Avaya Measured Strategic...

Companies Presenting

Practitioners

Avaya

Ceva Animal Health

CHEP

Covidien

DHL

Diebold

Emerson Process Management

Hilton Worldwide

Honeywell

IBM

MSC/ScriptSave

Nalco

Novartis

Office Depot

Pfizer

Rite Aid

Roche

Schneider Electric

Siemens

SKF

Woodard & Curran

Xerox

Zurich

Academics/Consultants/Subject Experts

Blue Canyon Partners

The Chapman Group

ECC Partnership

Executive Conversation

Farland Group

IMPAX

The Insight Group

LawVision Group

Mercuri International

Performance Methods Inc.

RAIN Group

Revenue Storm

Richardson

The Summit Group

Think! Inc.

University of Auckland Business School

Value Innoruption Advisors

Vantage Partners

ZS Associates

S T R A T E G I C A C C O U N T M A N A G E M E N T A S S O C I A T I O N

Bringing Mutual Measured Strategic ValueTo bring growth and profi tability to your company,

you must fi rst bring them to your strategic customers.

SAMA 49th Annual Conference

May 20-23, 2013 | Westin Diplomat Hotel | Hollywood, FL

Also at the Annual Conference...SAMA University May 20-22, 2013

.

A Letter From the CEO

Keynote Speakers

Academic Forum

Team Program

Selecting Your Sessions

Session Agenda

Conference Program Schedule

SAMA Corporate Membership

Welcome to Florida

SAMA University

Registration Fees & Information

Sample List of Attendees

Session Index

3

5

6

7

9

10

26

28

29

30

34

39

Back

SAMA Board of DirectorsMichael BlachVice President, Key Client ManagementMaersk Line

Volkhard BregullaVP Global Accounts Germany and Central Eastern EuropeHP GmbH

Dennis ChapmanPresident & CEOThe Chapman Group

Joe CoffeyChief Commercial OfficerGallus BioPharmaceuticals, LLC

Dominique CôtéSenior Director, Operational Business Strategy Europe, Africa, Middle East, Zoetis

Barbara DesmondAccount Management Platform Leader-AmericasCushman & Wakefield

Jim FordVice President of Strategic AccountsNalco

Stephanie FullerDirector of Global Business DevelopmentOffice Depot BSD

John GardnerSVP - Global Strategic AccountsEmerson Process Management

Rosemary HeneghanDirector, International Sales OrganizationIBM

Cameron HydeCorporate VP, SVP Global Accounts OperationsXerox

Chris JensenSVP & Global Industry Head, Engineering & Manufacturing/EnergyDHL Global Customer Solutions

Denise Lodrige-KoverVice President - Global Strategic Account ManagementHilton Worldwide

Jean-Philippe MachonExecutive Vice President, Distributors & Installers Market SectorNexans

Bernard QuancardPresident & CEOSAMA

Dr. Hajo RappSVP Account Management & Market DevelopmentSiemens

Michael StevensSenior PartnerPMI

Dr. Kaj StorbackaProfessor of MarketingUniversity of Auckland Business School

Phil StyrlundCEOThe Summit Group

John SummersVice President & GM, Life SciencesJohnson Controls, Inc.

Gary SummyDirector of Sales DevelopmentTrane Commercial Systems

Huw TippettGlobal Head of CommercializationNovartis

Allen TuthillSenior Vice President, Strategic Sales & Business DevelopmentAssurant Solutions

Carrie WellesVice President, Global Customer ManagementThink! Inc.

Geoff WilliamsVice President Global Enterprise CustomersSchneider Electric-SGBDChairman of the Board

Visit the SAMA website for full session descriptions, the latest updates and a downloadable brochure at https://events.strategicaccounts.org/events/2013/conference2

Becoming a Trusted Advisor

The ultimate aim of a Strategic Account Manager is to reach Trusted Advisor status. This status is frequently reached if you FIRST bring growth and profitability to your strategic customer. Best of all, trusted advisor status frequently coincides with the best-case no-bid situation.

This year’s theme – Bringing Mutual Measured Strategic Value – is directly tied to bringing growth and profitability to your customer and becoming a trusted advisor. To bring growth and profitability to your company, you must first bring them to your strategic customers. But the question of how to strategically impact your strategic customers’ metrics with your value solutions still remains.

• How does a jet engine manufacturer impact the mileage cost of its airline customers?

• How does an electrical equipment company impact the energy savings of its industrial customers?

• How does a major logistics company impact the on-time delivery and carbon footprint of its major customers?

• How does a financial services company impact the financial risk of its corporate customers? Or their insured corporate customers’ operations?

Each strategic customer views value through its own prism of strategy, organizational priorities, business objectives and metrics.

This conference will reveal best practices in the strategic account management process of mutual measured value creation, while also examining the alignment of your own company’s strategy, organizational capabilities and business performance for customer-specific solutions. This process creates trust, co-creation, innovation, loyalty, risk management solutions, sustainable growth and profitability.

This year, with SAMA University and the Annual Conference co-located, we are expanding your options to combine full-day workshops on SAM/GAM skills and Conference sessions to best meet your objectives.

As the training component of our CSAM certification, SAMA University sessions are the foundation upon which all of the data, resources, training and best practices that are available through SAMA are built.

I look forward to seeing you in Florida!

Warm regards,

Bernard L. Quancard

President and CEO, Strategic Account Management Association

Advancing strategic customer-supplier value, collaboration and learning.

3

If you would like information on sponsoring SAMA as a year-round corporate sponsor or at

the SAMA Annual Conference and/or the SAMA Pan-European Conference, please contact

Matt Fegley at 312-251-3131 Ext. 10.

Also, contact us for details on advertising in Velocity® magazine!

SAMA would like to thank our corporate sponsors:

Corporate Sponsorship

SAMA’s member companies

range from under $100M to over $100B in annual sales.

SAMA’s 80 corporate member companies

alone had combined turnover of more

than $2.28 TRILLION in 2011.

Wouldn’t it be good to be noticed by their strategic

sales forces?

Sponsorship at SAMA Conferences

is an excellent source of brand awareness for your company.

SAMA Corporate Members (as of November 26, 2012)

3M Company

ABB

Abbott Laboratories

Accor Hospitality

Adecco

ADP

Agility Logistics

Amgen Canada

Ashland, Inc.

Assurant

Autodesk

Avaya

BASF

Belden

Bentley Systems

Boehringer Ingelheim

Cargill

CH Robinson

Champion Technologies

CoreLogic

Covidien

Deloitte

Diebold

Domtar

DHL

Elanco (Eli Lilly)

Emerson Process Management

Endress + Hauser

Freeman

Gerresheimer AG

GSA

Hilton Worldwide

HP

Hyatt

IBM

Ingersoll Rand / Trane

InterContinental Hotels Group

Invensys

John Deere

Johnson & Johnson

Johnson Controls

Kone

Konecranes

Konica Minolta

Lutron

MaerskLine

MeadWestvaco

Medtronic

Microsoft

Mold-Masters

Motorola

Nalco

Nexans

Novartis

Novozymes

Pall Corporation

Pfi zer

Pfi zer Animal Health

Pitney Bowes

PolyOne

Procter & Gamble

QAD

Qualcomm

Roche Diagnostics

Rockwell Automation*

Safety-Kleen

Samsung

Schneider Electric - SGBD

Sherwin Williams

Siemens

SKF

Sonoco

Tyco International

United States Postal Service

US Offi ce of Personnel Management*

Vestas

Xerox

Yokogawa

Zurich Financial Services Group

Pending*

4

The IBM Global CEO Study has produced some far-reaching insights on how CEOs respond to the complexity of increasingly interconnected organizations – whether it’s about the unending war for talent or about engaging customers as individuals or about extensive partnering to amplify innovation. All of these key ideas have a great impact on strategic account management because SAM is at the very center of the interconnected organization (the customer-supplier strategic relationship). Dr. Berman will develop the impact of the CEO’s leadership agenda on its implications for executives and strategic account management.

Saul J. Berman is Partner & Vice President, Global Strategy & Transformation Consulting Service Area Leader within IBM Global Business Services (GBS). He leads a worldwide team of IBM consultants

focused on delivering business value through business, technology and operations strategy and transformation engagements.

He has also authored numerous books and publications including Not For Free: Revenue Strategies for a New World, published by Harvard Business Review Press, and the recent IBM studies: “Beyond Digital – Connecting media and entertainment to the future,” IBM Institute for Business Value 2012, and “The Power of Cloud – Driving business model innovation,” IBM Institute for Business Value, 2012.

Dr. Berman holds a Ph.D. in Management and Information Systems and an MBA in Production Systems and Operations Research from the Graduate School of Business at Columbia University in New York. He obtained a Bachelor of Science in Economics at The Wharton School, University of Pennsylvania, Philadelphia. Dr. Berman was named as one of the Top 25 Consultants of 2005 by Consulting Magazine.

William F. Meahl, DHL’s Chief Commercial Offi cer, presents a view on creating and maximizing value for global customers who often operate in challenging environments, both economically and physically, and have the need for complex solutions delivered in a simple way. Using DHL as an example, Mr. Meahl highlights how the capabilities, insight and experience, global reach and local expertise of several business units can be effectively employed and leveraged to create a powerful proposition and deliver the kind of tailored solutions that simplify customers’ lives and ultimately drive value, customer satisfaction and loyalty.

As Chief Commercial Offi cer for DHL, William Meahl is responsible for coordinating the cross-DHL commercial activities of the DHL divisions EXPRESS, GLOBAL FORWARDING /FREIGHT, SUPPLY CHAIN and GLOBAL MAIL. He is a member of the Executive Committee DHL and reports to Frank Appel, the Chief Executive Offi cer of Deutsche Post DHL, the world’s leading mail and logistics services group.

William has held different positions within the Group, most recently as Chief Operating Offi cer (COO) of DHL SUPPLY CHAIN (DSC), where he was instrumental in creating strong global operations and sales disciplines for the fi rst time at DSC, the largest provider of contract logistics in the world.

William holds an MBA in fi nance from Babson College in Massachusetts and a Bachelor’s degree in political science from Colgate University in New York. He is also a member of the Council of Supply Chain Management Professionals.

Tuesday, May 21, 2013

More Than the Sum of Your Parts – Creating Customer Value in a Global Multi-Business Unit Enterprise

William F. MeahlChief Commercial Officer

DHL

Wednesday, May 22, 2013

Leading Through Connections: Implications From the IBM Global CEO Study

Saul J. BermanPartner & Vice President, Global Strategy & Transformation Consulting Service Area Leader

IBM Global Business Services

Keynote Speakers

Visit the SAMA website for full session descriptions, the latest updates and a downloadable brochure at https://events.strategicaccounts.org/events/2013/conference 5

Sponsored by Schneider Electric

An Academic Forum for Strategic Account Management Practitioners

Recommended for All Attendees

Monday, May 20, 2013 | 3:00-5:00pm

The Impact of Digitization on Strategic Customer-Supplier Relationships

Academic presentations will address:

• The impact of digitization technologies on integrated customer solutions

• The impact of digitization technologies on services in the B2B world

• The social network phenomenon: how it will change the job of the strategic and global account managers

Co-Hosts: Marc Coroler, Senior VP Solutions & Strategic Customers, Schneider Electric Dr. Kaj Storbacka, Professor of Marketing, University of Auckland Business School

The impact of digital technology on business enterprises is increasing in pace and magnitude like never before. Hugely impacted are B2B relationships and interactions, which makes the selection of this topic for the 2013 Academic Forum both timely and extremely relevant.

The SAMA Academic Forum is intended to spark animated dialogue over shared interests between current academic research in strategic and global account management and the connections to the practical challenges and objectives of our SAM community, resulting in more thought-provoking insights and next-level ideas to put into practice.

During the Forum practitioners are invited to offer feedback to the academic presentations and further to propose topics for future research. We encourage your participation in whatever role or capacity you support your company’s strategic/global accounts endeavors.

Following the Forum, please join us at 6:30pm for the SAMA Annual Conference Welcome Reception & Dinner Buffet!


