Too many account teams equate account planning with completing a template. The result is a document that gets built once, filed away, and never shapes a customer conversation, while the strategic thinking that creates mutual value never happens.

This interactive session challenges that. We’ll unpack why account planning spans across people, process, and technology, and reframe it as a continuous discipline tightly linked to the customer engagement process rather than a once-a-year exercise.

Participants will walk through five pillars that separate best-in-class programs from the rest:

• The collaboration process
• The plan framework
• Enabling technology
• Coaching and culture
• The facilitation tools that reduce the burden on account teams

Drawing on real transformation examples, we’ll explore what “good” looks like, where organizations typically stall, and the practical moves SAMs and their leaders can make to turn planning into measurable account growth.