3-Hour Intro to Corporate Sales & Account-Based Marketing Workshop: Winning High-Value B2B Accounts

Workshop Description

This 3-hour introductory workshop provides a strategic overview of Corporate Sales and Account-Based Marketing (ABM) within complex B2B environments. Participants will examine how enterprise buying decisions are made, how to identify and prioritise high-value accounts, and how to align sales and marketing efforts to improve deal quality and win rates.

The session focuses on practical frameworks that move organisations beyond volume-driven lead generation towards coordinated, account-centric growth. It is designed for professionals seeking clarity on how to structure corporate sales efforts and implement foundational ABM strategies in a measurable and systematic way.

Why Attend This Workshop?

Learn how to move beyond transactional selling and adopt a structured, account-centric strategy that drives sustainable revenue growth.

✔ Understand the fundamentals of corporate sales cycles and enterprise buying behaviour
✔ Learn how Account-Based Marketing aligns sales and marketing for high-value accounts
✔ Explore practical frameworks for identifying, targeting, and engaging key decision-makers
✔ Preview the strategic models covered in our full Corporate Sales & ABM course

Workshop Outline

This 3-hour session is designed to provide a practical introduction to corporate sales strategy and Account-Based Marketing. You’ll examine how enterprise buyers make decisions, how to structure account targeting, and how to design coordinated outreach that increases deal velocity and win rates.

• Understand the structure and dynamics of corporate and enterprise sales environments
• Learn how to identify and prioritise high-value target accounts
• Explore the core principles and process of Account-Based Marketing (ABM)
• Map stakeholders and decision-making units within corporate accounts
• Design a simple ABM outreach framework aligned to the buyer journey
• Case discussion: Researching enterprise customers, understanding their Industry Challenges and Aligning with Customer Stakeholders

Workshop Highlights

This session offers a strategic overview of how corporate sales and ABM work together to win complex B2B deals.

✔ Learn how to shift from volume-based lead generation to account-focused growth
✔ Understand enterprise buying committees and multi-stakeholder engagement
✔ Explore account mapping and opportunity qualification frameworks
✔ Discover how to personalise messaging for strategic accounts at scale
✔ Gain a structured roadmap for implementing ABM within your organisation

Who Should Attend

This workshop is ideal for B2B sales professionals, marketing managers, business development executives, founders, and commercial leaders responsible for acquiring and growing corporate accounts. It is especially relevant for organisations targeting enterprise clients with longer sales cycles and higher contract values.

Pre-requisites

• • Basic understanding of B2B sales or marketing concepts
  • Familiarity with general sales pipeline terminology
  • No prior ABM implementation experience required
  • No specific software required for this introductory session

What You’ll Walk Away With

• A structured understanding of corporate sales dynamics
• A clear framework for identifying and prioritising high-value accounts
• A stakeholder mapping approach for enterprise clients
• A foundational Account-Based Marketing strategy outline
• Greater clarity on aligning sales and marketing for predictable B2B growth