Summit US Sessions ABM_Strategic Account Planning How to Win Together

Strategic Account Planning: How to Win Together

Tuesday May 7, 2019 | 1:45 PM - 2:25 PM

Speaker(s):  Rashmi Vittal, Bob Peterson

Focus: Operationalize

Priorities: ABM Planning and Execution

More and more b-to-b organizations are creating strategic account programs 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. This session will outline the requirements for aligned, effective strategic account planning.

This session will provide the following benefits:

  • Outlining a comprehensive step-by-step approach to strategic account planning
  • Defining what's different about strategic accounts that requires a deeper level of collaborative planning across functions
  • Identifying specific roles and responsibilities of the strategic account planning process including inputs, outputs, and potential pitfalls