Account Plans Overview

Account plans are long-term project plans for key accounts. They allow key account managers (KAMs) to define strategies, activities and action items to help ensure account team members achieve objectives. Account plans also allow KAMs to monitor progress as the team implements the plan.

Account plans follow a hierarchical structure:

• Account plan
• Plan tactic
• Account tactic
• Action item OR call objective

The hierarchical structure helps organizations ensure high-level strategies for marketing products to accounts lead to specific actions team members can implement.

For example, a KAM defines an account plan that includes a plan tactic for increasing HCP knowledge of a product's clinical trials. The KAM also defines an account tactic for clinical education of HCPs around that product, and call objectives for team members to implement based on the account tactic. When a team member accesses Veeva CRM, a call objective displays prompting him to discuss the clinical information in a call with the HCP. The team member makes the call and shares the product information with the HCP, completing the action. Because the call is associated with a plan action, the KAM can see that progress was made toward completing the plan goals.

KAMs define the account plan hierarchy on the Vault level in the account_plan_object_hierarchy__v Veeva Setting. When defining the plan, KAMs can also track details on strengths, weaknesses, opportunities, and threats (SWOTs) that help guide the team in implementing the plan.

Not all features are available on all platforms. For a list of available platforms for each feature, see Platform Functionality.