The Account Planning Checklist

Is your account plan a document or a system? Twenty questions to find out.

B2B win rates fell to 19% in 2025, down from 29% a year earlier, according to Ebsta and Pavilion. Most teams don't have a talent problem. They have plans that get built once, in a deck or a spreadsheet, and never reach the deal.

Pick one strategic account that matters this quarter, answer "Yes" only if you could show the evidence today, and your score will tell you which kind of plan you have.

Answered all 20?See your score, which kind of plan you have, and every gap.

0 of 20 answered