logologologologo
  • Home
  • Services
      • Sales Strategy
      • Sales Organization & Talent
      • Sales Process
      • Sales Capacity Improvement
      • Sales Compensation
      • Account Planning
      • Change Management
      • Competitive Benchmarking
      • Sales Communication & Design
      • Revenue Roadmap Assessment
      • Mergers & Acquisitions
      • Speaking Services
  • Knowledge Center
    • Insights
    • Books
    • Broadcasts
    • White Papers
    • Presentations
    • Freative Friday
    • Rethink Sales Podcast
  • About Us
    • Who We Are
    • Meet the Team
    • Career Opportunities
  • Contact Us Today
✕

ATD: Who Needs Account Planning Anyway?

 

 

 

January 25, 2017

by Mark Donnolo, Managing Partner, SalesGlobe

Account planning is an activity sales people love to hate.

It’s generally seen as a good thing to do, but who has the time? Sales people are supposed to be in the field talking to customers, not filling out forms describing how they’re going to talk to customers, right?

Actually, account planning is an essential part of a high-performing sales organization. It brings together critical information about the customer, competitors, and your strategy to win business. The account plan forces the team to acknowledge the larger revenue and product goals and agree on a set of actions to move your team—inch by inch or mile by mile—to those goals.

The account plan also serves as an accountability checkpoint. Has everyone done what they said they were going to do? Have our activities brought us closer to our goals? If not, how do we regroup, refresh, and continue forward?

Here’s the good news: Getting sales teams to make account planning a regular part of their role is not impossible, and it’s well worth the effort. To ease the process, though, I recommend sales teams start by using the right account planning structure. While the length of the account plan can vary from one page to 50 pages (depending on the complexity of your sales process and the tolerance of your account leaders to complete the plan), each account plan should contain several key sections.

Profile and Position

The “Profile and Position” section presents an overview of the account and the strengths and weaknesses of the relationships. It answers the question: Where are we now? Consider including reports about the financial health of your customer; your competitors and position against them; and a classic SWOT analysis detailing the strengths, weaknesses, opportunities, and threats of your company regarding the customer.

Needs Mapping and Alignments

The goal of the “Needs Mapping and Alignments” content is to describe your understanding of the customer’s needs and the organizational alignments of your team to the account. This section answers the question: Who are the buyers and how do we align? For the customer, describe the top three to five needs. Also, pinpoint key stakeholders who work with the account, including people beyond sales. Successful account teams extend to sales, sales support, operations, customer service, and marketing. When you get into the tactics of your plan, each of these teams should play a role.

Goals and Strategy

This is where things start to get exciting. You’ve identified your current state, charted your past performance, mapped your alignments to the buyers in the account, and developed an initial understanding of their needs. The “Goals and Strategy” section describes your overall objectives for the account, and how you will get to your goal. It answers the questions: What are our objectives? and What’s our overall direction to achieve them? It includes the goal build that takes the overall growth objective for the account and builds up the components of how the team’s going to reach that objective.

Action Plan

The action plan takes each component of the goal build and develops a tactical plan to achieve the goal. It answers the question: What is our plan to achieve each opportunity?

Team Support

The “Team Support” section describes how your organization needs to come together across functions to support the account plan. It answers the question: What internal commitments do we need? It includes key external dependencies for the strategy. These may be factors such as market conditions, client conditions, and political or environmental conditions that are out of your control. It also includes the internal dependencies for the strategy across functions, such as delivery, innovation, marketing, finance, legal, and HR.

Performance Dashboard

The Performance Dashboard sets milestones and tracks your progress to those milestones; it also helps identify any adjustments that need to be made. It answers the questions: How have we performed? How should we adjust?

The account plan doesn’t have to be long or overly taxing to complete. The goal is to take a snapshot of your past, present, and future relationship with the customer and to think through ways you can solve their biggest challenges.

SalesGlobe
SalesGlobe

We Rethink Sales…
SalesGlobe is a data-driven, creative problem-solving firm for sales that solves the most challenging problems.

Related posts

March 21, 2023

Building a Best-in-Class Sales Compensation Plan


Read more
B2B sales strategies
March 14, 2023

Is Your Biggest Customer Destroying Your B2B Sales Strategies?


Read more
Rethink Sales Podcast: Return on Sales Investment – Part 2
March 8, 2023

Rethink Sales Podcast: Return on Sales Investment – Part 2


Read more

Subscribe to Our Podcast!

Subscribe to our Podcast!
SalesGlobe Podcast on Spotify
SalesGlobe Podcast on Apple Podcasts
SalesGlobe Podcast on YouTube

Contact Us
SalesGlobe | Sales Effectiveness Consultants and Services
Driving Return On Sales Investment
• Revenue Growth
• Go-To-Market
• Sales Structure
• Sales Compensation

Subscribe to our newsletter

©2007-2023 SalesGlobe | All rights reserved.
This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish.Accept Read More
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT