Webinar Recording: Account-based Sales & Marketing: Best Practices for Growing Government Relationships and Revenue

Once you've gained a hard-fought foothold in a government agency, how do you build on current relationships and expand into new areas to grow your share of wallet and become a long-term, trusted partner?

In this interactive training webinar, we’ll break explore best practices for account-based sales and marketing planning and program development, including:

• Building a comprehensive account plan based on customer insight
• Breaking through to hard-to-reach stakeholders
• Navigating probity controls
• Identifying buying intent signals
• Creating tailored, relevant sales and marketing content.

We’ll provide practical examples and tools to help you build successful account-based sales and marketing plans for FY26

Webinar Panelists

Jennifer Arnold | Head of Industry Research & Advisory, PSN

Jennifer leads PSN’s Industry Research and Advisory practice. She has three decades of Asia Pacific and global experience across sales, marketing, analyst/advisor relations and CX, working for leading technology companies including SAP, IBM, Unisys and Squiz.

She has managed sales teams selling services, software and hardware into government agencies around the world, and run major public sector-focused demand gen and account-based marketing campaigns. In her consulting roles, she has worked with public and private organisations on digital customer/citizen experience, mobility and end user experience programs.

Emma Egerton | Senior Manager, Marketing Advisory, Accenture Song

Emma Egerton is a marketing technology leader with nearly 15 years of experience helping brands deliver customer-centric, tech-enabled solutions. At Accenture Song, she advises enterprise clients on how to navigate complex MarTech ecosystems and maximise the impact of their investments.

With a background spanning CX, digital strategy, and marketing automation, Emma has led high-performing teams and driven transformation for some of Australia’s largest brands. She is also a recognised speaker, mentor, and B&T Women in Media Awards finalist.

Interested to learn more? 
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