gtm-enterprise-account-planning

Build four components before first engagement: an account summary with a hypothesis, a full org chart with personal wins mapped, a validated MEDDICC opportunity plan, and a mutual action plan with customer-owned actions. Use a simplified version for smaller deals.

Check the mutual action plan. If it has not been updated in 3 weeks, only your side has action items, and customer tasks sit pending, the deal is effectively dead. Escalate to your champion or qualify out and reset the timeline.

MEDDICC is a qualification framework covering Metrics, Economic Buyer, Decision Criteria, Decision Process, Identified Pain, Champion, and Competition. Use it for strategic enterprise deals, validating each element with the customer rather than filling in assumptions.

Deals commonly stall because the Economic Buyer was never engaged. Proposals routed through a champion arrive without context on ROI or risk. Validate EB alignment on problem, success metrics, price range, and timeline before sending any proposal.

Use a full account plan when deal size exceeds your average ACV and the sales cycle runs longer than 60 days, typically your top 10-20% of accounts. For everything else, a simplified plan with a summary, MEDDICC, and next steps is sufficient.