Account planning is important, it's fundamental to growing our value and positioning with our key customers
"It helps us align resources and activities with the customers that represent the most potential and opportunity.
We are approaching the end of the year, everyone is involved in 'account planning.' It's odd, but virtually every organization does the same thing. It seems that account planning is an annual or semi-annual exercise.
We dust off last year's PowerPoint. We update the data in the account plan, showing the customer financial and business performance, discussing their industry positioning and performance, discussing their strategies and priorities. We draw this information from their annual reports, analyst reports, public presentations. Sometimes, very rarely, we may actually talk to customers in our accounts about how we might sell more (as opposed to what their priorities and plans for the coming year may be.)..."
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