Best Practice Report

Conducting A Planning Workshop With Sales For Large Account-Based Marketing Accounts

September 11th, 2019

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.