Newer SAMs/KAMs/GAMs:

• SAMA is offering SAMA University sessions concurrently with the Annual Conference programming for the first time ever in 2013.

• There are numerous skill-building and best-practice sessions for foundational strategic account managers - see the “F” logo, , which accompanies the essentials of strategic account management.

Experienced SAMs/KAMs/GAMs:

• In addition to SAMA University sessions, items marked with an “A” logo, , indicate sessions intended for senior-level SAMs with several years of experience managing strategic customer relationships.

Managers of SAMs:

• Successful coaches will want to be familiar with the best practices being shared with their account managers - all “F” and “A” sessions, , are appropriate for Managers of SAMs, as are the program design and executive strategy sessions.

Program Leaders/Heads of SAM Programs:

• Sessions covering account selection, alignment, program design and other vital information will be impactful for your leadership.

• Benchmarking with the leaders of other top companies is invaluable.

Executive Strategy:

• C-level attendees are encouraged to benchmark with each other.

• Information on executive sponsorship - the role and responsibility of the executive sponsor can mean the difference between a world-class program and a program that struggles.

Learning and Development/HR/Sales Excellence:

• See what information your SAMs and GAMs are receiving.

• Audit the sessions led by SAMA’s solution providers to help you decide if a consulting

firm should be hired for internal training or consulting.

• The fact that each corporate member is entitled to one free seat for an L&D/Training/HR/Sales Excellence executive means that your peers will be here - the benchmarking will be rich.

Benefits of SAMA’s Team Program (10 or more attendees from

your company) include:

• Discounted pricing

• Free meeting space on site (first come, first served)

• Help in securing speakers for your on-site meeting from the SAMA community

• Reserved table at meals (if desired – many of our attendees come to SAMA Conferences specifically to network with people outside their own teams)

“Our Global Sales Organization used the SAMA

Conference to bring our non-U.S. SAMs and GAMs from

7 countries to gain significant insight, knowledge and

cultural diversity. By every measure, the SAMA conference

was a resounding success.”

,A

A

,F

Use the Annual Conference as an opportunity

to co-locate your in-person SAM meeting for the year.

Leverage the SAMA Annual Conference

for All of Your Team Members

Bring Your Entire Team


SAMA is the world’s leading organization

focusing on Strategic Account Management

Knowledge Exchange. See what our attendees

say they find valuable about SAMA Events:

“Discussion was stimulating, I enjoyed the discussion format. Instructor was very knowledgeable on a wide variety of subjects.”

“Plenty of opportunities to network!”

“The Keynote presentations and breakout sessions were very relevant and well presented.”

“Good speaker, covered a lot of ground, excellent slides and materials!”

“[My SAMA University class] made me really think thoroughly through each individual opportunity and customer to align my focus accordingly.”

“I have so much information to take back to my workplace …”

“Exactly what I was looking for. Real-world approaches!“

“All this info is really usable!”

“This Conference was a good opportunity to step back from day-to-day management and plan ways to proactively implement ideas and solutions.”


Selecting Your Sessions

Each session at the conference is designed

with a specific audience in mind, according

to various factors and learning objectives,

and is grouped within the following Attendee

Focus Areas. Depending upon your role

and current priorities, you may select your

sessions from within one focus area OR

choose sessions across multiple focus

areas. Note that individual sessions within

a track may be geared for beginning or

advanced SAMs, or new or mature SAM

organizations, as prescribed in the session

listing. Classes are not restricted. Should

you need help selecting your sessions, email

[email protected].

Attendee Focus Areas / Tracks

Executive Strategy & Decision-Making

Executive-Level sessions are recommended for:

• Executives governing overall SAM strategy and/or operational decision-making • Senior-level SAMs in key decision-making roles or on an executive career path Sessions focus on the top future-facing issues and concerns of senior decision-makers and are conducted in interactive formats.

SAM Program Design, Structure & Management

CORE ENABLERSThese New and Developing Program sessions are recommended for: • Senior managers and executives engaged in planning, launching or managing a

strategic accounts program/initiative • SAMs seeking an understanding of the overall context and shift to a customer-

centric culture Sessions examine vital capabilities and enablers for developing and sustaining a strategic accounts organization.

NEXT-LEVEL PRACTICESThese Mature Program sessions are recommended for:• Senior managers and executives seeking to continually improve and innovate

their strategic/global accounts program• Senior leaders wanting to benchmark SAM/GAM best practicesSessions present next-level practices and examine key areas required for SAM excellence, led by seasoned executives.

Essentials of Strategic Account Management

Foundational SAM sessions are recommended for:

• New and developing strategic account managers (SAMs) • Managers and executives who are new to SAM • Professionals who develop and coach SAMs Sessions cover fundamentals of the SAM position, including the role, responsibilities, activities and behaviors essential to managing a strategic customer for optimal growth and profitability.

Intermediate/Advanced SAM sessions are recommended for:

• Senior-level SAMs with several years’ experience managing strategic customers • Managers and executives seeking to raise the level of SAM competency and

performance Sessions address the strategy and discipline of advanced SAM practices and facilitate the peer exchange of experience and insights in managing highly complex customers.

E

A

F

P

P


Session Agenda

MONDAY | MAY 20, 2013

1:30-2:30pm

An Overview of SAMA’s Certification Program for CSAMs (Certified Strategic Account Managers)

Recommended for Anyone Interested in SAM Certifi cation

Presenters: Bernard Quancard, President & CEO, SAMA

Elisabeth Cornell, Chief Knowledge Officer, SAMA

Matt Fegley, Chief Business Development Officer, SAMA

Brett Middendorf, Corporate Services Manager, Assessments & Certification, SAMA

Cam Hyde, Corporate VP, SVP Global Accounts Operations, Xerox

Maria Edelson, President, Sales & Capability Development

3:00-5:00pm

An Academic Forum for Strategic Account Management Practitioners

The Impact of Digitization on Strategic Customer-Supplier Relationships

Recommended for All Attendees

Co-Hosts: Marc Coroler, Senior VP Solutions & Strategic Customers, Schneider Electric

Dr. Kaj Storbacka, Professor of Marketing, University of Auckland Business School

Sponsored by Schneider Electric

(For full session descriptions and in case of speaker changes and

session cancellations, check the SAMA website for updated information)

Monday, May 20, 2013

8:30am-5:00pm SAMA University

12:00-9:00pm Registration/Marketplace & Member Services

1:30-2:30pm Overview of SAMA Certification Program for CSAM (Certified Strategic Account Manager)

3:00-5:00pm Academic Forum for Strategic Account Management Practitioners

6:30-9:00pm Welcome Reception & Dinner Buffet

Tuesday, May 21, 2013

6:30am-6:30pm Registration/Marketplace & Member Services

7:30-8:30am Breakfast

8:30-9:30am General Session: Welcome/Opening Remarks & Keynote


9:30-10:00am Networking Break

10:00-11:30am TrackMeets

11:30am-12:00pm Networking Break

12:00-1:00pm Concurrent Sessions

1:00-2:30pm Lunch & Networking


3:30-4:30pm Refreshments & Networking Presentation: “Making & Taking with You the Best of Your Conference Experience”

4:30-5:30pm Free Time

5:30-7:00pm Cocktail ReceptionDinner On Your Own / Dinner Match-Up

Wednesday, May 22, 2013



8:30-9:30am General Session: Introduction & Keynote



10:00-11:30am TrackMeets





3:30-4:30pm Refreshments & Networking Event


6:30-7:00pm Cocktail Reception

7:00pm-9:30pm Dinner Buffet, SAM Program of the Year Award Presentation and Entertainment

Thursday, May 23, 2013


7:30-9:00am Networking Breakfast

9:00-10:00am Concurrent Sessions


10:30-11:30am Concurrent Sessions

11:30am Conference Adjourns

g

10

TUESDAY | MAY 21, 2013

8:30-9:30am Tuesday | May 21

GENERAL SESSION – All Attendees

Welcome and Opening Remarks Bernard Quancard, President & CEO, SAMA

Keynote:

More Than the Sum of Your Parts – Creating Customer Value in a Global Multi-Business Unit Enterprise William F. Meahl, Chief Commercial Officer, DHL

10:00-11:30am Tuesday | May 21

1 TrackMeet: Who Owns the Customer – Capitalizing on the New World Order of Big DataRecommended for C-Level and Senior Management Executives EE

Moderator: Jane Hiscock, President, Farland Group

Panelists: Matt Preschern, Vice President, GBS North America Marketing, IBM; Ian Levine, Chief Sales Officer, Iron Mountain; James King, Senior Vice President – Business Operations & Technology, Broadcast Music, Inc.

Functional leaders across the C-Suite – in marketing, sales and technology – are vying for ownership of customer data, customer relationships, content and connections. This panel session will bring together a CIO, CMO and CSO to discuss the best practices and practical steps that organizations need to take to ensure that they are gaining the most from their B2B clients.

9 TrackMeet: Capitalizing on a Corporate Strategy for Mutual Growth With Strategic Clients – The Hilton Business Case

Recommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenters: Denise Lodrige-Kover, VP, Global Strategic Account Management, Hilton Worldwide

Steve Andersen, President and Founder, Performance Methods, Inc.

In 2004, recognizing the success of a more strategic, higher-level relationship that was focused on mutual outcomes led to the development of the Hilton Worldwide SAM Program, which, has matured into a world-class organization.

17 TrackMeet: Why Strategic Accounts? Establishing and Communicating the Business CaseRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Moderator: Gary Summy, Business Development Leader, Xerox

Panelists: Cam Hyde, Corporate VP, SVP Global Accounts Operations, Xerox; Dominique Côté, Senior Director, Operational Business Strategy Europe, Africa, Middle East, Zoetis; Steve Jones, Director, Global Accounts, Ingersoll Rand Company

What is the best route to go about establishing the business case for SAM and then, assuming you get the green light, what is your strategy to communicate it to, and get buy-in from, the internal key stakeholders whose cooperation and collaboration are essential for success?

18 TrackMeet: The “Real” Value of Executive Involvement in Strategic AccountsRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenter: LaVon Koerner, President & Chief Revenue Officer, Revenue Storm

Because of their very nature, strategic accounts have been identifi ed because they are strategic to us SO we can become strategic to them. That being the given ultimate goal of every strategic accounts program, we cannot pretend to be “strategic” without executive involvement. This session will focus on some surprising “realities” that can either be seen as disturbing or as a saving grace.

Email [email protected] for assistance in selecting your sessions. 11

New Speaker!

29 TrackMeet: Winning Bids and Building Relationships Recommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Wayne S. Evans, Head of Procurement Americas, Deutsche Post DHL

Corporations are focused on driving compliance, which requires an increased level of transparency in awarding business. This session will showcase methods to increase the win ratio and enhance the client relationship.

30 TrackMeet: Reducing Value Leakage in the Negotiation ProcessRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenters: Jeff Weiss, Founder, Vantage Partners

Ben Siddall, Senior Consultant, Vantage Partners

Join this discussion on how both to spot areas of value leakage and to ensure that the right negotiation process, tools, skills, and incentives are put in place to enable optimal value creation with customers.

TOPRATED 40 TrackMeet: Walking in the Shoes of a SAMRecommended for New and Developing Strategic Account Managers FF

Moderator: Dennis Raffa, Global Account Manager, CHEP

Panelists: Mike McCool, Vice President – Strategic Accounts, Freeman; Rodney Dickerson, Regional Vice President – Strategic Accounts, Covidien- Health Systems; Robin Braun, Strategic Account Leader, Emerson Process Management

This popular session returns with new SAM panelists. What is it like to walk in the shoes of an experienced strategic account manager? Join this exchange of personal and professional insights and experiences, and come with your own questions about what it’s like to be a SAM in these challenging times.

41 TrackMeet: Conducting Compelling and Powerful Research Interviews to Gain Strategic Customer Knowledge

Recommended for New and Developing Strategic Account Managers FF

Presenters: Dan Kosch, Co-President, IMPAX Corporation

Mark Shonka, Co-President, IMPAX Corporation

This interactive and application-oriented session will focus on gaining the “right” customer knowledge by conducting compelling and powerful interviews. These interviews will help you gain critical information that can assist you in winning more often while differentiating yourself, your company and your solutions from your competitors.

