Give your ABM Strategy an MOT

The ABM Garage is made up of small-group, interactive workshops, each focused on one of the biggest challenges facing ABM practitioners today.

There’s no presentation and no one-size-fits-all answer. Instead, each workshop puts a specific ABM challenge on the table for you to work through together – collaborating with other ABM managers and leaders, comparing experiences and exploring what’s actually working (and what isn’t).

Bring a pen and paper, your own experiences and a challenge you want to solve. Leave with tangible ideas, examples, approaches and guidance you can apply straight away.

Workshop 1: How can I improve measurement & attribution?

Most  ABM programmes can report what they did. Far fewer can prove what it was worth,  and to whom it mattered. This working session will take you through the full portfolio of metrics available including engagement, pipeline, revenue, and the harder-to-track experiential signals. It will show you how to map that portfolio of measures against the very different expectations of key stakeholders including sales leaders, account leaders, end clients and marketing leadership. You'll leave with a working stakeholder/metric map and a first-draft account value statement you can take straight into your next QBR or budget conversation to demonstrate the value you’re adding and hopefully secure that essential budget you need.

You'll come away with:

• Why "we did a lot of activity" no longer earns ABM its budget, and what the data says stakeholders actually want instead
• The full portfolio of ABM metrics — activity, outcome, impact — and where experiential/trail-marker measures fit
• One dashboard won’t satisfy all stakeholders: You’ll learn how to map metrics to four distinct ABM stakeholders (sales leaders, account leaders, end clients, marketing leadership) to serve each one’s needs.
• How to turn a raw metric into a stakeholder-ready value statement (Action → Outcome → Impact).

This is a working session, not a presentation. Bring your own examples and be ready to compare notes with the room on your metrics and your stakeholders.

Session led by:

Scott Stockwell

Propolis Strategy and Engagement Expert

Propolis from B2B Marketing

Workshop 2: How do I get the business to own ABM?

ABM rarely fails because the strategy is wrong. It fails because the business never really owned it. Sales engages when it suits them. Leadership signs off, then moves on. ABM quietly stays "marketing's thing" right up until someone asks what it delivered.

This is a working session, not a presentation. You'll sit with people facing the same problem and work through it together: where alignment actually breaks down, why buy-in fades after the kick-off, and which battles are worth picking first. Barbara Stewart works with global enterprises on buyer experience and buying-group dynamics. Her argument is blunt: internal fragmentation becomes buyer friction. Buyers experience one business; teams behave like several. Get the inside right and ABM starts pulling its weight.

Expect honest conversation, shared frustrations, and ideas swapped between peers who are dealing with this right now. You'll leave with something you can try on Monday, borrowed from someone in the same position as you. Come with your own examples. Be ready to compare notes.

You’ll come away with:

• Where alignment actually breaks down, and why it's rarely a communication problem
• Practical ways others have got sales genuinely engaged, not just informed
• How to keep leadership committed after the initial sign-off
• Ways to handle scepticism without losing momentum
• One thing you can act on as soon as you're back at your desk

Session led by:

Barbara Stewart

Customer Experience Expert

Propolis from B2B Marketing

Workshop 3: How do I overcome content, personalisation & channel challenges?

Every ABM programme hits the same wall eventually: not enough content that actually speaks to specific accounts, personalisation that takes forever to do properly, and channels that don't quite reach the right people. This session is a chance to work through those problems with others facing exactly the same thing. Rather than a set of best practices delivered from the front, this is a working conversation. You'll swap what's actually worked (and what hasn't) with peers, compare notes on tools and processes, and leave with a few practical fixes rather than more theory.

You'll come away with:

• A clearer sense of where content and personalisation efforts are breaking down for others, and whether you're facing the same issues
• Practical ideas for scaling personalised content without a huge team or budget
• Ways others are choosing and prioritising channels for different account tiers
• Honest talk about where automation and AI genuinely help, and where they don't
• A few tricks for getting more mileage out of content you already have
• At least one thing you can go and try straight away

Ingrid Archer

Co-Founder and Director Clients, Strategy & Success

SPOTONVISION