Account plan template
An account plan is your team's internal record of one account: what it is worth, who decides, what you could sell next and what could go wrong. This pack has the sections, a stakeholder map and a whitespace table.
How to use it
- Name the account. Enter the account name and owner, then copy the plan or download the Markdown and the two CSV tables.
- Map the stakeholders. Fill the stakeholder map first. Every name gets a role, an influence level, a sentiment and the date you last spoke.
- Find the whitespace. Fill the whitespace table from what the account uses today and what it does not. Each gap gets evidence and a next step.
- Plan the quarter. Write the 90-day plan as action items with owners and dates, and set the review cadence. Revisit the plan each quarter.
What is an account plan?
An account plan is the internal document an account manager keeps for one account. It records what the account is worth and when it renews, what the client is trying to achieve, and who the people are and how they lean. It also covers where you could do more for them, what could go wrong and what the team will do in the next ninety days. The client does not see it; the team does.
The account plan sections
- Account snapshot: owner, segment, contract value, renewal date, current services.
- Client goals: what the client's business is trying to do this year, in their words.
- Stakeholder map: name, role, influence, sentiment, last contact.
- Whitespace: each service or product, whether they use it, the evidence and the next step.
- Risks: what could shrink or end the account, and the early sign for each.
- 90-day plan: actions with owners and dates.
- Review cadence: when the plan is reviewed and by whom.
Key account plan, strategic account plan and client account plan
The three names describe the same document at different sizes. A key account plan covers the handful of accounts that carry the most revenue. A strategic account plan adds a multi-year view and executive sponsors. A client account management plan is the lighter version an agency keeps for every retained client. The template here works for all three; drop the sections you do not need.
Account plan, customer success plan and QBR
The account plan is internal. The customer success plan is shared with the client and states the outcome they want. The QBR is the quarterly meeting where both are reviewed. Account management teams keep the first two current between QBRs.
Questions, answered
Contents, update rhythm and formats. If your question is not here, ask us.
What should an account plan include?
An account snapshot, the client's goals, a stakeholder map, a whitespace table of what they use and could use, risks, a 90-day action plan and a review cadence.
How often should you update an account plan?
Review it each quarter, usually around the QBR, and update the stakeholder map whenever a contact changes. The 90-day plan is rewritten every quarter.
Is there an account plan template for Excel?
The stakeholder map and the whitespace table download as CSV and open in Excel or Google Sheets. The narrative sections download as Markdown.
Is there a free account plan template?
Yes, this one. Copy and download without an email address.
What is a key account plan template?
The same account plan applied to the few accounts that carry the most revenue, usually with a named executive sponsor and a longer horizon.
What is a strategic account plan template?
An account plan with a multi-year view: where the client's business is going, which of your services fit that direction and who sponsors the relationship on each side.
Do I need Salesforce for account planning?
No. The plan is a document and two tables. It works alongside any CRM or none.
Keep the plan current from the inbox
Your account plan lists stakeholders and commitments. Sektra keeps both current: who you spoke to last, what you promised, which clients have gone quiet.