Annual Account Planning: How to Set Your Clients (and Yourself) Up for Success
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Account planning isn’t just a once-a-year exercise—it’s the foundation for stronger client relationships, higher retention, and long-term growth. Yet, many account managers treat annual planning as a box to check rather than a strategic process that drives results.
If you want to start the year with a clear roadmap, maximize client success, and ensure your accounts stay engaged, now is the time to build a structured plan. Here’s how to approach annual account planning the right way.
1. Review the Past Year’s Performance
Before planning for the future, you need to analyze what worked—and what didn’t—over the past year. This step provides insight into client satisfaction, engagement trends, and potential risks.
Key Questions to Ask:
- What were the client’s major wins this year, and how did we contribute?
- Were there any challenges or unmet goals?
- How did the client’s needs evolve throughout the year?
- What feedback have they provided, and have we acted on it?
Action Step:
Gather key performance data such as retention metrics, usage reports, and client feedback to assess account health before setting new goals.
2. Define Clear Client Goals for the New Year
Annual account planning should be centered around the client’s evolving business objectives. A strong plan isn’t just about keeping them happy—it’s about helping them achieve measurable outcomes.
How to Align with Client Goals:
- Schedule a planning session to discuss their top business priorities.
- Identify areas where your product or service can provide greater value.
- Set mutual success metrics that track progress throughout the year.
Action Step:
Develop a shared action plan that connects client success metrics with your account management strategy.
3. Identify Growth & Expansion Opportunities
Annual planning isn’t just about maintaining the status quo—it’s about expanding the relationship. Clients who see ongoing value are more likely to invest further.
Ways to Uncover Upsell & Expansion Potential:
- Are there underutilized features or services the client could benefit from?
- Has the client’s business grown, creating new needs?
- Are there upcoming renewals where we can introduce additional solutions?
Action Step:
Map out potential upsell, cross-sell, or service expansion opportunities that align with client needs.
4. Address Risks & Retention Challenges Early
Proactively identifying churn risks can prevent surprises later in the year. If an account isn’t fully engaged, now is the time to take action.
Risk Indicators to Watch:
- Declining product usage or engagement
- Budget cuts or leadership changes
- Negative feedback or unresolved issues
Action Step:
Create a risk mitigation plan for any at-risk accounts, ensuring that you have strategies in place to reinforce value and address concerns before renewal time.
5. Set Up an Account Check-In Cadence
Annual planning is only useful if it translates into consistent action. Without regular check-ins, even the best-laid plans fall apart.
Best Practices for Ongoing Client Engagement:
- Schedule Quarterly Business Reviews (QBRs) to track progress.
- Implement monthly check-ins to stay aligned on goals.
- Monitor client engagement data to catch any shifts in behavior.
Action Step:
Set calendar reminders for regular touchpoints to ensure the plan stays on track all year.
Annual account planning isn’t just about setting goals—it’s about creating a structured strategy that keeps clients engaged and growing.
By reviewing past performance, aligning with client goals, identifying growth opportunities, mitigating risks, and maintaining regular check-ins, you ensure that your accounts thrive in the new year.
For a deeper dive into structured account planning, read our blog: Account Planning 101: Building a Roadmap for Client Success
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