Instructions: Use this template to develop your long term sales (account) plans for each of your prospect

or client (customer) account for your sales organization. This plan is a way of organizing and managing you client account plans so that you can optimize the services and products that are offered to them. It will help you and other members of your marketing and sales teams understand their business model and identify their needs and how your organization can better fill them than your competitors. Fill in all information required in the blue text sections. You may delete sections and rows that do not apply to your business model.
Published By: DWS Associates 1032 St Johns Bay Saint Paul, MN 55129 (651) 315-7588 Copyright 2012, All Rights Reserved

Strategic Account Planning Brief

CLIENT/ACCOUN T: CLIENT ADDRESS: PRIMARY CONTACT: CONTACT PHONE: CONTACT EMAIL: ACCOUNT MANAGER: ACCOUNT TEAM: PLAN PERIOD: PLAN DATE: PLAN UPDATED: PLAN VERSION #: BACKGROUND: CLIENT PROFILE: Describe the customers business and mission statement. PRIMARY CONTACTS AND ROLES: Contact Name Name Contact Title Title Contact Role Enter the contacts role in the relationship and purchase decision making process. Are they an influencer, decision maker, have purchase authority, their budget responsibility? Role Role Role Role Role Role
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Enter name. Enter address. Enter contact name. Enter phone number. Enter email address. Enter account manager name. Enter names of account team members. Enter Enter Enter Enter plan year (period). date of plan creation. date plan was modified. plan version #.

Name Name Name Name Name Name

Account Planning Brief

Title Title Title Title Title Title

Strategic Account Planning Brief

Name Name Name Title Title Title Role Role Role

CLIENT BUSINESS GOALS AND OBJECTIVES: What are the customers stated goals and / or objectives? CLIENT WANTS AND NEEDS: What are the customers stated and / or observed wants and needs from a solution, service, and support perspective? What are they looking for? CURRENT STATUS OF ACCOUNT RELATIONSHIP: What is the current state of your companys relationship with this customer? Are there any problems, etc.? What are the customers satisfaction levels with our company, our solutions, our service and support offering? CLIENT INITIATIVES: What projects have been initiated in response to the customers value drivers (stated goals and objectives, wants and needs)? SOLUTION HIGHLIGHTS Describe the specific business problems that are addressed by your companys solution, or product/service offerings. What are the main selling points of your companys solution(s) offerings to this customer? SOLUTION DESCRIPTION SUMMARY Describe the current solution (product/service) offering(s) that this customer is purchasing. Include a full functional description of the solution and describe the major functions and features in terms of what they are, what they do, and how they meet the customers needs and wants. CLIENT VALUE STATEMENT Describe the value and benefits that accrue to this customer as a result of their acquiring and/or successfully using this solution (product/service) offering.
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Strategic Account Planning Brief

ACCOUNT SWOT ANALYSIS: Strengths Enter your companys strengths that directly impact your business with this customer. Opportunities Enter relationship and sales opportunities with this customer. CURRENT MARKET POSITION Give a description of your companys market position with this customer relative to important competitors. MAIN COMPETITORS AND COMPETITIVE SOLUTIONS Competitor Who are they? Solution (Product / Service) Offering What do they offer? Weaknesses Enter your companys weaknesses that directly impact your business with this customer. Threats/Obstacles Enter any threats (internal or external) and obstacles that may impact your business with this customer.

SALES POTENTIAL SALES OPPORTUNITIES Describe the sales opportunities for our company that exist within this account. SALES STRATEGIES What are the account teams strategies, objectives, and tactics for achieving the indicated sales opportunities with this customer? FINANCIAL FORECAST Solution (Product/Service) Offering (include product, services, financing, fulfillment, etc.
Account Planning Brief

Current Opportunity

New Opportunity
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Strategic Account Planning Brief

in solution description) ($s) For Existing Solutions or Products / Services Offerings $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 Total Opportunity $0,000,000 Grand Total Opportunity for All Offerings ($s) For New Solutions or Product / Services Offerings $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000 $0,000,000

Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution Solution

ACCOUNT SUPPORT / SALES OPERATIONS COVERAGE STRATEGY AND PLAN Coverage Provider (Change coverage provider to fit your business model.) Account Rep Account Team Telesales / Telecoverage Marketing Product Marketing Marketing Communications Merchandising Public Relations Finance Customer Support Engineering Technical Support
Account Planning Brief

Relationship, Roles, Responsibilities with this Account What What What What What What What What What What What What they they they they they they they they they they they they are are are are are are are are are are are are responsible responsible responsible responsible responsible responsible responsible responsible responsible responsible responsible responsible for for for for for for for for for for for for and and and and and and and and and and and and what what what what what what what what what what what what they they they they they they they they they they they they do? do? do? do? do? do? do? do? do? do? do? do?
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Strategic Account Planning Brief

Operations/Warehousing/Fulfi llment Remarketers/Resellers Other Other Other Other Other Other Other ACCOUNT ACTION PLAN: Actions/Activities List major action. Person Responsible List person(s) responsible. Time Frame Start Date End Date Date Date What they are responsible for and what they do? What What What What What What What What they they they they they they they they are are are are are are are are responsible responsible responsible responsible responsible responsible responsible responsible for for for for for for for for and and and and and and and and what what what what what what what what they they they they they they they they do? do? do? do? do? do? do? do?

COMMUNICATIONS STRATEGY / PLAN How will this customer be communicated with by the company? What kinds of marketing materials and marketing communications efforts will be directed at them: Email, newsletters, webinars, teleconferences, conferences, tradeshows, etc.? Timing? Frequency? CUSTOMER SATISFACTION STRATEGIES AND PLANS What are the account teams and companys strategies and plans for improving customer satisfaction with this account? CUSTOMER / TECHNICAL SUPPORT STRATEGY / PLAN: What are the support strategies and plans for the solution offerings that this customer has purchased from your company: technical support, defects, returns, modifications, supplier/reseller support, etc.) CLIENT FIT GUIDELINES AND RESTRICTIONS:
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Strategic Account Planning Brief

Describe any solution / installation / service requirements your and the customers responsibilities. List any restrictions, risk factors, etc. SKILLS REQUIREMENTS: Describe any training needs of the sales and supporting teams that will be required to meet the stated sales and relationship objectives of the company with this customer. Specify resources required to meet training requirements.

Account Planning Brief

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