Best Practice Report

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

September 11th, 2019
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst

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.

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