Key Account Planning Process

Overview

This skill creates comprehensive Key Account Plans following a structured 5-step framework. It pulls data from multiple sources (Attio CRM, Google Drive, email history, call recordings), synthesizes it into a professional Word document, and creates actionable notes and tasks back in Attio.

The output is a complete strategic document that helps account managers understand their client deeply, set aligned objectives, build action plans, implement effectively, and continuously improve the relationship.

Prerequisites

This skill requires access to:

• Attio CRM (MCP) — for company records, contacts, deals, notes, emails, call recordings, MEDDPICC data
• Google Drive (MCP) — for searching existing documents related to the account
• docx skill — for creating professional Word documents (read the docx SKILL.md before generating documents)

If any of these are unavailable, inform the user and proceed with what's available. The skill degrades gracefully — even with just Attio data, you can produce a useful plan.

Workflow

Phase 1: Discovery & Data Gathering

Before writing anything, gather all available intelligence. This phase is about closing knowledge gaps.

1.1 Identify the target company in Attio

search-records(object: "companies", query: "<company name>")

Pick the most complete record (look for the one with domains, team members, and deal associations). Note the record_id — you'll use it throughout.

1.2 Pull all related data in parallel

Launch these queries simultaneously to save time:

• Team/Contacts: get-records-by-ids for all people linked via the team attribute
• Deals: get-records-by-ids for all associated_deals
• Notes: semantic-search-notes with the company name + keywords like "account plan", "strategy", "partnership"
• Emails: semantic-search-emails with the company name + deal-related keywords
• Call recordings: search-call-recordings-by-metadata filtered to the company record
• Google Drive: google_drive_search with fullText contains '<company name>'
• Meetings: search-meetings filtered to the company record

1.3 Deep-dive on key emails and recordings

For the most relevant emails (especially recent ones and those with deal context), fetch full content with get-email-content. For any call recordings found, fetch transcripts with get-call-recording.

1.4 MEDDPICC data

Check the deal record for MEDDPICC fields (metrics, decision criteria, competition, etc.). These are gold for the account plan — they tell you exactly where the knowledge gaps are.

Phase 2: Org Chart Verification

This is a critical but often skipped step. Before writing the plan:

1. List all contacts and their last known roles from Attio
2. Flag any contacts where last interaction was >6 months ago — they may have changed roles or companies
3. Add explicit [ACTION NEEDED] markers in the document for contacts that need LinkedIn verification
4. If the user has access to LinkedIn tools or web browsing, offer to verify in real-time

The goal is to ensure the plan reflects the actual current org chart, not stale data.

Phase 3: Create the Key Account Plan Document

Read the docx skill (/mnt/.claude/skills/docx/SKILL.md) before generating the document. Follow its patterns for docx-js, validation, and formatting.

The document follows a 5-step framework. Each step should be populated with real data from Phase 1, supplemented by strategic analysis.

Document Structure

Cover Page:

• Title: "KEY ACCOUNT PLAN"
• Company name
• Prepared by, date
• Deal summary (type, stage, value, confidence)

Step 1: Account Overview — The foundation. Gather everything you need for smart strategic moves.

• Client Snapshot: Company basics — who they are, what they do, mission/vision, industry, size, location, founding date, website
• History and Milestones: Timeline table of key events in the relationship — first contact, demos, trials, deal milestones, challenges overcome. Pull this from email dates and meeting history.
• Current Challenges: What's keeping them busy right now? Look for clues in recent emails, call transcripts, and MEDDPICC data. Identify problems they need solved.
• Relationship Strength: Rate the overall partnership 1-10. Break it down per contact with a table showing: Name, Role, Connection Strength, Last Interaction Date. Be honest — this is a reality check.
• Growth Opportunities: Where can the relationship expand? Think creatively — don't just list obvious upsells. Consider adjacent needs, portfolio/partner opportunities, design partnerships.
• Key Contacts & Org Chart: Who's who? Identify decision makers, champions, evaluators, influencers, blockers. Map the buying committee. Include [ACTION NEEDED] for LinkedIn verification.
• MEDDPICC Analysis (if data exists): Include a scored table with dimensions, scores, and detailed notes on each.

Step 2: Objectives — Validate assumptions and align with client priorities.

