Strategic Account Plan Template in 2023

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Strategic Account Plan Template in 2023


January 17, 2023

What is the Strategic Account Plan Template used for?
Strategic Account Managers (SAMs) at technology companies build account plans for several important reasons:

Alignment with Customer Objectives: Account plans ensure that the technology solutions and services offered by the company align with the specific objectives and needs of each strategic customer. This alignment helps in delivering value and meeting customer expectations.

Deep Understanding: Creating an account plan requires in-depth research and analysis of the customer's business, industry, and challenges. This process helps SAMs gain a comprehensive understanding of the customer's environment.

Identification of Opportunities: Account plans help SAMs identify opportunities for upselling, cross-selling, or introducing new products and services that can benefit the customer and increase revenue for the company.

Risk Mitigation: SAMs assess potential risks associated with the customer relationship, such as competitive threats or changes in the customer's business strategy. Account plans enable proactive risk management.

Relationship Building: Account plans include strategies for building and strengthening relationships with key stakeholders within the customer's organization. Strong relationships often lead to long-term partnerships.

Resource Allocation: SAMs can allocate company resources more effectively when they have a clear account plan. This includes determining which resources are needed to support the customer and allocating budget and personnel accordingly.

Goal Setting and Tracking: Account plans set specific goals, milestones, and performance metrics. SAMs can track progress and measure the success of their efforts in managing the strategic account.

Communication: Account plans serve as a communication tool within the organization, ensuring that different departments and teams are aware of the strategies and objectives for the strategic account.

Proactive Problem Solving: When challenges or issues arise with the customer, SAMs can refer to the account plan to guide their response and problem-solving efforts.

Strategic Focus: Account plans help SAMs prioritize their activities and focus on the most critical tasks and initiatives that will drive success with the strategic account.

Overall, building account plans is a strategic approach that enables technology companies to optimize their relationships with key customers, maximize revenue opportunities, and ensure customer satisfaction and loyalty. It provides a structured framework for managing complex and valuable customer accounts effectively.


Who developed the Strategic Account Plan template?
databahn developed this comprehensive Strategic Account Plan template (.XLS) for enterprise account managers to develop strategic and tactical plans for a selected target account. Most of our clients are targeting Fortune 500 or Global 2000 companies and they find this template helpful to organize their plans in a simple Excel spreadsheet.


Why did the databahn team build the Strategic Account Plan template?
The databahn team designed and built the Strategic Account Plan template to help the account management team effectively prepare and stay focused on the customer's business objectives to ensure they achieve the planned results, create a consistent experience for the customer, and ultimately identify how they can make a positive impact on the customer's business.


What is included in the Strategic Account Plan template?

There are 24 tabs in the Excel spreadsheet Strategic Account Plan template (.XLS). The first few tabs will help you build an Executive Summary Outline, identify all of your Account Team Members & their contact info and generally organize all of the people and documents you need to start the process. 

The next several tabs will help you build a SWOT analysis and identify documents you need to research like the target company's annual report, earnings call, proxy statement, ESG report, and investor day presentations. These documents will be key to uncovering corporate strategies and areas where they are investing in their business.

There is a tab that will guide you through the competitive intelligence gathering process. For example, how to identify the presence of your competition and where they are doing business with your customer.

The Strategic Account Plan template also includes tabs on how to align your products, services, and solutions to your strategic prospect's business and their executive decision makers, recommenders, influencers and your champions.


Can you list some of the tabs in the Strategic Account Plan Excel spreadsheet?

The tabs in the Microsoft Excel Spreadsheet include the following:

  1. Executive Summary Outline - What content belongs in the Executive Summary?
  2. Account Management Team Members - Who needs to be included in the process?
  3. SWOT Analysis - How to look at your prospect's Strengths, Weaknesses, Opportunities and Threats
  4. Earnings Call - Key points to look for
  5. Annual Report - CEO Comments & Key Financials
  6. Industry analysis
  7. Competitive landscape - Who is a competitive threat? Who are the incumbents?
  8. Product & Solution alignment - How does your solution align to the needs of the prospect?
  9. Sales Pipeline & Forecast - A template for forecasting accurately
  10. Decision making process outlined - Decision Makers, Recommenders, Influencers, Champions
  11. Success Stories & Case Studies
  12. Marketing Strategies & Targets - Are you running Account Based Marketing (ABM) programs?
  13. Current & Planned Projects
  14. Strategic Relationship Assessment - Are you asking all the right questions?
  15. Partner Analysis
  16. 1 month, quarterly, annual goals
  17. Key contact info
  18. Organizational structure - How to build & update an organizational diagram
  19. Divisional sub-structure
  20. Qualifying questions - Some example questions to ask


    Will the Strategic Account Plan template help me with my sales forecast?
    Yes, a well-constructed strategic account plan can help with sales forecasting in several ways:

    Visibility into Revenue Opportunities: A strategic account plan provides a detailed understanding of the customer's needs, challenges, and potential opportunities for upselling, cross-selling, and expansion. By quantifying these opportunities, it becomes easier to estimate the potential revenue they represent.

