Account Plan

Build a structured account plan for any key customer or target account. Use when asked to create an account plan, key account strategy, strategic account review, or territory plan. Produces a complete account plan with relationship map, growth opportunities, risks, and 90-day action plan.

Account Plan Skill

Produces a structured account plan — the document that separates account managers who grow accounts from those who just service them.

Required Inputs

• Account name
• Current ARR / revenue
• Contract renewal date
• Key contacts (names, roles, relationship strength)
• Products/services currently in use
• Known opportunities or expansion areas
• Known risks
• Planning horizon (6 / 12 / 24 months)

Output Structure

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Account Plan: [Account Name]

Account Manager: [Name] | Period: [Date range]

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Account Snapshot

Metric	Current	Target (EOY)
ARR / Revenue	£[amount]	£[target]
NPS / Health score	[Score]	[Target]
Products in use	[List]	[Expansion targets]
Renewal date	[Date]	—
Risk level	Low / Medium / High	—

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Relationship Map

Name	Title	Influence	Relationship	Notes
[Name]	[Role]	Decision maker / Influencer / User	Strong / Neutral / Weak	[Insight]

Relationship gaps: [Who we do not have access to that we should] Executive sponsor: [Do we have one? If not — who could become one?]

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Why They Stay (Retention Anchors)

[2-3 specific reasons this account renews. If the list is short, that is the risk signal.]

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Growth Opportunities

Opportunity	Product	Est. Value	Timeline	Next Action
[Opportunity]	[Product]	£[value]	[Q/Year]	[Specific action]

Whitespace: What products do we have that this account does not use, and why?

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Risks and Mitigation

Risk	Likelihood	Impact	Mitigation	Owner
[Risk]	H/M/L	H/M/L	[Action]	[Name]

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90-Day Action Plan

Action	Why	Owner	Due
[Specific action]	[Why it matters]	[Name]	[Date]

Next QBR / EBR: [Date — if no EBR cadence, flag as a risk]

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Success Criteria

At end of [period]:

• Renewed at or above current ARR
• [Expansion opportunity] progressed to [stage]
• Health score moved from [current] to [target]

Anti-Patterns

• Do not list only executive contacts in the relationship map — champions and day-to-day users are often more influential on renewal decisions
• Do not set growth opportunity estimates without a basis — even rough ARR values prevent the plan from being treated seriously
• Do not treat "no known risks" as acceptable — if no risks are identified, the plan hasn't been scrutinised honestly
• Do not write 90-day actions as vague aspirations ("strengthen the relationship") — each action must specify a call, meeting, or deliverable with a named owner

Quality Checks

• Relationship map identifies decision-makers, influencers, and any relationship gaps
• Risks all have mitigation actions and named owners
• Growth opportunities include estimated value (even roughly)
• 90-day actions are specific (not "have a call" — what call, with whom, to achieve what)
• Success criteria are measurable at the end of the planning period