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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.

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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


Account Plan: [Account Name]

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


Account Snapshot

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

Relationship Map

NameTitleInfluenceRelationshipNotes
[Name][Role]Decision maker / Influencer / UserStrong / 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?]


Why They Stay (Retention Anchors)

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


Growth Opportunities

OpportunityProductEst. ValueTimelineNext Action
[Opportunity][Product]£[value][Q/Year][Specific action]

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


Risks and Mitigation

RiskLikelihoodImpactMitigationOwner
[Risk]H/M/LH/M/L[Action][Name]

90-Day Action Plan

ActionWhyOwnerDue
[Specific action][Why it matters][Name][Date]

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


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

Example Trigger Phrases

  • "Create an account plan for our biggest customer."
  • "Build a key account strategy for Acme."
  • "Run a strategic account review before renewal."
  • "Plan my territory for next year."

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