Strategic Account Plan Template
A one-page account plan covering goals, org chart, whitespace, and risk that's built to actually get updated quarterly — not filed away after the kickoff call.
What's inside
- Account snapshot fields (ARR, tier, renewal date, tenure)
- Customer's stated business goals vs. our account goals
- Stakeholder/org chart map with role tags (economic buyer, champion, influencer, blocker, user)
- Current-state usage and adoption summary
- Whitespace and expansion opportunity log
- Risk register with mitigation owner and date
- Competitive landscape note
- 90-day action plan with owners
- Engagement cadence and next three touchpoints
One page. If a section hasn't changed in two consecutive quarterly reviews, that's a signal you don't actually know the account well enough yet — dig in before you copy it forward again.
Account Snapshot
- Account name: ______
- Tier (Strategic / Growth / Tail): ______
- Current ARR: ______ Contract start: ______ Renewal date: ______
- Health score (from Scorecard): ______ Churn risk score (from Calculator): ______
- CSM / AM owner: ______ Exec sponsor (ours): ______
Their Business Goals (in their words)
- ______
- ______
- ______
Our Account Goals (this year)
- Retention goal: ______
- Expansion goal (target ARR / use case): ______
- Advocacy goal (reference, case study, reference call): ______
Stakeholder Map
| Name | Title | Role* | Sentiment (1–5) | Last touch |
|---|---|---|---|---|
*Role = Economic Buyer / Champion / Influencer / Blocker / End User
Current State
- Products/modules in use: ______
- Primary use case(s): ______
- Adoption depth (light / core / power): ______
- Integration/technical dependencies: ______
Whitespace & Expansion Opportunities
| Opportunity | Department/Team | Est. ARR potential | Trigger to pursue |
|---|---|---|---|
Risk Register
| Risk | Likelihood | Impact | Mitigation | Owner | Target date |
|---|---|---|---|---|---|
Competitive Landscape
- Incumbent/alternative tools in play: ______
- Why we win here / why we're vulnerable here: ______
90-Day Action Plan
| Action | Owner | Due date | Status |
|---|---|---|---|
Engagement Cadence
- Standing cadence: ______ (e.g., biweekly check-in, monthly EBR)
- Next 3 touchpoints: 1) ______ 2) ______ 3) ______
Update this plan at every QBR at minimum. A plan that only exists in someone's head isn't a plan — it's a memory that leaves the company when the AM does.
How to use it
Fill in every section during your account planning session (or QBR prep), keep it to one page, and revisit it at least once a quarter — treat any section that hasn't changed in two reviews as a signal you don't know the account well enough.