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The Ultimate One Page Key Account Plan & Template

Simplify your key account management with this quick 7-step one page key account plan process and template. Designed for maximum impact with minimum fuss.
One Page Key Account Plan
One Page Account Plan Toolkit

Free One-Page Account Plan Toolkit

Take the hassle out of creating effective account plans with our FREE one-page account plan toolkit.

Gain immediate access to a simplified 7-step process, versatile templates in Excel, Google Sheets, and Notion, plus detailed instructions and examples to skyrocket client revenue and retention.

If you’re a busy key account manager, then you’ve come to the right place. I’m excited to walk you through my streamlined, seven-step method to create the ultimate key account plan.
 
And the best part? We’re going to get it all down on just one page.

Table of Contents

What is a One Page Key Account Plan, Anyway?

A one-page account plan is a simple and effective way to get laser-focused on what’s most important for you and your clients. Most plans capture useless or duplicate information that doesn’t add any value.
 
A one page plan strips away the noise to provide a clear, concise roadmap to success. It makes every step you take intentional and impactful.

7-Step Key Account Planning Process

Now, the one-page account plan is simple, so I wanted to spend some time going into detail about the process. What you capture on the page is the result of a lot of groundwork, discussion, strategy and tactics.
 
There are seven steps to follow. The amount of time you spend on each of the steps will depend on your client and what you hope to achieve with them.

Step 1: Account Overview

Gather all the information you need to make smart, strategic moves later on. It’s Ok if there are gaps in your knowledge – this step will help you close them.
  • Client snapshot. Start with the basics. Who is your client? What do they do, and what are their priorities? Understand their mission and vision.
  • History and milestones. What achievements have you celebrated together? What challenges did you conquer? Learn from the past to better navigate the future.
  • Current challenges. Get into the detail of what’s keeping them busy, right now. Look for problems they need solving or paths that need to be cleared to let them focus on big picture stuff.
  • Relationship strength. On a scale of 1–10, how strong is your partnership with the client? It’s not about the person (you and your key contact), but about the institution (the company as a whole). Knowing where you stand gives you a reality check and may identify areas for improvement.
  • Growth opportunities. What potential for growth does your client have. What role you can you play in guiding them towards those opportunities? Capture the obvious ideas, but think creatively and look in unexpected places too.
  • Key contacts. Keep an updated list of who’s who in the client’s organisation. Find the people that can make decisions and can get things done.

Step 2: Objectives

Next up, validate your assumptions from step 1 and align them with your client’s priorities.
  • Understand goals. Begin with the end in mind. What targets is your client aiming for, and why are these goals important? Make sure what you’re chasing after matters to your client too.
  • Measure success. Agree on what you’re aiming to achieve. Is it efficiency, quality, cost reduction, cost avoidance? Something else? Setting these targets early means you’re both racing toward the same finish line.
  • Joint goal setting. Invite your client into the planning process. You want them to think it’s our account plan, not your account plan. It will be hard to get things off the ground if your client is not invested in its success.

Step 3: Solution

In this step you’re figuring our how your products and services support your client’s needs.
  • Match goals with capabilities. Link your client’s goals with your strengths. Ask, “How can we get them better results, faster, and in a way no one else can?”
  • Customisation. Your solutions should reflect your clients situation. Position your messaging and configuration so that it meets their unique challenges and ambitions. Your client shouldn’t struggle to understand the relevance.
  • Embrace innovation. Propose bold, innovative ideas that could drive breakthrough results. That’s what key account managers are for. Your client can come up with the obvious solutions on their own. Think out loud and see where the conversation leads.
  • Visualise success. Whenever you propose a solution, show your client what success looks like. Help them see the path to the promised results.
  • Seek feedback. Bring the client into the conversation. Keep refining your solutions until you have one that you can both agree will work.

