[Masterclass] 10/10 Enterprise Account Planning

About this Video

• Video Title: [Masterclass] 10/10 Enterprise Account Planning
• Channel: Accord
• Speakers: Ross, Grayson, Jake, Ryan
• Duration: 00:41:43

Introduction

This Accord masterclass video focuses on effective enterprise account planning. The speakers share their perspectives on what constitutes excellent account planning, emphasizing execution and a customer-centric approach rather than solely theoretical research. They discuss strategies for maximizing ROI on time investment and building strong, credible relationships with key accounts.

Key Takeaways

• Execution-focused planning: Account planning should prioritize actionable strategies and execution, not just theoretical research. The speakers liken the process to developing and executing a game plan.
• Customer-centric perspective: Understanding the customer's needs and challenges from their perspective is crucial for developing valuable account plans.
• Time optimization: Prioritize high-value accounts and activities for optimal ROI on time spent on account planning.
• Building credibility and trust: Developing a unique and credible point of view about the customer's business is key to gaining access and building trust. This requires in-depth research and understanding beyond readily available information.
• Leveraging internal resources: Utilize internal teams and networks to gather information and perspectives, filling knowledge gaps and enriching the account plan.
• The importance of "why": Understanding the customer's motivations ("why") is essential for aligning strategies and securing buy-in from key stakeholders.
• Iterative and evolving plans: Account plans should be living documents, constantly updated and refined based on new information and interactions.
• Confidence and conviction: Approaching accounts with confidence and a strong point of view, even if it means being initially wrong, is crucial for engagement and building relationships.