Value co-creation Archives - Strategic Account Management Association

Artificial Intelligence, Customer buy-side perspective, Customer Engagement, Ecosystems, SAMA Research, Strategic Account Management Organizational Design, Strategic account management process, Strategic account management program organization, Strategic account manager skills and competencies, Technology, Value co-creation

Velocity Magazine Winter Issue 2025: Building Trust and Driving Innovation

The winter issue of Velocity is here, and it’s one you won’t want to miss! In Human Connections: Building Trust, Driving Innovation, we explore the heart of SAMA’s ecosystem — a thriving network built on collaboration, trust, and innovation.

This issue tackles some of the most pressing challenges and opportunities in strategic account management today. From fostering internal alignment to transforming how we approach renewals and relationships, every article provides actionable insights to enhance your SAM practice. Whether you’re looking to refine your leadership approach or dive deeper into the ethical complexities of AI in business, there’s something here for everyone.

Continue reading →

Customer Engagement, Ecosystems, Food Industry, Strategic account management process, Value co-creation

Collaborative Ecosystem

Networking as a key to success

By Jochen Koetzle, Head of Strategic Account Management, Endress+Hauser Group

Introduction to the Ecosystem within the Food Industry

Innovation has become the defining factor for success in today’s dynamic food industry. Collaboration is no longer optional; it is essential for resilience and growth. In this article, we explore the essence of collaborative ecosystems, their role in driving innovation, providing solutions, and ensuring resilience. We also share insights, including our organization’s efforts to highlight the transformative power of collaboration. Our aim is to inspire stakeholders to embrace collaboration as a strategic tool for creating a more forward-looking industry. At the end readers will understand the key components of collaborative ecosystems, their benefits, and practical ways to engage with or strengthen such.

Continue reading →

Account-based marketing, Customer Engagement, Uncategorized, Value co-creation

Account-Based Marketing: Customer-Led, Team-Enabled

The first step in next-gen, customer-centric sales

By Dominique Côté, CEO & Founder, Cosawi and Principal, The Summit Group, and Kate Burda, CEO & Founder, Kate Burda & Co.

Shedding light on the next generation of account-based marketing

We can all agree that customer centricity and customer focus are the cornerstone of effective strategic account management and key to being different and staying relevant. We understand that it is not how we sell, but rather, how customers buy. We know the value of understanding the customers, their organizations, their vision, and what they are trying to achieve to enable a co-created future.

Yet, if you were to look at account-based marketing (ABM) methodology that is widely used and accepted, you may see just the opposite. What you may find is an approach based upon products, campaigns, or offerings — an inside-out way of working, which conflicts with the outside-in mindset that is at the core of how we ask SAMs to engage and enable partnerships of a higher order.

Continue reading →