Harvey Dunham Frederic Kahn Professor of Markets program and, ultimately, the customer. Managing Director for VP Marketing & Sales and Strategy Business Development Hovione University of Auckland SAMA Business School

Sessions presented to you by practitioners and consultants from amazing companies like:

4 Register or select sessions at http://bit.ly/2020SAMAConPEC

THURSDAY 12 MARCH

Adrian Davis Jeff Cochran President Principal/Master Facilitator Whetstone Inc. Shapiro Negotiations Institute Change ahead! Navigating, turmoil, The ultimate crash course on negotiation outcomes and transformations

Your people are under increasing pressure to quickly establish In this profound keynote, Adrian helps you engage your clients in a more credibility, build lasting business relationships, and produce results. meaningful way to make your value irresistible. He will explain why you must To address these challenges, they need specific habits and tools to shift your perspective from selling value to helping key stakeholders embrace impact the bottom line. Finding these tools and actually implementing and implement change. This presentation will help you rethink your value. It them in the face of fierce competition is not easy. In our interactive will help you look through the lens of key stakeholders to understand: 1) why keynote presentation, you will be introduced to a systematic process they are conflicted when considering your value, and 2) how to help them that will allow your team to become more effective, efficient and resolve that inner conflict and commit to a true partnership with you. creative in their negotiation.

5 CONFERENCE SESSIONS

models in response. So how do we build SAM competencies 3. Building SAMs into CEOs CONFERENCE TRACK: plus program capabilities that can adapt to new business SAM Talent: Recruiting, models, help drive internal transformation, and build “agility” Level: Intermediate/Advanced into our organizational DNA? Recommended audience: NAM/SAM/GAM,Managers of NAM/SAM/ GAM, SAM program heads, Director or other senior management Hiring, and Retaining Top This panel discussion focuses on real-world examples of SAM org. role, C-level/senior executive strategist, decision-maker, People leading organizations that have been disrupted or have done geographic head, executive sponsor, Talent management/HR/ the disrupting within their vertical industries. Hear strategies Learning & Development SAMA research shows that nothing influences the success or for adapting SAM talent and program capabilities to accelerate Presenter: Michael Thomas, Principal, Magnetic transformation. The panelists will share their struggles and failure of a strategic account management initiative more than The concept of a SAM being the “CEO of their own business” successes, how they are creating “internal disruption” for the leadership capabilities of the SAM. Is your organization the good, and moving from permanent justification of SAM -- is a frequent idea within mature sales organizations. Senior screening for the right traits, attracting the best candidates, toward SAM as a business enabler and accelerator. Practical management may be looking to get more business-driven and then enabling your SAMs with the technology, coaching approaches will be highlighted for winning the head, heart and behaviors from their SAMs. Other times they hope SAMs and organizational mettle they need to thrive? Enable your hands of the organization. will act with more entrepreneurial agility, counteracting slow SAM teams by implementing efficient global processes and internal process or decision cycles. The question remains – smart digitalization strategies, and learn to screen for tough- can, and should, organizations attempt to shift SAMs towards Attracting, developing and retaining key to-train traits that correlate with SAM success. 2. account managers a CEO mindset? If so, how can you get there successfully? Level: All audiences In this 1.5 hour session we explore the motivations behind the concept and the behaviors senior management hopes 1. Adapting SAM talent/programs to new Recommended audience: Managers of NAM/SAM/GAM, SAM program business models: Winning the head, heart and heads, Director or other senior management SAM org. role, C-level/ to drive. We will discuss the ability of SAMs to stretch into hands of the organization senior executive strategist, decision-maker, geographic head, a CEO mindset, both through necessary skills as well as the executive sponsor, Talent management/HR/Learning & Development Level: All audiences personality-type expectations. Additionally, we’ll look at a Presenter: Tania Lennon, Head of Talent, Assessment and framework model for helping SAMs gain a basic understanding Recommended audience: Managers of NAM/SAM/GAM, SAM program Leadership Expertise, ZS heads, Director or other senior management SAM org. role, C-level/ of the way CEOs might view the world and simple tools for senior executive strategist, decision-maker, geographic head, As part of its ongoing work to understand the drivers of success communicating more like senior business leaders and less like executive sponsor, Talent management/HR/Learning & Development in KAM, ZS has conducted research to look at the talent success account managers. Presenters: David Pyle, SVP Enterprise Dealer Partnerships, profile of key account managers. With account management Cox Automotive; Gordon Galzerano, Senior Director, Cisco; perceived as the preferred approach to customer engagement by This will be a highly collaborative session drawing on the many Phil Styrlund, CEO, The Summit Group; Kirk Dittmar, so many companies, companies are keen to understand where viewpoints and experiences of the session audience as well as Principal, The Summit Group they can find KAM talent in order to successfully deliver their the real-world feedback of the presenter. Participants will leave All companies are currently driving, or reacting to, market model. Using the KAM success profile research, participants with a better understanding of the root causes behind the idea, disruptions. The evolving competitive landscape, along with will gain new insights about how to attract, develop and retain the desired behaviors and the practical challenges in addressing changing customer expectations, requires new business the best key account management talent. this type of transformation at an organizational level.

