Technology Exchange Sessions SiriusLab Assessing Business Requirements and Technologies for Targeted Account Program Planning

SiriusLab: Assessing Business Requirements and Technologies for Targeted Account Program Planning

Friday November 9, 2018 | 11:10 AM - 11:50 AM

Speaker(s):  Kristin Farwell, Alisa Groocock

Track(s): Interactive Labs

Focus: Adopt, Operationalize

Priorities: ABM Program Planning and Execution; ABM Infrastructure

All too often, account-based marketers have a technology portfolio that is not optimized for the tasks that they need to accomplish, especially when they are planning and executing programs designed for target accounts. If technologies don’t meet the needs of the business, this can lead to lack of use, wasted budget and endless frustration. Selecting the right technologies and insights to support planning and execution starts with an articulation of business requirements. This session will provide the following benefits:

For sales and marketing:

  • Get a brief review of the key priorities that account-based marketers must focus on
  • Learn about business requirements and supporting technology specific to program planning
  • Understand a process for assessing your current ABM technology stack with respect to program planning business requirements