What does it mean to manage your account like a business? It means managing the account with an “account business plan” that provides a vision for strategic growth, and activating this plan as a guide to the actions you and your team will take to co-create customer value.

Like any effective business plan, this approach must result in revenue generation and account growth, but evolving your account planning process and account plan to this level of execution and impact can be challenging, especially when you’re also trying to balance both short- and long-term objectives. Far too many people, even in the SAMA community, tend to regard the account plan as more of a data repository or “form,” an accountability document that they receive limited value from, yet find themselves investing significant time and effort into updating and keeping current.

But there’s good news! If we redefine the purpose of our account plans and establish clarity around the account-planning levers — or “pressure points” — that must be identified and activated to discover, validate, pursue, and capture new revenue, the account plan can become much more than just a “form.” It can evolve into a proactive and predictive revenue generator that can help turn this quarter’s opportunities into fuel to propel and accelerate value co-creation in the future.

In this interactive 60-minute session, participants will hear from an expert panel of SAMA Excellence Award winners who are leveraging their account plans as actionable and sustainable account business plans. This session will provide guidance for driving both near- and longer-term revenue, and attendees will leave with insights into how to evolve their account plans into revenue-generating machines.