12:00-1:00pm Tuesday | May 21

TOPRATED 2 Enterprise Capabilities for an Integrated Solutions BusinessRecommended for C-Level and Senior Management Executives EE

Presenter: Dr. Kaj Storbacka, Professor of Marketing, University of Auckland Business School

This session explores the distinct sets of capabilities that enable success in solutions business. Simultaneously, securing scalability and repeatability requires fi rms to modularize and standardize solution components. A solutions business platform creates the foundation for sustainable success.

Email [email protected] for assistance in selecting your sessions.12

New Speakers!

10 Trust, Collaboration, Solutions—the Journey Toward Successful Strategic Customer RelationshipsRecommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenters: John Gardner, Senior VP - Global Strategic Accounts, Emerson Process Management

Atlee Valentine Pope, President, Blue Canyon Partners

The presenters will offer a framework for assessing the health, stability and future opportunity for customer relationships. Drawing on years of experience, they will provide advice and a framework to showcase how to enhance those relationships.

11 Utilizing Strategic Alliances for Managing and Growing Strategic Accounts Recommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenter: Geoff Williams, Vice President Global Customers, Schneider ElectricJim Bolton, Program Director, IGS APC Alliance Sales, IBM

Schneider Electric leverages its strategic supplier alliances to meet customer expectations and requirements, manage account complexity and maximize mutual growth potential. This session will explain within a case example the dynamics of these collaborative working relationships.

19 Creating Impact in Pharma With KAM Recommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Jan Schluechter, Global Head of KAM, Customer Model Innovation and Channel Management, Novartis Pharma AGKevin Simpson, Associate Director Global KAM, Novartis Pharma AG

Key account management continues to be one of the most discussed topics within pharma. However, in this industry there is no shared opinion on what KAM actually is or proven examples on how to make KAM successful. See how key account management is being implemented at Novartis.

20 Does the Pareto Rule Apply to the Selection of Your Strategic and Global Strategic Accounts Portfolio?

Recommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Moderator: Bernard Quancard, President & CEO, SAMA

Panelists: Jeffrey Bierman, Strategic Account Manager, Bentley Systems, Inc.; Dean Grossmann, Go to Market Leader, Cargill;Ron Davis, EVP, Head of Market Customers and Business Analytics, Zurich Insurance Company

What is the Pareto rule, why is it used and how does this approach compare to the account selection criteria used in mature SAM and GAM organizations?

21 Delivering on the “Value Challenge” to Professional Service FirmsRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Silvia L. Coulter, LawVision Group LLCBruce Alltop, LawVision Group LLCTBA

This panel will include the client perspective of an in-house counsel and focus on the elements of building strong SAM teams that deliver added value to professional services clients and in return create long-lasting, loyal client relationships.

31 Building an Effective Global Core TeamRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Jason Stocker, Global Account Manager, SKF

One of my toughest challenges as a global account manager has been to infl uence, motivate, and drive a global core account team. It is absolutely imperative to have a strong core team in order to be successful with the customer, but getting everyone to the point of being a “true team” is a major hurdle.


New Speakers!

CANCELLED

32 Selling Value-Added Services and SolutionsRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenters: Mike Byrnes, Managing Partner, The Insight Group

Gus Maikash, Partner, The Insight Group

Panelists: Dr. Stephen Brown, Emeritus Edward M. Carson Chair and Professor of Marketing Distinguished Faculty, Arizona State University Center for Services Leadership, W.P. Carey School of Business, and Strategic Partner, The Insight Group

Mike Steinharter, Vice President and WW General Manager, Financial Services Sector, Xerox

Selling value-added solutions and services requires different skills and a different approach from selling products. Many companies have failed to make this transition because they have not recognized the need to make the required changes.

TOPRATED 33 Managing the “Mothership” – Elevating Your Internal AcumenRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Phil Styrlund, CEO, The Summit Group

Internal acumen is the ability to mobilize one’s own organization around what matters most to its strategic customers. This session takes a pragmatic, applied approach to building a fi nancial business case, garnering resources, and telling more compelling internal stories from the customer’s perspective.

42 Cycling Voice-of-Customer Feedback Into the Strategic Account Plan and Strategic Action Planning


Presenter: Dennis J. Chapman Sr., President and CEO, The Chapman Group

This session will speak to the value and process of gathering and interpreting critical facts and insights from strategic accounts. Participants will be provided actual models and templates for use in their strategic account management program.

43 Collaborative Acumen: Navigating Your Company’s Social Network to Deliver ValueRecommended for New and Developing Strategic Account Managers FF

Presenter: Gregg Kober M.Ed., M.P.H., Vice President, Change Management and Enablement, Richardson

Strategically important customers require a level of intimacy with the organizations that sell to them. Strategic account managers are challenged with better aligning their internal stakeholders in order to deliver consistent value to the customer. In order to accomplish this alignment, selling organizations need to change.

2:30-3:30pm Tuesday | May 21

3 Creating and Delivering Value Through Channels…What the Best Do DifferentlyRecommended for C-Level and Senior Management Executives EE

Presenters: Phil Styrlund, CEO, The Summit GroupKirk Dittmar, Principal, The Summit Group

How do you gain the focus and mindshare of channel partners to effectively and distinctly create and deliver distinguishing solutions? How do you assure that the channel partner fully understands and leverages all the solutions and capabilities your fi rm offers? These and other key challenges will be directly addressed, combining 20 years of experience in the channel environment with recent research.

12 Global Key Account Management Teams: How to Achieve Sustainable Performance Coherent With Company Strategy


Presenters: Hajo Rapp, SVP Account Management & Market Development, Siemens AG; Christopher Hoemeke, Corporate Account Manager, Siemens AG

This session will cover, at both the program and KAM levels, how a central organizational infrastructure enables the global KAMs to lead and drive sustainable team performance coherent with company strategy.

14

New Speaker!

New Speaker!

13 Embedding a Global Process to Create & Maintain Value in Customer TermsRecommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenters: Jeff Bulischeck, Senior Division VP, Strategic Accounts, Nalco

James Ford, Vice President of Strategic Accounts, Nalco

To differentiate in today’s marketplace, a new focus must be installed in each strategic account management program. The focus must shift from simply advocating a product or service to a deeply connected customer engagement practice to build mutual value. A detailed, global process has to be in place for uniform application of the engagement model across all strategic account teams and in all operating regions.

22 Changing a Product Company’s Culture and Business ModelRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP



Deb Hudgson-Lyons, Global Marketing Director, DuPont Sustainable Solutions

More and more product companies are eager to grow value-added services and solutions. Yet, they either underappreciate or are overwhelmed by the transformative changes they must make to be successful. A new business model, a culture change and new strategies and skills are all needed.

23 SAM/KAM Incentives: The Importance of Designing Incentive Plans Around Fair and Motivational Sales Targets


Presenter: Tony Yeung, Associate Principal, ZS Associates

Despite such a large investment generating even larger amounts of revenue, many companies struggle to effectively set sales targets and worse yet implement incentive programs that compound the impact of poor target-setting. In this session, we will share practical best practices in setting SAM sales targets and designing an incentive plan aligned with those targets.

24 Transform a Traditional Vendor Relationship Into a Trusted Strategic PartnershipRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Paige Berger, Senior Vice President, MSC/dba ScriptSave

Wendy Barnes, Group Vice President, Rite Aid

How does a small company transform its vendor relationship with a large fi rm into a strategic partnership? In taking a strategic account focus with its client Rite Aid, ScriptSave employed a consultative planning process to develop creative client solutions, industry-leading analytics, disciplined execution, and a “just do the right thing” service model.

34 The “Real” Role of an Executive at a Strategic AccountRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: LaVon Koerner, Chief Revenue Officer, Revenue Storm

This session will specifi cally spell out the do’s and don’ts for how an executive can be leveraged in a strategic account. Sometimes an executive is confused about their role, but oftentimes the SAM is more confused about how, where, and when to use an executive.

35 The SAM as Orchestrator of B2B Value Co-Creation Recommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenters: Francis Gouillart, Founder & President, Experience Co-Creation Partnership

Frederique Bouty, Vice President, Experience Co-Creation Partnership

Co-creation is the scalable process through which experienced SAMs identify the key members in their community that they care about and engage these individuals in the discovery of data the SAMs can provide for them to become rock stars in the eyes of people who matter to them. In this session, you will discover how to get started on the road to co-creation, using examples of companies where SAMs have implemented this approach successfully.

15

New Speakers!

New Speaker!

New Speaker!

New Speaker!

36 Can Win-Win Outcomes Be Achieved With Difficult Buyers?

Recommended for Intermediate/Advanced Strategic/Global Account Managers AA

Panelists: Ron Davis, EVP, Head of Market Customers and Business Analytics, Zurich; Maria Edelson, President, Sales & Capability Development; Michael Ahearne, Executive Director, Sales Excellence Institute, University of Houston; Johnathan Hughes, Partner, Vantage Partners

In some instances, the elevation of an account to strategic account status can produce unwanted demands and entitled behaviors on the part of individual purchasing executives. If true win-win outcomes remain out of reach, should the account be de-selected as strategic, are there “workarounds” or can a diffi cult buyer be turned into a champion?

44 Maximizing Mutual Value Through Effective Opportunity PrioritizationRecommended for New and Developing Strategic Account Managers FF

Presenter: Robert Box, Partner, Mercuri International

This session presents a methodical approach to assessing opportunities with your strategic customers, a way to analyze and prioritize the potential value for both fi rms.

45 Conducting Effective Value Conversations at the C-LevelRecommended for New and Developing Strategic Account Managers FF

Presenters: Craig Jones, Senior Partner, Performance Methods Inc.

Dennis Wallrath, VP, Strategic Global Accounts, Honeywell Building Solutions

Learn how Honeywell maps its strategic account relationships and engages C-level executives in conversations of value, not as Honeywell defi nes value but as the customer defi nes value.

WEDNESDAY | MAY 22, 2013

8:30-9:30am Wednesday | May 22

GENERAL SESSION – All Attendees

Welcome and Opening Remarks Bernard Quancard, President & CEO, SAMA

Keynote:

Leading Through Connections: Implications From the IBM Global CEO Study Saul J. Berman, Partner & Vice President, Global Strategy & Transformation Service Area Leader, IBM Global Business Services

10:00-11:30am Wednesday | May 22

4 TrackMeet: Pricing and Negotiating for Value in Strategic Account ManagementRecommended for C-Level and Senior Management Executives EE

Presenters: Dr. Stephan Liozu, Founder, Value Innoruption Advisors

Research shows that preparing for strategic negotiation and building pricing capabilities are two essential infl uencers of overall fi rm performance, and the strategic/key account manager plays an important role in achieving the desired business outcomes. Executive panelists will illustrate integral aspects of both and share their success stories as well as potential breakdowns in value-based programs within the context of a strategic negotiation.


New Speaker!

TOPRATED 14 TrackMeet: Organizational Readiness for Co-CreationRecommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenters: Francis Gouillart, Co-Founder & President, Experience Co-Creation Partnership


Co-creation is a structured, scalable process involving the building of “engagement platforms,” i.e., the weaving of new live interactions between members of both fi rms and the development of new digital connections allowing the sharing of data between them. In this session, we will illustrate through examples how some companies have successfully built co-creative capabilities with their SAMs and evolved their SAM program to implement co-creation.

17 TrackMeet: Why Strategic Accounts? Establishing and Communicating the Business CaseRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Moderator: Gary Summy, Business Development Leader, Xerox

Panelists: Cam Hyde, Corporate VP, SVP Global Accounts Operations, Xerox; Thomas Steenburgh, John L. Colley Associate Professor, Darden Business School; Steve Jones, Director, Global Accounts, Ingersoll Rand Company; Dominique Côté, Senior Director, Operational Business Strategy Europe, Africa, Middle East, Zoetis; Thomas Steenburgh, John L. Colley Associate Professor, Darden Business School

What is the best route to go about establishing the business case for SAM and then, assuming you get the green light, what is your strategy to communicate it to, and get buy-in from, the internal key stakeholders whose cooperation and collaboration are essential for success?

