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The SAMA Podcast

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33 Min


HEROES, VILLAINS, AND THE THRILL OF PROFESSIONAL SELLING WITH ADRIAN DAVIS

Adrian Davis shares how to use storytelling to give strategic account managers a
different perspective on professional selling.

31 Min


GROWING AND MANAGING GLOBAL CUSTOMERS WITH NOEL CAPON

Noel Capon from Columbia Business School discusses Global Account Management,
particularly how to manage global customers and grow them.

31 Min


GETTING INTO THE HEAD OF DECISION MAKERS WITH BUSINESS BRAINZ

Prajwal Gadtaula discusses how Business Brainz can make all the deep-dive
analysis for your business that your sales and marketing team wished they had
time for.

31 Min


UNLOCKING THE HIDDEN PIPELINE WITH DAVE IRWIN

Dave Irwin, Founder & CEO of Polaris I/O joins SAMA President & CEO Denise
Freier to discuss how to unlock the hidden pipeline and become relevant.

28 Min


THE EXPONENTIAL VALUE OF CSAM CERTIFICATION WITH MAX WALKER

Max Walker from Medtronic discusses the exponential value of SAMA’s Certified
Strategic Account Manager (CSAM) certification program.

28 Min


THE EXTRAORDINARY SAM: HOW TO BUILD STRONGER CUSTOMER RELATIONSHIPS THROUGH THE
LENS OF DIVERSITY, EQUITY, INCLUSION, & BELONGING WITH JOE MACHICOTE

Learn how to build stronger customer relationships through diversity, equity,
inclusion & belonging in this episode with Chief Diversity Officer Joe
Machicote.

31 Min


LEVEL UP: SAMA'S CERTIFIED STRATEGIC ACCOUNT MANAGER PROGRAM WITH LIBBY SOUDER

Libby Souder, SAMA's Director of Knowledge, Training, and Certification, extols
the virtues of the CSAM program to build mutual growth with strategic customers.

30 Min


MENTAL HEALTH IN SALES WITH JEFF RISELEY



23 Min


GLOBAL SAM EXECUTION

Denise Freier is joined by Chris Deren of ClarityCX1 and Clarity Engagement
Solutions to discuss the state and challenges of global SAM execution.

50 Min


HOW CUSTOMERS BUY… & WHY THEY DON’T… WITH MARTYN LEWIS

The global COVID pandemic and subsequent supply chain issues have dramatically
changed how SAMs (Strategic Account Managers) do their jobs. We in the SAM
community and SAMA know this, as much has been discussed about how SAM’s lives
have changed. However, these same forces affected Procurement/Purchasing
professionals too, which begs the question:

47 Min


CUSTOMERS WIN, SUPPLIERS WIN WITH GUS MAIKISH AND NOEL CAPON

When customers win, suppliers win. But what does that mean in pratice? Join
Harvey Dunham and Denise Freier as they hear the story of how Gus Maikish capped
off his career at IBM by orchestrating an incredible turnaround in a newly
created position as the Managing Director of his global strategic account
globally. Learn how Gus prepared his whole career for this opportunity and
learned his lessons well. To contextualize Gus's many achievements, Noel Capon,
R.C. Kopf Professor of International Marketing at Columbia University in NYC,
puts into perspective the importance of Gus's work and how his experience has
given rise to new insights into the acumen of what a great SAM needs to master
and deploy.

48 Min


THE SECRETS OF SUCCESSFUL STRATEGIC ACCOUNT MANAGEMENT WITH RICHARD SANTUCCI AND
DAVID HUGHES

How do you take care of your most important customers? Join us and hear how
Richard Santucci and David Hughes leveraged their combined 50 years of
experience in B2B sales and sales leadership to build and lead a very
successful, global Strategic Account Management program from scratch, then wrote
a great book about it. If you are new to strategic account management, you will
quickly realize that the principles and experiences Richard and David share in
the podcast and their book apply to any company and newly appointed SAM Program
Leader.

