4 Ways to Build Durable Relationships with Your Most Important Customers

"Companies that lean into strategic customers see results. Most CEOs recognize that strategic account management (SAM), which aligns strategy, teams, and resources around large, complex customer partnerships, is critical to their firm's growth."

" is a leader of the artificial intelligence practice at ZS, a global professional-services firm, and teaches sales executives at Northwestern's Kellogg School of Management."

"He is a coauthor of the Arun Shastri HBR Sales Management Handbook."

Companies that prioritize strategic customers achieve measurable results and drive growth. Most CEOs view strategic account management (SAM) as essential for aligning strategy, teams, and resources around large, complex customer partnerships. SAM focuses on deepening relationships, coordinating cross-functional teams, and allocating resources proportional to customer complexity and potential. Effective SAM creates tailored engagement models and institutional structures that convert strategic partnerships into sustained revenue and competitive advantage. A leader of the artificial intelligence practice at ZS teaches sales executives at Northwestern's Kellogg School of Management and coauthored the Arun Shastri HBR Sales Management Handbook.

Read at Harvard Business Review