THANK YOU FOR DOWNLOADING THIS TEMPLATE
THIS TEMPLATE IS CREATED BY:
Angeline Gavino
angeline@csrevspeak.com
Founder & CEO | CS RevSpeak
ABOUT THIS TEMPLATE
This Account Plan Template is designed to help Customer Success Managers systematically uncover expansion opportunities within their accounts. By providing a structured approach to capturing essential account details, current subscription information, account health metrics, delivered value, organizational structure, relationship mapping, whitespace identification, and action planning, this template ensures a comprehensive understanding of each customer.
Utilizing this template enables CSMs to proactively manage accounts, identify potential upsell and cross-sell opportunities, enhance customer satisfaction, and ultimately drive revenue growth.
This holistic view of the customer account not only facilitates strategic decision-making but also strengthens relationships and supports long-term customer success.
CS RevSpeak specializes in empowering Customer Success leaders to speak the language of revenue and drive revenue growth through personalized 1:1 coaching and trainings.
Founded by Angeline Gavino, an industry expert with over 17 years of experience, CS RevSpeak works with VPs, Directors, and Managers of Customer Success who carry a revenue quota. The focus is on helping CS leaders develop revenue-optimized CS strategies, enhance expansion sales skills, and achieve consistent, measurable results.
ABOUT
ACCOUNT PLAN:
Account Name
Prepared by: Customer Success Manager Name
Last Updated: Date
SECTIONS
ACCOUNT TEAM
NAME | ROLE |
| Customer Success Manager |
| Account Manager |
| Solutions Engineer |
| Renewals Manager |
EXECUTIVE SUMMARY
ACCOUNT
PROFILE
SECTION GUIDE
This section should serve as an overview for the account your team is focusing on. It should include fast facts about the company and information on its history, financials and competitors so you can understand the customer's background and segment and how your product or service can best support them.
Company Description | |
Company Name: Industry: Annual Company Revenue: # of Employees: Location of operations: Key Departments: | |
Key Corporate Priorities | Key Corporate Initiatives |
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COMPANY OVERVIEW
Company Vision & Mission | |
Vision: Mission: | |
Market Drivers / Industry Trends | |
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COMPANY DETAILS
Key Take-Aways From Recent Earnings Call(s), Annual Statement, and/or Other | |
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Significant Changes In the Last ~12 Months (major achievements and/or setbacks, changes in org/management/leadership and/or competitive landscape) | |
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COMPANY DETAILS
Rank | Account’s Competitor Name | Strengths | Weaknesses |
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COMPANY COMPETITORS
ABOUT THIS SECTION [DELETE ON FINAL VERSION]: Knowing who your account competes with and their strength in the market will help you to provide insight to the customer as to how they can become more competitive in the market with a COMPANY solution. Cautiously message around this if it is one of the customer’s business drivers or initiatives.
Current FY Ends: | <Month/Year> | ||||
Financial Information | FY -4 | FY -3 | FY -2 | FY -1 | Current FY |
Revenue |
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Net Income |
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Growth Rate |
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COMPANY FINANCIALS
SUBSCRIPTION DETAILS
SECTION GUIDE
This section provides a detailed overview of the customer's current subscription, including the products and services they are using. It will also dive into the overall health of the account, using various metrics to indicate customer satisfaction and engagement. This will also highlight the value delivered to the customer, showcasing the business outcomes and success stories achieved through the product.
How is the customer currently using your product/s? | |
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CURRENT SUBSCRIPTION
ACCOUNT HEALTH
AREA | CURRENT STATUS | DETAILS |
Product Adoption | Green | |
Support Tickets | Yellow | |
Engagement | Yellow | |
Sentiment (CSAT/NPS) | Red | |
Customer Goal | Current State | ROI Metrics | Relevant Proof Point(s) |
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VALUE DELIVERED
RELATIONSHIP MAPPING
SECTION GUIDE
This section maps out the customer's organizational structure, identifying key stakeholders and decision-makers. It will also assess current relationships and engagement levels the team has with various customer contacts.
ORGANIZATIONAL CHART
DEPARTMENT
NAME
DEPARTMENT
NAME
DEPARTMENT
NAME
DEPARTMENT
NAME
DEPARTMENT
NAME
DEPARTMENT
NAME
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
Name
Title
ABOUT THIS SECTION [DELETE ON FINAL VERSION]: This org chart ensures the account team understands the org structure of the account including the different departments or business units they can pursue.
Role | Name & Title | Engagement Level (High, Medium, Low, None) | Sentiment (Positive, Negative, Neutral, Unknown) | Level of Influence (High, Medium, Low, None) |
Customer Champion |
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Executive Sponsor |
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Economic Buyer |
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Decision Maker |
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Coach |
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Influencer |
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Procurement | | | | |
Legal | | | | |
INFLUENCE MAP
WHITESPACE
MAPPING
SECTION GUIDE
This section identifies potential areas for expansion within the customer's organization. It also examines the different tools the customer is using that are competing with your products in order to understand how embedded we are in the organization and plan for potential strategic competitor takedowns.
Competitor Name | Current Uses / Utilization | Current Satisfaction Level | Annual Spend | Renewal Date | Strengths | Weaknesses | Our Strategy Against This Competitor in This Account |
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CUSTOMER TECHSTACK
Growth Opportunity Type | Potential Expansion (Short Description) | Value to Customer | ARR Potential | Likelihood (H / M / L) | Estimated Timing | Key Stakeholder(s) |
Upsell | More licenses |
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Cross-sell | Additional products / services |
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Expand to other BUs | What other business units can use our product? |
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Competitor takedown | What competing tools can our product replace? |
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Mergers & Acquisitions | Has there been any M&A activity (new or in last few years)? |
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EXPANSION AREAS
ACTION PLAN
SECTION GUIDE
This section outlines the strategic plan for this account and details the actions we want to drive based on the information gathered in previous slides.
What are the 1-3 year goals for your relationship with this account? Think of the value your product can bring to the customer. Do you want to help them be more competitive in their market, be seen as a trusted advisor that they can turn to assess current/future market trends, be considered a strategic partner, help them deliver more value to their customers, other? | ||
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OBJECTIVES & KEY RESULTS
Action | Success Metrics | Responsible Parties | Start Date | End Date | Status (Complete, WIP, Have Not Started, etc.) |
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ACTION PLAN
Limitations - What barriers or challenges stand in the way of achieving your plans? | What can be done to overcome the limitation? | Who is Responsible for Addressing? |
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LIMITATIONS