Step 4: Action Plan

Time to build an action plan that’s ambitious and achievable.
  • Break it down. For every solution, list all the steps you need to take to implement it. Each action should have a clear ‘who’, ‘what’, and ‘when’.
  • Assign ownership. For each action step, choose someone that is responsible to make sure the task gets done. Beware of taking on all the heavy lifting. This is a joint account plan and the workload should reflect effort from both sides.
  • Set deadlines. Deadlines are commitments to progress. Agree realistic timelines for each action to help maintain momentum.
  • Determine resources. What do you need to make each step happen? Is it time, money, decisions, or tools? Identifying these resources upfront avoids roadblocks later.
  • Create a communication plan. Decide how you’ll keep the lines of communication open. Regular check-ins, shared project plans, or email updates—it’s up to you. By keeping everyone informed and engaged, you’ll prevent surprises.

Step 5: Change Management

New plans, mean change. As a key account manager you must do your best to manage this change and help others embrace it with confidence.
  • Use force field analysis. Make a list of all the pros and cons of making a change, so you can deal with them accordingly. Let’s say your plan has a ton of reasons stacked against it. Well, you’ve got two choices: either drop the plan altogether or tackle those reasons one by one. This quick check helps you avoid chasing after ideas doomed from the start or dive into them eyes-wide-open, knowing the hurdles you must overcome to succeed.
  • Know your stakeholders. Change affects people in different ways, and often emotion takes over reason. Be empathetic to those that are struggling to deal with change. But also keep an eye on people who may actively undermine you with their negative influence.
  • Communicate. Regular, open communication builds trust and reduces uncertainty. Let everyone know what’s happening, why it’s happening, and what the expected outcomes are.
  • Offer training and support. Change may require new skills or adjustments to routines. Give your teams what they need to feel ready to tackle new challenges.
  • Look for quick wins. Identify opportunities for early success. Quick wins boost morale and highlight the benefits of change. And it gives clients reassurance that you know what you’re doing and your account plan is a winner.
  • Watch and adjust. Keep a close eye on how the change is unfolding. Pivot your strategies in response to feedback and the realities on the ground.

Step 6: Implementation

Implementation is where your plans take shape in the real world. Time to make things happen:
  • Final checks. Before launching your account plan, do a last round of checks with your team and client. Ensure everyone’s on the same page and make any last-minute tweaks.
  • Get everyone onboard. Brief everyone involved in the account plan, especially those on the front lines. Make sure know what to expect and why their participation is so important for the plan to succeed.
  • Check resources. Get into the habit of double-checking that everything you need is ready not just when you launch your plan, but also as you’re making it happen. The last thing you want is for your plan to fall apart because someone dropped the ball, a bill went unpaid, or any other surprise pops up.
  • Start monitoring. Track progress from day one. The point isn’t to micro-manage, but to intercept and address any issues quickly.

Step 7: Review and Optimise

Pause every so often to reflect on the big picture and understand what’s working and what changes need to be made.
  • Set a review cycle. Agree on a timetable for evaluate the plan’s progress that reflects the scope and pace of your project. Reviews should be part of your routine, not an afterthought.
  • Collect feedback. A wide range of perspectives gives a more comprehensive view of what’s happening. It also avoids bias, so don’t let everything be filtered through your key contact
  • Check your progress. Measure your achievements against the goals you set at the beginning. It helps you objectively assess where you stand and that your account plan is delivering tangible benefits.
  • Celebrate wins. Recognise and celebrate successes. It’s an easy way to acknowledge the hard work and dedication of everyone involved. This is a marathon, not a sprint, so little things like this can really help maintain momentum.
  • Stay flexible. Life happens, so be ready to adapt. Build in checkpoints to review progress and make necessary adjustments. Your plan should be resilient. And if something isn’t working, let it go.
  • Share any changes. Make sure to keep everyone informed about any changes to the plan or strategy. Otherwise, you may find people working on tasks that are no longer important because you forgot to mention the goals changed.

One-Page Key Account Plan Template

I’ve created a super simple account plan template to make managing and growing your key accounts straightforward. It compacts everything you need into just one page.

