Its important to develop a holistic understanding of your client’s business, their market, their objectives. Each organisation is different and by understanding who holds authority over budget, is an influencer , evaluator, is an advocate etc you can identify the challenges and strategise on how to overcome them and plan the best course of action to up sell and cross sell through out the year. I have built this account framework and trained Client Services teams as part of their annual account planning. Hope that you find it beneficial too!

1. ACCOUNT PLAN FRAMEWORK
By Anoushka Gangji

2. INTRO
 Its important to develop a holistic understanding
of your client’s business, their market, their
objectives. Each organisation is different and by
understanding who holds authority over budget, is
an influencer , evaluator, is an advocate etc you
can identify the challenges and strategise on how to
overcome them and plan the best course of action
to up sell and cross sell through out the year.
I have built this account framework and trained
Client Services teams as part of their annual
account planning. Hope that you find it beneficial
too!

3. CONTENTS
 Client Overview
 Executive summary
 About the Client
 Company relationship with the Client
 Organisational Chart
 Program & Financial overview
 YOY Total Revenue
 Current 2015 Programs
 SWOT & Growth Planning
 SWOT
 2016 Specific Client Goals per program

4. CLIENT OVERVIEW

5. EXECUTIVE SUMMARY
 Summary of past, current and forecast situation of the account
 Summary of how they are:
 Currently using your companies Products & Services
 Using your competitors products

6. ABOUT THE CLIENT ORGANISATION
 Organisation
 Who they are ?
 What do they sell/ do?
 Product, solutions, services,
USP’s
 Who do they sell to?
 Geography, company, end user
 What size are they?
 Competitors
 Who are their competitors?
Develop customer profile
 How is customer viewed in the market?
 How do they make decisions? Decision
making local or global?
 How do they perceive value?
 What are they measured on / how?
 What is their budget?
 Is this annual or quarterly?
 Finance
 Annual revenues, market size,
location, key divisions, financial
year end

7. ABOUT THE CLIENT ORGANISATION
 Company objectives
 What are their goals?
 Where do they want to be in 5 years?
 What are their key challenges/ priorities/ outlook?
 What “market driven problems” are they facing (economical, competition, legal?)
 Sales and marketing objectives
 What products are they focusing on?
 Budget
 Financial information, growth
 What are their key business issues, challenges, divers, initiatives from annual reports, news
articles etc?
 Any Sale trigger events in 12 months
 Major achievements, setbacks, changes in management and competition
Business and industry trends

8. YOUR COMPANIES CURRENT RELATIONSHIP
WITH CLIENT
 How long is the relationship?
 Where are our main relationships?
 Have we shown value?
 How present are we in all key locations?
 What is the frequency of contacts?
 What are the gaps?
 How is your organisation perceived with client?
 What projects have we done for this client? Completed &
Current
 What has gone especially right and wrong?
 What work needs to be done to repair any damage?

9. ORGANISATIONAL STRUCTURE
 Account history
 Who are the key
contacts?
 What level of decision
making do they hold?
 Decision maker,
evaluator, approver,
influencer vs extent of
contact and relation
ship and level of
supporter, ally,
supporter, neutral
 Analyse relationships
 Roles, responsibilities,
contact details, what are
their pain points?
CMO
VP
Marketing
Head of customer
Marketing
Head of Demand

10. PROGRAM & FINANCIAL OVERVIEW

11. YOY TOTAL REVENUE
0
1
2
3
4
5
6
7
8
9
10
2016
2015
YOY Revenue Projected growth for FY16
0
1
2
3
4
5
6
2013
2014
2015
•Identify what patterns exist? Revenue vs. YOY
•Baseline vs. Growth

12. OVERVIEW OF CURRENT YEARS PROGRAMS
Types of
programs/
products/
services
Revenue
per
program/
product/
service
Region eg
EMEA,
LATAM,
APAC, US
Challenges
and pain
points
Who are
they
using?
Your
company
or
Competitor
No. of
years they
have been
using the
competitor
or your
company
product/
services
•What are their current programs with other vendors?
• Challenges/issues
•How are they measured, what ROI are they currently tracking?
•What are they looking to change?
•How can we make their life easier?

13. SWOT & GROWTH PLANNING

14. SWOT EXAMPLE
Strengths Weakness Opportunities Threats
•Relationship
with client
•Successful
programs
•Profitability
•Competitive
advantages
•Processes &
systems
•Need more
contacts
•Internal Project
Management
•People leaving
•Different
division
•New contacts
in other
divisions
•Budget
•New products /
services
•Expansion to
other markets
•Replication of
existing
programs into
different
divisions
•Competitive
moves
•Changes in
technology,
industry and
regulatory
standards

15. CURRENT AND PLANNED PROJECTS
Project Decision
maker
Timeframe Budget
approval
status
Revenue $
Identify the current and planned projects to give you
an overview of where you are

16. 2016 SPECIFIC CLIENT GOALS
Program/Product
/service
Goals Revenue (if
Applicable)
1- Increase client
interaction and
Client Satisfaction
1: Establish regular contact to once a
week and meetings once a month
2: Presentation of QBR
3: Increase client contacts
4: Increase CSAT score by x % within
12 months
2- Up sell X
product/service
1: Successfully sell in X product to X
client within 6 months
$100k
16
Make your Goals SMART- Specific, Measurable, Attainable,
Realistic, Timebound

17. THANK YOU !