Major Account Planning (MAP) is a facilitated planning program for sellers/account managers/account teams who are charged with maximizing sales results and customer satisfaction in strategic accounts.


Major Account Planning enables account managers to develop an effective plan for generating high-value sales and raising the level of relationship in major accounts, thus improving margins while simultaneously defending the account from competitive encroachment.

It is based on a repeatable process for planning effective activities and efficient application of resources for improved sales and relationship-building within an account, and includes supporting analysis and planning tools.

The Major Account Planning Process

Intended Audiences

Major Account Planning is designed for any sellers/account managers/account teams who manage business with major or strategic accounts, using either assigned personnel, virtual support resources, partners, or any combination of those.

What is included in the Major Account Planning program?

Program Objectives

At the end of this workshop, participants will be able to:

  • Plan for maximizing value in an account
  • Identify tactics for (further) penetrating an account
  • Identify opportunities for new business with an account
  • Navigate the decision-making politics within an account
  • Develop higher levels of relationship with account stakeholders
  • Protect an account from competitive intrusion
  • Prioritize where selling resources should allocate their time
  • Create a plan to execute against revenue and relationship objectives

Multiple Delivery Modality Options

MAP can be learned through live instructor-led training (ILT) workshops, via virtual instructor-led training (vILT) sessions, or online through on-demand eLearning and video-based content. However, because MAP is a comprehensive account planning methodology, we find that a blended learning approach that incorporates a mix of delivery modalities produces the best results.

For ILT and vILT delivery, each SPI instructor has been certified to rigorous standards, and they each bring at least 15 years of sales and management experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.

Workshop Topical Agenda

MAP is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led MAP workshop is a two and a half day, highly interactive program, and incorporates online eLearning and in-classroom automated tools. The standard workshop includes:


  • Watch the “Getting Started with the Account Planning Tool” tutorial (video)
  • Complete the pre-work account information requirements (within the tool):
    • Basic Account Information
    • Key Historical Events and Milestones
    • Industry Trends
    • Key Performance Indicators
    • Vision for the Account
    • Organizational Structure (“Profit and Cost Centers”)
    • Key Players Analysis (“Organization/Stakeholder Mapping”)
    • Drivers and Business Initiatives
    • Current Opportunities
    • Recurring Revenue

Day 1


  • When account management is done well
  • Account planning and management framework
  • A major account planning process
  • Exercise:
    • Introductory Positioning and Expectations

Analyze the Account
At the end of this module, participants will have:

  • Reviewed essential account information:
    • Basic account information
    • Identified historical projects and milestones
    • Organizational structure of the account
    • Business initiatives and potential stakeholders
    • Identified the portfolio of current opportunities
    • Discussed the team’s “vision” for the account
  • Exercise:
    • Review Pre-work: Account Information

Identify Business Initiatives and Pain
At the end of this module, participants will have:

  • Reviewed the hierarchy of business drivers and business initiatives and pains
  • Explored how business initiatives can generate pains in a company
  • Defined business initiatives within their account
  • Identified current opportunities and recurring revenue sources
  • Exercises:
    • Identify Drivers and Business Initiatives
    • Identify/Review Current Opportunities and Recurring Revenue

Assess Relationships
At the end of this module, participants will have:

  • Identified potential stakeholders in the account
  • Assessed the level of support from key stakeholders
  • Identified gaps in relationship coverage
  • Identify influential individuals in the account
  • Exercises:
    • Conduct Key Player Analysis Mapping
    • Identifying Lines of Influence

Assess Competition
At the end of this module, participants will have:

  • Identified success that can be reported to stave off competition
  • Assessed competitive presence and areas of account penetration
  • Exercise:
    • Assess Competitive Presence

Day 2

Identify New Business
At the end of this module, participants will have:

  • Identified areas of new opportunity (“white space”) within the account
  • Estimated potential value of new business
  • Identified potential, new business initiatives that could be positioned
  • Exercises:
    • Assess Current Opportunities within White Space Matrix
    • Identify and Capture White Space Opportunities
    • Expanding White Space

Prioritize Opportunities
At the end of this module, participants will have:

  • Formulated criteria for prioritizing opportunities
  • Created a prioritized portfolio of account opportunities
  • Exercises:
    • Determine Criteria and Prioritize Opportunities
    • Record Opportunities in Opportunity Portfolio

Determine Strategy and Coverage
At the end of this module, participants will have:

  • Selected an appropriate account-level strategy
  • Identified resources required to:
    • Maintain the current pipeline
    • Improve account relationships
    • Help launch new opportunities
  • Exercises:
    • Determine Account Level Strategy
    • Determine and Allocate Potential Resources

Develop an Execution Plan
At the end of this module, participants will have:

  • Considered all the potential actions identified during various exercises
  • Defined objectives for improving aspects of the account
  • Developed actions in support of the plan objectives
  • Reassessed resource requirements in support of the plan
  • Exercise:
    • Develop an Execution Plan

Day 3

Account Plan and Execution Plans – Team Reviews

  • Exercises:
    • Team 1 Account Plan Review
    • Team 2 Account Plan Review
    • Team 3 Account Plan Review

Manage the Account

  • Reviewed a method for conducting account plan reviews
  • Received feedback on their team’s account plan review
  • Discussed best practices for preparing an account review
  • Reviewed a structure for periodically reporting success to the account
  • Reviewed the benefits of an account review

Getting Started:

  • Activities for managing the account annually
  • Account planning and trusted advisor status over time

Instructional Materials

The workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in printed or electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate

Useful Sales Tools and Job Aids

The workshop incorporates the integrated use of SPI-Sales Process Playbooks – an easy-to-use, automated tool that includes a variety of helpful job aids. As participants complete the pre-workshop exercises and the in-workshop planning exercises, they capture the results in the SPI-Sales Process Playbooks application. After the workshop, account managers can use the application on an ongoing basis for effective execution of their account plan and for developing future iterations of account plans.

The job aids provided in the program toolkit include:

  • Account Profile and Key Information – essential information about an account’s business, drivers, competitive environment, industry, and key performance indicators
  • Organizational Mapping and Stakeholder Analysis – a visual representation of the formal and informal structures within an account, the key people in the account, and their roles – captures influencers and power within an account
  • Drivers and Business Initiatives Map – a visual tool for linking existing and potential projects to business drivers within the account
  • Current Opportunities and Recurring Revenues – captures and calculates the value of current business within an account
  • White Space Analysis – identifies and quantifies potential opportunities for creating new value within an account
  • Opportunity Prioritization – ranks the highest value opportunities for pursuit by the account team
  • Account Strategy – captures the most effective approach for competing for business within an account
  • Account Resource Planning – assigns direct or virtual resources to execute required activities within an account, to win business, or address customer relationship issues

Strategic Value

Major Account Planning provides account managers with a repeatable and practical methodology for winning more business in strategic accounts and elevating the level of relationship within those accounts. The outcomes of this methodology are higher levels of sales revenue, a greater share of spend within the account, and more efficient use of resources, thereby, lowering cost of sales and improving margins on business in that account.

Maybe consider an Open Workshop?

If you need training for individuals and small groups, then attending one of our open workshops might make sense for you.