Grow and protect your most important customers with a key account plan that lives
A complete key account management system from Bodhih Training: a practical e-book plus the workbook, forms, templates, scripts and calendar to run the whole job, from choosing key accounts to winning the renewal.
- A 17-sheet Key Account Workbook: selection matrix, relationship map and coverage, whitespace grid, MEDDICC opportunities, health score, revenue, share of wallet, NRR, QBR tracker, price simulator and dashboards
- Five fillable PDF forms for research, relationship mapping, SWOT and strategy, QBR preparation and account risk reviews
- A full key account plan template, a joint value plan, a QBR outline and script, 41 ready-to-edit customer messages and a rules-of-engagement one-pager
- A worked example, 31 AI prompts, three cheat sheets with dated compliance notes, a 44-event 90-day calendar and a task board import
The Key Account Plan Kit · Bodhih Pro Kits · 87 by Bodhih Training, trainers to 2,000+ companies since 2008.
What should a key account plan include?
A key account plan should include the customer's goals in their words, your current position and share of wallet, a relationship map, value hypotheses, whitespace and opportunities, an account SWOT, three to five measurable objectives, a strategy, owned actions and review measures. The Key Account Plan Kit from Bodhih Training gives you the template, workbook and worked example.
Want the full free guide first? Read How to Write a Key Account Plan: Step by Step, With Examples.
You already feel the problem. Here is what it is costing you.
The account looked healthy until it wasn't
Orders kept coming, so nobody looked closer. Then a procurement email announced a tender you never knew about, decided by people you had never met.
Everything is key, so nothing is
Forty accounts carry the label, each with a plan nobody opens. Your best people spend their time evenly instead of where growth and risk really are.
Reviews that customers stop attending
Quarterly business reviews have turned into forty slides about your company. Senior people stop coming, and your value story never reaches the people who sign.
Price pressure with no answer but a discount
Procurement asks for a cut and the reflex is to give it. Nobody has calculated how much extra volume that discount needs just to stand still.
Picture the next few weeks with the kit open beside you.
Imagine opening one workbook on Monday morning and seeing, for every key account, a health colour, the renewals inside your warning window, the people you have not spoken to in 45 days and the opportunities whose stage is ahead of the evidence. As you work through the Choose and Know steps, the accounts that deserve your time become obvious, and so do the ones that would be happier with a lighter touch.
Picture your next quarterly business review. You have asked the customer what would make the hour useful. You open with their priorities, show three measures in their own numbers, and raise the one bad number yourself, with the cause and the fix. When the chief of staff offers to take your proposal to the steering committee, you notice the meeting has stopped being a presentation and become a partnership.
Now think about the next procurement letter. Instead of reaching for a discount, you open the Price Simulator, see exactly what a 6% cut would cost, and come back with three options that help procurement hit its target without giving margin away. Whether you start with the selection matrix tonight or the relationship map tomorrow, each tool connects to the next.
And a year from now, when someone asks how the account is going, you will not be describing a feeling. You will be showing growth, share of wallet, net revenue retention and a health score with evidence behind it.
20 files that do the work for you
The e-book shows you how. The tools make it happen. Here is exactly what you download.
The Key Account Plan Kit (e-book, PDF)
The guide: methods, worked examples, scripts and exercises
Start here: key account map
The whole key account job on one page: each step and the file to open, your first hour and a 30/60/90-day use plan.
Key Account Workbook
17-sheet workbook: settings, account selection matrix, profile, relationship map and coverage, whitespace and grid, MEDDICC opportunity plan, plan actions, health score, revenue and share of wallet, NRR, QBR tracker, price simulator and two dashboards.
Account research worksheet
Three-page fillable worksheet: the customer's strategy, money, initiatives and buying process, with a source and date for every fact and the questions still to ask.
Relationship map worksheet
Three-page fillable worksheet to draw the buying group, rate influence, attitude and strength, find coverage gaps and assign peer-to-peer owners.
Account SWOT and strategy form
Three-page fillable form that turns research into an account SWOT, three to five measurable objectives, a two-sentence strategy and the top actions.
QBR preparation form
Three-page fillable form to prepare a quarterly business review: attendees, their priorities, value story, honest issues, the ask and the follow-up.
Account risk review form
Two-page fillable form for a one-hour risk review when an account turns Red or falls fast: what changed, the customer's view, a 14-day plan and escalation triggers.
Key account plan template
Full internal key account plan: one-page summary, situation, customer goals and value, relationships, whitespace, SWOT, objectives, strategy, actions, risks and measures.
