Summit Europe Sessions DMS and ABM_Strategic Account Planning

Strategic Account Planning: How to Win Together

Friday 11 October 2019 | 13:40 - 14:20

Speaker(s):  Bob Peterson, Robert Muñoz

Syndicate(s): Track 1

Focus: Operationalize

Priorities: ABM Planning and Execution

More and more b-to-b organisations are creating strategic account programmes that align sales and marketing around high-value accounts. Too often, however, the planning process required to deliver truly relevant and valuable content and activities to contacts within these strategic accounts is short-changed. In this session, we’ll outline the requirements for aligned, effective strategic account planning.

This presentation will provide the following benefits for sales and marketing:

● Outline a comprehensive step-by-step approach to strategic account planning

● Define what’s different about strategic accounts that requires a deeper level of collaborative planning across functions

● Identify specific roles and responsibilities of the strategic account planning process including inputs, outputs and potential pitfalls