Blog · Territory, capacity and quota planning
What an account plan looks like when every line on it is computed from the ledger, the CRM and the norm: the account's share and gap by product, its trend, its contact recency, its tier and cadence, its concentration in the rep's book, and the three actions that follow. Why it is produced for every account rather than written for twenty, and how the rep's judgement is added on top rather than typed in underneath.
An account plan written in January describes the account as it was in December and is not opened again until the review. The same seven measures computed every month from the ledger, the CRM and the norm describe the account as it is, for every account, and the rep's judgement goes on top. This guide sets out the one page, the three actions that follow by rule, and the box the rep owns.
| Line | Measure | Source |
|---|---|---|
| 1 | Revenue, trailing twelve months, and trend against the prior twelve | Ledger |
| 2 | Share of wallet against the segment norm, with the wallet method | Ledger, customer master, norms |
| 3 | Product lines missing that similar accounts hold, valued | Ledger, product list, norms |
| 4 | Days since last qualifying touch against the tier's cadence | Activities, tiers |
| 5 | Dormancy state against the account's own cadence | Ledger |
| 6 | Share of the rep's book, and rank | Ledger, assignments |
| 7 | Open pipeline, by stage, with slip count | Pipeline snapshots |
| Action | Rule |
|---|---|
| Sell | The largest valued gap on line 3, with the norm behind it |
| Touch | If line 4 exceeds the cadence, the overdue touch, with days |
| Move | The deal on line 7 with the highest slip count, with its history |
Each action names a thing. None is "grow the account".
Account 4471, rep R-04, tier 2, segment mid manufacturers.
| Line | Value | Reading |
|---|---|---|
| Revenue | $180,000, down 8% | Falling |
| Share of wallet | 25% against norm 62%, wallet by norm method | $430,000 at norm |
| Missing lines | B ($52,000, bought and stopped), C ($30,000), E ($14,000) | Line B first |
| Last touch | 71 days; cadence 45 | Overdue by 26 days |
| Dormancy | Active; cadence 30 days; last order 19 days ago | |
| Share of rep's book | 4%, rank 9 of 62 | |
| Pipeline | 1 deal, $60,000, proposal, slipped twice | At risk |
Actions. Sell line B, which the account bought until last year, at $52,000. Touch: overdue 26 days. Move: the $60,000 proposal has slipped twice and is at the team's 16 percent close rate for that count.
Judgement, R-04, 12 Sep. New procurement lead since July; previous contact left. Line B was dropped over a delivery issue in Q4; resolved, not communicated.
Per rep: accounts with a sell action, a touch action, a move action, and the value in each. The rep's month is the sum of the pages, and the manager's one-to-one is the roll-up.
Twenty plans, written. The fortieth account has none.
Judgement typed over numbers. The plan says 40 percent share because the rep believes it.
Actions as aspirations. "Deepen the relationship" is not an action.
Refreshed annually. Line 1 is wrong by February.
Mapped once, the ledger, the CRM exports, the norms and the pipeline snapshots produce the seven lines and the three actions for every account every month, with the rep's box carried forward. Covirage builds this from the exports as they are. The sales intelligence solution describes the setup, and the account tiering guide covers the tier and cadence that line 4 measures against.
It replaces the part of it that was typed from memory and out of date by the second month. The strategic narrative, the relationship map and the executive sponsor still belong to the rep, in the judgement box, and they sit on top of numbers that refresh.
Because the twenty accounts that get a written plan are the twenty everyone already knows about. The account that matters this month is often the fortieth, and it has a computed plan too. The rep opens the ones the movements page points at.
Anything the numbers cannot know: a reorganisation at the customer, a competitor's contract end, a relationship at risk. Dated, attributed, short. It is read beside the computed lines, and it never overwrites them.