28 TrackMeet: Driving SAM Excellence: Best Practices for Effective SAM ExecutionRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenter: Steve Andersen, President & Founder, Performance Methods, Inc.

The session will defi ne critical areas of SAM performance and facilitate audience participation in an engaging discussion about how participants’ organizations are driving strategic account management excellence.

29 TrackMeet: Winning Bids and Building RelationshipsRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Wayne S. Evans, Head of Procurement Americas, Deutsche Post DHL

Corporations are focused on driving compliance, which requires an increased level of transparency in awarding business. This session will showcase methods to increase the win ratio and enhance the client relationship.

30 TrackMeet: Reducing Value Leakage in the Negotiation ProcessRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenters: Jeff Weiss, Founder, Vantage Partners

Ben Siddall, Senior Consultant, Vantage Partners

Join this discussion on how both to spot areas of value leakage and to ensure that the right negotiation process, tools, skills, and incentives are put in place to enable optimal value creation with customers.

TOPRATED 40 TrackMeet: Walking in the Shoes of a SAMRecommended for New and Developing Strategic Account Managers FF

Moderator: Dennis Raffa, Global Account Manager, CHEP

Panelists: Mike McCool, Vice President – Strategic Accounts, Freeman; Rodney Dickerson, Regional Vice President – Strategic Accounts, Covidien- Health Systems; Robin Braun, Strategic Account Leader, Emerson Process Management

This popular session returns with new SAM panelists. What is it like to walk in the shoes of an experienced strategic account manager? Join this exchange of personal and professional insights and experiences, and come with your own questions about what it’s like to be a SAM in these challenging times.


New Speakers!



Presenters: Dan Kosch, Co-President, IMPAX Corporation

Mark Shonka, Co-President, IMPAX Corporation

This interactive and application-oriented session will focus on gaining the “right” customer knowledge by conducting compelling and powerful interviews. These interviews will help you gain critical information that can assist you in winning more often while differentiating yourself, your company and your solutions from your competitors.

12:00-1:00pm Wednesday | May 22

5 The New Role of Marketing and What It Means to B2B SalesRecommended for C-Level and Senior Management Executives EE

Presenter: Rosemary Heneghan, Director, International Sales Organization, IBM

Recent IBM research with global CMOs has documented an emerging point of view on the future practice of marketing that will have a profound impact on not only the role of marketing within a fi rm but on models of customer engagement and the nature of B2B customer-supplier relationships.

15 A Documented Solutions Program to Measure Financial Customer ValueRecommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenter: Corrado Cesti, Key Account EMEA Director, SKFDelivering value is always a great argument for many companies but very often not always sustained with tangible facts. This is the issue we were facing within SKF 10 years ago, therefore we have developed a system to evaluate and calculate the fi nancial benefi ts of SKF Solutions using customer fi gures and benchmarking data from the specifi c industry. The result is a database with more than 10yrs history and a consistent approach to sales for SKF Strategic Accounts using value as main driver to demonstrate benefi ts and ROI for SKF Solutions.

16 How to Significantly Improve GAMs’ Productivity in Order to Focus on Strategy and Untapped Revenues


Presenter: Mario Rieth, Head of Global Account Operations, Avaya

Driven by bottom-line requirements over the last couple of years, more and more tasks have been loaded onto front-line salespeople by reducing support and infrastructure. This workshop will shed light on the hidden consequences and how to analyze them in order to prepare a game-changing business case with high impact on your competitiveness.

19 Creating Impact in Pharma With KAM Recommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Jan Schluechter, Global Head of KAM, Customer Model Innovation and Channel Management, Novartis Pharma AG

Kevin Simpson, Associate Director Global KAM, Novartis Pharma AG

Key account management continues to be one of the most discussed topics within pharma. However, in this industry there is no shared opinion on what KAM actually is or proven examples on how to make KAM successful. See how key account management is being implemented at Novartis.

CANCELLED

18

25 Knowing Your Customer’s Customer: Creating Value by Delivering Third-Party Knowledge and Expertise


Presenter: Keith Burwell, Global Accounts Program Manager, Diebold

Your customer’s number one priority is its customer. This presentation will give valuable methods to present data, anecdotal research from the fi nancial services industry, and real-life examples of how delivering to your client information about its own customers can drive future sales.

26 Customer Stratification – the First Step in Global SAM ExecutionRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Michael Stevens, Senior Partner, Performance Methods Inc.

Ruud Aerdts, Global Director Strategic Account Management, Ceva Animal Health

This session will focus on not only the “art” of account selection (and de-selection), but the “science” of selection and prioritization. Revenue generation, relationship development, mutual value creation and willingness to partner are just a few of the critical criteria required and discussed.

37 How Personal Relationships Matter With Strategic Customer Senior Executives


Moderator: Phil Styrlund, CEO, The Summit Group

Panelists: Wayne S. Evans, Head of Procurement Americas, Deutsche Post DHL

Stephanie Fuller, Director of Global Business Development, Office Depot


Join this debate – no presentation slides allowed! – to determine whether and how personal relationships may differentiate a strategic account manager and affect senior customer executive decisions.

38 What High-Performing Strategic Account Managers and Teams DoRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenters: Mike Schultz, President, RAIN Group

Dave MacDonald, Partner and Vice President of Account Management, Woodard & Curran

RAIN Group’s recently completed Benchmark Report on High Performance in Strategic Account Management includes never-before-seen research on the actions and results of high performers in strategic account management versus their average and below-average counterparts. Using a case example at Woodard & Curran, the presenters will share how this rapidly growing national engineering fi rm’s improvements in strategic account management helped drive greater account business growth and results.

39 Coaching Throughout the Account Planning and Management ProcessRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Jennifer Vessels, CEO, Next Step

Successful Strategic Account Management can in ways be compared to the role of a football quarterback or orchestra conductor – you are responsible for the end result but you need all team members to collaborate and contribute to success. Through use of

‘peer coaching’ you can gain commitment and personal dedication from each of the account team members.


New Speakers!

New Speaker!

New Speaker!

New Speaker!

46 Using Account Metrics to Close Business Recommended for New and Developing Strategic Account Managers FF

Presenter: Donna Mascolo, Program Executive, Executive Conversation


47 Playing Better Poker with Customers to Improve SalesRecommended for New and Developing Strategic Account Managers FF

Presenters: Paula Shannon, Chief Sales Officer and Senior Vice President, Lionbridge

Companies waste billions of dollars each year investing in deals they will never win or discounting deals they’ve already won. Poker Players are customers who are interested in value or relationship, but don’t want to be taken advantage of by their supplier – in other words, they don’t want to pay too much. The presenters will reveal the tricks that procurement uses to win – and the strategies to counter that will help account managers “get backbone” in tough negotiations.

2:30-3:30pm Wednesday | May 22

6 Strengthening the Customer Relationship Through Reciprocal Executive Mentoring Recommended for C-Level and Senior Management Executives EE

Presenter: Ian Wombwell, National Manager, Strategic Account Team, Roche Canada

Roche undertook a pilot program for reciprocal mentoring with its strategic customers. SAMs from Roche were mentored by customer C-level executives and vice versa. An evaluation of the program demonstrated that it was a positive and productive leadership development process for the majority of participants.

10 Trust, Collaboration, Solutions—the Journey Toward Successful Strategic Customer RelationshipsRecommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenters: John Gardner, Senior VP - Global Strategic Accounts, Emerson Process Management

Atlee Valentine Pope, President, Blue Canyon Partners

The presenters will offer a framework for assessing the health, stability and future opportunity for customer relationships. Drawing on years of experience, they will provide advice and a framework to showcase how to enhance those relationships.

12 Global Key Account Management Teams: How to Achieve Sustainable Performance Coherent With Company Strategy


Presenters: Hajo Rapp, SVP Account Management & Market Development, Siemens AG

Christopher Hoemeke, Corporate Account Manager, Siemens AG

This session will cover, at both the program and KAM levels, how a central organizational infrastructure enables the global KAMs to lead and drive sustainable team performance coherent with company strategy.

20

New Speaker!

20 Does the Pareto Rule Apply to the Selection of Your Strategic and Global Strategic Accounts Portfolio?


Moderator: Bernard Quancard, President & CEO, SAMA

Panelists: Jeffrey Bierman, Strategic Account Manager, Bentley Systems, Inc.; Dean Grossmann, Go to Market Leader, Cargill;Ron Davis, EVP, Head of Market Customers and Business Analytics, Zurich Insurance Company

What is the Pareto rule, why is it used and how does this approach compare to the account selection criteria used in mature SAM and GAM organizations?

21 Delivering on the “Value Challenge” to Professional Service FirmsRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Silvia L. Coulter, LawVision Group LLC

Bruce Alltop, LawVision Group LLC

TBA

This panel will include the client perspective of an in-house counsel and focus on the elements of building strong SAM teams that deliver added value to clients and in return create long-lasting, loyal client relationships.

27 Prescribing a New Focus on Customer Business Value Recommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenter: William S. Fallon, Corporate Vice President, Global Health Systems, Covidien

Learn how one Fortune 500 medical device manufacturer changed how it creates differential value for both internal and external customers in preparation for health care reform.

31 Building an Effective Global Core TeamRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Jason Stocker, Global Account Manager, SKF

One of my toughest challenges as a global account manager has been to infl uence, motivate, and drive a global core account team. It is absolutely imperative to have a strong core team in order to be successful with the customer, but getting everyone to the point of being a “true team” is a major hurdle.

32 Selling Value-Added Services and SolutionsRecommended for Intermediate/Advanced Strategic/Global Account Managers AA


Gus Maikash, Partner, The Insight Group


Mike Steinharter, Vice President and WW General Manager, Financial Services Sector, Xerox

Selling value-added solutions and services requires different skills and a different approach from selling products. Many companies have failed to make this transition because they have not recognized the need to make the required changes.

TOPRATED 33 Managing the “Mothership” – Elevating Your Internal AcumenRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Phil Styrlund, CEO, The Summit Group

Internal acumen is the ability to mobilize one’s own organization around what matters most to its strategic customers. This session takes a pragmatic, applied approach to building a fi nancial business case, garnering resources, and telling more compelling internal stories from the customer’s perspective.


New Speaker!

New Speakers!

42 Cycling Voice-of-Customer Feedback Into the Strategic Account Plan and Strategic Action Planning


Presenter: Dennis J. Chapman Sr., President and CEO, The Chapman Group

This session will speak to the value and process of gathering and interpreting critical facts and insights from strategic accounts. Participants will be provided actual models and templates for use in their strategic account management program.

43 Collaborative Acumen: Navigating Your Company’s Social Network to Deliver ValueRecommended for New and Developing Strategic Account Managers FF

Presenter: Gregg Kober M.Ed., M.P.H., Vice President, Change Management and Enablement, Richardson


THURSDAY | MAY 23, 2013

9:00-10:00am Thursday | May 23

7 Leaders Leading ChangeRecommended for C-Level and Senior Management Executives EE

Presenter: Harry Dunklin, SVP, Sales Enablement Practice, Richardson

In this workshop, we will discuss creating a positive, skill-based experience for executive leaders to drive transformational change in the organization. We will demonstrate how to connect the business’s overall corporate vision and strategy to the operational initiatives that will drive the achievement of the vision and strategy.

11 Utilizing Strategic Alliances for Managing and Growing Strategic Accounts Recommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenters: Geoff Williams, Vice President Global Customers, Schneider ElectricJim Bolton, Program Director, IGS APC Alliance Sales, IBM

Schneider Electric leverages its strategic supplier alliances to meet customer expectations and requirements, manage account complexity and maximize mutual growth potential. This session will explain within a case example the dynamics of these collaborative working relationships.

13 Embedding a Global Process to Create & Maintain Value in Customer TermsRecommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenters: Jeff Bulischeck, Senior Division VP, Strategic Accounts, Nalco


To differentiate in today’s marketplace, a new focus must be installed in each strategic account management program. The focus must shift from simply advocating a product or service to a deeply connected customer engagement practice to build mutual value. A detailed, global process has to be in place for uniform application of the engagement model across all strategic account teams and in all operating regions.


