Large-Opportunity Marketing: The Kickoff Phase

When an account-based marketing (ABM) team is engaged to support a large, must-win opportunity, a strong start with sales is critical. Sales and marketing use the kickoff workshop to understand and complement each other’s processes. Although sales typically leads the opportunity kickoff process, the ABM team also plays a critical role. Marketers must be respectful of the bid team’s time, carefully reviewing prereading materials when available. In this report, we describe two core activities marketing must complete when collaborating with sales to kick off a large-opportunity pursuit and the outputs they need to deliver.