Course Outline

Module 1: Introduction to Account-Based Selling (ABS)

• Fundamentals of ABS and its difference from traditional selling

• Why ABS matters in today’s competitive market

• Linking ABS with organizational strategy

• Case Study: Adobe’s ABS success model

Module 2: Identifying High-Value Accounts

• Account selection frameworks

• Revenue potential and strategic alignment analysis

• Prioritizing accounts for maximum ROI

• Real-Life Project: Selecting high-value accounts for your business

Module 3: Account Intelligence & Research Techniques

• Gathering intelligence on key accounts

• Tools for account research (LinkedIn Sales Navigator, ZoomInfo, etc.)

• Stakeholder mapping and influence analysis

• Case Study: How Oracle leverages account intelligence

Module 4: Crafting Account Plans

• Building detailed account blueprints

• Aligning account goals with company offerings

• Creating value roadmaps for clients

• Real-Life Project: Develop an account plan for a chosen client

Module 5: Personalizing Engagement Strategies

• Creating tailored messaging for accounts

• Content personalization across touchpoints

• Sales-marketing alignment in ABM campaigns

• Case Study: LinkedIn’s personalized ABS strategies

Module 6: Multi-Channel Account Engagement

• Leveraging digital, social, and face-to-face engagement

• Email, LinkedIn, webinars, and events as ABS tools

• Orchestrating omnichannel engagement

• Real-Life Project: Design an omnichannel ABS campaign

Module 7: Building Relationships with Key Stakeholders

• Navigating complex decision-making units

• Executive engagement and C-level selling

• Strategies for building trust and influence

• Case Study: SAP’s stakeholder engagement strategies

Module 8: Sales Enablement Tools for ABS

• CRM integrations for account-based insights

• Sales enablement platforms (Outreach, HubSpot, Salesforce)

• Using analytics and AI to track engagement effectiveness

• Real-Life Project: Build an ABS sales toolkit

Module 9: Measuring ABS Success

• Defining ABS KPIs (engagement, pipeline, revenue impact)

• Tracking multi-touch attribution

• Analyzing ROI from ABS campaigns

• Case Study: ABS success measurement in the SaaS industry

Module 10: Scaling ABS Across the Organization

• Institutionalizing ABS strategies

• Sales and marketing alignment at scale

• Building ABS maturity models

• Real-Life Project: Create a roadmap to scale ABS in your organization