New Speaker!

New Speaker!

New Speaker!

22 Changing a Product Company’s Culture and Business ModelRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP



Deb Hudgson-Lyons, Global Marketing Director, DuPont Sustainable Solutions

More and more product companies are eager to grow value-added services and solutions. Yet, they either underappreciate or are overwhelmed by the transformative changes they must make to be successful. A new business model, a culture change and new strategies and skills are all needed.

23 SAM/KAM Incentives: The Importance of Designing Incentive Plans Around Fair and Motivational Sales Targets


Presenter: Tony Yeung, Associate Principal, ZS Associates

Despite such a large investment generating even larger amounts of revenue, many companies struggle to effectively set sales targets and worse yet implement incentive programs that compound the impact of poor target-setting. In this session, we will share practical best practices in setting SAM sales targets and designing an incentive plan aligned with those targets.

24 Transform a Traditional Vendor Relationship Into a Trusted Strategic PartnershipRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Paige Berger, Senior Vice President, MSC/dba ScriptSave

Wendy Barnes, Group Vice President, Rite Aid

How does a small company transform its vendor relationship with a large fi rm into a strategic partnership? In taking a strategic account focus with its client Rite Aid, ScriptSave employed a consultative planning process to develop creative client solutions, industry-leading analytics, disciplined execution, and a “just do the right thing” service model.

34 The “Real” Role of an Executive at a Strategic AccountRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: LaVon Koerner, Chief Revenue Officer, Revenue Storm

This session will specifi cally spell out the do’s and don’ts for how an executive can be leveraged in a strategic account. Sometimes an executive is confused about their role, but oftentimes the SAM is more confused about how, where, and when to use an executive.

35 The SAM as Orchestrator of B2B Value Co-Creation Recommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenters: Francis Gouillart, Founder & President, Experience Co-Creation Partnership


Co-creation is the scalable process through which experienced SAMs identify the key members in their community that they care about and engage these individuals in the discovery of data the SAMs can provide for them to become rock stars in the eyes of people who matter to them. In this session, you will discover how to get started on the road to co-creation, using examples of companies where SAMs have implemented this approach successfully.

36 Can Win-Win Outcomes Be Achieved With Difficult Buyers?


Panelists: Ron Davis, EVP, Head of Market Customers and Business Analytics, Zurich; Maria Edelson, President, Sales & Capability Development; Michael Ahearne, Executive Director, Sales Excellence Institute, University of Houston; Johnathan Hughes, Partner, Vantage Partners

In some instances, the elevation of an account to strategic account status can produce unwanted demands and entitled behaviors on the part of individual purchasing executives. If true win-win outcomes remain out of reach, should the account be de-selected as strategic, are there “workarounds” or can a diffi cult buyer be turned into a champion?


New Speaker!

New Speakers!

New Speaker!

44 Maximizing Mutual Value Through Effective Opportunity PrioritizationRecommended for New and Developing Strategic Account Managers FF

Presenter: Robert Box, Partner, Mercuri International

This session presents a methodical approach to assessing opportunities with your strategic customers, a way to analyze and prioritize the potential value for both fi rms.

45 Conducting Effective Value Conversations at the C-LevelRecommended for New and Developing Strategic Account Managers FF

Presenters: Craig Jones, Senior Partner, Performance Methods Inc.

Dennis Wallrath, VP, Strategic Global Accounts, Honeywell Building Solutions

Learn how Honeywell maps its strategic account relationships and engages C-level executives in conversations of value, not as Honeywell defi nes value but as the customer defi nes value.

10:30-11:30am Thursday | May 23

8 Creating and Implementing a Value Ecosystem to Eliminate Commoditization and Price PressureRecommended for C-Level and Senior Management Executives EE

Presenter: Carrie Welles, Partner, Think! Inc.

When your organization is aligned, you get compensated for your unique and differentiated value in every deal. Join us to learn progressive best practices on how to create and implement a value ecosystem to align your organization around a common perspective of value relevant to your strategic account negotiations.

15 A Documented Solutions Program to Measure Financial Customer ValueRecommended for SAM Program Leaders and Executives in Mature SAM/GAM Organizations PP

Presenter: Corrado Cesti, Key Account EMEA Director, SKF



Presenter: Mario Rieth, Head of Global Account Operations, Avaya

Driven by bottom-line requirements over the last couple of years, more and more tasks have been loaded onto front-line salespeople by reducing support and infrastructure. This workshop will shed light on the hidden consequences and how to analyze them in order to prepare a game-changing business case with high impact on your competitiveness.

25 Knowing Your Customer’s Customer: Creating Value by Delivering Third-Party Knowledge and Expertise


Presenter: Keith Burwell, Global Accounts Program Manager, Diebold

Your customer’s number one priority is its customer. This presentation will give valuable methods to present data, anecdotal research from the fi nancial services industry, and real-life examples of how delivering to your client information about its own customers can drive future sales.

26 Customer Stratification – the First Step in Global SAM ExecutionRecommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenters: Michael Stevens, Senior Partner, Performance Methods Inc.

Ruud Aerdts, Global Director Strategic Account Management, Ceva Animal Health

This session will focus on not only the “art” of account selection (and de-selection), but the “science” of selection and prioritization. Revenue generation, relationship development, mutual value creation and willingness to partner are just a few of the critical criteria required and discussed.

24

New Speaker!

New Speaker!

New Speaker!

For session description, see

Page 18.

27 Prescribing a New Focus on Customer Business Value Recommended for SAM Program Leaders and Executives in New/Developing SAM Organizations PP

Presenter: William S. Fallon, Corporate Vice President, Global Health Systems, Covidien

Learn how one Fortune 500 medical device manufacturer changed how it creates differential value for both internal and external customers in preparation for health care reform.

37 How Personal Relationships Matter With Strategic Customer Senior Executives


Moderator: Phil Styrlund, CEO, The Summit Group

Panelists: Wayne S. Evans, Head of Procurement Americas, Deutsche Post DHL

Stephanie Fuller, Director of Global Business Development, Office Depot


Join this debate – no presentation slides allowed! – to determine whether and how personal relationships may differentiate a strategic account manager and affect senior customer executive decisions.

38 What High-Performing Strategic Account Managers and Teams DoRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenters: Mike Schultz, President, RAIN Group

Dave MacDonald, Partner and Vice President of Account Management, Woodard & Curran

RAIN Group’s recently completed Benchmark Report on High Performance in Strategic Account Management includes never-before-seen research on the actions and results of high performers in strategic account management versus their average and below-average counterparts. Using a case example at Woodard & Curran, the presenters will share how this rapidly growing national engineering fi rm’s improvements in strategic account management helped drive greater account business growth and results.

39 Coaching Throughout the Account Planning and Management ProcessRecommended for Intermediate/Advanced Strategic/Global Account Managers AA

Presenter: Jennifer Vessels, CEO, Next Step

Successful Strategic Account Management can in ways be compared to the role of a football quarterback or orchestra conductor – you are responsible for the end result but you need all team members to collaborate and contribute to success. Through use of ‘peer coaching’ you can gain commitment and personal dedication from each of the account team members.

46 Using Account Metrics to Close Business Recommended for New and Developing Strategic Account Managers FF

Presenter: Donna Mascolo, Program Executive, Executive Conversation

Every account employs a set of metrics to run its business, and decision-makers at different levels favor different metrics. If you’ve ever been unsure which metrics would best fi t a deal, you’re not alone. This session advances a repeatable model for identifying and using effective quantitative measures to close business.

47 Playing Better Poker with Customers to Improve SalesRecommended for New and Developing Strategic Account Managers FF

Presenters: Paula Shannon, Chief Sales Officer and Senior Vice President, Lionbridge

Chris Mitchell, Director of Global Initiatives, Holden Advisors

Companies waste billions of dollars each year investing in deals they will never win or discounting deals they’ve already won. Poker Players are customers who are interested in value or relationship, but don’t want to be taken advantage of by their supplier – in other words, they don’t want to pay too much. The presenters will reveal the tricks that procurement uses to win – and the strategies to counter that will help account managers “get backbone” in tough negotiations.

25

New Speaker!

New Speaker!

New Speaker!

Monday, May 20, 2013


12:00-9:00pm Registration/Marketplace & Member Services

1:30-2:30pm Overview of SAMA Certification Program for CSAM (Certified Strategic Account Manager)

3:00-5:00pm Academic Forum for Strategic Account Management Practitioners

6:30-9:00pm Welcome Reception & Dinner Buffet

Tuesday, May 21, 20136:30am-6:30pm Registration/Marketplace & Member Services



8:30-9:30amGeneral Session: Welcome/Opening Remarks and Keynote: More than the Sum of Your Parts – Creating Customer Value in a Global Multi-Business Unit Enterprise




Next Level Practices


Core Enablers

Essentials of Strategic Account ManagementIntermediate/Advanced


Foundational

10:00-11:30am

1 TrackMeet: Who Owns the Customer – Capitalizing on the New World Order of Big Data

9 TrackMeet: Capitalizing on a Corporate Strategy for Mutual Growth with Strategic Clients – The Hilton Business Case

17 TrackMeet: Why Strategic Accounts? Establishing and Communicating the Business Case

29 TrackMeet: Winning Bids and Building Relationships

40 TrackMeet: Walking in the Shoes of a SAM

18 TrackMeet: The “Real” Value of Executive Involvement in Strategic Accounts

30 TrackMeet: Reducing Value Leakage in the Negotiation Process



12:00-1:00pm

2 Enterprise Capabilities for an Integrated Solutions Business

10 Trust, Collaboration, Solutions—The Journey Toward Successful Strategic Customer Relationships

19 Creating Impact in Pharma with KAM

31 Building an Effective Global Core Team

42 Cycling Voice of Customer Feedback into the Strategic Account Plan and Strategic Action Planning

11 Utilizing Strategic Alliances for Managing and Growing Strategic Accounts

20 Up For Debate: Does the Pareto Rule Apply to the Selection of Your Strategic and Global Strategic Accounts Portfolio?

32 Selling Value-Added Services and Solutions

43 Collaborative Acumen: Navigating your Company’s Social Network to Deliver Value

21 Delivering on the “Value Challenge” to Professional Service Firms

33 Managing the “Mothership” – Elevating Your Internal Acumen


2:30-3:30pm

3 Creating and Delivering Value through Channels…What the Best do Differently

12 Global Key Account Management Teams: How to Achieve Sustainable Performance Coherent with Company Strategy

22 Changing a Product Company’s Culture and Business Model

34 The “Real” Role of an Executive at a Strategic Account

44 Maximizing Mutual Value Through Effective Opportunity Prioritization

13 Embedding a Global Process to Create & Maintain Value in Customer Terms

23 SAM/KAM Incentives: The Importance of Designing Incentive Plans around Fair and Motivational Sales Targets

35 The SAM as Orchestrator of B2B Value Co-Creation

45 Conducting Effective Value Conversations at the C-Level

24 Transform a Traditional Vendor Relationship Into a Trusted Strategic Partnership

36 Up For Debate: Can Win-Win Outcomes be Achieved with Difficult Buyers?

3:30-4:30pm Making & Taking with You the Best of Your Conference Experience


5:30-7:00pm Cocktail Reception — Dinner On Your Own Or Dinner Match-Up

SAMA Annual Conference Program Schedule

26

CANCELLED

Visit the SAMA website for full session descriptions, the latest updates and a downloadable brochure at

https://events.strategicaccounts.org/events/2013/conference

Wednesday, May 22, 20137:00am-7:30pm Registration/Marketplace & Member Services



8:30-9:30am General Session: Introduction & Keynote: Leading Through Connections: Implications from the IBM Global CEO Study






Core Enablers



Foundational

10:00-11:30am

4 TrackMeet: Pricing and Negotiating for Value in Strategic Account Management

14 TrackMeet: Organizational Readiness for Co-Creation




28 TrackMeet: Driving SAM Excellence: Best Practices for Effective SAM Execution




12:00-1:00pm

5 The New Role of Marketing and What it Means to B2B Sales

15 A Documented Solutions Program to Measure Financial Customer Value


37 Up For Debate: How Personal Relationships Matter with Strategic Customer Senior Executives

46 Using Account Metrics to Close Business

16 How to Significantly Improve GAMs’ Productivity in order to Focus on Strategy and Untapped Revenues

25 Knowing Your Customer’s Customer: Creating Value by Delivering Third Party Knowledge and Expertise

38 What High Performing Strategic Account Managers and Teams Do

47 Playing Better Poker with Customers to Improve Sales

26 Customer Stratification – The First Step in Global SAM Execution

39 Coaching Throughout the Account Planning and Management Process


2:30-3:30pm

6 Strengthening the Customer Relationship Through Reciprocal Executive Mentoring









27 Prescribing a New Focus on Customer Business Value


3:30-4:30pm Networking Event


6:30-7:00pm Refreshments and Cocktail Reception

7:00-9:30pm Dinner, Entertainment & SAM Program of the Year Award

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CANCELLED

Thursday, May 23, 20137:00am-12:00pm Registration/Marketplace & Member Services

7:30-9:00am Networking Breakfast





Core Enablers



Foundational

9:00-10:00am

7 Leaders Leading Change












10:30-11:30am

8 Creating and Implementing a Value Ecosystem to Eliminate Commoditization and Price Pressure





16 How to Significantly Improve GAMs’ Productivity in order to Focus on Strategy and Untapped Revenues






11:30am Conference Adjourns

Corporate Membership Elite Access to the Premier Strategic

Partnership Organization

Is your company ready to take its commitment to strategic account management to the next level?

