Build your ABM skills. Put them to work straight away.

Get hands-on with expert-led workshops designed to build the skills behind better ABM. Learn from specialists, put new thinking into practice and leave with practical tools, frameworks and guidance you can apply straight away.

How to attend

Each Masterclass is a small-group, interactive workshop with limited places available. Reserve your chosen Masterclass in advance via the app to secure your place.

Who should attend?

The ABM Masterclass is for ABM practitioners who want to build practical skills and develop their capabilities, whether you're newer to the discipline or already leading an established programme

An interactive workshop to assess your skills and design your development

ABM has matured into a distinct career path, yet most practitioners have never had a structured way to assess where their skills stand – or where to focus next.

In this one-hour interactive workshop, you'll use Inflexion Group's ABM Competency Framework to assess your capabilities, see how your skills compare with peers in the room and the wider ABM community, and identify where to focus your development next.

Developed with Inflexion Group's Global ABM Leadership Forum, the framework draws on the experience of senior marketers running some of the world's most sophisticated ABM strategies. Expect to be doing, not just listening.

You'll:

• Assess your ABM skills anonymously against Inflexion Group's ABM Competency Framework.
• Benchmark your capabilities against peers in the room and the wider ABM community.
• Identify your strengths and development areas through live, real-time results.
• Learn from real ABM career experiences and practical advice.
• Leave with clear next steps for your own development.

You'll take away:

A personal ABM skills assessment and action plan you can use to guide your development, support performance conversations and revisit as your career progresses.

Bev Burgess

Chief Executive

Inflexion Group

The most powerful moves in ABM are experiential: the executive dinner, the roadshow, the podcast guest seat, the community built around your best accounts.

They are also the least measured. A handshake leaves no digital trail, buying groups increasingly research through AI tools that leave no footprint, and the industry’smeasurement frameworks tell you what to measure but not how to credit the moments that actually move accounts. The result? Experiential spend relies on anecdote and anecdotes don’t survive a budget review.

This masterclass launches Trail Markers, a Revenue Trail model for measuring experiential ABM, published as a new Propolis playbook. The principle: experiences diffuse by design, impact spreads through rooms and relationships, so you decide where the capture points go before the experience happens rather than reconstructing the journey afterwards. Michelle McCann has spent 25 years building attribution into B2B businesses including subscription, enterprise and PE-backed, and now advises boards on proving marketing’s commercial impact.

You’ll leave with credit rules and an evidence pack that stand up to your CFO, whatever your data maturity, from a single spreadsheet to a fully integrated stack.

What you'll learn:

• Why experiential ABM breaks conventional attribution and why that’s a design problem, not a data problem
• Where to place your trail markers: choosing capture points before the dinner, roadshow or event, not after
• Credit rules that survive finance scrutiny, at any of three levels of data maturity
• How to judge success by account progression in the 90 days after the experience, not attendance on the day
• How to apply the model immediately, using the new Propolis playbook launched in this session

Michelle McCann

Revenue Attribution and Commercial Marketing Expert

Propolis from B2B Marketing