Joint value plan template
Shared plan to build with the customer: agreed goals, value initiatives, baselines and measures, both sides' responsibilities, a mutual action plan and review rhythm.
QBR presentation outline and script
A 60-minute QBR agenda, a ten-slide outline with what to say on each, exact words for five hard moments and a follow-up template.
Key account message library
41 ready-to-edit messages and scripts: executive outreach, check-ins, QBRs, growth, renewals, price and procurement, escalations and thank-yous.
KAM rules of engagement
One-page policy your company can adopt: who owns key account relationships, who talks to whom, discount authority, escalation, information sharing, credit and gifts.
Worked example pack: Harvest Table Foods
The main forms and templates completely filled in for one composite account: risk review, research, relationship map, SWOT and strategy, plan on a page, joint value plan, QBR preparation and price simulation.
AI prompt pack for key account management
31 tool-agnostic prompts grouped by step of the key account cycle, each with what to paste in and what to check before using the output.
Key account decision card
If this happens, do this: 16 decision rules for key account moments, plus dated compliance notes (correct at October 2026).
Key account mistakes to avoid
Twelve mistakes that lose key accounts, what they look like and what to do instead.
Account health signals card
Seven health signals with healthy, early-warning and danger descriptions, how the score works and what each alert means.
90-day key account plan calendar
44 calendar events that run the whole key account cycle over 90 days, from selection to the first QBR and renewal checks.
Key account plan task board (CSV import)
44 tasks with phase, day, owner, labels and the file to open; imports into Trello, Asana, Notion, Planner or Jira.
Chapter by chapter
Each chapter opens with a real situation, gives you a method and ends with something to do today, using the tools in your kit.
- Format
- PDF e-book + XLSX + fillable PDF + DOCX + PDF cheat sheets + ICS + CSV
- Files
- 20 files plus a one-click ZIP
- E-book
- 62 pages
- Works with
- Excel, Google Sheets, LibreOffice, Word, Google Docs, Acrobat Reader, GoodNotes, Google Calendar, Outlook, Apple Calendar, Trello, Asana, Notion, Planner, Jira
- Best for
- Key account managers, B2B sales managers and founders managing major customers, in any country and currency
Your Best Customers Deserve a Plan
Why key accounts are lost in rooms you never enter, what has changed about B2B buyers and the six-step method.
Choosing Your Key Accounts
Score attractiveness against strength, read the four quadrants and cap the list at what your team can serve.
Knowing the Account
Research strategy, money, initiatives and the buying process, with sources, and use AI safely for summaries.
Mapping the Relationships
Move from bow tie to diamond: rate buying role, attitude, influence and strength, then close the gaps.
Understanding Customer Value
Turn the customer's goals into value drivers and testable value hypotheses in their own metrics.
Finding Whitespace and Opportunities
Map units against products, value each open box and qualify the best with MEDDICC.
Writing the Key Account Plan
Build a short internal plan and a separate joint value plan, with mutual action plans and an executive sponsor.
Running the Quarterly Business Review
Prepare, run and follow up a QBR built on the customer's priorities and an honest value story.
Account Health, Risk and Renewals
Score seven health signals, run a risk review within a week of any Red and start renewals early.
Handling Procurement and Price Pressure
Understand the target, test discounts with the Price Simulator, offer options and trade every concession.
Running the Account Team and Measuring KAM
Rules of engagement, team rhythm, global accounts, NRR and share of wallet, and where AI must not decide alone.
The Plan That Lives
What a living plan looks like a year on, and what to do next.
Key Account Metrics Definitions
Plain-words definitions and formulas for growth, share of wallet, NRR, GRR, health and pipeline measures.
Using AI in Key Account Management Safely
Rules for every prompt and a step-by-step table of where AI helps and where people decide.
Not just reading. Tools you will actually open again.
