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    Boost KAM with Account Based Marketing

Training Units: 1

Training type available:
Online (1 day)

Date:
TBA

Pricing

Membership Level Per-person
Corporate Member $895
Individual Member $945
Non-Member $1,095

 

 

 

 

Recommended audience: Marketing, SAM Program Leaders, SAM Managers, SAM/KAM practitioners, Cross-functional team members

Level of proficiency: Foundational

Presented by: Valkre

This one-day course teaches participants the role of Strategic Account Marketing in the development and delivery of Account Plans. The course is designed to extend the core concepts of SAM/KAM by incorporating the increasingly relevant work of Strategic Marketing and other Support Functions. The ultimate objective being to improve the engagement with large Key Customers by leveraging capabilities beyond those included in typical SAM/KAM training approaches. For each course a company who is actively including Marketing in their SAM/KAM program will be invited to share their case and journey of work. 

 

Workshop description

  • Module 1: Strategic ABM and Account Planning 101. During this module, the fundamental methods of Strategic ABM and Account Planning will be defined. The objective is to ensure participants understand the basics of each discipline before moving on to explore how they work together.
    • Strategic ABM versus Programmatic ABM
    • The engagement models for SAM/KAM and Strategic ABM
    • Define how Strategic ABM and Account Planning work together
  • Module 2: Live Case Review. For each session a company demonstrating leadership in the integration of Sales and Marketing to improve Strategic Customer Engagement will present their journey of work. The objective is to recognize that incorporating Strategic ABM is still relatively new so sharing real examples helps to demonstrate the following benefits:
    • Establishing the Business Case for Strategic ABM
    • Demonstrating the work required to execute
    • Showcasing a real example that can be used as reference for all participants
  • Module 3: Integrate and Scale Strategic ABM and Account Planning. In this module we will review and show how the work activities executed by Strategic ABM and the KAM/SAM can be combined to improve Customer Engagement. The objective is to provide a practical approach for getting Sales and Marketing to work together in the context of managing the company’s largest, most important customers by:
    • Identifying Plays that can and should be incorporated into Account Plans
    • Building Playbooks that SAM/KAMs will use to address customer goals and outcomes
    • Helping the KAM/SAM generate the Account Plan using Playbooks
    • Demonstrating the use of Technology to generate Data, Analytics, Proprietary Insights and Scale

 


Valkre provides a Key Account Management Platform that incorporates a cloud-based solution and training to help companies improve their engagement with Key Accounts.

Highlights of the company’s platform include:

  • ENABLE KAM WORK AND CUSTOMER FACING EXPERIENCE
    Comprehensive, configurable platform. Customer-facing planning and execution. Turnkey presentations and deliverables.
  • BOOST KAM RESULTS WITH MARKETING INTEL AND ECONOMIC RIGOR
    ROI calculators on websites, plans & deals. Account-Based Marketing orchestration. Automated insights and suggestions.
  • CONNECT KAM WORKFLOW WITH INTERNAL SYSTEMS
    Zero maintenance CRM implementation. Embedded business intelligence. Turnkey data exchange connectors.
  • ENSURE KAM PROGRAM ADVANCEMENT AND ADOPTION
    Embedded coaching. Management dashboards. Enterprise reports and analytics.

Check out http://valkre.com