Future of SAM 2023 explores how strategic account planning is evolving in response to changing B2B buying behavior, rising account complexity, and increasing pressure to deliver predictable growth. The focus is on moving from relationship‑led, intuition‑based account management to a more structured, insight‑driven approach supported by data and technology. The discussion highlights the importance of stakeholder visibility, value‑led account strategies, cross‑functional alignment, and continuous planning rather than static annual plans. It also emphasizes balancing human judgment with digital tools to scale impact, uncover new opportunities, and build long‑term, resilient customer relationships in an increasingly competitive landscape.

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