6 Register or select sessions at http://bit.ly/2020SAMAConPEC into the company and its management: the 10K. Yet, it is In order for today’s businesses to stay in the performance CONFERENCE TRACK: estimated that less than 5 percent of GAMs and even a lower game, they need to bring the digital “connection” world to Critical Skills for Strategic percent of SAMs review their client’s 10K. This is unfortunate their structures, processes and systems. Ironically, the more but almost understandable as a 10K is anywhere from 100 to “connected” an organization is, the more “disconnected” Account Managers 350 pages and is a very dry document. The Annual Report is human beings are. More than ever, the organization’s SAMs, no substitute for the 10K as it is often viewed as a marketing who by nature are connected inside and outside the business, An enabled, empowered SAM with the right combination document that has no regulatory governance, The 10K, on will be at the heart of endeavors to achieve extraordinary of leadership traits and business acumen is an unbeatable the other hand, is regulated and is a standard format for levels of performance. We believe that the SAMs who have the combination. Learn what’s in the DNA of an elite account ALL companies. Moreover the CEO, the CFO and the Legal ability to truly “connect” beyond their knowledge and create team leader and how the best SAMs and GAMs orchestrate Department are heavily involved in the 10K, whereas it is the authentic alignment with their key stakeholders will lead their the strategic value creation process and drive business Marketing Department that is most involved in the preparation organizations and their customers’ organizations to new levels outcomes for their customers. Sessions will cover managing of the Annual Report. What better insight can one get other of unprecedented performance. teams with diverse cultural backgrounds, understanding than directly from the top? But how do you know if you are truly “connecting” with your key and outwitting Procurement, using data to bring new value This session demystifies the 10K and highlights and helps stakeholders? How do you create authentic alignment? streams to your customer, how to win bigger (and better) interpret only those sections that SAMs and GAMs must focus If you are interested in experiencing and demystifying for deals through upstream certification and specification, and on to understand their client’s business at a deeper level in order yourself a ground-breaking approach at the source of producing much, much more. to identify untapped opportunities. In addition, it helps SAMs and breakthrough business results, you won’t want to miss this GAMS establish strong credibility and relevance with the C-level workshop, in which you will: and differentiate themselves from their competitors. • Understand the PerformanceCO™ model: thinking in new 4. Selling to executives: By far, the most The session is interactive and uses real-life 10K examples to ways for producing Breakthrough business results important document that SAMs/GAMs never help SAMs and GAMs easily apply the session learnings to • Understand the importance of elevating the stakes and read their accounts–providing them with critical skills needed for finding a common stake for all stakeholders in order to Level: All audiences their success. cause authentic alignment with all Recommended audience: NAM/SAM/GAM, SAM program heads, • Experience the power of increasing your level of connection Director or other senior management SAM org. role, C-level/senior The new SAMCO: Experience the power with anyone executive strategist, decision-maker, geographic head, executive 5. • Apply the concepts to a concrete situation you have, giving sponsor of connection for breakthrough levels of you new ways to be and act Presenter: Jacques Sciammas, President, Selling to performance • Practice coaching skills, including giving and receiving Executives Level: All audiences feedback and feed-forward When dealing with the C-suite, SAMs and GAMs must be Recommended audience: Managers of NAM/SAM/GAM, SAM program extremely well prepared in their research and preparation to heads, Director or other senior management SAM org. role, Talent • Have loads of fun in the process understand their clients’ businesses, challenges and goals. management/HR/Learning & Development Only one report provides comprehensive invaluable insights Presenter: Nathalie Delmas, Founder and CEO, Connexion TIP

