What is strategic account planning? The question seems simple on the surface, but ask five salespeople, and you’ll get five different answers.
It’s become common for commentators to refer to the fast-evolving reality of B2B selling as the “new normal”, and I’ve often used this phrase myself. But in some interpretations, seems to imply an acceptance that we’re going to have to learn to live with a situation that is somehow worse than what we had before whilst we strive to get back to the “old normal”.
When most sales professionals talk about account planning, they immediately think of how they can maximize the revenue from their existing accounts. Or how they can prevent accounts from selecting a competitor.