# Strategic Account Plan Template

> A one-page account plan covering goals, org chart, whitespace, and risk that's built to actually get updated quarterly, not filed away after the kickoff call.

Free template for sales reps. Topic: [Account Management, Retention & Expansion](https://www.peerlab.ai/library/topic/account-management-retention-expansion/). Published by PeerLab in the [Sales Enablement Resource Library](https://www.peerlab.ai/library/). Source: https://www.peerlab.ai/library/strategic-account-plan-template/

## How to use it

Fill in every section during your account planning session (or QBR prep), keep it to one page, and revisit it at least once a quarter, treat any section that hasn't changed in two reviews as a signal you don't know the account well enough.

## What's inside

- Account snapshot fields (ARR, tier, renewal date, tenure)
- Customer's stated business goals vs. our account goals
- Stakeholder/org chart map with role tags (economic buyer, champion, influencer, blocker, user)
- Current-state usage and adoption summary
- Whitespace and expansion opportunity log
- Risk register with mitigation owner and date
- Competitive landscape note
- 90-day action plan with owners
- Engagement cadence and next three touchpoints

One page. If a section hasn't changed in two consecutive quarterly reviews, that's a signal you don't actually know the account well enough yet, dig in before you copy it forward again.

---

## Account Snapshot
- **Account name:** ______
- **Tier (Strategic / Growth / Tail):** ______
- **Current ARR:** ______ **Contract start:** ______ **Renewal date:** ______
- **Health score (from Scorecard):** ______ **Churn risk score (from Calculator):** ______
- **CSM / AM owner:** ______ **Exec sponsor (ours):** ______

## Their Business Goals (in their words)
1. ______
2. ______
3. ______

## Our Account Goals (this year)
- Retention goal: ______
- Expansion goal (target ARR / use case): ______
- Advocacy goal (reference, case study, reference call): ______

## Stakeholder Map

| Name | Title | Role* | Sentiment (1–5) | Last touch |
|---|---|---|---|---|
| | | | | |
| | | | | |
| | | | | |
| | | | | |

*Role = Economic Buyer / Champion / Influencer / Blocker / End User

## Current State
- Products/modules in use: ______
- Primary use case(s): ______
- Adoption depth (light / core / power): ______
- Integration/technical dependencies: ______

## Whitespace & Expansion Opportunities

| Opportunity | Department/Team | Est. ARR potential | Trigger to pursue |
|---|---|---|---|
| | | | |
| | | | |

## Risk Register

| Risk | Likelihood | Impact | Mitigation | Owner | Target date |
|---|---|---|---|---|---|
| | | | | | |
| | | | | | |

## Competitive Landscape
- Incumbent/alternative tools in play: ______
- Why we win here / why we're vulnerable here: ______

## 90-Day Action Plan

| Action | Owner | Due date | Status |
|---|---|---|---|
| | | | |
| | | | |
| | | | |

## Engagement Cadence
- Standing cadence: ______ (e.g., biweekly check-in, monthly EBR)
- Next 3 touchpoints: 1) ______ 2) ______ 3) ______

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*Update this plan at every QBR at minimum. A plan that only exists in someone's head isn't a plan, it's a memory that leaves the company when the AM does.*