to the other side’s interests. In addition, participants will try most importantly, driven by critical ideas rather than a deluge of 6. Elevating your engagement: Unlocking the power of your story to sell value out their proposing skills in a simulated negotiation and learn fact and data. Effective communication is simpler than you may to become more confident in any situation and translate that think. By transforming the design and delivery of the message Level: All audiences confidence into results. to align with the brain, you can enhance retention and inspire Recommended audience: NAM/SAM/GAM, Account team members/ action to achieve your desired outcome. sales and functional support, Managers of NAM/SAM/GAM, SAM program heads, Director or other senior management SAM org. 8. Cracking the code on C-Suite messaging role, C-level/senior executive strategist, decision-maker, geographic (3-hour workshop) Joint innovation with a Strategic Account to head, executive sponsor 9. Level: All audiences leverage on industrial IoT Presenter: Adrian Davis, President, Whetstone Inc. Recommended audience: NAM/SAM/GAM, Account team members/ Level: All audiences In this interactive workshop, Adrian shows how telling better sales and functional support, Managers of NAM/SAM/GAM, SAM Audience: NAM/SAM/GAM,Account team members/sales and stories is the most effective way to engage key stakeholders program heads, Director or other senior management SAM org. role, functional support,Managers of NAM/SAM/GAM,SAM program heads, and motivate them to approve bold ideas. He will demonstrate C-level/senior executive strategist, decision-maker, geographic head, director or other senior management SAM org. role,C-level/senior executive sponsor why storytelling is the single most important skill SAMs executive strategist, decision-maker, geographic head, executive can develop to build trust and motivate key stakeholders to Presenter: Tim Pollard, CEO, Oratium sponsor,Talent management/HR/Learning & Development proceed with important initiatives. Effective communication is critical for large organizations Presenters: Vasily Chadnov, Commercial Excellence Program This is a hands-on workshop where participants will use globally for everything from engaging and managing people to Director, Air Liquide; Mustapha Bouraoui, Vice President, a practical framework to craft their personalized value leading cultural change and growth. When we finally get that Strategic Marketing, EMEA Region, STMicroelectronics propositions in the form of a compelling story. In addition elusive executive meeting, we just don’t seem to be able to tell In March 2019, SAMA honored Air Liquide, a world leader to real-time coaching provided during the workshop, each the story as effectively as we’d like. Even when the dreaded in gases, technologies and services for Industry and participant will receive a practical template as a take-away. PowerPoint slide deck isn’t in view (and it still too often is), Health, as co-winner of the 2019 SAMA Excellence Award messaging is typically confusing, too detailed, too sender- for “Implementation of specific customer engagement oriented, and too focused on “how it works” and insufficiently Probe and propose like a master negotiator strategies enabling, and successfully impacting, the value 7. focused on “why you should care.” Not to mention, messaging co-creation process. In this presentation Air Liquide and Level: All audiences and communication are not aligned with how the brain STMicroelectronics will illustrate their newest successful Recommended audience: NAM/SAM/GAM, Account team members/ consumes information. sales and functional support, Managers of NAM/SAM/GAM, SAM cooperation. STMicroelectronics is a leading semiconductor program heads As a result, win rates and cycle times aren’t where we need manufacturer delivering solutions that are key to Smart Presenter: Jeff Cochran, Partner and Master Facilitator, them to be. Faced with this underperformance, ironically, most Driving, Smart Industry, Smart Home & City and Smart Things. Shapiro Negotiations Institute (SNI) companies look to simply run the sales engine harder rather Because these two organizations established a structured than fix the true underlying problem of ineffective messaging. A relationship-based approach improves your negotiation framework aiming at innovating together in the sphere of abilities—a critical skill for SAMs in any industry. This highly The good news is that this is a far simpler problem to solve Industrial IoT and Industry 4.0, Air Liquide is now not just a interactive session gives participants the opportunity to hone than most people believe. Executive messaging can be created strategic supplier to STMicroelectronics but a true partner and their probing skills and practice tools to more effectively get that is tight, crisp, simple, customer-problem-centric – and even a potential new key customer.

