If I were to answer that in a word – it is ‘Static’ account plans.
For too long, Account Plans were long-term in nature (3-5 years) with a fixed set of analysis leading it’s creation.
I think business reality today is far more dynamic and unpredictable to really make long-term account plans. Let me elaborate with examples.
Manufacturing companies enjoyed a product life of 8+ years earlier. A car model would last 8 years. So a supplier could work with the manufacturer in the design phase and in turn committed order volumes for several years.
Today, products have a maximum life of 24 months. New manufacturing process and technology favors a smart & nimble supplier. So a manufacturer prefers a tactical vendor who has invested in strategic process & tech. Account Planning is more internal strategy and tactical win with a customer.
For over 2 decades, IT services companies enjoyed multi year-billion dollar deals. So Account Planning was to ensure the relationship with the CIO & cornering maximum pie in the several billion dollars IT budget. With SaaS way of IT consumption on the cloud, this model has changed. Almost all department heads are IT buyers but want an expert point solution provider with the ability to connect easily with other software(s). No wonder, small, nimble & smart vendors are winning martech, salestech, HRtech, fintech deals while larger suppliers are saddled with dying legacy systems management.
Our beloved Account Managers are expected to make their 2019 account plans with archaic mindset & templates created decades ago. They also know that this is an exercise in futile since reality in their account changes in 2 quarters.
I believe technology can come to the rescue here. Smart Account Planning tools that can help create plans easily that is simple and dynamic. Also, track these plans and nudges the Account Manager for action.
I am in no way saying that Account Planning now is only tactical. Perhaps it is more strategic now. The strategy is in thinking of a better solution to the customer that they haven’t thought about. Earlier the strategy was supplying to customer’s defined strategy.