Account planning isn’t optional anymore—it’s how you keep and grow your biggest accounts. This chapter breaks down why planning matters more than ever in a world where clients expect more, competitors move faster, and renewals aren’t guaranteed.

Most account plans fail because they’re missing the basics. In this chapter, we cover the first core building blocks every strong account plan needs—so you’re not just filling out a template, but creating something that actually drives action.

A solid plan isn’t built in one step. In this chapter, we walk through the remaining building blocks—focusing on how to connect the dots between goals, actions, and outcomes so your plan actually leads to results.

In this chapter, we show you how to take your account plan off the page and into your day-to-day work—so you’re not just building plans, you’re using them to drive real results.

A great plan isn’t just for internal use—it should guide your conversations with the customer. In this chapter, you’ll learn how to share your plan in a way that builds trust, creates alignment, and keeps both sides focused on what matters.