8 Register or select sessions at http://bit.ly/2020SAMAConPEC customer relationships at T.D. Williamson. SAMs not only need 10. Strategic thinking for SAM success: 13. 20/20 SAM vision: What great account Putting “strategic” back in “strategic account to engage in a deep discovery process, but abandon any bias planning looks like in 2020 or personal agenda, be ready to think like the customer and management” Level: All audiences THEN be strategic enough to pull everything together to create Level: All audiences Recommended audience: NAM/SAM/GAM, Account team members/ value for both the customer and supplier. When done well the sales and functional support, Managers of NAM/SAM/GAM, SAM Recommended audience: NAM/SAM/GAM, Account team members/ results can transform customer relationships. In this session, sales and functional support, Managers of NAM/SAM/GAM, SAM program heads, Director or other senior management SAM org. role, program heads, Director or other senior management SAM org. role, you will learn how SAMs at T.D. Williamson engage their most C-level/senior executive strategist, decision-maker, geographic head, C-level/senior executive strategist, decision-maker, geographic head, strategic customers with a value co-creation mindset and executive sponsor executive sponsor experience extraordinary business impact as a result. Presenter: David Adams, Partner, PMI Presenter: Dave Ward, Principal, Vantage Partners Panelists: TBD This facilitated panel discussion will feature organizations SAM success requires you to be seen as a trusted advisor to 12. Traditional account management is dead customers, and to engage strategically with senior executives. currently implementing SAM/KAM. Dave Adams will introduce Level: All audiences This requires thinking more broadly, creatively and deeply a tool that PMI has developed from within the SAMA Recommended audience: NAM/SAM/GAM, Account team members/ about business risks and their causes, about opportunities for community that provides participants with a model of “what sales and functional support, Managers of NAM/SAM/GAM, SAM expansion and innovation and about the broad and complex great account planning looks like,” and the session will begin program heads, Director or other senior management SAM org. role, with participants conducting a self-assessment of their own business landscape in which your customers operate. This C-level/senior executive strategist, decision-maker, geographic head, implementations of strategic account planning. Following this highly interactive workshop provides practical frameworks executive sponsor assessment, a discussion will be facilitated using the “Great and tools to enhance SAMs’ abilities to think and operate Presenter: Bill Wallace, Executive Vice President, Revenue Storm strategically, build credibility with executives and provide Account Planning” (GAP) model in which the guest panelists Traditional thinking about account management is killing your strategic insights to customers. will provide insights regarding: business. Instead, shift to thinking about account leadership • How their organizations have implemented SAM/KAM best and focusing on how to increase speed-to-wallet share. practices The importance of the value co-creation 11. Account leadership is dynamic and centered around bringing • Experiences and lessons learned in implementing SAM/ mindset to grow customer relationships new ideas to key stakeholders to unlock revenue potential KAM throughout their organizations Level: All audiences for the client or protect the client from impending harm. It’s • Tips for the audience regarding their SAM/KAM journeys Recommended audience: NAM/SAM/GAM, Account team members/ about having a strategic vision while building competitive considered to be “best in class” sales and functional support, Managers of NAM/SAM/GAM, SAM immunity. • Where they’ve seen the highest returns and the most program heads, Director or other senior management SAM org. role, In this session you will learn: significant challenges in pursuit of SAM/KAM excellence C-level/senior executive strategist, decision-maker, geographic head, executive sponsor • Where to invest in your accounts for the largest returns Specific areas of emphasis will include: Presenters: Danny Haykal, Global Strategic Account Director, • How to master demand creation and experience account • Culture and leadership to support SAM T.D. Williamson; Laurent Fabry, Director, Sales Operations – growth • SAM program infrastructure and organization Eastern Hemisphere, T.D. Williamson • Create barriers for competitive entry to reduce account loss • Internal alignment and team collaboration A value co-creation mindset is critical when growing successful or revenue churn • Growing and leveraging strategic customer relationships

