Account plan
In short
An account plan is a document that lays out how a team will win or grow one specific account. It records the goal, the key stakeholders, the opportunities, the risks, and the actions with owners and dates.
The plan is the artifact; account planning is the process of making and updating it. A good plan is short enough to be read and specific enough to be acted on.
What goes in an account plan
- Account snapshot: Industry, size, products owned, contract dates, and current revenue.
- Goals: A clear target such as a renewal, an expansion amount, or a first deal, with a date.
- Stakeholders: The people involved and your relationship strength with each. This is where an account map fits.
- Account priorities: What the customer is trying to achieve this year and how your product helps.
- Opportunities: Specific plays: a new team, a new product, a new region.
- Risks: Competitors, budget freezes, champion changes, and low usage.
- Actions: Next steps with an owner and a deadline.
A simple account plan outline
Many teams fit a plan on one or two pages. A workable outline is: situation, goal, stakeholders, plays, risks, and the next 30 days of actions.
Situation
Two or three lines on where the account stands today.
Plays
Two or three initiatives, each with an owner and a target date.
Review rhythm
When the plan is revisited, for example monthly for top accounts.
Example
Say a rep owns a software customer renewing in six months with usage concentrated in one department. The plan sets a goal of renewing and adding a second department. Plays include a business review with the sponsor, an introduction to the second department head, and a usage report. The risk section notes that the sponsor may leave.
Common mistakes
- Too long: A 30-page plan is rarely read. Keep it short.
- Written once: A plan that is not updated after the first week becomes fiction.
- No owners or dates: Actions without owners do not happen.
- Plans for every account: Reserve full plans for strategic accounts and use lighter templates elsewhere.
Account plan FAQs
What is an account plan?
An account plan is a document that sets out how a team will win or grow one specific account. It typically covers the goal, key stakeholders, opportunities, risks, and a list of actions with owners and deadlines.
What should an account plan include?
Include an account snapshot, a specific goal with a date, the stakeholders and your relationship with each, the customer's priorities, opportunities, risks, and next actions with owners. Keep it short enough that the team will actually read and update it.
How long should an account plan be?
One to two pages is enough for most accounts. Longer plans tend to go unread. Focus on the goal, the stakeholders, two or three plays, the main risks, and the actions for the next 30 days.
What is the difference between an account plan and a sales plan?
An account plan focuses on one named account and how to win or grow it. A sales plan covers a whole territory or team, with quota, pipeline targets, and activity goals across many accounts.
