s e s s e c o r M p B III 7 A t e r a h Account plan P T The account plan drives each account’s ABM For each potential deal, you’ll need to map out the Step 4: Define goals for each buying center program, from goals to next steps. relevant buying center and define the relationships Your account goals will depend on where the between the people in it. Identify the decision- buying center is right now. Do you need to get in In traditional selling, account plans normally focus makers, influencers, mobilizers and potential the door? Accelerate the deal? Drive success at an on the products or solutions that the company blockers. Your account plan will be built around existing customer? Cross-sell? wants to sell. ABM turns this model around and these people. starts with an account-centric view that focuses These goals will guide the buying journey you want on relationships, reputation and revenues. Tip: Also identify selling personas e.g. economic each buying center to take — in other words, the buyer, economic user, technical approver, and coach. Buying Journey Stages the account will go through Here’s how to make your account plans: on the way towards achieving the goal. Step 3: Research each buying center Step 1: The basics Identify the key issues and challenges for each Step 5: Assign plays to journey stages Explain what business the company is in; identify member of the buying center (see the Insights Based on the goal and buying stage, map plays to key firmographics (e.g. location, revenue, and section for what to research and sources of each buying center that will help move them closer number of employees); list out top competitors information). to the goal. (and any other similar companies you currently do business with); identify key investors or major Specifically, look for whitespace opportunities. e t a l p m e T n a l P shareholders; enumerate top executives. Ask: which buying centers have opportunities for t n u o c c A M B which of your solutions? A t n u o c c Tip: Describe what they do in your own words — not A t r a h C g r O s u t a t S p i h s n o i t a l e R / e l o R / t c a t n o the typical language found in a boilerplate. This will Your goal is to understand how to drive growth C y r s a r m e g m g i u r T S / t T h O g i W s S n I / s e i t i r o help everyone engaging with the account understand within the account. Ask probing questions to i r P s s e n i s u B / s d n e r T t e k r a it in human terms. understand where to build the most value, such as: M Step 2: Map the buying centers at the account • How do you measure a successful partnership? A buying center is a subset of people at the • What are your three to five-year goals? s c i r t e M y e account that collectively can purchase one or more • What’s the biggest challenge you’re facing today? K of your solutions. • What would be the most effective way for you to impact your strategic objectives? For more, download our Account Plan template at www.resources.engagio.com/abm-worksheets/ engagio-account-plan-template 102