• Value co-discovery and co-creation This has resulted, as can be expected, in a varied technology • SAM metrics, incentives and recognition CONFERENCE TRACK: stack which is still being harmonized and a number of different • SAM sponsorship, coaching and adoption processes, methodologies and cultures relating to selling and SAM Program Design, sales methodology. The session will close with participants being challenged to select two GAP categories in which they will proactively seek Structure and Management Micro Focus, like others in its field, is also seeing an acceleration to drive improvement within their organization and/or account in the shift towards more value-based selling where customers Your SAMs don’t work in a vacuum. Without having the right team in 2020. are looking for not only technologies, but best practices, management systems and processes in place to enable recommendations and, more importantly, return on their software them, all the talent in the world won’t make a difference. investments. This coupled with the hypercompetitive software Discovering, aligning and co-developing 14. Learn how the best companies make the business case market, where open source is common, software vendors are customer insights that add value to strategic for SAM, how they structure their SAM program and how prolific and customers are constantly wanting new innovation, account partnerships they align the strategic account management initiative with new pricing and new value, increases the need to focus on Level: All audiences their larger corporate objectives. Sessions will cover issues providing an end-to-end exemplary customer experience. This Recommended audience: NAM/SAM/GAM, Account team members/ related to internal alignment, executive sponsorship, account can add to complexity for a matrixed organization like Micro sales and functional support, Managers of NAM/SAM/GAM, SAM selection and deselection, and many other universal SAM Focus. Alignment across multiple routes-to-market can prove a program heads, Director or other senior management SAM org. role, challenges. challenge internally and for the customer. C-level/senior executive strategist, decision-maker, geographic head, executive sponsor This session will discuss the challenges in consolidating multiple technologies, processes and methodologies across a Presenter: TBD, GE Healthcare 15. Drive and realize the goal of delivering a worldwide go-to-market (GTM) organization with the goal of Developing a provocative perspective for priority accounts that common SAM language and culture across the delivering a common culture and language to achieve optimal can be impacted by the supplier’s unique capabilities means global organization customer success and GTM productivity. ensuring internal resources are aligned, coordinated and Level: All audiences committed to deeply understanding customer priorities and Recommended audience: C-level/senior executive strategist, decision- Boosting your strategic account addressing their problems and business outcomes. In this maker, geographic head, executive sponsor 16. discussion, we will share our journey to align our commercial management (SAM) program with a product- Presenters: Jo Stewart, Worldwide Leader for Go-to-Market management lens organization around strategic customers and what can happen Enablement, Micro Focus; Tim Braman, VP of Corporate when the customer is engaged as part of this process. Strategy and Global Account, Revegy Level: All audiences Micro Focus is early in its transformation journey and is addressing Recommended audience: Managers of NAM/SAM/GAM, SAM program some key challenges with its enterprise-selling force. heads, Director or other senior management SAM org. role Micro Focus has evolved over a number of years through both Presenter: Danielle Matteson, Director Global Accounts, AVI-SPL organic innovations and the merger and acquisition of a number Need to create or improve your company’s SAM program? Star of technology companies in the field of enterprise software. SAMs and program leaders often have a keen understanding

