Sales & Marketing Alignment:
How Do I Create Shared Account Plans?
Build one plan per account that everyone can execute. Align on goals, buying committee, plays, and metrics, store it in your CRM, and review it on a fixed cadence so pipeline and expansion accelerate together.
Create a single, CRM-backed account plan co-authored by Sales, Marketing, and CS. Standardize the template (ICP fit, goals, buying committee, whitespace, plays, risks), connect it to tasks, sequences, and ABX campaigns, and review progress in monthly/quarterly rhythms. Measure plan health with coverage, engagement, multithreading, and stage velocity.
First Principles for Shared Account Plans
Your 90-Day Plan to Stand Up Shared Account Plans
Codify the template, pilot with top accounts, then wire into workflows and dashboards.
Phase 1 → Phase 2 → Phase 3
- Days 1–30: Design & Enable — Draft a standard template; define RACI and review cadence; add plan fields to CRM (goals, buying group, whitespace, plays, risks); create a one-page plan summary and a checklist.
- Days 31–60: Pilot & Operate — Select 20–30 tier-A/B accounts; co-author plans in working sessions; link plays to campaigns and SDR sequences; require contact roles on all opps; launch a plan health dashboard.
- Days 61–90: Scale & Govern — Roll out to all named accounts; automate data feeds (intent, usage); add plan review to QBR agenda; publish a play library; measure adoption and impact, adjust the template.
Tiered Account Planning Matrix
| Account Tier | Plan Depth | Contributors | Planning Cadence | Review Cadence | Primary KPIs |
|---|---|---|---|---|---|
| Strategic (Global 20) | Full template incl. whitespace, exec relationships, partner motion, adoption plan | AE (owner), ABM, CSM, SDR, SE, Partner Mgr, Exec Sponsor | Quarterly refresh + annual strategy | Monthly working session + QBR w/ execs | Pipeline coverage 3–5×, multithreading, expansion ARR, win rate |
| Named (Top 200) | Core template: goals, buying group, 3–5 plays, risks, next 90 days | AE (owner), ABM, SDR, CSM (as needed) | Quarterly refresh | Monthly stand-up | Meetings set, MQAs by role, stage velocity, opp creation |
| Commercial/Velocity | Lite plan: ICP fit, key contacts, 2–3 plays, next steps | AE/AM + SDR | Rolling 90-day | Bi-weekly pipeline huddle | Touch pattern adherence, first meetings, conversion to Stage 2 |
Client Snapshot: From Slide Decks to CRM Plans
A cybersecurity vendor moved account plans from slides to CRM fields, added monthly working sessions, and linked plays to ABX campaigns. Within two quarters, multithreaded opps rose 48%, first-meeting rates improved 32%, and expansion ARR grew 22%.
Map your shared plans to RM6™ and activate plays with The Loop™ so strategy, execution, and measurement stay in lockstep.
Frequently Asked Questions about Shared Account Plans
Short answers you can paste into your operating guide.
Launch Shared Account Plans in 90 Days
We’ll deliver the template, wire it into CRM, stand up dashboards, and coach your monthly/quarterly reviews.
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