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Account plan template

Strategic plan for a key customer account

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Use it when

A key account needs a deliberate plan to renew, expand or recover, and the account team must agree on who does what

Who it's for

SalesCustomer successManager

Part of a kit

Customer success, step 4 of 6. Discovery interviews, onboarding plans, call notes, account plans, QBRs and the renewal risk review.

Filled example

The template filled in for a made-up company, so you can see what good looks like.

Harrow Logistics account plan

Owner: Priya Raman · Date: 2026-09-14

Account snapshot

ARR
$186,000
▲ +12%
Active seats
312 of 400
▲ +38
NPS
41
▲ +6
Renewal date
2027-01-31
ARR Renewal date Tier Health
$186,000 2027-01-31 Enterprise Yellow

Health is yellow because 88 licensed seats sit unused in the Rotterdam warehouse team, and procurement has already asked whether the renewal can "right-size" to actual usage.

Stakeholder map

Name Role Influence Sentiment
Dana Okafor VP Operations (exec sponsor) High Champion
Lars Vintner Head of Procurement High Neutral
Mei Tanaka Ops Excellence lead, Chicago Medium Champion
Joost de Bruin Site manager, Rotterdam Medium Detractor

Goals

  • Cut dock-to-stock time from 9 hours to 6 hours across all four sites by Q2.
  • Standardize shift handover runbooks so a new site lead is productive in two weeks, not six.
  • Show the board a single operations dashboard by the March offsite.

Whitespace / opportunities

Opportunity Team / use case Est. ARR Confidence
Rollout to Lyon site Shift handovers $38,000 Medium
Safety compliance docs EHS team $22,000 Low
Audiences add-on Driver newsletter $9,000 High

Risks

  • Rotterdam never finished onboarding; Joost's team still uses a shared drive and sees us as "head office's tool".
  • Lars is running a vendor consolidation review in November and will push for a seat cut.
  • Our champion Mei is interviewing internally for a role outside operations.

Action plan

Action Owner Due Status
On-site Rotterdam workshop with Joost's shift leads Priya 2026-10-08 Booked
Build seat-usage forecast for Lars before the review Sam (CS) 2026-10-20 In progress
Identify a second champion in Chicago Priya 2026-10-31 Not started
Lyon pilot proposal to Dana Priya 2026-11-15 Not started

Mutual success plan

  • We commit to: a Rotterdam onboarding plan with weekly check-ins through December, and a usage report every month.
  • They commit to: Dana names a Rotterdam owner by October 10, and procurement shares the consolidation criteria before the review.

The template

Show the blank template

Account plan

Owner: [your name] · Date: [date]

Account snapshot

The numbers everyone in the room should already know before the conversation starts.

ARR
$0
▲ +0%
Active seats
0 of 0
▲ +0
NPS
0
▲ +0
Renewal date
[YYYY-MM-DD]
ARR Renewal date Tier Health
Green/Yellow/Red

Stakeholder map

Influence and sentiment, not just titles. The champion with no influence won't save a renewal.

Name Role Influence Sentiment
High/Med/Low Champion/Neutral/Detractor

Goals

Their business goals, in their language, not what we're selling them.

Whitespace / opportunities

Where there's room to expand: new teams, new use cases, adjacent products. Put a rough size on each.

Opportunity Team / use case Est. ARR Confidence
High/Med/Low

Risks

What could cause churn or contraction, named honestly, not smoothed over for the QBR deck.

Action plan

Concrete moves with owners and dates. A plan that's just goals restated as verbs isn't a plan.

Action Owner Due Status

Mutual success plan

What we commit to and what they commit to, in a form both sides can point back to.

  • We commit to:
  • They commit to:

Questions

How often should I update it?
Monthly for top accounts, and always before a QBR or renewal call
Who owns it?
The account owner, with CS and the exec sponsor reviewing
Should the customer see it?
Share only the mutual success plan section; the rest is internal

Fill it with your agent

Connect Claude to reph over MCP, then paste this. The draft arrives as suggestions you accept or reject section by section. How to connect Claude.

Find my reph doc "Account plan" with search_docs, then read it with read_doc. Draft snapshot, stakeholder map, risks and whitespace from the CRM account record, last two QBR docs, recent call notes and open support tickets for this customer. Mark any number you could not source as a guess. File it with suggest_edit, one replace_section op per section (heading line kept) so each can be accepted alone. Ask each open question (unknown sentiment, missing contacts, renewal terms) with add_comment quoting that section's heading line, then call request_review with a one-line summary.

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