Three years ago, PSNI Global Alliance set out to redefine account management with the launch of its Strategic Account Management (SAM) Program. Designed to empower its more than 2,000 global salespeople, this initiative aims to foster deeper collaboration, meaningful knowledge sharing and an industry-leading standard of customer-focused relationship management. Let’s fast forward to today. Now, the program and the exclusive-member organization have solidified their position as industry leaders, setting the benchmark for excellence and standards-driven practices.
PSNI is, of course, composed of best-of-breed integrators, also known as Certified Solution Providers (CSPs), whose specialties extend from audiovisual integration to unified communications and collaboration, sitting alongside Preferred Vendor Partners (PVPs) whose operations span manufacturing, distribution, services and beyond. Alliance stakeholders meet throughout the year to learn, network, plan and pivot, empowering members to optimize operations and deliver better outcomes globally.
Chris Miller, executive director, PSNI Global Alliance, emphasizes the power of collaboration within the Alliance, stating, “Our focus is on learning from each other and leveraging that knowledge to create additional value. Beyond governance and structure — which are essential for organizing diverse companies — we aim to drive collective behavior that strengthens the Alliance. The goal is to support our stakeholders in building meaningful relationships with partners.”
A Vision for Collaboration and Growth
“We don’t present the SAM curriculum as the only way to approach account management,” Miller explains. “It’s one effective way that fosters peer sharing, collective learning and best practice exchange. It’s part of the continuous evolution aligned with what our members need. At the core, all these companies, including PSNI, share a common goal: the desire to keep improving.”
The SAM Program isn’t your typical sales training; instead, its purpose lies in transforming how account management is integrated into business strategy. From the start, PSNI envisioned a platform that harnessed the collective expertise of its members that span regions and industries.
Built with a structured yet flexible framework, the SAM Program allows CSPs to align globally while honoring the unique market dynamics of their local territories. This balance of standardization and adaptability ensures that the program delivers dynamic solutions tailored to individual sales teams.
Metrics That Matter
Miller highlights a shared challenge faced by global licensees: aligning account managers with a consistent, professional market approach that delivers value to end users. “Many of these companies are the largest companies in the world. They all had the same challenge — how do we get this knowledge base into our account managers portfolio of communication with end users?” he says. To address this, PSNI launched on-site programs designed to build culture, share best practices, and foster trust among participants. This initiative laid the groundwork for the Strategic Account Specialist (SAS) certification, which has since certified over 50 professionals, driving consistency in account management worldwide.
The numbers paint a powerful picture. With a 90% certification completion rate, the program has seen remarkable buy-in from its participants. The rigorous multi-day curriculum culminates in a presentation to peers. Further, quarterly cohorts encourage continuous learning by bringing together professionals to share best practices and discuss real-world applications.
Take, for example, Gary Huebner. An AV account manager at Camera Corner Connecting Point in Green Bay, Wisc., Huebner describes his decision to complete the SAM Program as an easy one. He reports that “…conversations are completely different now. The engagement is no longer looking for a sale; it’s working to establish a strong partnership and to be a resource for whatever we may be able to help with.”
He adds, “There are several customers that I have worked with since my certification that have voluntarily requested for us to be their sole integrator of choice for projects, licensing, consult and design and at the same time have told us that we are more expensive but that is acceptable as we provide far more value than other vendors that merely provide quotes and products rather than a strategic partnership.”
Indeed, Huebner reports that, since taking the SAM course in 2021, he has consistently exceeded his yearly sales goals.
Gary Huebner’s sales performance has soared since completing the SAM Program. As depicted in this graph, ever since 2021, he has been consistently surpassing annual goals. The 2021 milestone marks a turning point in his professional growth. Courtesy / Gary Huebner
Beyond certifications, the program focuses on results: customer satisfaction, enhanced engagement and a peer-driven structure that raises the bar for accountability. These outcomes are a testament to how SAM equips professionals to better understand client needs, grow relationships and communicate more effectively within complex enterprise accounts.
Key Drivers
Miller emphasizes the importance of discovery and customer understanding, stating, “A key driver in our industry is spending more time in the discovery phase to gain deeper insights before offering solutions. Instead of immediately listing manufacturers and ideas, we encourage account managers to focus on understanding the client’s needs fully, ensuring we bring the right resources to deliver meaningful results.”
Stephane Maujean, sales manager, vendor partnerships, with Switzerland-based audiovisual systems integrator Lemanvisio, agrees. Having a broader perspective on projects allowed him to explore new directions and uncover diverse solutions. Instead of focusing solely on the core project, he has expanded discussions with the customer to consider all possibilities. This approach has truly helped his firm deliver added value and stand out from local competitors.
The second key drive of the program is to elevate and grow client relationships. Miller explains, “To truly grow these partnerships, account managers must deepen their engagement across multiple areas and regions. While many successfully enter an enterprise account, they often focus on only one or two areas, missing opportunities to support broader collaboration and communication through technology.”
For example, Maujean says, “We are collaborating with customers to map out goals for the next two, three and even four years. While this forward-thinking approach is common in the IT sector, it is still new to the mentality of the AV integration industry.”
