The account planning process helps assess strategic penetration in key accounts across the different divisions of the customer organization and across your complete products and services portfolio. You can identify “whitespace” areas to prioritize where to focus for competitive sales. The account plan can also help organize the resources for an integrated account-based marketing and sales plan. Elements of an Account Plan may include:

  • Overall Account Profile
    • Ambition statement
    • Briefing on install base and [Product] opportunities
    • Current Sales Numbers
    • Competitive Positioning
    • Strengths Weaknesses
  • Org Chart and Relationships
    • “Wine Glass” Status & Plan
  • Opportunities to apply the three ‘C’s in your plan
    • Continuations ( expanding current installations)
    • Crop Rotations (switching out competitive solutions or adding new solutions to the mix)
    • Colonizations: (taking success in division A/buyer A to division/buyer B)
  • Target Numbers
    • Value of proposals and probability of sales
    • Projected $ value to [Client] from this account in 2012.
  • Marketing & Sales Strategy
    • 1:1 Engagement
    • Influence Strategies
    • Content Programs
    • Entertainment