Sherwin-Williams
ABM Account Playbook
Prepared For STAR Trade Shows & Events | Date January 2026 |
Table of Contents
1.0 Introduction
This account playbook is STAR’s single source of truth for pursuing Sherwin-Williams across corporate, business unit, and regional levels. It turns broad research into specific guidance for meetings, outreach, campaign planning, and proposals.
Objectives
- Secure qualified meetings in all three business groups: PSG, CBG, PCG.
- Build and progress first-year pipeline of $500K+ in combined opportunities.
- Position STAR as Sherwin-Williams’ go-to experiential partner for trade shows, technical showcases, and regional programs.
- Set the foundation for multi-year MSAs and repeatable wins.
Methodology
- Structured research framework synthesizing financials, BU performance, org design, martech, agency ecosystem, and trade show history.
- Insights cross-validated and organized for rapid action by sales, marketing, and leadership.
2.0 Account Overview
2.1 Basics & Firmographics
Sherwin-Williams is the global scale leader in paints and coatings with 60,000+ employees and ~$23B in annual revenue. It operates three distinct groups with separate P&Ls and go-to-market models: Paint Stores Group (PSG), Consumer Brands Group (CBG), and Performance Coatings Group (PCG).
2.3 Business Group Focus
| Group | Strategic Focus | Target Audience |
|---|---|---|
| PSG (The Americas Group) | Store-led, professional-centric engine. | Active event calendars, regional engagement. |
| CBG (Consumer Brands) | Retail-driven brands (Valspar, Krylon, Minwax). | National shows, buyer-facing activations. |
| PCG (Performance Coatings) | Global industrial portfolio, Protective & Marine. | Sophisticated demos, training theaters, certification. |
2.4 Philanthropy
Three pillars: community impact/beautification, workforce development, and environmental stewardship. The Valspar legacy in the Twin Cities remains notable. Referencing these adds credibility and shared-values alignment.
3.0 Strategic Initiatives
3.1 2026 Priorities
- Talent development and retention for store/field roles.
- Digital CX enhancements for pros and partners.
- Operational excellence and margin improvement.
- Sustainability leadership (low/zero-VOC innovation, ESG transparency).
- Protective & Marine growth within PCG.
- Selective acquisitions in specialized coatings and geographies.
3.2 Technology Stack
| System/Area | Role/Relevance |
|---|---|
| Oracle Core | Migration to Oracle Cloud ERP. |
| SAP Customer Data Cloud | Identity management. |
| MicroStrategy | Analytics and reporting. |
| Integration Angle | Align capture/reporting to strengthen procurement cases. |
4.0 Addressable Market
PSG Audience Pro Contractors, Facility Leaders. Events Regional contractor events, pro programs. | PCG Audience Engineers, Product/Mfg Leaders. Events NACE, SSPC, AWWA, FABTECH. | |
CBG Audience Retail Category Managers, DIY Consumers. Events National Hardware Show, buyer activations. | Corporate Audience C-Suite, Investors, Media. Events Sustainability showcases, executive roadshows. | |
4.2 Key Personas
| Role | Care Abouts | Needs |
|---|---|---|
| Pro Contractor (PSG) | Speed, service, hands-on learning. | Training events, local expertise. |
| Retail Category Manager (CBG) | Merchandising, sell-through. | Interactive environments, launch support. |
| Engineer / Specifier (PCG) | Specs, compliance, TCO. | Technical validation, demos. |
| C-Suite Executive | ROI, risk, alignment. | Financial impact, operational fit. |
4.3 Competitive Context
Rivals: PPG, AkzoNobel, Benjamin Moore, Behr.
- Largest company-owned store network.
- Strong brand equity and technical support.
- Innovation-forward storytelling.
- Measurable outcomes focus.
5.0 Brand & Marketing
Corporate: 'Cover the Earth' equity, trusted performance, innovation. PSG: The professional’s choice. CBG: Inspiration + ease. PCG: Technical credibility & global compliance.
Protect & Beautify: Trusted performance across all segments. Innovation: Continuously signaling leadership. | Sustainability: Stewardship and ESG transparency. Partnership: Local expertise and global support. |
2026 Marketing Mix
- Digital/Search: High intent capture, mobile-first tools.
- Trade Shows/Experiential: Maintained/increased commitment (PCG/PSG).
- Content: Technical education, sustainability stories.
- Traditional: Selective TV for consumer peaks.
6.0 Opportunities for STAR
6.2 Top Five Opportunities
Format: Technical showcases & certification theaters (NACE/SSPC).
Metrics: $300K–$500K est. value. Lead & spec metrics.
Format: Scalable kits, training activations, pro loyalty (w/ Mono).
Metrics: $200K–$400K est. value. Attendance & loyalty lift.
Format: Buyer-facing activations, merchandising innovation.
Metrics: $250K–$400K est. value. Buyer engagement & launch KPIs.
Format: Enterprise roadshow translating ESG into proof.
Metrics: $150K–$300K est. value. Executive engagement.
Format: Community-anchored activation with replicable elements.
Metrics: $100K–$200K est. value. Sentiment & community metrics.
7.0 Strategic Themes
Value Propositions
| Lane | Value Proposition |
|---|---|
| PSG | Build contractor loyalty through hands-on learning, speed, and service. |
| CBG | Differentiate at retail through interactive environments that move product. |
| PCG | Earn technical trust with demos, training, and specification support. |
| Corporate | Elevate enterprise brand with clear sustainability and innovation proof. |
Shared Measurement
- Attendance & qualified engagement.
- Spec conversions & certification enrollments.
- Buyer feedback & attributable lift.
- Clear ROI framing for executive audiences.
8.0 Execution Plan
8.1 Targeting
| Corporate | CMO Office, Brand, Comms, Events Leadership. |
| PSG | Retail, Field, Pro Marketing, Regional Events. |
| CBG | Consumer Brand, Retail Partner Marketing, Shopper Experience. |
| PCG | Global Events, Product/Technical Marketing, Training Leaders. |
8.3 GTM Timeline
| Phase | Key Tasks |
|---|---|
| Jan: Research | List development by tier and BU. |
| Feb: Assets | Build STAR x Sherwin eBook, landing page, invite templates. |
| Mar-Apr: Outreach | 3-touch sequence (lunch-and-tour/discovery), content syndication. |
| Apr-May: Conversion | Convert meetings to pilot proposal (visuals, KPIs, ROI). |
Seller Narrative Hook
"We want to reactivate a high-potential relationship at enterprise scale. Our approach meets contractors and engineers where they make decisions, turns sustainability into proof, and gives retail buyers reasons to say yes. The programs are modular, the metrics are clear, and the integrations respect how Sherwin-Williams buys."