E-book
- The Key Account Plan Kit e-book: 10 chapters, conclusion and 2 appendices, with figures, scripts, worksheets and a running worked example
Start here
- 00-Start-Here-Key-Account-Map: the whole job on one page, your first hour and a 30/60/90-day use plan
Spreadsheet
- Key Account Workbook (17 sheets): Settings, Account Selection, Account Profile, Relationship Map, Coverage, Whitespace, Whitespace Grid, Opportunities with MEDDICC, Plan Actions, Health Score, Revenue, NRR, QBR Tracker, Price Simulator, Dashboard and Revenue View
Fillable PDF forms
- Account Research Worksheet
- Relationship Map Worksheet
- Account SWOT and Strategy Form
- QBR Preparation Form
- Account Risk Review Form
Word templates
- Key Account Plan Template (full internal plan with plan on a page)
- Joint Value Plan Template with mutual action plan
- QBR Presentation Outline and Script
- Key Account Message Library (41 messages and scripts)
- KAM Rules of Engagement one-pager
- Worked Example Pack: Harvest Table Foods
- AI Prompt Pack for Key Account Management (31 prompts)
Cheat sheets
- Key Account Decision Card with compliance notes correct at October 2026
- Key Account Mistakes to Avoid
- Account Health Signals Card
Calendar and import
- 90-Day Key Account Plan Calendar (44 events, ICS)
- Key Account Plan Task Board (44 tasks, CSV for Trello, Asana, Notion, Planner or Jira)
When you have worked through it, you will be able to…
Every outcome is practised with a worked example and a tool, not just described.
- You will be able to choose key accounts with a weighted attractiveness and strength matrix your leadership agrees with
- You will be able to research an account's strategy, finances, initiatives and buying process, with every fact sourced
- You will be able to map the buying group, spot coverage gaps and build peer-to-peer relationships
- You will be able to write value hypotheses in the customer's metrics and agree how they are measured
- You will be able to find whitespace, qualify opportunities with MEDDICC and write a plan on a page
- You will be able to run a quarterly business review with an honest value story and follow it up within 48 hours
- You will be able to score account health, run a risk review and start renewals early
- You will be able to answer price pressure with options and trades rather than reflex discounts
Know your starting point. Prove your progress.
People who measure before and after improve faster and can show it. AssessAll, our sister assessment platform, has AI-graded assessments that pair with this kit. Take one now, work through the kit, then re-take it.
Key Account Management
Take the assessment →AssessAll assessmentAccount Planning & Expansion - Situational Judgement
Take the assessment →AssessAll assessmentCustomer Renewal and Account Risk Assessment for Customer Success and Account Management Teams
Take the assessment →JobularySet goals you actually reach with the WOOP method (Jobulary)
Make it a growth plan →A taste of Chapter 2
Most account managers know their own products in detail and their customers' businesses in outline. When you know the customer's strategy, money, initiatives and buying process, three things change. You ask better questions. You spot opportunities before they become tenders. And you can explain your value in the customer's language: their revenue, their costs, their risks. The research tradition behind this is long. Neil Rackham's research for Huthwaite, published as SPIN Selling in 1988, found that in larger sales the successful sellers asked more questions about the customer's situation, problems, the implications of those problems and the value of solving them. The Challenger research by CEB, now part of Gartner, argued that the best performers teach customers something new about their own business.
The honest comparison
| Free templates and typical advice | This kit | |
|---|---|---|
| Account plan | A blank template with headings | A full template plus a filled-in worked example and a plan-on-a-page test |
| Choosing key accounts | Largest customers by revenue | Weighted attractiveness and strength matrix with quadrant and coverage model formulas |
| Relationships | A contact list | Buying roles, attitude, influence and strength, with gap flags and coverage by role |
| QBRs | A slide template | Agenda, ten-slide outline with script, preparation form, follow-up and tracker |
| Risk and renewal | Gut feel | Seven-signal health score with alerts, risk review form and renewal scripts |
| Price pressure | Advice to hold firm | Price Simulator, savings-options scripts and a trade-not-give rule |
| AI | Generic prompts | 31 prompts by step with what to paste in and what to check |
Made for you if…
- Key account managers and global account managers in B2B companies
- B2B sales managers who coach account teams
- Founders and business owners who manage their largest customers themselves
- Sales operations and revenue operations teams building a KAM programme
- Business development and channel managers responsible for major customers
- Customer success leaders who own renewals and expansion
Probably not for you if…
- Teams looking for a CRM system or software (the kit works alongside your CRM)
- Anyone selling one-off consumer purchases with no repeat relationship
- Readers who want a guaranteed revenue result: the kit gives you a method and tools, and the results depend on your market and execution
Built by trainers, tested in real rooms.
Bodhih Training has designed and delivered corporate programmes since 2008. Bodhih Pro Kits package what works in those workshops into a guide plus the exact tools we use, so you can apply it the same day without a facilitator in the room.
From here to using it in three steps
- STEP 1
Tap Get the kit
Name, email and country. UPI, card or netbanking in India; international cards everywhere else. No account to create.
