This document provides a comprehensive template for account management, outlining key sections such as relationship maps, SWOT analysis, marketing plans, and sales pipelines. It details strategic opportunities, account overviews, competitive positioning, and guidelines for identifying and leveraging strengths and weaknesses. Additionally, it includes insights on required account enablers and competitive landscape analysis to enhance client relationships and support account teams.

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
Opportunity/Initiative
1. Implementation of XXXX for the office of the CMO (example)
Date
August 17,
Won / Lost / N/A
N/A
Stage
20XX
2
2.
3.
Contacted
1.
Stage
3
2.
3.
Qualified 1.
Stag
e4
2.
3.
Stage
1.
5
2.
3.
Developed
1.
Stage
6
2.
3.
Closed
1.
Stage
7
2.
3.
Completed

2. Contents
• Account Guidance
- Account Overview
- Situation Appraisal
- Relationship Map
- Current Pipeline
- Business Development Investment Plan
• Competitive Positioning
- Account SWOT
- Account Action Plan and Penetration Strategy
- Alliance Partners
- Marketing Plan
- Competitive Footprint
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3. Account Overview
BASIC ACCOUNT MANAGEMENT INFORMATION BASIC CLIENT INFORMATION
Revenue and profit
Account name
20XX
Account Executive # of Employees
Sales Executive Industry trends, key  <…>
issues and
Our Strategic  <…> opportunities  <…>
Strengths
 <…>  <…>
Our One Critical  <…>
Vulnerability
Our Performance Budget Forecast
Last Year YTD
($M) (This Year) This Year
Bookings
Revenue
CM ($M)
CM%
TOP 3 CURRENT OPPORTUNITIES
Opportunity name TCV ($M) Opportunity description Discipline Sign state Sales stage Probability
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4. Account Team
Account Name
Account Executive
Account Executive Sponsor
Name Role Discipline
Core team (country account
managers, discipline
representatives etc.)
Name Role Discipline
Extended team (delivery leads,
subject matter experts, alliance
etc.)
Comments on current account team capabilities and needs
• <…>
• <…>
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5. Current Pipeline
Opportunity/Initiative Date Won / Lost / N/A
Identified 1. Implementation of XXXX for the office of the CMO August 17, 20XX N/A
Stage 2
(example)
2.
3.
Contacted
1.
Stage 3 2.
3.
Qualified 1.
Stage 4
2.
3.
1.
Stage 5
2.
3.
Developed
1.
Stage 6
2.
3.
Closed
1.
Stage 7
2.
3.
Completed
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6. Account Enablers
[Identify any specific requirements, support or enablers that you would like from the Country Board to help you and your account team deliver upon the cross
discipline ambitions of the account as well as drive up the intimacy between your company and your client.
Enabler Description Client Audience Timeframe Expected ROI
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7. General Guidelines for completing this Competitive Positioning section
OBJECTIVES
 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
SUGGESTED DATA SOURCES KEY QUESTIONS
 Capability unit Subject Matter Experts  What does the account need to do to deliver their strategy/
 Account team address their burning issues?
 Delivery team  What capabilities does your company have to support the
account with these projects?
 Client public materials – annual report, SEC filings (10-K, 10-
Q), strategy documentation, press releases  Do we have any credentials in working in this space?
 Analyst reports  How can we best utilize our strategic alliance partnerships?
 Account SWOT  What strategy do we use to put us in the best position in
relation to our competitors?
 Account Action Plan
 Marketing Plan
 Competitive footprint
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8. Account SWOT – Example
Strengths Weaknesses
• Energy sector delivery experience • Relationships with key decisions makers are not established
• History of delivery successes with BP going back 10 years • Limited knowledge of CompanyX within AccountX leadership
• Collaborative business experience (differentiator) team
• Global reach (North America, APAC (in parts) and Europe) • Limited number of CompanyX resources with AcocuntX
experience
• Offshore delivery model
• Global reach (Middle East/South East Asia/Africa/South
• Dedicated account manager and part-time team to support America)
• Limited upstream delivery experience
• Limited enterprise-wide experience for companies of this size
Opportunities Threats
• Client has a burning case for change (poor ROCE, unclear • Our competitors are well established and have the relationships
growth strategy) • Limited CompanyX resources available for the account
• Our offerings are aligned to their needs • Downturn in the Energy sector could reduce the amount of
• Opportunity to work with the new leadership team and establish consulting spend
key relationships from the outset of their tenure • Our rate card is not attractive compared to incumbent providers
• Client is “tired” of incumbent providers
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9. Alliance Partners
Sales, Marketing Boost (what Delivery boost (what is the gain Strategy & issues (sales approach,
Alliance Partner Role/Area is the gain of the alliance in of the alliance in terms of campaigns, relationship, push offerings,
terms of sales & marketing) delivery) pricing)
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10. Competitive Footprint
Strategy (sales approach,
Competitor Market position and Top 3 client Positioning & pillars within
campaigns, relationship, push Issues
name trend* relationships client
offerings, pricing)
[CompanyY [Strong but [CIO, Name [Strong CxO [Uses historical relationships
] decreasing] CEO, Name] relationship. and incumbent position to sell]
Trusted advisor status]
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