Chapter 1
Why Do You NeedAccount Plans?
Last year, I found myself trapped in a conference room with a handful of people who clearly did not want to be there. I had flown to Dallas to help a midsized technology hardware company implement an account planning process. The company was starting the program from scratch—it had never had a formal account planning process before. And it was clear from the meeting the sales team did not think this process was necessary.
The sales executives were smart and seasoned. They were comfortable handling large strategic accounts—in their own way. And while revenue numbers were fine, the head of sales and marketing knew that with some planning, they could be great.
David seemed especially displeased to be there. ...
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