Corporate Membership provides unlimited membership benefits for every person in your company, deeper discounts and distinct benefits for all of your constituencies.

Strategic Account Managers:• SAM Assessment• CSAM Certification• SAMA University / SAMA Academy• Resources - including unlimited free webinar access

The SAM Program Office:• High-level benchmarking and networking• A day with the SAMA CEO• Program review• Premium resources including the compensation survey

report and the Current Trends and Practices Research report

L&D/Training/Sales Excellence:• One free seat at the SAMA Annual Conference in the US

or the SAMA Pan-European Conference• Resources that can be used in monthly / quarterly

internal newsletters• Benchmarking with sales excellence peers from other

SAMA corporate member companies• Access to the finest network of consultants, academics

and subject matter experts in the world

Contact Matt Fegley for full cost and benefit details.+1-312-251-3131, ext 10 or [email protected]

Visit the SAMA website for full session descriptions,

the latest updates and a downloadable brochure at

https://events.strategicaccounts.org/events/2013/conference

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Conference Venue

Westin Diplomat 3555 South Ocean Drive

Hollywood, FL 33019, USA

The Westin Diplomat Resort & Spa combines a top-notch convention

center with a beautiful resort featuring rejuvenating accommodations,

magnificent views and an experience sure to inspire renewal. With

highlights such as the infinity-edged pool, with two waterfalls flowing into

a 240-foot lagoon pool below, eight on-site dining options, poolside and

beachfront cabanas, shopping and charter boats, The Westin Diplomat

can empower you to restore, relax and refresh.

See Page 34 for hotel rate information.

Welcome to Florida

29

Hollywood, FLMay 20-22, 2013

In-Depth Skill-Building For Strategic Account ManagersOpen Enrollment for Full Day Workshops

SAMA University

Essentials of SAM, Foundational

Focuses on core strategic account manager skills for new/developing SAM professionals.

Essentials of SAM, Advanced

Builds upon core SAM skills for intermediate to advanced strategic/global account managers with at least 3-5 years’ experience.

SAM Program Organization Design & Management

For SAM program directors/managers as well as senior sales and marketing executives sponsoring or leading a SAM initiative.

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Monday, May 20 Tuesday, May 21 Wednesday, May 22

1 Buyer’s Perspective: Create, Communicate & Quantify Value at the CxO Level (Day 1)

1 Buyer’s Perspective: Create, Communicate & Quantify Value at the CxO Level (Day 2)

4 Leading & Managing a Multifunctional Team

2 Strategic Negotiation: Changing the Conversation from Price to Solutions

3 Creating Joint Solutions with Strategic Customers

5 Using Presentations to Drive Customer Engagement

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SAMA University and the Annual Conference are now co-located, expanding your options to combine full day workshops on foundational SAM skills and Conference sessions to best meet your objectives.

Each workshop is part of our Certified Strategic Account Manager (CSAM) program , giving you the opportunity to continue your CSAM journey, or begin the certification process in Hollywood. For more information on SAMA’s CSAM program, email [email protected].

For assistance in selecting the best SAMA University workshops for you, email us at [email protected] to schedule a call.

m ,,,,,,,,,,,,,,,,,,,,,,,,,,,

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1 Buyer’s Perspective: Create, Communicate and Quantify Value for CXO Impact (2 Days)

Monday, May 20, and Tuesday, May 21

Faculty: Executive Conversation, Inc.

Led by a seasoned executive who has spent a career on the other side of the desk – where your customer sits – this session shares a buyer’s perspective on how investment decisions are made. You’ll gain strategies for engaging executive-level buyers and effectively positioning the business value of your solution.

Learn how to:• Find and interpret account information to identify areas of greatest impact

• Translate fi nancial data and trends to identify selling opportunities

• Align your business value with your account’s prioritized initiatives

• Quantify your value using fi nancial metrics meaningful to your account

Course Requirements: Willingness to participate in role-playing exercises.

eLearning Requirements: Certifi cation candidates will be required to complete a self-paced online review and test following the instructor-led workshop.

2 Strategic Negotiation: Changing the Conversation from Price to Solutions (1 Day)

Monday, May 20

Faculty: Think! Inc.

The strategic account manager is uniquely positioned to undertake negotiations that will result in not just a good deal but a great deal. In this session you will bring an account negotiation with you and learn how to diagnose the underlying structure or “blueprint” of a negotiation so you can consistently start turning in great deals. This course shows strategic account managers how to use their relationships, access to information, teams and analytical abilities to forge blockbuster deals with customers.

Topics covered:• How to audit and improve your personal negotiation skills for:

» Determining and acquiring power in high-level, complex negotiations

» Developing strategies for dealing with irrational competitive offers

» Finding ways to create measurable business value by taking pressure off price

» Developing effective ways to negotiate solutions vs. price

• A structured approach to complex business negotiation

• How to integrate this common language and process within your strategic account organization and account team

Course Requirements: Bring an account negotiation with you that we will work on and apply concepts to during the session.


3 Creating Joint Solutions with Strategic Customers (1 Day)

Tuesday, May 21

Faculty: The Summit Group

Value is created by delivering relevant, differentiating solutions that impact what the customer cares most about. This interactive workshop equips strategic account managers with a proven approach and tools to create joint solutions – with the customer – that maximize business impact, increase loyalty and accelerate sustainable profi table growth.

Topics covered: • “Next-level practices” - what the best do differently

• Developing a strategy and framework to collaboratively engage customers in creating joint solutions

• Deepening customer value chain insights to prioritize needs, drivers and opportunities

• Co-developing relevant, differentiating solutions that leverage enterprise capabilities beyond core products and service

• Communicating compelling joint value propositions and business cases

• How to implement a pragmatic, replicable approach to creating joint solutions that ensures competitive immunity, increases relevance and accelerates mutual growth.

Course Requirements: Be prepared to apply creating joint solutions concepts and tools to a strategic account or “must win” opportunity during the session.

eLearning Requirements: Certifi cation candidates will be required to complete a video review and test following the instructor-led workshop.

SAMA University at a Glance

7:30-8:30 Breakfast/Registration

8:30-10:00 Class in session

10:00-10:30 Break


12:00-1:00 Lunch


2:30-4:00 Break


5:00 Adjourn

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4 Leading & Managing a Multifunctional Team (1 Day)

Wednesday, May 22

Faculty: Mercuri International

This course develops account managers in the essential skills for leading and managing multifunctional and sometimes geographically remote teams. The course covers team leadership, interpersonal skills and cultural knowledge and sensitivity. Attendees will work in teams using a case study, exercises and role play, and cover key team processes including the account planning process, team building, relationship process, infl uence without authority and coaching. Following each learning segment, attendees will input their own Account Team Plan to identify the relevance and application of the learning to future action items with their own account and account team.

Topics covered: • Building team vision and identity

• Alignment of account and team goals

• Business and national/regional culture and impact in teams

• Leading the team without direct authority

• Working with the network

• Managing the key processes

• Coaching and development in the team

Course Requirements: None


5 Using Presentations to Drive Customer Engagement (1 Day)

Wednesday, May 22

Faculty: IMPAX Corp.

The presentation element of the buy/sell cycle is critical to the success of strategic account relationships. To be effective you have to make business presentations at all levels of your customer’s organization and at different stages of the selling and relationship management cycles. The challenge of balancing effective presentation content with professional, compelling delivery is often a deal-breaker. This workshop addresses and elevates the skills required to successfully compete in a variety of business-to-business presentation situations, while differentiating your company and its offering from that of your competition.

Topics covered:• How to create competitive advantage by leveraging presentations at

different points in the sales cycle

• How to develop a customer-focused sales and relationship management presentation

• How to rehearse presentations to maximize impact

• How to deliver compelling presentations that differentiate you from the competition

• How to utilize internal presentations to gain commitment and consensus

Course Requirements: None

eLearning Requirements: Certifi cation candidates will be required to complete an online review and test following the instructor-led workshop.

For questions on registration, please contact Rhodonna Espinosa at +1-312-251-3131, ext. 38, or [email protected].

The schedules, courses and faculty for SAMA University & SAMA Academy are subject to change. For questions about session content, please contact Elisabeth Cornell at +1-312-251-3131, ext. 16, or [email protected].

For questions on certifi cation, please contact Lisa Reyes at +1-312-251-3131, ext. 20, or [email protected].

SAMA UniversityStrengthen Your Company. Strengthen Your Client Relationships. Strengthen Your Career.

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Register on pages 35 & 38.

SAMA University will be offered eight different times in 2013!

To see when SAMA University is offered, visit https://events.strategicaccounts.org/samau

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Conference Registration Fees

Registration fees include: conference materials & educational sessions, Monday conference opening reception/dinner, Tuesday breakfast/lunch/reception, Wednesday breakfast/lunch/closing dinner, Thursday breakfast and refreshment breaks. Registration fees do not include hotel or airport transportation arrangements.

Which Fee do I Pay?

Registration fees are based upon membership status. Memberships are either “individual” and provide membership benefits to only that individual, or “corporate” and cover every member of your company. For a list of companies that are eligible for corporate-level discounts, call 312-251-3131 ext. 28.

Individual Membership Special

You can save $200 on your Annual Conference Registration fee by signing up for 1 full year of Individual Membership with SAMA! To become an Individual Member fill out the attached Conference Registration form and enter in the Individual Member price of $2,420 (a $200 savings from the Non-Member price) + $450 for 1 year of Individual Membership. We will even waive the $100 initiation fee. A total savings of $300! Have questions, call 1-312-251-3131 ext. 28 or email [email protected].

Annual Conference Cancellation Policy

All cancellations must be submitted in writing (e-mail permitted). The cancellation/refund policy is as follows:

• Through April 5, 2013: Full refunds will be issued.

• April 6 - April 19, 2013: Refunds will be issued minus a $300 administrative fee.

• Starting April 20, 2013: NO REFUNDS will be issued regardless of the date the registration was submitted.

• Replacements are allowed at any time prior to the commencement of the 49th Annual Conference. Please be aware that additional fees may apply if the replacement has a different membership status. Replacements need to fill out the paper registration form and fax to the SAMA Office at 312-251-3132 as the online form requires payment. Please call Rhodonna Espinosa at 312-251-3131 ext. 38 for more information on replacements.

Venue: Westin Diplomat 3555 South Ocean Drive • Hollywood, FL 33019, USA

- 30 to 40 minute drive from Miami International Airport (MIA).

- 15 to 20 minute drive from Fort Lauderdale/Hollywood International Airport (FLL).

