Today, I want to talk about a topic that often gets way more attention than it deserves: the perfect tool for account planning. Spoiler alert: It doesn’t matter at all. Sorry, SaaS and CRM companies, but I’m not expecting a call from you soon to sponsor my company.
THE MYTH OF THE PERFECT TOOL
Let’s get real. I couldn’t care less about the tool you use for account planning. You can use a napkin, a piece of paper, a flipchart, Google Docs, or a Word document. Heck, be my guest if you want to carve your plan into a stone tablet. What matters is gathering all the people working on that account from your company – Customer Success, Customer Service, Field Service, anyone involved – and dedicating time to this activity.
I saw account planning as another checkbox on my to-do list in my early days. I treated it as a mandatory exercise, something to do alone, quickly, and without much thought. I’d complete the forms, complete them, and move on.
THE REAL DEAL: IT'S ALL ABOUT THE PROCESS
So, let’s break down the easy steps to effective account planning, regardless of your chosen medium.
STEP 1 - Look Back on the History of the Account: Start by reviewing the history of your account. What have you achieved together? What were the challenges? This gives you context and a solid foundation on which to build. Plus, it's always fun to reminisce about those early days when everything was new and shiny.
STEP 2 - Look Around: Next, assess what’s happening now. What’s the current level of engagement? Are your customers happy or on the brink of sending you a breakup text? This step is crucial for understanding your current standing and identifying any immediate actions needed.
STEP 3 - Look Forward: Now, it’s time to strategize. What do you want to achieve with this account? Set some goals. Dream a little. Picture yourself at the finish line, champagne in hand. This is your chance to map out the future.
STEP 4 - Write Down All Actions, Tasks, Owners: This is where the magic happens. Write down every action, task, and owner. Make it clear who’s responsible for what. This list is your roadmap to success. Without it, you’re just a bunch of dreamers with no direction.
STEP 5: Follow Up with Regular Account Action Plan Reviews: Here’s the kicker: follow-up. I suggest bi-weekly sprints to review actions and progress. This keeps everyone accountable and ensures nothing falls through the cracks. It’s like having a recurring date night with your account – keeps the relationship strong and on track.
WRAPPING UP
So there you have it. The ideal tool for account planning is... whatever you have on hand. The important thing is the process and the people involved. Focus on collaboration, clear action steps, and regular follow-ups. That’s the secret sauce to successful account planning.
Forget about finding the perfect tool. Instead, gather your team, dedicate the time, and follow these steps. Your account plans will thank you, and you’ll save a ton of money on fancy software.
Thanks for reading, and here’s to planning your way to success – with or without the latest tech gadget!
STAY IN THE KNOW
Deep dive into the evolving world of B2B Sales and Marketing, subscribe to 'BEYOND THE PITCH', our unfiltered, thought-provoking Newsletter!
