Most businesses have trouble addressing the need for an Account Planning Process that is truly used throughout the organization.
Actually, if it is just for the Sales Team, it can’t be called a true process. A Sales Process requires buy-in from all of those that can impact it. If not, then the Sales Team might work through their issues only to have their process overridden by other people in the organization.
This problem becomes particularly acute for Strategic Accounts. If a Sales Team is following a process specifically designed to help the company better act in a strategic fashion, and if others override the process, it will surely fail, as will the relationship with that particular client.
Sales Thought: If the entire selling company is NOT using the process, it is probably not strategic.