Strategic account planning annual

Develop account strategies for key customers. When: annually for top 20% revenue-generating accounts. Account plan components: 1. Executive Summary (current state, opportunity, goal). 2. Account Overview (org chart, decision makers, influencers, power dynamics). 3. Current Relationship (products used, contract value, renewal date, satisfaction score). 4. SWOT Analysis (Strengths in account, Weaknesses, Opportunities for growth, Threats to retention). 5. Whitespace Analysis (departments not using product, potential use cases). 6. Growth Strategy (upsell targets, cross-sell products, expansion timeline). 7. Relationship Plan (who to engage, how often, topics). 8. Success Metrics (revenue target, meetings per quarter, new contacts added). 9. Risks and Mitigation (churn risk, competitive threats, mitigation plans). Review: quarterly with sales and CS leadership. Update: after major account changes (budget cycles, leadership shifts, M&A). Output: guide AE and CSM actions, align cross-functional support (product, marketing).