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Critical Account Planning

Learn how to protect and grow key accounts by adopting a proven account management strategy.

Grow revenue within existing accounts with Critical Account Planning

Often overlooked by many sales professionals is the opportunity to deepen and expand the relationship within existing accounts.

Critical Account Planning is a proven account management program that teaches sales professionals how to plan for and maximize opportunity within existing accounts. This approach  leads to stronger, longer-lasting relationships, improved customer loyalty, and increased revenue.

Key benefits of Critical Account Planning

After completing this program, your sales team will be able to:

  • Successfully deepen and expand customer relationships using a proven account management process
  • Approach accounts with consistency and precision, resulting in more closed business and stronger customer relationships
  • Gain insight into how to manage, organize, and analyze critical account information
  • Develop a relationship strategy that skillfully aligns customer needs with opportunities
  • Carry account strategies forward with tactical implementation plans to grow business

Program Objectives of Critical Account Planning

Program objectives include:

  • Apply the Critical Account Planning (CAP) framework to key customer relationships
  • Collect critical information required to analyze accounts successfully
  • Identify the decision-making process within key customer relationships
  • Create a plan to identify and work with key account contacts
  • Protect accounts by analyzing the competitive strengths and weaknesses impacting customer relationships
  • Align customer needs to account priorities and objectives
  • Plan and prioritize next steps to drive opportunities forward

Sales Training Delivery Options

Critical Account Planning can be delivered in a variety of ways:

Onsite Instructor-Led Sales Training

This classroom delivery option allows for a comprehensive learning environment equipped with role plays, case studies, group discussions, and other interactive activities enabling participants to easily transfer new skills from the classroom to the real world.

Virtual Instructor-Led Sales Training

Different from typical, self-paced e-learning environments, our online option is delivered by a live Janek facilitator, enabling participants to experience the same level of interaction they would in a physical classroom, utilizing technology.

Blended Training

This delivery method combines the ease of e-learning modules with traditional face-to-face teaching and allows participants to learn at their own pace while providing the benefits of group interaction and individual instruction.


Our Train-the-Trainer option will certify your internal training staff on the skills, processes, support tools, and methods necessary for the highest quality ongoing, internal delivery.

Janek’s training implementation approach

Our training implementation is guided by a proven world-class approach.


Supporting services

Leverage the full scope of Janek’s solutions to drive immediate and long-term results. Contact us to learn more about these services.


Let us adapt this program for your team’s specific needs, industry, vocabulary, and culture.


Take advantage of our turn-key and hands-on training reinforcement solutions.


Validate training effectiveness in terms of performance improvement, business results,  and ROI.


Use a technology solution to reinforce training in a convenient and fun format.

Download the Critical Account Planning Brochure

Download the brochure

More information about the Critical Account Planning program is available in this downloadable PDF

Questions about our sales training programs? Let us tailor a training solution that matches your needs.

Critical Account Planning™ FAQ

What type of ROI should we expect from Critical Account Planning™?

Janek’s end-to-end training solutions deliver effective, long-term lessons with a framework for consistent reinforcement. Our partners enjoy an industry-leading average ROI of 650% across the entire Janek services suite based on Janek sales training delivered during 2020. Critical Account Planning is a sales training program aimed at improving key account management practices including how to effectively approach strategic account planning and refining the broader account planning process.

Our sales training program is research based, what does that mean and how often is it modernized?

Janek routinely refreshes and updates our sales training programs based on market research, new data, and evidence from the field. Our programs are built to keep your customer’s business needs front-and-center during the account planning process.

What are the key metrics for success that Janek will improve upon from Critical Account Planning™?

The Critical Accounting Planning program improves your team’s ability to identify the specific roles of the key stakeholders on their accounts and recognize the best ways to improve on vital customer relationships. CAP equips your sales team with the tools they need to analyze accounts, identify opportunities for account growth, and better integrate your services with a customer’s strategic direction.

Who in my organization would benefit from Critical Account Planning™?

Critical Account Planning benefits everyone on your account teams. Whether you are a strategic account planner, account manager, or a seasoned sales professional, Critical Account Planning provides you with the framework to review the strategic direction of every account.

Does Critical Account Planning™ apply to strategic accounts of all sizes?

Yes. At Janek, we recommend Critical Account Planning for all strategic accounts within a portfolio. These accounts can vary in size, and we suggest focusing your training on the client accounts that your account team believes have the most growth potential. As a framework, CAP is perfect for improving the skillsets of your strategic account managers and enhancing the existing account strategy.

Can Critical Account Planning™ tools be integrated into my CRM?

Yes. Many Janek clients integrate Critical Account Planning tools into their CRM of choice including Salesforce and other platforms. Janek Sales Consultants can work with you to determine the best method for integrating CAP tools directly into your CRM.