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Account-Based Marketing Workshop

Implementing an Account-Based Marketing (ABM) Strategy

A one-day workshop focuses on planning and executing

large account plans to implement an account-based marketing (ABM) strategy, with learning and exercises focused on the frameworks and models guided by SiriusDecisions.


Familiarization with key SiriusDecisions ABM frameworks, models and best practices including our Account Selection Methodology and tool.

Who Should Participate?

Leaders, managers and line staff from marketing, marketing operations, teleprospecting, sales operations, inside and direct sales.

Workshop Agenda Topics

  • SiriusDecisions ABM Foundations

  • ABM Benchmark Survey Insights (if applicable)

  • Account Prioritization


  • Stakeholder phone interviews (if applicable)

  • Pre-workshop inquiry

  • Workshop planning meetings

  • ABM Benchmark Survey Analysis (if applicable)

  • One-day, on-site ABM Workshop

  • Developing SMART Goals for ABM Accounts

  • ABM Planning: Developing an ABM Engagement

Prerequisite Work

  • Pre-workshop planning discussions

  • Internal stakeholder communication

  • Selective stakeholder interviews, if applicable

  • Pre-reading

    • Account-Based Marketing Setting SMART Goals

    • Data Requirements for Account-Based Marketing

    • Large Account Marketing: The Planning Process

  • Review of client ABM-related documents

  • Account sales plan gathering

  • Account selection

  • Advisory services action plan (to guide post-workshop execution)

  • Workshop debrief meeting

Workshop Leaders

Our workshop leaders are seasoned executive practitioners who have planned, executed and measured successful initiatives, campaigns and projects in their respective subject matter areas of expertise.

They engage hundreds of clients annually in continuous research, benchmark studies and client inquiries to identify trends, issues and challenges and provide models, frameworks and actionable pragmatic advice.

Clients of our advisory services gain increased leverage from our workshops through continuous engagement with our analysts during their service subscription period.

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