Effective account management hinges on building strong relationships and prioritizing clear communication. This includes creating alignment, offering creative tools and ensuring seamless collaboration — both internally and externally — so commitments are met locally, regionally and globally. A critical component is developing account plans that map out resources to execute strategies during negotiations, driving success across enterprise accounts.
Miller says, “Many of the account managers who’ve gone through this curriculum from the start, are some of the brightest and the best worldwide. Whether you’re a seasoned professional or newcomer, it’s a journey. You don’t take a class and you’re done.” The process is a continuous learning journey for account managers at every level. He continues, “Many who have completed the curriculum realize they were already applying some concepts but uncover new approaches that help them offer more comprehensive solutions. It’s an evolving process, ensuring account managers consistently enhance their skills and deliver meaningful results.”
Breaking Boundaries Through Technology
Accessibility has been a key driver of the SAM Program’s success. While in-person events like the Alliance’s Supersummit events initially served as the program’s training ground, PSNI recognized the need for a more inclusive approach. Transitioning to an online curriculum made this global initiative accessible to all CSPs, regardless of time zone or geography.
Today, the program includes micro-learning modules, available 24/7. These bite-sized lessons make it easier for professionals to stay engaged, even amid demanding schedules. As Miller sees it, “Best practices that stay internal are not best practices. They have to be shared, taught, believed and become part of your DNA.” To achieve this, PSNI implemented a 24/7 online accelerator course designed to teach the core principles of the SAM Program, aiming to equip its 2,000 salespeople and account managers worldwide with the skills needed to elevate their capabilities and represent PSNI at the highest level of professionalism.
The digital format also serves multilingual teams, with content designed for those who may have English as a second language. These initiatives have not only increased completion rates but also democratized learning opportunities across the PSNI ecosystem.
Establishing Trust, Inspiring Strategy
Feedback from the field reinforces the SAM Program’s impact. Account managers consistently highlight how SAM fosters trust both within their teams and with clients. By creating a space for peers to collaborate — even among those who formerly viewed each other as competitors — the program cultivates a culture of respect and shared expertise.
The insights gained from SAM are already driving tangible outcomes. Participants like Huebner and Maujean report stronger client relationships, improved sales strategies and better alignment across enterprise accounts. The ability to deep dive into a customer’s unique challenges, supported by creative communication tools, has been instrumental in closing deals and meeting promises regionally and globally.
The Future of Strategic Learning
Looking ahead, the SAM Program is far from static. Plans are already in motion to expand its offerings, including an accelerator course to get new employees up to speed. Micro-learning opportunities will play an even more prominent role, extending beyond the realm of account management to areas like quality assurance and managed services.
These additions underscore PSNI’s commitment to continuous education and its determination to ensure CSPs remain at the forefront of industry standards.
Equally important is the SAM Program’s role in shaping PSNI’s overarching certification strategy. By integrating the SAM approach into other certifications, the Alliance aims to set a new industry benchmark — one rooted in strategic thinking, trust and a relentless focus on customer care. According to Miller, “No one wants to put their best customer in the hands of someone who doesn’t care. No one wants to have a global enterprise roll out and hand off a project in some country where that person doesn’t want to treat that customer with the highest level of care.”
Hailey Klein, director of marketing and communications, PSNI Global Alliance, says, “The SAM Program is unlocking the potential of both enterprise customers and our global network. When one wins, everyone wins.” She explains that the program is not just about selling to clients but, rather, about truly understanding their challenges, experiences and needs. “When an enterprise client is coming to PSNI, they can feel very feel confident in a process designed to deliver meaningful solutions and exceptional service,” Klein adds.
A Unique Value for CSPs
For CSPs, the SAM Program represents more than professional development; in fact, it’s a strategic advantage in a competitive marketplace. The program offers exclusive tools and expertise that directly impact business outcomes. It is a testament to PSNI’s dedication to equipping its partners with unique capabilities to thrive in global markets.
“We have CSPs in Nigeria, Australia, China, Russia — they’re all over the world,” Miller says. “Many of whom are starving to have this type of curriculum that’s relevant to our industry. You can get sales curriculum about anywhere online, but you can’t get curriculum that’s strategic to our industry, and that’s what makes it different.”
PSNI’s SAM Program isn’t just building better account managers; it is, in fact, redefining how organizations approach partnership, trust and strategy. “Customers are beginning to look more for value rather than low bid, and SAM practices position integrators to succeed with these trends,” Huebner adds.
Maujean adds, “Working on this global scale, global vision of projects is bringing our position as a system integrator to something different than just bringing a Beamer in a room. We are a consultant not only about hardware and software, but really about a complete solution going further than just the AV business.”
Three years in, it’s clear that the SAM Program is more than a training initiative. Indeed, it’s a vital resource ensuring CSPs deliver excellence to their customers while growing their own success stories. “We’ve come together to become a large, elite group who shares ideas and best practices to go back to customers, and we’re literally helping each other close business, it’s certainly unique as could be,” Miller says.
For AV industry professionals seeking a decisive edge, PSNI’s member-exclusive education and training stands out as an essential investment in the future.
