Strategic account planning template

What is a strategic account plan template?

A strategic account plan template is a structured digital workspace designed to help teams organize and execute their sales and account management strategies effectively. 

Whether you're an account manager, sales leader, or part of a cross-functional team, this template ensures that all key account information, client profiles, stakeholder maps, and competitive landscapes are consolidated in one place. By using a strategic account plan template, you can enhance client engagement, align your team, and make data-driven decisions to drive business growth.

The strategic account plan template helps you:

• Organize account information: Capture essential details like company description, key stakeholders, and industry trends in a clear, structured format.

• Set clear goals: Define measurable objectives for each account, such as sales growth, customer retention, and market penetration.

• Create tailored sales strategies: Develop customized approaches based on the specific needs and challenges of each account.

• Enhance client engagement: Foster meaningful interactions with clients by understanding their business, pain points, and goals.

• Track progress and performance: Monitor key metrics and activities to ensure you stay on track and meet your targets.

How to use the strategic account plan template

Follow these steps to effectively use the strategic account plan template in Mural:

Step 1: Set up the template

Open the template in Mural and customize it to fit your foundational needs. Change the title and add any additional information that might be important, such as the report date range and company logos.

Step 2: Fill in the account overview

Gather and input the key account information, including account manager and team members, company description, and deal notes. This section should provide a comprehensive overview of the account that a new team member could use to familiarize themselves with the client and client relationship quickly.

Step 3: Analyze client profile and industry trends

Create a detailed client profile by documenting their business priorities, financial status, competitors, and industry trends. Use this information to tailor your approach and better align with their needs. 

Step 4: Map stakeholders

Use the stakeholder map feature to identify and categorize key decision-makers, influencers, and other relevant contacts. Pro-tip: add a LinkedIn profile link and Mural’s profile cards feature will automatically insert the stakeholder’s picture, name, and title, as well as a link to their LInkedIn profile. 

Step 5: Perform a SWOT analysis

Analyze the account’s strengths, weaknesses, opportunities, and threats, for a thorough understanding of the competitive whitespace and where your team or product could help.

Step 6: Develop a customized account strategy

Based on the info you’ve gathered, create a tailored sales pitch that you believe will resonate with your client. Describe your plan of attack for reaching business sponsors and key stakeholders. 

Step 7: Create an action plan and timeline

Break down your account strategy into actionable steps with clear deadlines and milestones. Assign specific responsibilities to team members and track progress to ensure that tasks are completed on time. This step keeps everyone accountable and aligned with the overall plan.

Step 8: Add reference

Link to any relevant documents you’ll need for quick and easy reference. By keeping all pertinent documents in one place, the mural can become your single source of truth for the entirety of the client relationship. 

Step 9: Post-sale strategy

Once the sale is closed, plan the onboarding process, including any training or implementation steps. Develop strategies to maintain a strong relationship with the client, focusing on customer satisfaction, retention, and identifying future opportunities for growth.

When to use the strategic account plan template (with examples)

The strategic account plan template is versatile and can be used in various scenarios to enhance your sales and account management processes. Here are some examples:

Example 1: New account onboarding

When you’re onboarding a new client, use the strategic account plan template to gather all necessary account information, conduct a thorough client profile analysis, and map out the initial engagement strategy. This ensures a smooth and personalized onboarding experience, setting the stage for a long-term relationship.

Example 2: Quarterly account reviews

During quarterly account reviews, the template helps you assess the account’s performance, identify areas for improvement, and align on new goals and strategies. It provides a structured format to discuss progress, challenges, and opportunities with the client and your team.

Example 3: Upsell and cross-sell opportunities

When exploring upsell or cross-sell opportunities within existing accounts, the template helps you identify the client’s needs and develop a targeted approach. By understanding their pain points and strategic goals, you can present solutions that add value and drive additional revenue.

Example 4: Managing high-value accounts

For high-value accounts, the template ensures that you have a detailed and strategic plan in place. It helps you prioritize resources, engage key stakeholders, and track progress toward significant milestones, ensuring that these accounts receive the attention they deserve.

Tips for running a strategic account plan exercise/workshop/session, etc.

Here are some tips to make the most out of your strategic account plan exercise:

• Involve the right people: Bring all relevant team members into the planning process; more insights and input will help make your plan more targeted and robust.

• Keep it focused and structured: Use the template’s structured layout to keep the session focused and productive. Avoid getting sidetracked by tangential discussions and ensure that each section is thoroughly addressed and documented.\

• Utilize Mural’s visual collaboration features: Leverage features like sticky notes, timers, private mode, and Mural AI to make your sessions productive and engaging.

• Regularly review and update the plan: Treat the strategic account plan as a living document. Regularly review and update it to reflect new insights, changes in the client’s business, and evolving market conditions.