10 Register or select sessions at http://bit.ly/2020SAMAConPEC of how to apply product management principles to create or customer teams as line organizations, or would a voluntary 17. Designing the customer-centric enhance a world-class SAM program. In this session attendees organization – leveraging the SAM program as and informal team and cooperation across regions and departments suffice? will learn key pillars of product management discipline that can an engine for growth through organizational • How much power and authority should the SAMs have? be applied to increase the probability of SAM program success, transformation understand exclusive SAM program offering experiences that • What should the Business Unit organization look like three Level: All audiences years from now? What is the best path from today to that resonate with Fortune 100 customers and be shown real Recommended audience: Managers of NAM/SAM/GAM, SAM program future organization? customer examples of how to implement and capture value heads, Director or other senior management SAM org. role, C-level/senior • Beyond the formal SAM organization, how can one secure from some of today’s world-renowned brands. executive strategist, decision-maker, geographic head, executive sponsor the participation of all members of a world-wide SAM-Team? Like all successful systems, your new or revamped SAM Presenters: Robert Hueber, Business Unit Director, Packaging, Which intrinsic and extrinsic motivators can be combined? Herrmann Ultraschall; Artur Wagner, Co-Founder & Partner, program will involve thorough and strategic planning. To help MP Consulting ensure your program’s effectiveness, this session will cover four This is a real-life case study of the SAM journey of the German Importance of center of excellence and vital steps in the product management process, along with tools 18. company Herrmann Ultraschall (HU), a worldwide leading program office for SAM success and corporate for how to apply them to your organization, and provide real- specialist for ultrasound welding technology. The session will integration world examples of each from AVI-SPL’s journey. take you from the beginning of HU’s SAM journey in 2014 Level: Intermediate/Advanced The steps include: until today. It will demonstrate how a comprehensive SAM Recommended audience: NAM/SAM/GAM, Account team members/ • Define what problems you are trying to solve, which program, consisting of six sequential phases, allowed HU to sales and functional support, Managers of NAM/SAM/GAM, SAM customers you want to serve, what your customers want, drive growth through organizational change and position HU as program heads, Director or other senior management SAM org. role, what will help you reach your business goals and what is a relevant strategic partner for significantly larger customers. C-level/senior executive strategist, decision-maker, geographic head, actually doable. Basically, ask “What is product management However, the subsequent exponential rise in expectations from executive sponsor, Talent management/HR/Learning & Development and how can it add value to my SAM program?” its strategic accounts put significant pressure on the whole HU Presenters: Dominique Cote, Founder & CEO, Cosawi inc/ sprl and Partner, The Summit Group; Kirk Dittmar, Principal, • Create your SAM program vision by creating user stories, organization, forcing it not only to redesign its go-to-market The Summit Group; Geoff Quinn, Director - Key Account building business and strategic rationale for your program, approach, but the way all company functions support the value Management Center of Excellence & Enablement, Pfizer selecting and qualifying accounts and prioritizing program creation process, ultimately leading to a new organization of Biopharmaceuticals Group; Alexandre Tremblot, VP Group features that resonate with customers. HU’s business units. Excellence, Air Liquide • Define your program strategy and build a business model The session will answer the following questions: Much has been said about the challenges and values of building for the people, processes, tools and measurement required • Is there a way of measuring customer-centricity and how global centers of excellence for key account management and to launch your program to market or refresh an existing does the type of business model influence the level of strategic account management as a strategic operational program. required customer-centricity? group within organizations. • Build and execute on a program roadmap that includes • Should the SAM be part of the Sales organization or should capturing voice of the customer, automating idea a parallel Go-To-Market organization for Strategic Accounts Each year, SAMA issues awards for new and mature SAM management and co-creating with the customer and that be established? programs. One thing every winning company has in common meets both company goals and customer (user) needs. • Is it worth the effort and complexity to build specific is they all had an established, centralized programming office,

