account-plan

Account Plan Skill

Produces a structured account plan — the document that separates account managers who grow accounts from those who just service them.

Required Inputs

• Account name
• Current ARR / revenue
• Contract renewal date
• Key contacts (names, roles, relationship strength)
• Products/services currently in use
• Known opportunities or expansion areas
• Known risks
• Planning horizon (6 / 12 / 24 months)

Output Structure

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Account Plan: [Account Name]

Account Manager: [Name] | Period: [Date range]

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Account Snapshot

| Metric | Current | Target (EOY) |

|---|---|---|

| ARR / Revenue | £[amount] | £[target] |

| NPS / Health score | [Score] | [Target] |

| Products in use | [List] | [Expansion targets] |

| Renewal date | [Date] | — |

| Risk level | Low / Medium / High | — |

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Relationship Map

| Name | Title | Influence | Relationship | Notes |

|---|---|---|---|---|

| [Name] | [Role] | Decision maker / Influencer / User | Strong / Neutral / Weak | [Insight] |

Relationship gaps: [Who we do not have access to that we should]

Executive sponsor: [Do we have one? If not — who could become one?]

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Why They Stay (Retention Anchors)

[2-3 specific reasons this account renews. If the list is short, that is the risk signal.]

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Growth Opportunities

| Opportunity | Product | Est. Value | Timeline | Next Action |

|---|---|---|---|---|

| [Opportunity] | [Product] | £[value] | [Q/Year] | [Specific action] |

Whitespace: What products do we have that this account does not use, and why?

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Risks and Mitigation

| Risk | Likelihood | Impact | Mitigation | Owner |

|---|---|---|---|---|

| [Risk] | H/M/L | H/M/L | [Action] | [Name] |

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90-Day Action Plan

| Action | Why | Owner | Due |

|---|---|---|---|

| [Specific action] | [Why it matters] | [Name] | [Date] |

Next QBR / EBR: [Date — if no EBR cadence, flag as a risk]

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Success Criteria

At end of [period]:

• Renewed at or above current ARR
• [Expansion opportunity] progressed to [stage]
• Health score moved from [current] to [target]

Anti-Patterns

• [ ] Do not list only executive contacts in the relationship map — champions and day-to-day users are often more influential on renewal decisions
• [ ] Do not set growth opportunity estimates without a basis — even rough ARR values prevent the plan from being treated seriously
• [ ] Do not treat "no known risks" as acceptable — if no risks are identified, the plan hasn't been scrutinised honestly
• [ ] Do not write 90-day actions as vague aspirations ("strengthen the relationship") — each action must specify a call, meeting, or deliverable with a named owner

Quality Checks

• [ ] Relationship map identifies decision-makers, influencers, and any relationship gaps
• [ ] Risks all have mitigation actions and named owners
• [ ] Growth opportunities include estimated value (even roughly)
• [ ] 90-day actions are specific (not "have a call" — what call, with whom, to achieve what)
• [ ] Success criteria are measurable at the end of the planning period