Conference Information

Attire: • Conference attire is business casual including social events

• Please be aware that meeting rooms can be cool as temperature is difficult to regulate incrementally

Special Needs: • Special dietary needs will be accommodated to the best of our ability

• SAMA complies with the Americans With Disabilities Act

Contact Rhodonna Espinosa, sr. meetings & registration manager, if you have questions or need further assistance. She can be reached at 312-251-3131 ext. 38 or [email protected].

How to Make Your Westin Diplomat Room Reservation

Hotel reservations can be made after you register for SAMA’s 49th Annual Conference.

• If you register online for the conference: Simply click “Hotel Reservations,” which is available on your personal conference homepage after you complete the registration process.

• If you register via the paper registration form: You will be able to make your hotel room reservation after you have received your confirmation from SAMA that will provide a link and password to your personal conference homepage.

– SAMA rate: $249 (space is limited)

– The cutoff for the Westin Diplomat reservations – Wednesday, April 17, 2013

– Rooms and rates are subject to availability starting – Thursday, April 18, 2013

Questions? Call the Meetings Department at +1 312 251 3131, ext. 38.

Attending SAMA University classes ONLY?

Use this pricing structure:

1-Day Fee 2-Day Fee 3-Day Fee

Corporate Member $995 $1,545 $2,045

Individual Member $1,145 $1,695 $2,345

Non-Member $1,245 $1,895 $2,545

Interested in attending the SAMA Annual Conference ONLY?

You are welcome to attend the Annual Conference and substitute a SAMA University class on any of the dates that sessions are offered – Monday, May 20, through Wednesday, May 22. You will simply pay the Conference fee.

Early Bird Fees Register on or before

01/31/2013

Register after 01/31/2013

Solo Team Solo Team

Corporate Member $2,220 $2,070 $2,295 $2,145

Individual Member $2,345 $2,195 $2,420 $2,270

Non-Member $2,545 $2,395 $2,620 $2,470

Team = 10+ paid attendees from the same company

SAMA University attendees are welcome to join us for evening networking at the SAMA Conference.


B: Check (payable to SAMA in U.S. dollars)

Mail Check to: SAMA, 33 N. LaSalle St.

Suite 3700, Chicago, IL 60602

❏ Check enclosed ❏ Check in mail

C: ❏ Sending Wire TransferPlease contact Rhodonna Espinosa at [email protected] for the most current wire transfer information.

❏ I would like a Meeting Mentor “Meeting Mentor” - a veteran attendee who will contact you before the Conference, meet you at the First Timer Orientation, show you around, introduce you to people and give you advice on how to get the most out of the meeting.

FIRST Name LAST Name

Company Parent Company Business Title (will appear on badge)

Address

City State / Province Zip / Postal Country

Office Phone Cell/Mobile

Attendee E-Mail Address (required) CC Confirmation E-Mail to: (admin/assistant)

Method of Payment A: Credit Card: ❏ American Express ❏ Visa

❏ MasterCard ❏ Discover

Card Number

Cardholder Name (please print) Exp. Date

Cardholder Signature

Enter fees that apply

Total Fee = $__________

$__________

$__________

$__________

Payment Information

Conference Fee

SAMA U Fee(Applies if only taking SAMA University sessions)

Membership Special Fee ($450, $100 initiation fee is waived)

SAMA’s 49th Annual Conference • May 20 - 23, 2013 • FAX form to 1-312-251-3132 Attendee Registration Form (please print) Questions? Please call the Meetings Department at 312-251-3131, ext 38 (page 1 of 4)

Event Registration Questions (* required)

1.* Which one of the following most closely fits your primary role?

a) National or regional strategic account managerb) Global strategic account managerc) Manager of national, regional or global strategic account managersd) SAM program head, director or other program level management role

e) C-level/senior executive strategist, decision-maker, business unit head, country head

f) Talent management/Learning & Development/HRg) Other functional role supporting strategic accounts (i.e. marketing, finance, IT,

etc.)h) Consultant to the SAM or sales professioni) Academic faculty or researcherj) Other:

2.* How would you assess your current knowledge level of the concepts, pro-cesses and practices for strategic account management?

a) Very low or none b) Low c) Medium

d) High e) Very high/leading edge

3.* How would you assess your company’s maturity in SAM?

a) Very low or none b) Low c) Medium

d) High e) Very high/leading edge

4.*What is your company’s annual sales revenue?a) Under $500M b) $500M-$1B c) $1B-$30B d) $30B-$75B e) $75B+

5.* What is your firm’s (or your division’s) major industry?

Optional:

6.Your age group: a) Under 25 b) 25-34 c) 35-49 d) 50-64 e) 65+

7.Your gender: a) Male b) Female

❏ Acc ounting/Research/Management Services

❏ Agriculture

❏ Building/Construction

❏ Business Services

❏ Che micals/Petroleum Refining/Rubber/Plas-tics/Leather/Glass

❏ Consumer Packaged Goods

❏ Com puter Equipment – Hardware/Networking

❏ Computer Software

❏ Educational/Consulting/Associations

❏ Electronic/Electrical Equipment

❏ Engineering

❏ Finance/Insurance/Real Estate

❏ Food/Tobacco

❏ Health Services

❏ Hotels/Lodging

❏ IT

❏ Industrial and Commercial Machinery

❏ Lumber/Furniture/Paper/Printing

❏ Mea suring/Analysing/Controlling Instruments

❏ Metal Industries

❏ Mining

❏ Motion Pictures/Amusement/Recreation

❏ Personal Services

❏ Pharmaceuticals

❏ Ret ail Trade (Brick and Mortar or Online)

❏ Telecommunications

❏ Textile/Apparel

❏ Transportation

❏ Transportation Equipment

❏ Utilities – Electric/Gas/Sanitary

❏ Wholesale Trade

❏ Other:

Payment must accompany your registration form.


Attendee Registration Form (please print) (page 2 of 4)FAX form to 1-312-251-3132

2 Ways to choose your sessions1.) Register online at www.strategicaccounts.org/AC2013

and choose your sessions after you have completed your payment.

2.) Fill out Page 1 of the paper form and you will receive access to the Conference website (via email) after we process your payment.

Completing The Session Selection Form

• Please place an X next to the session of your choice under the choice column to the left of the session title.

• Registration Questions: Please call Rhodonna Espinosa at (312) 251-3131 ext. 38 or email [email protected].

Need Help Deciding Which Classes are Best for You?

Call SAMA at 312-251-3131, ext. 0. Ask for assistance selecting conference sessions and be directed to a knowledgeable staff person; or email [email protected]. Each session has a recommended audience to assist you in your selection.

First Name (required) Last Name (required)

Session Selection Form

Tuesday, May 21, 201310:00am - 11:30am

Choice Session Session Title Pg.

1 TrackMeet: Who Owns the Customer – Capitalizing on the New World Order of Big Data 11

9 TrackMeet: Capitalizing on a Corporate Strategy for Mutual Growth with Strategic Clients – The Hilton Business Case 11

17 TrackMeet: Why Strategic Accounts? Establishing and Communicating the Business Case 11

18 TrackMeet: The “Real” Value of Executive involvement in Strategic Accounts 11

29 TrackMeet: Winning Bids and Building Relationships 12

30 TrackMeet: Reducing Value Leakage in the Negotiation Process 12

40 TrackMeet: Walking in the Shoes of a SAM 12

41 TrackMeet: Conducting Compelling and Powerful Research Interviews to Gain Strategic Customer Knowledge 12

12:00pm - 1:00pm

2 Enterprise Capabilities for an Integrated Solutions Business 12

10 Trust, Collaboration, Solutions—The Journey Toward Successful Strategic Customer Relationships 12

11 Utilizing Strategic Alliances for Managing and Growing Strategic Accounts 13

19 Creating Impact in Pharma with KAM 13

20 Up For Debate: Does the Pareto Rule Apply to the Selection of Your Strategic and Global Strategic Accounts Portfolio? 13

21 Delivering on the “Value Challenge” to Professional Service Firms 13

31 Building an Effective Global Core Team 13

32 Selling Value-Added Services and Solutions 13

33 Managing the “Mothership” – Elevating Your Internal Acumen 14

42 Cycling Voice of Customer Feedback into the Strategic Account Plan and Strategic Action Planning 14

43 Collaborative Acumen: Navigating your Company’s Social Network to Deliver Value 14

2:30pm - 3:30pm

3 Creating and Delivering Value through Channels…What the Best do Differently 14

12 Global Key Account Management Teams: How to Achieve Sustainable Performance Coherent with Company Strategy 14

13 Embedding a Global Process to Create & Maintain Value in Customer Terms 15

22 Changing a Product Company’s Culture and Business Model 15

23 SAM/KAM Incentives: The Importance of Designing Incentive Plans around Fair and Motivational Sales Targets 15

24 Transform a Traditional Vendor Relationship Into a Trusted Strategic Partnership 15

34 The “Real” Role of an Executive at a Strategic Account 15

35 The SAM as Orchestrator of B2B Value Co-Creation 15

36 Up For Debate: Can Win-Win Outcomes be Achieved with Difficult Buyers? 16

44 Maximizing Mutual Value Through Effective Opportunity Prioritization 16

45 Conducting Effective Value Conversations at the C-Level 16

*Session selection options are subject to change based on enrollment


CANCELLED


Attendee Registration Form (please print) (page 3 of 4)FAX form to 1-312-251-3132

Wednesday, May 22, 201310:00am - 11:30am


4 TrackMeet: Pricing and Negotiating for Value in Strategic Account Management 16

14 TrackMeet: Organizational Readiness for Co-Creation 17

17 TrackMeet: Why Strategic Accounts? Establishing and Communicating the Business Case 17

28 TrackMeet: Driving SAM Excellence: Best Practices for Effective SAM Execution 17

29 TrackMeet: Winning Bids and Building Relationships 17

30 TrackMeet: Reducing Value Leakage in the Negotiation Process 17

40 TrackMeet: Walking in the Shoes of a SAM 17

41 TrackMeet: Conducting Compelling and Powerful Research Interviews to Gain Strategic Customer Knowledge 18

12:00pm - 1:00pm

5 The New Role of Marketing and What it Means to B2B Sales 18

15 A Documented Solutions Program to Measure Financial Customer Value 18

16 How to Significantly Improve GAMs’ Productivity in order to Focus on Strategy and Untapped Revenues 18

19 Creating Impact in Pharma with KAM 19

25 Knowing Your Customer’s Customer: Creating Value by Delivering Third Party Knowledge and Expertise 19

26 Customer Stratification – The First Step in Global SAM Execution 19

37 Up For Debate: How Personal Relationships Matter with Strategic Customer Senior Executives 19

38 What High Performing Strategic Account Managers and Teams Do 19

39 Coaching Throughout the Account Planning and Management Process 19

46 Using Account Metrics to Close Business 20

47 Playing Better Poker with Customers to Improve Sales 20

2:30pm - 3:30pm

6 Strengthening the Customer Relationship Through Reciprocal Executive Mentoring 20

10 Trust, Collaboration, Solutions—The Journey Toward Successful Strategic Customer Relationships 20

12 Global Key Account Management Teams: How to Achieve Sustainable Performance Coherent with Company Strategy 20

20 Up For Debate: Does the Pareto Rule Apply to the Selection of Your Strategic and Global Strategic Accounts Portfolio? 20

21 Delivering on the “Value Challenge” to Professional Service Firms 21

27 Prescribing a New Focus on Customer Business Value 21

31 Building an Effective Global Core Team 21

32 Selling Value-Added Services and Solutions 21

33 Managing the “Mothership” – Elevating Your Internal Acumen 21

42 Cycling Voice of Customer Feedback into the Strategic Account Plan and Strategic Action Planning 21

43 Collaborative Acumen: Navigating your Company’s Social Network to Deliver Value 22


• Executives governing overall SAM strategy and/or operational decision-making

• Sr.-level SAMs in key decision-making roles or on an executive career path

Focus on the top future-facing issues & concerns of senior decision-makers & are conducted in interactive formats.


