Summary
When an organization conducts account-based marketing (ABM) in strategic accounts, a planning workshop is critical to creating the account engagement plan. A kickoff workshop must set clear expectations from the outset because it requires commitment from the various functions and roles that support key accounts — in particular the account managers, whose time would otherwise be spent selling into the account. In this report, we describe how to facilitate a successful ABM planning session and discuss the activities that must take place before the workshop, as well as who should participate.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).