The 10 sections every KAM plan needs
1. Account overview. Customer name, industry, size, geography, products purchased.
2. Strategic context. Why this account is designated key. Revenue tier, strategic value, growth potential.
3. Goals for the next 12 months. Quantified targets for NRR, expansion ACV, renewal date.
4. Stakeholder map. Named contacts on the buying committee and executive layer with role, influence, and support.
5. Current state. What the customer uses today. How they're using it. Adoption health.
6. Future state. What success looks like 12 months out. Where the relationship needs to be.
7. Whitespace and expansion opportunities. Specific opportunities with estimated ACV and timeline.
8. Action items. Named owners and dates.
9. Risk register. Known risks (executive turnover, competitive threat, adoption slip) and mitigation plans.
10. Cadence. The QBR, EBR, and check-in schedule for the year.
Template formats
Editable Excel and Google Sheets. Self-serve, easy to share.
Editable PowerPoint. For QBR or EBR presentation.
Salesforce-native via Prolifiq CRUSH. The same template structure but pre-populated from Salesforce data and auto-updated as data changes.
Why slide-deck plans go stale
Plans built in PowerPoint or Excel get updated when someone has time. Which is rarely. Most slide-deck KAM plans are out of date within 30 days of creation.
Plans built natively in Salesforce update automatically. New stakeholders added to the Contact records show up in the relationship map. New opportunities show up in the pipeline view. New activity surfaces on the timeline.
Practical difference: the day before a QBR, a Salesforce-native plan is current without any rep effort. A slide-deck plan requires hours of refresh work.
How to use the template
Fill in every section. Blanks indicate gaps that need to close.
Review the plan at least quarterly. Refresh fully ahead of every QBR.
Share the plan with the cross-functional team (CS, SE, marketing) so everyone working the account has the same view.
Track action item completion. Stale action items signal program slippage.
Frequently asked questions
What sections should a KAM plan include?
Account overview, strategic context, 12-month goals, stakeholder map, current state, future state, whitespace, action items, risk register, and cadence.
How often should a KAM plan be updated?
Refresh at least quarterly. Update the relationship map any time there's a leadership change on the customer side.
Why use a Salesforce-native KAM plan instead of a slide deck?
Slide-deck plans go stale within 30 days. Salesforce-native plans update automatically as the underlying data changes.
CTA
Want a KAM plan template that updates itself? See how CRUSH delivers the same structured plan natively inside Salesforce. [Book a Demo]