32 Min


THE KEY ACCOUNT AT BELLEVUE UNIVERSITY: LIZ PETTINGER AND HARVEY DUNHAM

What does key account management look like in a major educational institution?
We find out with host Harvey Dunham as he takes Liz Pettinger, the Director of
Key Account Management and Operations at Bellevue University on to the show. Liz
explains what she’s working on, what kind of environment she’s working in, and
why strategic account management is the right approach for it. Being the only
SAMA client who works in higher education, Liz gives us a unique perspective on
the interesting interplay of B2B and B2C aspects of key account management in
the context of higher education, corporate learning and development, career
development, and succession planning. She also explains how SAMA has helped her
team refine its processes and build more meaningful relationships with its
clients.

29 Min


CUSTOMER ADVISORY BOARDS: STRENGTHENING STRATEGIC RELATIONSHIPS WITH BETSY
WESTHAFER

Rather than thinking about what you could do, think about what you have done.
Where do you feel you’ve made the greatest impact out of everything you have
done? The Congruity Group leader Betsy Westhafer found her forte when she
realized that Customer Advisory Boards were her strongest suit. She sits with
Denise Freier to tap into the undeniable power of the Customer Advisory Boards.
She talks about how she started in the field and became so passionate about
CABs. Learn more as Betsy shares with us the best practices for designing
strategic CABs and the pitfalls to avoid in executing them.

22 Min


UNDERSTANDING YOUR CUSTOMER BY UNDERSTANDING YOURSELF: AN INTERVIEW WITH THE CEO
OF BIRKMAN INTERNATIONAL

SAMA CEO Denise Freier sits down with Sharon Birkman, CEO of Birkman
International, the behavioral and occupational assessment company. They discuss
how Birkman's methodology for measuring personality can help SAMs achieve higher
performance by giving them a better understanding of interpersonal dynamics
affecting their interactions with their teams and their customers. Sharon
Birkman's new book is called "Creatures of Contact: Why You Need More Than Just
a Personality Test."

26 Min


ACCOUNT-BASED MARKETING FOR STRATEGIC ACCOUNT MANAGEMENT

COVID has been a huge accelerator of digital marketing generally and
account-based marketing specifically. In this episode, three experts in both
strategic account management and marketing talk about how ABM is quickly
becoming central to companies’ engagement model for their largest and most
complex accounts. Guests are Dominique Côté (Cosawi), Kate Burda (Kate Burda &
Company) and Jerry Alderman (Valkre).

17 Min


INTO THE DEEP END: BECOMING A SAM DURING COVID

Our guest this episode shares what she's learned after surmounting a trifecta of
challenges over the past ~18 months, any ONE of which might have tripped up a
lesser professional: being a newly minted strategic account manager, joining a
new company, and striving to elevate her company's relationship with a new
strategic account – and doing it all during COVID times. Mallory Cowell is a
senior national account manager at LP Building Solutions, and she shares what
she's learned about building political capital internally, fighting for
mindshare with her customer and the art of having difficult conversations.

33 Min


NO LONGER JUST A NICE-TO-HAVE: SUSTAINABILITY FOR SAMS

Sustainability (and, more generally, ESG – Environmental, Social and Corporate
Governance) is top-of-mind inside your customer's C-suite. So as a SAM, you need
to be prepared to have knowledgeable conversations about how your company can
contribute to their company's corporate goals in this sphere. As Edmund Bradford
(of Warwick Business School, The Good Growth Academy and Market2Win) says in the
episode, you don't have to be an expert in sustainability issues. Simply being
more knowledgeable than your competitors will be a source of incredible
competitive advantage for years to come.

21 Min


LEVERAGING LEAN MANAGEMENT SYSTEMS AND FOCUS ON PROCESS IMPROVEMENT TO QUICKLY
BUILD A SAM PROGRAM FROM SCRATCH

As the senior director of customer success at Royal Ambulance, Trevor Hardee
holds a number of distinctions: His path into strategic account management is
truly unique and genuinely inspiring, he's one of the (if not the) youngest ever
graduates of SAMA's Certified Strategic Account Manager (CSAM) program, and his
company won a 2021 SAMA Excellence Award just two years after its SAM program's
inception. He sat down with SAMA's Harvey Dunham to talk about his approach to
SAM. Recommend for anyone working in the healthcare space.