    Identification of Sales Cycles: Account plans often include timelines for specific sales initiatives and activities. This timeline can help sales teams estimate when certain deals or expansions are likely to close, contributing to a more accurate sales forecast.

    Forecasting Revenue Streams: Strategic account plans may outline different revenue streams from a single customer, such as recurring subscriptions, one-time purchases, or additional services. These streams can be factored into the sales forecast.

    Risk Assessment: Account plans also include risk assessment components, which can help sales teams anticipate and account for potential obstacles or delays in revenue generation. Identifying risks allows for more conservative forecasting when necessary.

    Resource Allocation: Account plans often detail the resources required to execute various strategies. Having a clear view of resource needs can help in aligning staffing and budget resources with the sales forecast.

    Performance Metrics: Account plans typically include performance metrics and key performance indicators (KPIs) that indicate progress and success within the account. Tracking these metrics can provide early indicators of revenue trends.

    Sales Targets: Strategic account plans set specific sales targets and goals. These targets can be used as benchmarks when creating the sales forecast. If the plan includes achieving a certain level of revenue, it becomes a part of the forecast.

    Data-Driven Decision-Making: Account plans are based on data and analysis. By incorporating data-driven insights into the sales forecast, it becomes more accurate and reliable.

    Adaptation and Iteration: As the strategic account plan evolves based on real-world customer interactions and feedback, it can inform adjustments to the sales forecast. This iterative process helps in refining predictions.

    The strategic account plan is a valuable tool for aligning sales efforts with the specific needs of a strategic customer. When integrated into the sales forecasting process, it helps sales teams make more informed and accurate predictions about revenue generation, enabling better resource allocation and decision-making.


    Does the template include a tab to help me build an org chart?
    Yes, there are tabs to help guide you through the contact development process and how to build and update an org chart. In addition, there are some example prospecting and qualifying questions.


    Once the Strategic Account Plan template is completed, what do I do with it?

    A strategic sales plan is a comprehensive document that outlines the strategies and actions a sales team or organization will take to achieve its sales goals and objectives. Here are some key things you can do with a strategic account plan:

    Set Clear Objectives: Define specific, measurable, achievable, relevant, and time-bound (SMART) sales objectives. These objectives provide a clear direction for your sales team and help measure progress.

    Segment Your Market: Analyze your target market and customer segments to identify the most lucrative opportunities. Tailor your sales strategies to address the unique needs of each segment.

    Identify Target Accounts: Determine which accounts are most critical to your success and prioritize them. These may include high-value customers, key accounts, or strategic partners.

    Develop Sales Strategies: Create strategies for reaching and engaging with your target customers. This includes prospecting, lead generation, nurturing, and conversion strategies.

    Allocate Resources: Allocate resources, such as personnel, budget, and technology, to support your sales initiatives effectively. Ensure that you have the necessary tools and team members to execute your plan.

    Sales Forecasting: Estimate future sales revenues based on your sales strategies and historical data. This helps with resource planning, budgeting, and goal setting.

    Sales Process Mapping: Define and document your sales process, from lead generation to closing deals. Ensure that everyone on your team understands the steps and their roles in the process.

    Sales Training: Identify the training needs of your sales team and provide them with the necessary knowledge and skills to execute the plan successfully.

    Sales Messaging: Develop consistent and compelling messaging that communicates the value of your products or services to potential customers. Tailor your messaging to different customer segments.

    Sales Tools: Identify and implement the sales tools and technologies needed to support your team's efforts, such as customer relationship management (CRM) software, sales enablement tools, and analytics platforms.

    Sales Metrics and KPIs: Define key performance indicators (KPIs) and metrics to measure the success of your sales initiatives. Regularly track and analyze these metrics to make data-driven decisions.

    Sales Territories: If applicable, define and assign sales territories to your team members to ensure efficient coverage and management of your target market.

    Competitive Analysis: Analyze your competitors' strengths and weaknesses to identify opportunities to differentiate your offerings and win in the market.

    Risk Assessment: Identify potential risks and challenges that could impact your sales efforts and develop contingency plans to mitigate them.

    Regular Review and Updates: Your strategic sales plan should not be static. Regularly review and update the plan to adapt to changing market conditions, customer preferences, and internal goals.

    Communication and Alignment: Ensure that your entire sales team and relevant stakeholders understand and are aligned with the strategic plan. Effective communication and buy-in are crucial for successful implementation.

    Accountability: Assign responsibilities and hold team members accountable for their roles in executing the plan.

    Celebrate Successes and Learn from Failures: Recognize and celebrate achievements along the way, and use setbacks as opportunities for learning and improvement.

    A strategic account sales plan is a dynamic roadmap that guides your sales team's efforts, helps achieve sales goals, and maximizes revenue growth. It provides a structured framework for setting objectives, making informed decisions, and adapting to changing market dynamics.


    How do I purchase the Strategic Account Plan template?
    Add the Strategic Account Plan product to your Cart and proceed with the Check Out process. You will receive an email with a link to download the Excel file within 1 minute of finalizing the Check Out process.


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    2023 Strategic Account Planning Process


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