Step two in our approach is to PLAN your future activity.

This means setting goals that will be used to guide and focus the activity of the account team. In this section:

  • Adding and editing goals
  • Understand more about the 4 goal categories and how they extend your SWOT analysis


Goal page and edit

On the left of the page any created goals are listed.


As you can see, it shows in a summary the name of the goal, the goal details and the owner. The Red, Amber or green indicator will update as the goal progress field is updated.

To view more details or to edit click on the goal and further details will be shown on the right of the page (below on a mobile device).

Do this to Edit a goal you have already created.

Add a new goal


New goals can be added by anyone with access to the account plan. This can provide a good way to capture the whole team’s ideas on priorities going forward.

To add a new goal select the NEW GOAL button on the header bar as shown below

This will open a new form to Create a goal and the following sections should be completed.

  • Goal – The headline title of the goal – make it descriptive and short as it is used in the SWOT diagram
  • Goal Details – this is a more detailed description where you can capture more details about the goal.
  • Target Completion Date – when you want to complete the goal for. Use the date picker to select a date during the planning year for completion.
  • Goal Owner – Assign this to a member of the account team you defined in set up. Search for them here and assign to one of them.
  • Progress – This number along with other goals will be used to calculate the goal progress KPI. Enter a % you feel this is complete and this will update the RAG colour in the sidebar or goals.
  • Goal Priority – a picklist field to capture High, Medium, Low priority for the goal.
  • Goal Notes – add further notes to the Goal
  • SWOT area – Select one of the categories from Focus, Improve, Defend or Develop to reflect the purpose of the goal. Check the box for the most relevant selection.
  • Key Contact – Is there a customer who would be a natural sponsor or contact for this goal. Search for them in this area and assign one if relevant
  • Proposition – relate this to one of the propositions you have connected to the account plan in your set up. Search and select the one most relevant.
  • Incremental Value – will this goal create additional growth $? if it will estimate what you think it might provide here. Add a number for the potential value.
  • Incremental cost –  the expected costs associated with the delivery of this new goal. This helps you to evaluate the cost of capturing the value associated with this goal
  • Customer Objective – link to any specific customer objectives. this allows you to see the linkage between customer priorities and your goals. Add a check to one or more objectives that could be impacted by this goal.


Goal categories for SWOT

For the review stage of the account management approach the SWOT is an excellent summary.

In AccountPlan we have taken an extended SWOT analysis. You might not have come across this before so this section will outline the definition of each of the four possible categories.

The ? next to SWOT area in the goals page opens some help with the following information.

Capture here specific account development goals that will be used to focus the strategy and activity on the account. Relate each goal to the SWOT of perceived weakness to address an identified threat.

FOCUS GOALS: Use your strengths to differentiate yourself in identified opportunities.


 DEFEND GOALS: Use your strengths to defend your position in the face of an identified threat.


IMPROVE GOALS: Improve areas of perceived weakness to pursue an identified opportunity.


DEVELOP GOALS: Improve areas of perceived weakness to address an identified threat.


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