This document serves as a comprehensive set of templates for Account Management. Sections include Relationship Map, SWOT Analysis, Marketing Plan, Sales Pipeline, Competitive Footprint, and more. The templates are the same used by Fortune 500 companies when performing account planning and management. http://flevy.com/browse/business-document/Account-Management-Templates-38

1. Account Management Templates
This document serves as a comprehensive
template for Account Management. Sections
include Relationship Map, SWOT Analysis,
Marketing Plan, Sales Pipeline, Competitive
Footprint, and more. Identified
Contacted
Qualified
Developed
Closed
Completed
1. Implementation of XXXX for the office of the CMO (example)
2.
3.
August 17,
20XX
N/A
1.
2.
3.
1.
2.
3.
1.
2.
3.
1.
2.
3.
1.
2.
3.
Opportunity/Initiative Date Won / Lost / N/A
Stage
7
Stage
6
Stage
5
Stag
e4
Stage
3
Stage
2

2. 4
General Guidelines for completing this Account Guidance section
Provide an overview of the account
Identify financial targets by discipline
Articulate the current state
Identify the makeup of the account team
Identify all the client key players– those who will help and those who may harm the relationship
Understand the current pipeline status
Identify the BD investment plan
Identify how the NA Country Board can enable you to drive the cross discipline growth ambitions of your account
OBJECTIVES
Account Executive
Client public materials – annual report, SEC filings (10-
K, 10-Q), strategy documentation, press releases
Analyst reports
Account team (relationship map)
Current pipeline
Situation appraisal document
Business development investment plan
Finance
SUGGESTED DATA SOURCES
What are the account ambitions for 20XX?
What does the account team structure look like?
Who are the key decision makers in the client and what
is our relationship(s) with them?
What business development investment will be required
to achieve the specified ambitions and expand our
footprint within this account?
KEY QUESTIONS
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/account-management-templates-38

3. 7
Account Team
Account Name
Account Executive
Account Executive Sponsor
Core team (country account
managers, discipline
representatives etc.)
Name Role Discipline
Extended team (delivery leads,
subject matter experts, alliance
etc.)
Name Role Discipline
Comments on current account team capabilities and needsComments on current account team capabilities and needs
• <…>
• <…>
• <…>
• <…>
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/account-management-templates-38

4. 10
Business Development Investment Plan (Optional)
Program Audience Owner Timeframe Cost Expected ROI
Annual Budget ($M): $
Forecasted Spend ($M): $
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/account-management-templates-38

5. 13
General Guidelines for completing this Competitive Positioning section
Link key client issues to your company’s capabilities
Identify key opportunities
Identify how to use our Alliance Partnerships to maximize our position
Understand how our competitors are supporting the client
OBJECTIVES
Capability unit Subject Matter Experts
Account team
Delivery team
Client public materials – annual report, SEC filings (10-K, 10-
Q), strategy documentation, press releases
Analyst reports
Account SWOT
Account Action Plan
Marketing Plan
Competitive footprint
SUGGESTED DATA SOURCES
What does the account need to do to deliver their strategy/
address their burning issues?
What capabilities does your company have to support the
account with these projects?
Do we have any credentials in working in this space?
How can we best utilize our strategic alliance partnerships?
What strategy do we use to put us in the best position in
relation to our competitors?
KEY QUESTIONS
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/account-management-templates-38

6. 16
Action Name Action Description Owner Timeframe
Account Key Action Plan and Penetration Strategy
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/account-management-templates-38

7. 19
Competitor
name
Market position and
trend*
Top 3 client
relationships
Positioning & pillars within
client
Strategy (sales approach,
campaigns, relationship, push
offerings, pricing)
Issues
[CompanyY
]
[Strong but
decreasing]
[CIO, Name
CEO, Name]
[Strong CxO
relationship.
Trusted advisor status]
[Uses historical relationships
and incumbent position to sell]
Competitive Footprint
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/account-management-templates-38

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