We Dare You - One Page Strategic Account Plans

Strategic account planning makes a world of sense.

It is hard to argue that sales forces should focus on accounts with the most current and future potential.

Then unfortunately things seem to rapidly fall apart when you get account teams together for three key reasons:

1. Demand Too Much: It is not uncommon for us to find 10-25 page account plans where account teams have collected every available piece of information hoping to significantly grow an account. Not only are they too long to read and understand, but you need an army and the patience of a saint keep them up to date.
   
   
2. Too Complex: In addition to the sheer length, most account plans not only try to account for too many variables, but they mistakenly treat them equally. When it comes to maintaining and growing an account, not all players or strategies are the same.
   
   
3. No Real Thinking: Too much information and too many variables serves to marginalize the very purpose of a strategic account plan – identifying the critical players and moves that will protect, maintain, and grow a key account. Do not give people the excuse to skip the hard work required to make an impact at an important account.

Next time you create an account plan challenge yourself to keep the key players, opportunities, performance, potential, assumptions, and moves all on one page. Not only will this force your team to add value and identify the true leverage points, but it will increase your chances of getting clear actions that can be monitored and improved over time.