From Accounts to Outcomes: Operationalizing Account Planning for Real Revenue Growth

Account planning at most companies means one of two things: compliance documentation that gets created once and forgotten, or actual strategic work that only happens for your biggest accounts.

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The accounts in the middle—the ones that could expand 3x but just renew flat—don't get planned. There's no time, no system, and plans go stale anyway.

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Bayley Fesler, Director of Revenue Operations at Xactly, built a repeatable account planning system that works across their entire account base. Not just for the top tier.

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In this session she’ll be joined by Ross Rich, Co-Founder and CEO of Accord, to walk through:

• The playbooks they use for different account types
• How they keep plans current without manual updates
• Getting reps to actually use it (not just check a box)
• Tool consolidation and what it saved them
• Pipeline and revenue impact

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Bring questions about standardizing account plans when you've got 50+ reps, measuring what good looks like, and connecting account coverage to pipeline.

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