How can you make your account plan more flexible and adaptable?

The account plan is by definition dynamic…you should plan to review it at least once a quarter to make the adjustments in your strategy based on the success of your previous plan or changes in the dynamic and priorities of your client. The reason because account planning is useless is because it’s static and it’s kept in a drawer until the next year without any adjustments. Companies normally use the completion of an account plan as a check list for a year based KPI only.

Need to review account plans as circumstances change both at the client and our company. Regular reviews help in making sure no unseen surprised

Honestly I prefer to think about the account plan as 100 days plan. It is ciclic and live. You must check constantly and fix during the quarter. Adjustments are essentials because customer/partner and market (even the company that you work for) can change priorities and ways.

Is very common, make a plan and goals, only with the Knowledge of my products and service, but never consider learn the process of my customer and how we can solve a problem. Another common mistake is don’t know how long is the sales process in the customers of my plan, if my sales process take 6 moths, I don’t give up or change the plan if you don’t sell anything before of this time.

Account plans are a painful necessity, painful as we think we know what we are doing but when we take the time to complete them we realise that we are often not as close to the facts / reality as we need to be. Review a minimum of quarterly and up date as required. Ensure that the plan has clear targets and objectives. If the plan is no longer relevant / accurate update it. Ensure significant changes are shared with senior Management.

Opportunities are where I often spend significant time. By understanding the client’s industry trends and pain points, I position our offerings not just as solutions but as strategic tools for them to gain a competitive edge. Lastly, threats are approached proactively. Whether it’s market shifts or emerging competitors, I ensure that our account plan is agile enough to pivot and robust enough to withstand unforeseen challenges. Incorporating SWOT in this manner has enabled me to build account plans that are not only strategic but also dynamic and responsive to the client’s evolving needs.

SOWT ( Strength, Opportunity, Weakness and Threat) analysis is a precise process for planning and executing in accounts to get best outcomes with available sources. For that we have to practice regularly our product information without fail io order to tackle the obstacles in good manner for your safe and sustainable results for longer time.

SWOT is not a decoration tool. If you get that idea, it is a powerfull guide tool. Again, it is not something for a quarter and must be realistic.

In my experience, I’ve found that weaving a SWOT analysis into the fabric of an account plan is essential. It’s not just about listing strengths, weaknesses, opportunities, and threats; it’s about deeply understanding how these elements interplay with the client’s unique context. For example, when I analyze strengths, I look beyond our product features to how these strengths align with the client’s strategic goals. It’s about leveraging what we do best to elevate their success. Weaknesses, on the other hand, are treated not as failures but as areas for open communication and improvement.

As a Head of Client Account Management, I've found that combining SWOT analysis with Root Cause Analysis (RCA) enhances account planning flexibility. This approach offers a holistic understanding, identifying patterns and root causes for proactive decision-making. By addressing underlying issues and making data-driven decisions, teams can pivot effectively to meet evolving client needs. This synergy fosters a culture of agility and continuous improvement, driving long-term success in client relationships.

Depending on the market niche (considering the complex B2B sales scenario), the contingency plan will not be able to guarantee the conclusion/closure of the deal. It is important to develop a proactively approach (during the sales cycle, which tends to be large), constantly map existing obstacles, anticipate those that may arise, map all the stakeholders involved in the buying/selling process (influencers, decision-makers and, in the specific context of this topic, mainly blockers), besides specific aspects of each process and the reality of the niche market in which the acquisition is taking place.

For me, this is a trick part. Because as I manage close the account plan, the contingency plan becomes like a crisis management as I constantly update the account plan to fits better the real situation.

For me, that is the key. I use all the time the phrase that you can't expect different results from the same actions. For me, TED most times give me some hints that how I could think differently. Be opened to really listening other ways, is not easy, but worth it.

In the ever-evolving landscape of ideas and opinions, there's immense value in stepping away from the conventional and venturing into the uncharted territory of diverse perspectives. By embracing diversity of thought, we hope to enrich our understanding and spark meaningful conversations in the realm of ideas. Love to hear your thoughts, as I have more than once chosen experimental approach, deviating from the typical single-lane discourse, and instead, embarks on a journey through the varied terrain.

i use data and feedback to measure and compare the results of your experiments, and learn what works best for your client. Experimenting with different approaches can help you discover new insights, optimize your performance, and innovate your solutions.

Open Communication could help you to foster strong relationships with clients to receive real-time insights. Use this information to modify strategies promptly.

Be adaptive. Try to simulate different scenarios, even absurd scenarios. Over time you will be better and better. Lifelong learning is The thing to considering.

You need to be open-minded, curious, and willing to try new things, learn from your mistakes, and improve your performance. You also need to be flexible, responsive, and agile, and adjust your account plan as needed, based on the changing situation, client needs, and market conditions.

One of the most important things is to implement an agile methodology, allowing for rapid adjustments in response to market changes or unforeseen circumstances.

Account Plans are for customers, so for it to be flexible and adaptable one needs to be close to customers - be their eyes and ears, think about how you can make them successful and they will work with you to meet your goals. If one things doesn’t work, think of other ways of addressing a certain business need - a No doesn’t always mean no forever, In my world I take a No as ‘Not now’.

Leverage technology for data analytics, allowing for quicker decision-making and adaptation based on real-time information, data analysis is one of the most important tools when you know how to use it.

Account Plans are for customers, so for it to be flexible and adaptable one needs to be close to customers - be their eyes and ears, think about how you can make them successful and they will work with you to help you to meet your goals. If one things doesn’t work, think of other ways of addressing a certain business need - a No doesn’t always mean no forever, In my world I take a No as ‘Not now’.