Account Planning | Busting the Napkin Myth

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One myth keeps following me during my two decades in direct sales: Best Account Plans fit on Napkins!
Wow, what a bold statement - it feels equally untrue like: brightest minds fit into double-digit IQs.

Everything should be made as simple as possible, but no simpler.
​Albert Einstein

Despite all standardization efforts, enterprise business environments keep getting more complex. The ability to innovate simple and effective approaches in business practice has become a competitive advantage. Oversimplification, however, is tempting but remains an act of negligence.

Account Planning means planning for results. In a number driven world of sales, the decomposition of an aspired revenue goal is psychologically the first step to accepting the challenge. While SMART goals and respective objectives may well fit on a small napkin, they by no means are the plan. I would even argue that it is the wrong end to start with - relevant account plans are starting with the customer.

In recent years, Business-to-Business sales has evolved in various dimensions, redefining how we engage with customers:

1. ​Sustainability - With Digital Transformation and the move to the Cloud, customer Business Models have embraced external vendors to become integrated part of the value chain. Continuously earning trust, adhering to ethical and legal standards, and delivering positive customer experience are non-negotiable foundations to sustainable commercial success. Yes, the definition of success is far more than transacting in the short term or "making the number" only.
2. Customer Alignment - Cutomer Centricity is all about understanding the customers business priorities and translating them into strong and precise value propositions. As much as, I agree no Account Plan should be called complete without customer validation. Aligning with customer key stakeholders on the plan and finally signing off on a joint business roadmap is what makes a good plan a demand generation engine.
3. Teamwork - Enterprise sales has become a team sport of specialized professionals, all working towards joint goals. It´s the heart of every effective Account Plan to ensure a common understanding and efficient orchestration with all stakeholders - internally (Sales, Marketing, Engineering, Consulting, Support, ...) and externally in the ecosystem (Partners, Advisors, Influencers ...).

Account Planning is a reflection on the evolution in sales but even more, so it is a yardstick on the sophistication of your teams work - what a great coaching opportunity or moment to personally benefit the customer relationship in form of executive sponsorship.

Imagine the business potential of getting the perception right by moving away from a necessary evil and abandoning the disrespect which a napkin implies.