Example 1: Enterprise SaaS, $2M ARR account
Industry: B2B FinTech. Account: a Fortune 500 bank.
Current state. Customer has 800 users on the platform across 3 business units. Renewed last year for 2-year term. NPS 67.
Goal. Grow to $5M ARR by end of next fiscal year. Add 2 new business units. Negotiate 3-year renewal.
Stakeholders. CIO is economic buyer. Head of digital banking is champion. Procurement led by chief procurement officer. Security team has veto.
Whitespace. Two unused product modules. Three business units with no current usage. Geography expansion to APAC.
Action items. Q1 EBR with CIO. Q2 expansion proposal to add modules. Q3 procurement engagement on 3-year renewal.
Example 2: Pharma KAM, $5M ARR account
Industry: pharmaceutical. Account: a top-10 pharma company.
Current state. Customer uses Prolifiq across 4 of 6 therapeutic areas. 1,200 sales reps trained. Annual contract.
Goal. Expand to 2 remaining therapeutic areas. Tie usage to clinical outcomes for a co-published case study.
Stakeholders. SVP commercial is economic buyer. VP sales operations is champion. Medical affairs has veto on any clinical data integration.
Whitespace. 2 therapeutic areas. EU and APAC affiliates.
Action items. Q1 expansion conversation with SVP. Q2 medical affairs co-design. Q3 EU affiliate intro.
Example 3: Mid-market SaaS, $400K ARR account
Industry: B2B SaaS (marketing tech). Account: $200M revenue mid-market company.
Current state. 80 users across marketing and sales teams. Renewed annually for 3 years. CSAT 4.6/5.
Goal. Add customer success team to platform. Upgrade to enterprise tier.
Stakeholders. CMO is economic buyer for current use case. VP CS would be economic buyer for expansion. Champion is director of revenue ops.
Whitespace. CS team (40 users). Adjacent products in MarTech suite.
Action items. Q1 intro to VP CS. Q2 ROI model for CS use case. Q3 expansion close.
Example 4: Financial services, $1.5M ARR
Industry: regional bank with $50B in assets.
Current state. 600 commercial bankers using the platform. Single-region deployment.
Goal. Expand to retail banking. Add 1,200 retail bankers.
Stakeholders. President of commercial banking is current EB. President of retail banking would be new EB. Champion: head of commercial banking ops.
Whitespace. Retail banking division. Wealth management division.
Action items. Q1 exec intro between retail president and our exec sponsor. Q2 retail banking pilot. Q3 retail rollout planning.
Example 5: Manufacturing, $700K ARR
Industry: industrial manufacturing, $3B revenue.
Current state. Used by 200 sales reps across North America. Quarterly renewal.
Goal. Expand to European subsidiary. Add 150 reps. Move to annual contract.
Stakeholders. VP global sales is EB. VP European sales is local champion. IT integration team gates technical work.
Whitespace. European subsidiary. APAC subsidiary.
Action items. Q1 European VP intro. Q2 European pilot. Q3 expansion close + contract conversion.
What these examples have in common
Quantified current state with specific user counts, renewal dates, and CSAT.
Specific 12-month goals tied to revenue.
Named economic buyers and champions, not generic titles.
Quantified whitespace with specific BUs, geographies, or use cases.
Time-bound action items with owners.
Frequently asked questions
What does a good account plan look like?
Quantified current state, specific 12-month goals, named stakeholders, quantified whitespace, time-bound action items with owners.
Where can I see real account planning examples?
This guide includes five anonymized examples from technology, pharma, financial services, and manufacturing.
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