Throughout its 50 years of existence, the Strategic Account Management Association (SAMA) has seen constant transformation in the art and science of managing customer relationships. As the present CEO of SAMA, my vision of sales, based on multiple concrete benchmarking examples, is this: Either sales are transactional and eventually will go to both the web and the channels, or sales are high-touch, high-value. And the best way to manage this will be through strategic account management/key account management/global account management (SAM/KAM/GAM). Furthermore, we at SAMA always stress that SAM is not a sales strategy. It is a corporate strategy.
At the core of SAM/KAM/GAM is the strategic value co-creation process. The strategic value ...
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