HomeResearch Articles Conducting a Planning Workshop With Sales for Large Account-Based Marketing Accounts

Conducting a Planning Workshop With Sales for Large Account-Based Marketing Accounts

  • When including a small number of accounts in an account-based marketing (ABM) program for large strategic accounts, leaders should create a planning workshop
  • A full-day workshop should include the account landscape, discussion of the account and company goals, buyer insights and potential marketing activities
  • A planning workshop is a critical precursor to an engagement plan that details a sequence of activities designed to help the account achieve its goals
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