NEXT LEVEL PRACTICES -Mature Programs• Sr. managers & executives seeking

to continually improve & innovate their strategic/global accounts program

• Sr. leaders wanting to benchmark SAM/GAM best practices

Present next level practices & examine key areas required for SAM excellence, led by seasoned executives


CORE ENABLERS - New & Developing Programs • Sr. managers and executives

engaged in planning, launching or managing a strategic accounts program/initiative

• SAMs seeking an understanding of the overall context & shift to a customer-centric culture

Examine vital capabilities & enablers for developing & sustaining a strategic accounts organization.

Essentials of SAMIntermediate/Advanced: • Sr.-level SAMs with several years’

experience managing strategic customers

• Managers & executives seeking to raise the level of SAM competency & performance

Address the strategy & discipline of advanced SAM practices & facilitate the peer exchange of experience & insights in managing highly complex customers.

Essentials of SAMFoundational: • New and developing SAMs

• Managers & executives who are new to SAM

• Professionals who develop & coach SAMs

Cover fundamentals of the SAM position, including role, responsibilities, activities & behaviors essential to managing a strategic customer for optimal growth & profitability.

FE AP P

*Session selection options are subject to change based on enrollment


Thursday, May 23, 20139:00am - 10:00am


7 Leaders Leading Change 22

11 Utilizing Strategic Alliances for Managing and Growing Strategic Accounts 22

13 Embedding a Global Process to Create & Maintain Value in Customer Terms 22

22 Changing a Product Company’s Culture and Business Model 22

23 SAM/KAM Incentives: The Importance of Designing Incentive Plans around Fair and Motivational Sales Targets 23

24 Transform a Traditional Vendor Relationship Into a Trusted Strategic Partnership 23

34 The “Real” Role of an Executive at a Strategic Account 23

35 The SAM as Orchestrator of B2B Value Co-Creation 23

36 Up For Debate: Can Win-Win Outcomes be Achieved with Difficult Buyers? 23

44 Maximizing Mutual Value Through Effective Opportunity Prioritization 23

45 Conducting Effective Value Conversations at the C-Level 24

10:30am - 11:30am

8 Creating and Implementing a Value Ecosystem to Eliminate Commoditization and Price Pressure 24

15 A Documented Solutions Program to Measure Financial Customer Value 24

16 How to Significantly Improve GAMs’ Productivity in order to Focus on Strategy and Untapped Revenues 24

25 Knowing Your Customer’s Customer: Creating Value by Delivering Third Party Knowledge and Expertise 24

26 Customer Stratification – The First Step in Global SAM Execution 24

27 Prescribing a New Focus on Customer Business Value 25

37 Up For Debate: How Personal Relationships Matter with Strategic Customer Senior Executives 25

38 What High Performing Strategic Account Managers and Teams Do 25

39 Coaching Throughout the Account Planning and Management Process 25

46 Using Account Metrics to Close Business 25

47 Playing Better Poker with Customers to Improve Sales 25

Essentials of SAM, Foundational

Focuses on core strategic account manager skills for new/developing SAM professionals.

Essentials of SAM, Advanced

Builds upon core SAM skills for intermediate to advanced strategic/global account managers with at least 3-5 years’ experience.

SAM Program Organization Design & Management

For SAM program directors/managers as well as senior sales and marketing executives sponsoring or leading a SAM initiative.

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Monday, May 20 Tuesday, May 21 Wednesday, May 22

1 Buyer’s Perspective: Create, Communicate & Quantify Value at the CxO Level (Day 1 of 2)

1 Buyer’s Perspective: Create, Communicate & Quantify Value at the CxO Level (Day 2 of 2)

4 Leading & Managing a Multifunctional Team

2 Strategic Negotiation: Changing the Conversation from Price to Solutions

3 Creating Joint Solutions with Strategic Customers

5 Using Presentations to Drive Customer Engagement

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Session Selections for SAMA University Registration Check (✓) one course selection per day.

SAMA University | May 20-22 2013 | Westin Diplomat Hotel • Hollywood, FL

Visit https://events.strategicaccounts.org/samau/ for full session descriptions.

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Attendee Registration Form (please print) (page 4 of 4)



FAX form to 1-312-251-3132

3M*

ABB*

Abbott Laboratories*

Accenture

Accor Hospitality*

Actuant Corporation

Adecco*

ADP*

ADT Security Services Inc.*

AECOM

AIM Trimark

Air Liquide

Allstate

Alstom Grid

Amadeus

American Airlines

American Express

American Home Shield

American Hotel Register Company

AmerisourceBergen

Amgen Canada*

ARAMARK

Arbitron Inc.

Arcadis

ArcelorMittal

Areva

Armstrong World Industries

Ashland Inc.*

Assurant Solutions*

AstraZeneca

AT&T

Autodesk*

Avaya*

Bandag

BASF*

Baxter Corporation

Bayer Corporation

Becton Dickenson

Belden*

Bentley Systems*

Boehringer Ingelheim*

Boise Inc.

Brenntag

Bridgestone

Bristol-Myers Squibb

British Airways

British Telecom

C.H. Robinson Worldwide, Inc*

Canada Post Corporation

Canadian Pacific

Railway

Canon USA

Cardinal Health

CARFAX

Cargill*

Cargotec Corporation

Carrier Corporation

Caterpillar

CenturyVallen

Ceva Animal Health

Champion Technologies*

ChemAqua

Chevron

CIGNA

CINTAS

Cisco

Citigroup

Coca-Cola

CommScope

Continental

Con-way, Inc.

CoreLogic*

Cushman & Wakefield

Daimler Chrysler Corp.

Damco*

Dayton Superior Corporation

Dell Inc.

Deloitte*

Delta Air Lines

DHL*

Diebold, Inc.*

Domtar*

Donaldson Company, Inc.

Dow Chemical

Dow Corning Corporation

Dow Jones

DuPont

Dynacast

Dyno Nobel

Eastman Chemical Company

Eaton Corporation

Ecolab

Electrolux

Eli Lilly*

EMD Serono

Emerson Process Management*

Endress + Hauser*

Equifax, Inc.

Ernst & Young

Essilor International

Evonik Degussa

Expeditors International

Experian

Express Scripts, Inc.

Extended Stay Hotels

ExxonMobil

Fedex

Fisher-Rosemount

Fluor Corporation

FMC Corporation

Fortis Bank Nederland

Franklin Templeton Investments

Freeman*

Frontier Airlines, Inc.

Fujitsu Services

G&K Services

Gaylord Hotels

GDF Suez

General Electric

Georgia Pacific Corporation

Gerresheimer AG*

GlaxoSmithKline

Goodyear

Gordon Flesch Co.

Graybar Electric

GSA*

H.B. Fuller Company

Henkel Corporation

Herman Miller

Hewlett-Packard*

Hilti Inc.

Hilton Worldwide*

Hitachi Data Systems

Hoffmann La Roche Limited*

HOK Architects

Honeywell

IBM*

Imperial Tobacco Group

Ingersoll Rand*

InterContinental Hotels Group*

International Paper

Iron Mountain

ITT Industries

JDA Software

John Deere*

Johnson & Johnson*

Johnson Controls, Inc*

JPMorgan Chase

Kaiser Permanente

KBR

Kellogg Company

Kelly Services

Kimberly Clark

KLA-Tencor

Kodak

KONE*

Konica Minolta*

KPMG

Kraft Foods

Lafarge North America

Lanier Worldwide

Legrand

Linde AG

Livingston International

Louisiana Pacific Corp.

Lutron Electronics*

Maersk Line*

Manpower Inc.

Maritz Inc.

Marriott International

MasterCard International

McGraw-Hill, Platts

McKesson

McKinsey & Company

Medtronic*

Merck

Metso

Mettler-Toledo, Inc.

Michelin

Microchip Technology Inc.

Microsoft Corporation*

Miller Brewing Company

Mine Safety Appliances

Mitsubishi

Mizuno USA

MobiNil

Mohawk Industries

Mold Masters*

Molex, Inc.

Monsanto Company

Morningstar, Inc.

Morton Salt

Motorola*

MSC Industrial Supply Company

Murata Electronics

Nalco*

National Grid USA

National Instruments

National Starch & Chemical Co.

NetApp

New Balance Athletic Shoe, Inc.

New York Life

NEXANS*

Nokia

Novar

Novartis*

Novozymes*

Oakwood Worldwide

Office Depot

OfficeMax

Olympus Latin America, Inc.

Omni Hotels

Omron Electronics LLC

Oppenheimer Funds

Oracle

Orica

Otis Elevator Company

Owens Corning

Pall Corporation*

Panduit

Parker Hannifin

Pearson Education

Pelco

Penske Truck Leasing

Pepsico

Pfizer Animal Health*

Pfizer*

PharMerica Corp.

PHH Arval

Philips International

Pitney Bowes, Inc.*

PolyOne Corporation*

Praxair, Inc.

Procter & Gamble*

Prudential

PSAV Presentation Services

Puffer-Sweiven

Quaker Foods & Beverages

QUALCOMM*

R.R. Donnelley

Railinc

Randstad

RBC Dexia

Reed Elsevier

Reichhold Chemical

Research in Motion

Reynolds & Reynolds

Ricoh

Robert Bosch

Roche*

Rockwell Automation*

Ryder Transportation Services

S. C. Johnson

Safety-Kleen Corporation*

SAIC

Salesforce.com

Samsung Electronics*

Samuel Strapping Systems

Sandvik

SAP

Schlumberger

Schneider Electric*

Sears

Senco Products Inc.

Shell Chemical Company

Sherwin Williams*

Siemens*

Sigma-Aldrich

SKF*

Smith & Nephew

Smurfit-Stone Container Corporation

Sodexo

Sonoco Products Company*

South African Airways

Southco, Inc

Southern Company

Southwest Airlines

Spirent Communications

Sprint

Standard Register

Staples

Starbucks Coffee Company

Starwood Hotels

State Farm Insurance

Sto Corporation

Stora Enso

Sun Chemical

Sun Life Financial

Surescripts

TALX Corporation

TATA

Tate & Lyle North America

Telerx

Telkom SA Limited

Tennant Company

tesa tape, Inc.

Tetra Pak

Texas Instruments

The Bank of New York Mellon

The Jackson Laboratory

Therma-Tru Corporation

Thomson Reuters

TIC Holdings, Inc.

Time Warner

Toshiba Medical Systems

Trane Company

Transamerica Fund Advisors

Tyco Electronics

Tyco International*

Ulbrich Stainless Steel

Union Pacific Railroad

United Airlines

US Office of Personnel Management

United States Postal Service*

United Way Worldwide

UnitedHealth Group

UPM - Kymmene

UPS

US Bank

Valerus Compression Services, LP

Varco Drilling Equipment

Veolia Environmental Services

VeriSign

Verizon

Vestas Wind Systems A/S*

VMware

W. W. Grainger

Wacker Chemical Corp

Wartsila Corporation

Waste Management, Inc.

Wells Fargo

Wesco

Westinghouse Electric

West PharmaceuticalServices

Weyerhaeuser Company

Wheels Inc.

Whirlpool Corporation

Xerox Corporation*

Xylem

Zurich Financial Services Group*

This is a partial list of the companies represented at past Annual Conferences.

Are your suppliers, customers and competitors here? Then you should be too.


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1 TrackMeet: Who Owns the Customer – Capitalizing on the New World Order of Big Data

2 Enterprise Capabilities for an Integrated Solutions Business

3 Creating and Delivering Value through Channels…What the Best do Differently

4 TrackMeet: Pricing and Negotiating for Value in Strategic Account Management

5 The New Role of Marketing and What it Means to B2B Sales

6 Strengthening the Customer Relationship Through Reciprocal Executive Mentoring

7 Leaders Leading Change

8 Creating and Implementing a Value Ecosystem to Eliminate Commoditization and Price Pressure

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9 TrackMeet: Capitalizing on a Corporate Strategy for Mutual Growth with Strategic Clients – The Hilton Business Case





14 TrackMeet: Organizational Readiness for Co-Creation



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18 TrackMeet: The “Real” Value of Executive Involvement in Strategic Accounts










28 TrackMeet: Driving SAM Excellence: Best Practices for Effective SAM Execution

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Visit the SAMA website for full session descriptions, the latest updates and downloadable brochure at https://events.strategicaccounts.org/events/2013/conference

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