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Key Account Plan

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
8 · US Letter
Style
Corporate
Difficulty
Beginner
Updated
November 1, 2026

Every page (8)

Overview

Account plans fail when they describe the customer's company instead of its goals, or when the relationship map shows only the day-to-day user. This template keeps the team honest: an answer-first overview, customer priorities, a stakeholder map with a RACI, valued opportunities, a risk register and a dated action plan.

The sample follows Pennine Grocers, a £4.2M account for Kettleby Trading with 38% of a £11M wallet, four opportunities worth £3.05M and a renewal on 30 November 2027. Replace the revenue, goals, stakeholders, opportunities with values and probabilities, risks and owners with your own.

Useful for

  • An account director preparing the annual plan for a top-five customer before the budget round
  • A sales VP reviewing quarterly health, revenue and risks across the strategic accounts
  • A key account manager rescuing an account that has lost two executive contacts

What's included

  • Executive summary with headline figures, four findings and a recommendation
  • Customer goals page with ranked priorities and two persona cards
  • Relationship map with four stakeholders and a RACI of who owns each relationship
  • Opportunities article with value, probability, owner and next step for each
  • Risk register with ratings, owners and responses
  • Action plan with a Gantt, a monthly and quarterly cadence and a make-it-yours guide

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the overview with the customer's real revenue, products held and contract dates, and rewrite the goals from their annual report or last executive conversation.

  3. 3

    Redraw the relationship map with each stakeholder's name, role and your named owner, then enter opportunities with a value, probability and next step.

  4. 4

    Set a quarterly review date and a named executive sponsor in the action plan, and score the account's health.

  5. 5

    Delete the guide page, then share the plan with your account team and executive sponsor.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

How often should a key account plan be reviewed?

Review it every quarter and update the health score, pipeline and relationship map monthly. A plan set once a year and never reviewed stops being useful within a few months.

What should the relationship map show?

Include the economic buyer and an executive sponsor, not only the day-to-day user. Score each relationship from 1 to 5 and name the person on your side who owns it.

Are the company, people and figures real?

No. Kettleby Trading, Pennine Grocers, the people, phone numbers and every figure are fictional sample data. Replace all of them with your own account details.

  • #key-account-plan
  • #account-plan
  • #strategic-account
  • #relationship-map
  • #sales-planning
  • #account-management
  • #google-docs

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