Simply copy the table from below and paste it into your preferred program, like Microsoft Word, and you’re all set.

Optional account planning resources

I’ve also got a special template for you in Excel, Google Sheets, or Notion.

It includes:

  • A formatted ready to go one-page account plan template
  • An example plan to guide you
  • A breakdown of 7 easy planning and action steps
  • Extra lessons for more insights

Just drop your email below for instant access. 

SECTIONCONTENTDESCRIPTION
Account OverviewClient SnapshotProvide a brief overview of the client's business and industry.
History and MilestonesHighlight the key events and achievements in the client relationship.
Current ChallengesIdentify the main issues the client is currently facing.
Relationship Strength (1-10)Rate the current strength of the client relationship based on how they feel about your company overall
Opportunities for GrowthPinpoint areas where the client can expand or improve.
Key ContactsList the primary decision-makers and influencers within the client's organization.
ObjectivesGoal 1State the first key objective the client aims to achieve.
- Success metrics: Define how progress and success will be measured for Goal 1.
- Aligned offerings: Identify your products or services that can help the client achieve Goal 1.
Goal 2State the second key objective the client aims to achieve.
- Success metrics: Define how progress and success will be measured for Goal 2.
- Aligned offerings: Identify your products or services that can help the client achieve Goal 2.
Goal 3State the third key objective the client aims to achieve.
- Success metrics: Define how progress and success will be measured for Goal 3.
- Aligned offerings: Identify your products or services that can help the client achieve Goal 3.
SolutionSolution 1Propose the first tailored solution to help the client achieve their goals.
- Matched goal: Specify which client goal Solution 1 addresses.
- Tailored approach: Describe how Solution 1 is customized to the client's needs.
- Success visualization: Paint a picture of what success looks like after implementing Solution 1.
Solution 2Propose the second tailored solution to help the client achieve their goals.
- Matched goal: Specify which client goal Solution 2 addresses.
- Tailored approach: Describe how Solution 2 is customized to the client's needs.
- Success visualization: Paint a picture of what success looks like after implementing Solution 2.
Solution 3Propose the third tailored solution to help the client achieve their goals.
- Matched goal: Specify which client goal Solution 3 addresses.
- Tailored approach: Describe how Solution 3 is customized to the client's needs.
- Success visualisation: Paint a picture of what success looks like after implementing Solution 3.
Change ManagementForces for changeList the factors that support the proposed changes.
Forces against changeList the factors that resist the proposed changes.
Stakeholder engagementOutline strategies to involve and communicate with key stakeholders effected by the plan.
Training and supportIdentify the resources needed to help stakeholders adapt to the changes.
Quick winsHighlight short-term, achievable goals that build momentum for change.
ImplementationFinal checksList any aspects of the plan that need to be reviewed and approved before implementation.
Stakeholder buy-inSecure commitment and support from key decision-makers for the account plan.
Kick-off meetingPlan a meeting to officially launch the implementation phase.
Monitoring planEstablish a process to track progress and identify issues during implementation.
Review and OptimizeReview scheduleSet a timeline for regularly assessing the plan's performance.
Feedback collectionDetermine methods for gathering input from stakeholders.
Progress assessmentEvaluate the plan's effectiveness based on established metrics.
Lessons learnedIdentify insights gained from the implementation experience.
AdjustmentsDocument any necessary changes to the plan based on feedback and assessments.

A Compact Guide to Account Planning

  1. Account Overview. Define all the important information about your client relevant to your account plan.
  2. Objectives. What does your client want to achieve, and how will success be measured?
  3. Solution. Identify the potential solutions that support your clients’ objectives.
  4. Action plan. Decide a course of action and list the steps needed to achieve your goals.
  5. Change management. Evaluate the chances of success through force field analysis.
  6. Implementation. Agree actions, assign owners, and set due dates.
  7. Review. Regularly review and adjust your plan to ensure you stay on track.

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