Account planning is an essential part of a high-performing sales organization. It brings together critical information about your customer, your competitors, and your strategy to win business. The account plan forces the team to acknowledge the larger revenue and product goals and agree on a set of actions to move your team toward those goals. The act of incorporating a new activity into an already saturated schedule is tough. The route to making this planning into a long-term habit is crowded with obstacles. Sales organizations can leverage five imperatives as landmarks on their path to long-term account planning success and more predictable revenue growth. In this session, we'll discuss each imperative and how it relates to implementing an effective account plan and establishing a living account planning process.