One-Page B2B Go-to-Market Plan for Key Accounts: A B2B Marketing Plan Template

KEY ACCOUNT GO-TO-MARKET PLAN: [your company], [quarter and year]
Owner: [one name]     Reviewed weekly on: [day]

1. GOAL FOR THE NEXT TWO QUARTERS
   Revenue or pipeline goal: [figure and date]
   What that means in accounts: [number of new accounts to open] and [number to expand]

2. WHO WE SELL TO
   Ideal customer profile in one sentence: [industry, size, geography, problem]
   Knock-outs: [who we walk away from]

3. THE ACCOUNT LIST
   Tier 1 (worked one by one): [number] accounts. Names: [list or link]
   Tier 2 (worked by small group): [number] accounts
   Tier 3 (light touch, watch for triggers): [number] accounts
   Capacity check: [people] x [accounts each can work properly] = [total we can handle]

4. THE PEOPLE IN EACH ACCOUNT
   Roles we must reach: [decision maker, budget owner, technical evaluator, day-to-day owner, finance, others]
   Minimum before an account counts as "opened": [e.g. two-way conversations with three roles]

5. WHAT WE SAY
   The problem, in the customer's words: [one sentence]
   Why now: [the triggers we watch for]
   Message for the decision maker: [one line]
   Message for the budget owner or finance: [one line]
   Message for the technical evaluator: [one line]
   Message for the day-to-day owner: [one line]
   Proof we are allowed to use: [case studies, references, documents]

6. HOW WE REACH THEM
   Channels: [email / LinkedIn / phone / events / introductions / other]
   Tier 1 cadence: [touches] over [working days] across [channels]
   Tier 2 cadence: [touches] over [working days] across [channels]
   Tier 3 cadence: [touches] over [working days] across [channels]
   Marketing support for the list: [content, events, ads aimed at these accounts only]

7. WHO DOES WHAT
   Account selection and research: [name]
   Outreach and conversations: [name]
   Content and proof: [name]
   Handover to the sales lead: [when, and what is passed across]

8. HOW WE MEASURE IT (reported weekly, by tier)
   Accounts in outreach: [n]
   Coverage rate (accounts where we have reached the roles in section 4): [%]
   Active buying committees (two or more people engaged): [n]
   Active conversations: [n]
   Value of pipeline generated: [figure]

9. RISKS AND WHAT WE WILL NOT DO
   Top three risks: [ ]
   This quarter we will not: [segments, channels or activities we are choosing to drop]

Account	Tier	Score /100	Trigger and date	Owner	Roles identified	Roles in conversation	Stage	Last touch	Next action	Due	Pipeline value	Notes

1 Named: on the list, scored, not yet researched
2 Researched: trigger found, buying committee roles identified
3 In outreach: at least one person contacted
4 Engaged: a two-way conversation with one person
5 Opened: conversations with the number of roles set in section 4 of the plan
6 Opportunity: a defined need, a next step with a date, and a sponsor

WEEKS 1-2    Agree the ICP and knock-outs. Build and score the list. Fix tier sizes from capacity.
             Done when: [n] Tier 1 accounts named, each with a score and a trigger.

WEEKS 3-4    Map the buying committee for every Tier 1 account. Write messages by role. Collect proof.
             Done when: every Tier 1 account has the section 4 roles named.

WEEKS 5-10   Run the cadences. Tier 1 first, then Tier 2. Weekly review every [day].
             Done when: every Tier 1 account has been through a full cadence.

WEEKS 11-12  Re-score the list. Move accounts between tiers. Decide what to keep, change and drop.
             Done when: next quarter's page is written.

1. The five KPIs by tier, this week against last week.                       (5 min)
2. Tier 1 accounts that moved a stage: what caused it?                       (5 min)
3. Tier 1 accounts with no movement in 14 days: next person, next action.    (10 min)
4. New triggers on any account in any tier: does a tier change?              (5 min)
5. One thing to stop doing next week.                                        (5 min)