or Center of Excellence (COE). A coincidence? We think not. SAM and the consistent execution and implementation of the quantifying the ROI of an account management Establishing a COE is the key success factor for implementing defined SAM strategy have to be indispensable prerequisites approach an effective strategic selling and strategic account in striving for sustainability. Level: All Audiences management approach. Despite this fact, only 10 percent of At the same time, sustainability is also seen as an important Audience: Managers of NAM/SAM/GAM,SAM program heads, director SAMA member companies have a COE, let alone an effective success factor for making SAM a well-accepted and valuable or other senior management SAM org. role,C-level/senior executive one. With such a clear business opportunity, it is time to take growth engine of ZEISS. We will show an opportunity to strategist, decision-maker, geographic head, executive sponsor,Talent a closer look at COEs, i.e., their challenges, benefits and key measure the outcome and the Return on Investment of management/HR/Learning & Development characteristics for SAM impact and success. building a strong SAM organization. Presenters: Alexandre Tremblot, VP Group Excellence, Air Liquide; Alessio Arcando, Business Executive Advisor, Health Care Markets, U-earth biotechnologies; Harvey Dunham, 19. Sustainability in strategic account 20. Re-igniting a mature SAM program in the Managing Director, Business Development, SAMA management and in building strategic digital age With many economists predicting an oncoming global partnerships with key customers Level: All Audiences recession, it has never been more important to know your Level: All Audiences Audience: Managers of NAM/SAM/GAM,SAM program heads, director program’s profitability – so you can protect it when your Audience: Managers of NAM/SAM/GAM,SAM program heads, director or other senior management SAM org. role,C-level/senior executive company looks to cut costs. This executive panel will highlight or other senior management SAM org. role, C-level/senior executive strategist, decision-maker, geographic head, executive sponsor,Talent their approaches to measuring the results of their strategic strategist, decision-maker, geographic head, executive sponsor management/HR/Learning & Development accounts programs. Presenters: Gerhard Herold, Managing Partner, mp Presenters: Friederich Richter, VP Strategy & Innovation, consulting GbR; Werner Gerstner, VP Sales and Global Strategic Customers & Segments, Schneider Electric; Account Management, ZEISS Pierre Tabary, Strategic Accounts Management Program VP, Strategic Customers & Segments, Schneider Electric The presentation will be based on a ZEISS case study and describe a year-long process of building an effective strategic Is there such thing as “end of life” or “expiration date” for account management organization in their industrial metrology SAM programs that have existed for many years? Many of machines business. It will demonstrate the importance these long-existing SAM programs have dramatic lifecycles of various factors like integrity, execution competencies that go from incredible growth and executive support to and the enduring evidence of benefit for the customers for stagnation and the threat of being dismantled and discarded. developing the necessary degree of trust that enables a status SAMA Excellence Award winning company, Schneider of co-dependent partnership. It shows the opportunities and Electric, will describe their 20+ year SAM program journey, challenges of jointly developing differentiating and mutually- specifically how to inject new energy to create even more beneficial concepts of cooperation with key customers. customer growth. Practical examples will describe necessary leadership efforts and learnings in achieving and keeping a trusted advisory status with globally operating key customers. It shows that aligning 21. Sustaining profitability: Measuring and the whole company behind the principals and objectives of

12 Register or select sessions at http://bit.ly/2020SAMAConPEC PAN-EUROPEAN CONFERENCE – 11-12 MARCH 2020

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SAMA room rate: 4,300 CZK per night (Approx. $187.00 USD / €168 Euros) Twitter: @samatweet, #SAMACon

SAMA reservation block: LinkedIn: www.linkedin.com/company/strategic-account-management-association After you register for SAMA’s Pan-European Conference, you will receive the hotel booking information in your confirmation. YouTube: youtube.com/samacentral Please note: The cutoff for reservations is Tuesday 25 February 2020 or when the SAMA room block is full.

Strategic Account Management Association Tel: +1-312-251-3131 • Fax: +1-312-251-3132 • www.strategicaccounts.org GAM Programme investors strategies business outcome negotiation “Fierce conversations.” innovate contact Refocus source marketing objectives key accounts Become Essential opportunities “I wanted to help benchmark Profitability my program and hear the INSIGHTS AND CONTACTSsustainable TO generate views of other SAM program

global solutions leaders to learn from their creativity DRIVE BUSINESS RESULTS IN experiences. The ability to strong 2020 AND BEYONDtrade network coupled with several very interactive sessions Insights made a great event!” Growth Whether you are beginning your career in key account management or a savvy ROI percentage expertise veteran, SAMA has keynotes, facilitated panel discussions and breakout sessions designed to deliver insights you can put to use immediately with your key teamwork customers. Guided conference tracks ensure you attend only sessions that are

successtalent management relevant to your role and your experience level. Rebuild analysis

market share consumer key accounts Connections With hours of structured and unstructured networking time, an ethos of openness executives prospects and transparency, and representation from across markets and industry verticals, you will learn directly from those facing the same challenges as you. results-driven

concepts innovation leadership

customer loyalty business Efficiency economic challenges information forum impact new economy international strategy objectives “SAMA is more than ever a key point for my clients.” Innovative selling Profit team knowledge