16 Min


INSIGHT-LED SELLING: THE KEY TO ELIMINATING THE BUYER-SELLER MISMATCH

There exists today a massive buyer-seller mismatch. To wit: Only 20% of
enterprise buyers think their suppliers understand their business. And even when
they DO understand it, only one in four can effectively align their client's
business goals with their own company's offerings. How to close this gap? By
training sellers to understand what's top of mind for their customers' myriad
stakeholders and giving them the tools and knowledge to tailor their messages to
each stakeholder.

31 Min


BECOMING A TRUSTED ADVISOR BY SELLING YOUR COMPANY'S EXPERTISE (NOT PRODUCTS)

In today's world of information overload and buyers who already know what they
want (or think they do), strategic and key account managers need a way to
elevate their customer conversations above the ground level. Whether they know
it or not, a SAM's hidden superpower is his or her ability to connect their
customers to expertise-based services within the SAM's organization. Magnetic
Consulting's Michael Thomas spent years as a managing consultant for Microsoft's
global consulting organization, and he explains the WHAT and the HOW.

2 Min


INTRODUCING THE SAMA PODCAST: CEO EDITION

Introducing the The SAMA Podcast: CEO Edition, an occasional conversation
between SAMA President & CEO Denise Freier and senior B2B leaders about what it
takes to thrive in a world where the only constant is change. Our first episode
will feature one of the most prescient thinkers and gifted communicators on the
subject of B2B sales messaging, Tim Pollard.

28 Min


THE CEO SPEAKS: HOW COVID CHANGED STRATEGIC ACCOUNT MANAGEMENT FOREVER

Oratium CEO and Founder Tim Pollard talks to SAMA President & CEO Denise Freier
about the most important and far-ranging ways COVID has changed strategic
account management forever. Specifically, the pivot for virtual will bring about
dramatic changes to sales models, sales meetings and sales messaging.

30 Min


BUILDING A STRATEGIC ACCOUNTS PROGRAM AT A RAPIDLY GROWING TECHNOLOGY COMPANY

How do you move your company from selling products to delivering enterprise
solutions? It takes strong leadership, bespoke customer strategies and a knack
for spotting visionaries inside your customer. Chris Pennington, vice president
of global sales at Palo Alto Networks, explains.

39 Min


GETTING INSIDE YOUR CUSTOMER CFO'S HEAD

Ever wonder how your customer's finance team evaluates supplier proposals? It's
a lot easier to position your company's value when you understand how the
customer buying team thinks. Chris Ferguson – who has worked as an investment
banker and held executive roles in sales and in finance – spills the beans.

33 Min


A STRATEGIC ACCOUNT MANAGER'S GUIDE TO CYBERSECURITY

What does cybersecurity have to do with you? If you're selling digital
solutions, the answer is: Everything. Steve Mustard, President and CEO of
National Automation and President of the International Society of Automation,
explains why SAMs should care.

27 Min


CREATING MESHED RELATIONSHIPS

If you aren't building and maintaining deep, wide relationships inside your
strategic accounts, you're in trouble. We talk to the co-founder and CEO of
Arpedio about the importance of creating meshed relationships with your
strategic customers.

40 Min


LIQUIDITY: YOUR SECRET WEAPON IN UNCERTAIN TIMES

Why has the pandemic devastated some companies while lifting others? According
to University of Miami Herbert Business School Marketing Prof. Arun Sharma, it's
all about "liquidity."

36 Min


HELPING YOUR CUSTOMERS THROUGH CRISIS: LESSONS LEARNED ON SEPT. 11

What can the experience of 9/11 teach us about helping our customers through the
pandemic? We ask SAMA's own Chris Jensen – who, on the morning of Sept. 11, was
a sector head for the global leader DHL.

35 Min


BEING ACCESSIBLE, BEING HUMAN AND BEING A THOUGHT LEADER

Think Zurich Insurance knows a couple of things about helping customers through
crisis? They've been doing it since 1872, so we're going to say "Yes." We pick
the brain of Zurich's Executive Vice President and Head of Customer Management,
Ron Davis

33 Min


THE PERCEPTION OF VALUE AND POWER OF STORYTELLING: SELLING IN UNCERTAIN TIMES

While it may feel like the pandemic changed everything overnight, Whetstone CEO
Adrian Davis says not so fast. Authenticity and the power of storytelling still
matter. Learn what else has and hasn't changed in the past year.