Sales & Marketing Alignment:
How Do I Create Shared Account Plans?
Build one joint plan per strategic account with shared goals, buying-group maps, and an integrated play calendar. Instrument tasks in CRM/MA, review on a set cadence, and measure progress against coverage, engagement, pipeline, and revenue.
Use a single account plan canvas owned by Sales and Marketing together. Standardize sections (goals, ICP & whitespace, buying groups, value narrative, plays by stage, timeline, risks, and KPIs), assign owners & SLAs for every action, and wire it to CRM/MA so activities, intent, and outcomes auto-update. Review monthly with a quarterly reset during QBRs.
Principles For Shared Account Planning
The Shared Account Plan Playbook
A practical sequence to co-create, activate, and continuously improve account plans.
Step-By-Step
- Align on ICP & goals — Define in/out criteria, revenue targets, and success metrics (coverage, engagement, pipeline, ARR).
- Assemble the team — Account owner, SDR/BDR, marketer, SE/CSM, and exec sponsor with clear roles and decision rights.
- Map buying groups — Identify stakeholders, pains, initiatives, and proof points; capture personas and objection handling.
- Assess whitespace — Current footprint vs. total addressable wallet; prioritize use cases and cross-sell/upsell paths.
- Draft the value narrative — Business outcomes, impact metrics, and case stories tailored to each buying group.
- Plan the plays — 90-day calendar spanning ads, SDR touches, events, exec programs, content, and enablement assets.
- Instrument & assign — Convert plays to tasks/campaigns in CRM/MA; set SLAs, alerts, and exit criteria for each stage.
- Launch & monitor — Track coverage, engagement lift, meeting set, pipeline created, and stage velocity in a shared dashboard.
- Review & adapt — Weekly working syncs; monthly plan review; QBR to reset hypotheses, budget, and next bets.
Shared Planning Formats: When To Use What
| Format | Best For | Data Needs | Pros | Limitations | Cadence |
|---|---|---|---|---|---|
| One-Page Account Plan | Exec alignment & quick starts | ICP, goals, top contacts, next 30–90 days | Fast; easy to read; portable | Limited detail; needs linked tasks | Monthly refresh |
| Joint Success Plan | Post-sale adoption & expansion | Use cases, KPIs, milestones, risks | Customer-facing; outcome-driven | Less pre-sale focus | Quarterly |
| Deal/Opportunity Win Plan | Active pursuits & late-stage | Buying team map, proof, close plan | Clear next steps; close orchestration | Narrow scope; short-term | Weekly |
| Executive Briefing Plan | C-level programs & EBCs | Themes, agenda, outcomes, follow-ups | Top-down momentum; sponsorship | Requires prep; limited frequency | Per briefing |
| Partner Co-Sell Plan | Joint motions with ISVs/SIs | Deal-reg, roles, MDF, plays | Extends reach; shared credibility | Split credit; coordination load | Biweekly |
Client Snapshot: One Plan, Real Momentum
A global fintech replaced scattered documents with a single CRM-connected plan per Tier 1 account. In 90 days, contact coverage rose 35%, meeting rate doubled on executive programs, and pipeline per targeted account increased 22% quarter-over-quarter while win rate improved by 6 points.
Anchor your planning in RM6™ and orchestrate touchpoints with The Loop™ so every activity advances a shared outcome.
FAQ: Creating Shared Account Plans
Quick answers on scope, ownership, cadence, and tooling.
Turn Plans Into Pipeline
We’ll help you co-create the plan template, wire it to your stack, and operationalize a cadence that drives revenue.
Modernize Go-To-Market AI For Account Planning