When an organization conducts account-based marketing (ABM) in strategic accounts, a planning workshop is critical to ensure stakeholders are aligned, sharing insights, and collectively shaping 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 — most notably, the account managers, whose time would otherwise be spent selling into the account. In this report, we discuss the activities that must take place before the workshop and who should participate, describe how to facilitate a successful ABM planning session, and provide a sample agenda.