Strategic Account Management Association (SAMA) Formalizes Partnership with The Congruity Group

Dayton, OH, April 3, 2023 – The Congruity Group announced today that they have formalized a partnership with the premier association for strategic account management.

SAMA logo

“We could not be more excited to partner with SAMA,” said Congruity CEO Betsy Westhafer. “Throughout my career, I have had exposure to many professional associations, but I have yet to find one that provides more value, a better community, and a rich, 60 year history of service to their members. Our two organizations have incredible synergies with one another, and we intend to leverage those in a way that adds value to the SAMA community and Congruity clients around the globe.”

SAMA selected The Congruity Group to build and execute their Strategic Customer Advisory Board and will launch multiple collaboration initiatives to help B2B organizations accelerate their success with their strategic accounts. 

“We’ve learned that one of the most important elements of successful, strategic relationships is the engagement of the senior leadership team with their clients,” said SAMA President and CEO Denise Freier. “The value of having a Strategic Customer Advisory Board resolves the missing link of how to keep strong, executive relations with your significant clients. This will bring substantial value to the SAMA community.”

Westhafer is a featured speaker at the upcoming SAMA Annual Conference, May 23-25, 2023 in San Diego, California. She will be educating conference participants on how to move from being perceived as a transactional vendor to that of a strategic business advisor. Discover the SAMA Annual Conference here.

About SAMA

Founded in 1964, SAMA is a unique nonprofit association with a community of more than 15,000 worldwide. SAMA offers numerous training, professional development, and networking events throughout North America, Asia, and Europe each year in addition to research, publications, and other knowledge resources. To learn more, visit

Understanding What Your Customer Needs to Solve

Key strategies from the healthcare and biopharmaceutical industry that any SAM can incorporate.
By Janice Nissen

As account managers in our respective industries, we have — no doubt — developed a detailed understanding of our customer’s journey. Identifying their pain points and how to solve them are, at this point, table stakes. 

However, with the amount of variation that we now see in changing customer expectations, new channels of information and communication, and disruptors to traditional buying patterns, it becomes incredibly important that we, as account managers, are seeking a more holistic approach toward understanding of our customer’s journey.

Continue reading “Understanding What Your Customer Needs to Solve”