• Understand Goals: What targets is the client aiming for? Why do they matter? Align your goals with theirs.
• Measure Success: Define specific, measurable targets. Create a table with: Metric, Target, Measurement Method. Flag any metrics that need client validation.
• Joint Goal Setting: Is the client invested in this plan? Rate the level of joint ownership and recommend how to increase it.

Step 3: Action Plan — Ambitious but achievable steps to move the relationship forward.

• Action Items Table: Numbered table with: #, Action, Owner, Deadline, Resources Needed, Status. Include actions for BOTH sides (your team AND the client). Spread ownership — this is a joint plan.
• Communication Plan: How will you stay in sync? Define cadence (weekly/bi-weekly/monthly), format (email/call/shared doc), and who's included at each level.
• Key Risks: Identify the biggest threats to the deal/relationship. For each risk, include a mitigation strategy.

Step 4: Implementation — Where plans meet reality.

• Final Checks: Pre-launch checklist — data ready, access provisioned, materials prepared, team briefed.
• Get Everyone Onboard: Who needs to be briefed? What do they need to know? Consider both internal team and client-side stakeholders.
• Resource Checklist: Everything needed to execute — dev time, integrations, sample data, dashboards, etc.
• Monitoring Plan: How will you track progress from day one? Define what to watch and when to escalate.

Step 5: Review and Optimise — Continuous improvement loop.

• Review Cycle: Define a timetable — weekly internal, bi-weekly joint, monthly executive, quarterly full review.
• Feedback Collection: Multiple perspectives — don't let everything filter through one contact. Include surveys, structured interviews, NPS.
• Success Checkpoints: Time-bound milestones. Week 1, Week 2, Month 1, Month 3 — what should be true at each point?
• Flexibility & Adaptation: Acknowledge that plans change. Build in adaptation triggers — if X happens, pivot to Y. Include a fallback strategy if the main approach stalls.

Document Formatting

Use these formatting conventions:

• Colors: Header blue 1B4F72, subheader blue 2E86C1, alt row EBF5FB
• Font: Arial throughout, 11pt body, 16pt H1, 13pt H2
• Tables: Always use DXA widths (never percentages), with light borders CCCCCC, cell margins {top: 80, bottom: 80, left: 120, right: 120}
• Header: "KEY ACCOUNT PLAN" left-aligned, company name right-aligned, with bottom border
• Footer: Company name left, page number right
• Page size: US Letter (12240 x 15840 DXA) with 1-inch margins

Phase 4: Create Attio Notes

After the document is created, write a summary note back to the Attio company record using create-note. The note should include:

• Account summary (2-3 sentences)
• Key contacts table with roles and connection strength
• MEDDPICC summary (if applicable)
• Relationship score with brief justification
• Top 3 priorities
• Next actions table (Action, Owner, Deadline)
• Reference to the full document: "Full document: Key_Account_Plan_[Company].docx"

Use Attio's supported markdown: headings (#, ##), lists (-, ), bold (**), italic (), strikethrough (~~), highlight (==), links.

Phase 5: Create Attio Tasks

Create tasks in Attio for the most urgent action items (typically 2-4 per account):

• The immediate next action (e.g., schedule follow-up call)
• Org chart verification task
• Any time-sensitive items from the action plan

Link each task to the company record and assign to the appropriate workspace member.

Multi-Account Runs

When the user asks for plans for multiple companies, process them in parallel where possible:

1. Gather data for ALL companies simultaneously in Phase 1
2. Create documents sequentially (they share the same template structure)
3. Create Attio notes and tasks for all companies

Tips for Quality

• Be specific, not generic. Every section should reference actual data from the CRM and emails. Generic advice like "improve communication" is useless — instead say "re-engage Frederik Hagenauer (Partner) who hasn't been contacted since Oct 2024."
• Flag knowledge gaps explicitly. Use [ACTION NEEDED] or [GAP] markers. It's better to acknowledge what you don't know than to fill gaps with fluff.
• MEDDPICC drives discovery. Low MEDDPICC scores on specific dimensions should directly translate into action items in Step 3.
• Relationship math matters. A deal with one champion (strong connection) and five stakeholders (very weak) is fragile. The plan should address this.
• Timelines should be realistic. Base deadlines on the relationship's actual pace — if it took 3 months to schedule a demo, don't plan for a 2-week close.