Go deeper and wider to protect and grow strategic accounts

Major Account Planning (MAP) is a facilitated planning program for sellers/account managers/account teams who are charged with maximizing sales results and customer satisfaction in strategic accounts.

Major Account Planning enables account managers to develop an effective plan for generating high-value sales and raising the level of relationship in major accounts, thus improving margins while simultaneously defending the account from competitive encroachment.

It is based on a repeatable process for planning effective activities and efficient application of resources for improved sales and relationship-building within an account, and includes supporting analysis and planning tools.

The Major Account Planning Process

Intended Audiences

Major Account Planning is designed for any sellers/account managers/account teams who manage a business with major or strategic accounts, using either assigned personnel, virtual support resources, partners, or any combination of those.

What is included in the Major Account Planning program?

At the end of this workshop, participants will be able to:

Multiple Delivery Modality Options

MAP can be learned through live instructor-led training (ILT) workshops, via virtual instructor-led training (vILT) sessions, or online through on-demand eLearning and video-based content. However, because MAP is a comprehensive account planning methodology, we find that a blended learning approach that incorporates a mix of delivery modalities produces the best results.

For ILT and vILT delivery, each SPI instructor has been certified to rigorous standards, and they each bring at least 15 years of sales and management experience to ensure their credibility and enhance facilitated discussions. Alternatively, SPI can certify client instructors for in-house delivery and coaching, at the client’s option.

Workshop Topical Agenda

MAP is a modular program, designed to be tailored to the unique requirements of each client. The standard instructor-led MAP workshop is a two and a half day, highly interactive program, and incorporates online eLearning and in-classroom automated tools. The standard workshop includes:


Day 1


Analyze the Account
At the end of this module, participants will have:

Identify Business Initiatives and Pain
At the end of this module, participants will have:

Assess Relationships
At the end of this module, participants will have:

Assess Competition
At the end of this module, participants will have:

Day 2

Identify New Business
At the end of this module, participants will have:

Prioritize Opportunities
At the end of this module, participants will have:

Determine Strategy and Coverage
At the end of this module, participants will have:

Develop an Execution Plan
At the end of this module, participants will have:

Day 3

Account Plan and Execution Plans – Team Reviews

Manage the Account

Getting Started:

Instructional Materials

The workshop is designed with adult learning principles in mind. The program’s instructional materials facilitate participant understanding by using a mix of media to transmit and reinforce key learning points. SPI provides full-color training content in printed or electronic interactive workbooks, for use on participants’ mobile devices or laptop computers, as well as color reference charts, animated presentations, and video content, where appropriate

Useful Sales Tools and Job Aids

The workshop incorporates the integrated use of SPI-Sales Process Playbooks – an easy-to-use, automated tool that includes a variety of helpful job aids. As participants complete the pre-workshop exercises and the in-workshop planning exercises, they capture the results in the SPI-Sales Process Playbooks application. After the workshop, account managers can use the application on an ongoing basis for effective execution of their account plan and for developing future iterations of account plans.

The job aids provided in the programming toolkit include:

Strategic Value

Major Account Planning provides account managers with a repeatable and practical methodology for winning more business in strategic accounts and elevating the level of relationship within those accounts. The outcomes of this methodology are higher levels of sales revenue, a greater share of spend within the account, and more efficient use of resources, thereby, lowering cost of sales and improving margins on business in that account

How You Sell Is the Last Advantage