the process of developing a strategic plan for managing and growing a specific customer account. It involves gathering information about the customer's business needs, goals, challenges, and preferences, as well as identifying opportunities for expanding the sales relationship.

The goal of account planning is to build a deeper, more strategic relationship with the customer, and to maximize sales opportunities while delivering value to the customer. By taking a proactive, strategic approach to account management, salespeople can better understand their customers' needs and create long-term, mutually beneficial relationships.