- STEP 2
Download instantly
Your download page opens at once, with every file and a one-click ZIP. A permanent link lands in your inbox too.
- STEP 3
Open the first tool
Start with the quick-start chapter, then the main spreadsheet or planner. Most buyers use something from the kit the same day.
Give your best customers the plan they deserve
When you open the workbook and score your first account this week, you will see exactly where to spend your next hour. Whether you begin with the selection matrix or the relationship map, the kit walks you through the whole cycle, one file at a time.
Personal licence for the buyer's own use (and use with your own team or clients where the kit says so). Please don't share or resell the files. Team and company licences: solutions@bodhih.com.
The Bodhih family, when you are ready for more
Ask Better, Get More
Negotiation scripts and planners.
Speak on the Spot
Presenting and pitching with confidence.
AssessAll
250+ AI-graded assessments to measure skills and earn verified credentials.
Jobulary
Individual development plans that start from evidence and stay yours.
Bodhih Training
Run this topic as a live workshop for your team, in person or online.
Pewple
Book a vetted coach for career, leadership or communication. Pay per session.
Bodhih.org pathways
Certification pathways in Applied AI, Workplace English and management.
How do I write a key account plan?
Start with the customer's goals in their words, then record your current position, relationships, value hypotheses and whitespace. Sort it into an account SWOT, set three to five measurable objectives, write a two-sentence strategy and list owned actions. The kit's template starts with a one-page summary, and the worked example shows every section filled in.
What is the difference between a key account plan and a joint value plan?
The key account plan is internal: it holds your targets, honest risk notes and strategy. The joint value plan is built and shared with the customer: agreed goals, value initiatives, measures and both sides' commitments. The kit includes a template for each.
How many key accounts should one person manage?
It depends on the size and complexity of each account. For a very large, complex customer, one experienced key account manager may run only one or two. The Account Selection sheet helps you score candidates and agree a short list your team can genuinely serve.
How do I run a good quarterly business review?
Ask the customer what would make the hour useful, start with their priorities, show value in their own numbers, raise bad news yourself with a fix, and end with agreed actions on both sides. Send the summary within 48 hours. The QBR form, outline and script cover each step.
Does the workbook work in my currency and country?
Yes. You choose the currency label and fiscal year on the Settings sheet, and all amounts are plain numbers. The workbook opens in Excel, Google Sheets and LibreOffice and uses standard formulas with no macros.
How should I respond when procurement asks for a price reduction?
Ask about the target behind the request, run the numbers before you talk, bring your value story and offer options beyond unit price, such as consolidation or a longer term. Trade every concession for something of value. The Price Simulator shows how much extra volume a discount needs just to stand still.
Is this legal or compliance advice?
No. The kit teaches good practice. Anti-bribery, competition, data protection and payment-term rules differ by country, so the Decision Card gives dated notes correct at October 2026 and points you to official sources. Always check your legal and compliance teams and local law.
How can I measure my starting point in key account management?
Take an AssessAll assessment before you start and again after 90 days: Key Account Management, Account Planning & Expansion (Situational Judgement), or Customer Renewal and Account Risk Assessment. Links are on the Start-here map.
How do I turn what I learn into a development plan?
Use the Jobulary guide to the WOOP method (wish, outcome, obstacle, plan) to turn one key account objective into a goal you actually reach, and review it at each QBR. The link is on the Start-here map.
Can I use the kit with my team?
The personal licence covers your own use and use with your own account team where the kit says so. For company-wide KAM programmes, contact solutions@bodhih.com about team and company licences.
How much does The Key Account Plan Kit cost?
₹999 including 18% GST for buyers in India, or $29 for buyers outside India. One-time payment, no subscription, with an automatic invoice.
How do I get the files after paying?
Instantly. Your download page opens the moment payment succeeds, and a permanent download link is emailed to you. Download each file separately or everything in one ZIP.
What software do I need?
Any of the usual tools: Excel or Google Sheets for spreadsheets, Word or Google Docs for templates, Adobe Acrobat Reader, Preview, Xodo or GoodNotes for the fillable PDFs, and Google, Outlook or Apple Calendar for the calendar plan.
Can I get a refund?
Because it is a digital download, kits are not refundable once downloaded. We always refund a duplicate charge or a failed delivery, and if a file is corrupted and we cannot fix it within 3 working days. Full terms: bodhih.org/refunds.
Can my company buy this for a team?
Yes. Team and company licences, and workshops on this topic run by Bodhih Training, are available. Write to solutions@bodhih.com or call +91 99000 11601.
