Strategic Account Plan: [Customer name]
A one-year plan for a strategic customer account: what the customer is
trying to achieve, where the supplier already serves them, the whitespace
still open, the people who decide, the goals both sides share, and the
opportunities and actions that close the gap to the revenue target.
Based on common key account management practice. Replace every
[bracketed] value and every row marked Example.
Document control
| Field | Value |
|---|
| Plan ID | [AP-YYYY-NNN] |
| Account | [Customer legal name], CRM ID [ID] |
| Plan period | [2027-01-01 to 2027-12-31] |
| Version | [1.0] |
| Status | [Draft / Reviewed / Active] |
| Owner | [@account-executive] |
| Account team | [@csm], [@solutions-consultant], [@partner-manager] |
| Executive sponsor | [@vp-sales] |
| Last updated | YYYY-MM-DD |
| Next review | YYYY-MM-DD |
| Classification | [Internal, confidential] |
Revision history
| Version | Date | Author | Change |
|---|
| 1.0 (Example) | 2026-12-08 | Account executive | First plan for FY2027, reviewed with VP sales |
1. Account snapshot
Example: Quellmoor Freight (fictional) runs regional road freight with 12
depots and 4 warehouses. It has used [Product] for delivery planning since
2026 and is the reference customer for the logistics segment.
| Item | Value |
|---|
| Industry, size, regions | [Industry, employees, countries] |
| Customer since | [YYYY] |
| Current ARR | 180,000 (Example) |
| Products in use | [Delivery planning, 12 depots] |
| Contract end date | [YYYY-MM-DD] |
| Health score | [Green / Amber / Red] from customer-success/health-score-model |
| Revenue target for plan period | 300,000 ARR (Example) |
2. Customer goals and priorities
| ID | Customer goal | Owner at customer | Source | Budget |
|---|
| CG-01 (Example) | Cut cost per delivery by 8% | Chief operating officer | Strategy briefing, 2026-11 | Yes |
| CG-02 (Example) | Open cross-border lanes to two neighbouring countries | Commercial director | Annual report | Partly |
| CG-03 (Example) | Replace warehouse spreadsheets before peak season | Head of warehousing | Account meeting, 2026-10 | Requested |
| CG-[NN] | [Goal] | [Name, role] | [Source] | [Yes / No / Unknown] |
3. Relationship and stakeholder map
| Name | Role | Decision role | Stance | Our relationship owner | Next action |
|---|
| Person A (Example) | Chief operating officer | Economic buyer | Supportive | VP sales | Share year-one results by 2027-01-31 |
| Person B (Example) | Head of warehousing | Champion for CG-03 | Supportive | Account executive | Joint site visit, 2027-02 |
| Person C (Example) | IT director | Technical approver | Neutral | Solutions consultant | Integration review in Q1 |
| Person D (Example) | Procurement lead | Commercial gatekeeper | Sceptical | Account executive | Early sight of pricing model |
| [Name] | [Role] | [Buyer / Champion / Approver / Influencer / Blocker] | [Supportive / Neutral / Sceptical] | [Owner] | [Action, date] |
4. Whitespace analysis
| Business unit | Delivery planning | Warehouse planning | Driver app | Analytics |
|---|
| Domestic depots (12) (Example) | In use | n/a | Fits CG-01 | Fits CG-01 |
| Warehouses (4) (Example) | n/a | Fits CG-03 | n/a | Fits CG-01 |
| Cross-border unit (Example) | Fits CG-02 | n/a | Later | Later |
| [Unit] | [In use / Fits CG-NN / No fit] | | | |
5. Mutual goals
| ID | Mutual goal | Customer benefit | Our benefit | Measure | By |
|---|
| MG-01 (Example) | Warehouses planned in [Product] before peak | CG-03 met | Expansion of 60,000 ARR | 4 of 4 warehouses live | 2027-09-30 |
| MG-02 (Example) | Published case study on cost per delivery | Recognition for COO | Reference for segment | Case study approved | 2027-06-30 |
| MG-[NN] | [Goal] | [Benefit] | [Benefit] | [Measure] | YYYY-MM-DD |
6. Opportunities and revenue plan
| ID | Opportunity | Links to | ARR | Probability | Weighted | Close by |
|---|
| OPP-01 (Example) | Warehouse planning, 4 sites | CG-03, MG-01 | 60,000 | 60% | 36,000 | 2027-03-31 |
| OPP-02 (Example) | Driver app, 12 depots | CG-01 | 45,000 | 40% | 18,000 | 2027-06-30 |
| OPP-03 (Example) | Analytics add-on | CG-01 | 30,000 | 50% | 15,000 | 2027-06-30 |
| OPP-04 (Example) | Cross-border unit planning | CG-02 | 40,000 | 20% | 8,000 | 2027-10-31 |
| Total (Example) | | | 175,000 | | 77,000 | |
Example: the target is 300,000 ARR, a gap of 120,000 over the current
180,000. Unweighted pipeline is 175,000 (1.46 times the gap), but weighted
pipeline is 77,000, so the expected ARR is 257,000, which is 43,000 short.
Action ACT-04 below creates further pipeline to close that gap.
7. Risks
| ID | Risk | Likelihood | Impact | Mitigation | Owner |
|---|
| RSK-01 (Example) | Procurement runs a competitive tender for warehouse planning | Medium | High | Early pricing model, reference visit | Account executive |
| RSK-02 (Example) | Champion for CG-03 changes role | Low | High | Build a second contact in warehousing | CSM |
| RSK-[NN] | [Risk] | [L/M/H] | [L/M/H] | [Mitigation] | [Owner] |
8. Action plan
| ID | Action | Supports | Owner | Due | Status |
|---|
| ACT-01 (Example) | Present year-one results to the COO | CG-01, OPP-02 | VP sales | 2027-01-31 | Planned |
| ACT-02 (Example) | Agree a mutual action plan for OPP-01 | OPP-01 | Account executive | 2027-01-15 | Planned |
| ACT-03 (Example) | Integration review with IT director | OPP-01, OPP-02 | Solutions consultant | 2027-02-28 | Planned |
| ACT-04 (Example) | Discovery workshop with commercial director on CG-02 to find a further 50,000 ARR | Gap | Account executive | 2027-03-31 | Planned |
| ACT-[NN] | [Action] | [ID] | [Owner] | YYYY-MM-DD | [Status] |
Close plans for single opportunities belong in a mutual action plan
(sales/mutual-action-plan), and the opportunities feed the pipeline
forecast review (sales/pipeline-forecast-review).
9. Review log
| Date | Reviewers | Changes | Decisions |
|---|
| YYYY-MM-DD | [Names] | [Changes since last review] | [Decisions] |
Standard and licence note
Based on common key account management and strategic account planning
practice. No standard governs this document. All text and the fictional
Quellmoor Freight example are original. Template licence: MIT.