Why Account Planning? Most B2B companies we speak to say they get 80% of their income from the top 20% of their accounts. Below that top slice of major accounts is usually a layer of potential ‘rising stars’ – accounts which need a well thought through strategy, some research, planning and a little more TLC. With that many of these ‘silver’ level accounts could become ‘gold’ level and generate significant incremental income. It costs 6 times more to sell to a new customer than it does to sell to an existing one. Most companies have enough potential in their current account base to achieve growth plans without needing to forge ‘net new’ relationships. In a challenging market this is an area of ‘lower hanging fruit’ that cannot be ignored. Account planning has long been accepted as an important tool in developing major accounts. However, many organisations struggle with making it stick. A lot of effort is put into getting it going, only for it to be abandoned. Sales people view it as an onerous, administrative, over-complex process. However, we’ve also seen the remarkable benefits of doing this well – so what benefits would you like to gain from account planning?
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