And Vijay Says…

My paternal grandfather was a professor and an author . His favorite gift to me always used to be a nice pen – a Hero fountain pen . Unfortunately and to his significant disappointment I also have lost all of them as quickly as I got them . In any case, he would often tell me that a good fountain pen is the lone “must have” item for any learned man .

My father also loved pens – Cross pens – ball points – were his favorite . I had a bunch of hand me down cross pens from him – which again I lost fairly quickly . Unlike my grandfather , my dad realized quickly that I don’t value pens as much and stopped giving them to me 🙂

Eventually I got my first job and I wondered if I should get a fancy pen for myself . It didn’t take me more than a minute to decide that would be a waste – and I stuck with cheap ball point pens . My handwriting is pretty horrible – and no pen is capable of making it look good . Easy decision and never had to agonise over it very much .

Some years later, I became an Associate Partner . I never wore a suit – not even a blazer – to work . I still used cheap ball point pens . Did not wear a fancy watch either – and would carry around an old backpack with an SAP logo on it . It didn’t take long for me to be coached by the good people watching out for me that I should “look the part” if I were to be considered for an executive promotion .

Their advice was solid – and I spoke with several people senior to me and they all confirmed this was a big deal and that I should not fight it . I had no intention to fight it either – just that I was too lazy to comply . My family had urged me to work on “the looks” too . The compromise in my mind was that I will switch to looking like an executive the moment I became one . Long story short – not having the right accessories didn’t hurt my chances and I did get that promotion .

Well, I was not going to wear a suit and tie regularly . The backpack was just way too convenient and I couldn’t bring myself to switch to a leather bag either . So that left me with two options to upgrade – Watch and pen . I made the leap and spent some serious $$ getting myself a nice watch and pen each . And then about ten days later, I had a chance to gently move my shirt sleeve to glance at the date on my watch , and sign my name on a contract with my fancy monogrammed pen in a conference room at my client’s office . It felt really good ! That feeling lasted till two hours later when I realized , sitting inside a plane ready to take off , that I had left my pen in that conference room 🙂

So that was that – I didn’t want to buy another nice pen ever again and switched back to the cheap ball points .

I am not exactly sure whether not looking the part conventionally has hurt my career – may be it has – but not sufficiently for me to make an active effort .

Then came a weak moment two years ago where my family convinced me that I needed to upgrade – mostly by making the case along the lines of “age appropriate accessories”. I caved and I got myself a leather bag, a monogrammed pen and a fancy watch . I signed a contract with it in a client conference room again – and then remembered to put the pen back in my pocket . With age comes wisdom – and more value for hard earned money 🙂 .

I even got some lovely compliments on my “taste” from colleagues and clients who actually have good taste in these things unlike me . I was too vain to tell them that my mother in law selected the bag, my wife selected my watch and my daughter selected my pen . Even my mom was impressed that I didn’t complain about wasting money on all these things .

That lasted about six months at best . Along came Covid and that meant no more reason to wear a watch or lug a leather bag on a flight . I honestly don’t know where the watch or the bag are kept today – I am sure it’s safe somewhere in the house but I don’t know where exactly . The fancy pen is my every day pen now for note taking – and I actually like writing with it . It’s certainly not doing anything to make me read any better when I glance at the notes I take – but I like how it feels in my hand when I scribble notes .

I will finish with a short story on “looking the part”. About two years ago, I walked into a meeting a few mins late – wearing jeans and with a backpack over my shoulder . During the lunch break, an older gentleman from Europe walked up to me and offered me this friendly advice “I liked your presentation and I think if you wore formal clothing and got rid of that backpack – you may be able to get promoted to an executive” . I thanked him profusely and told him my wife agreed with him too !

Usually around 20th of December, we take a couple of weeks off and go some place to celebrate the holiday season . By fall of 2020, I was sure that our tradition needs to take a gap year . One idea we had as a consolation prize was to drive up to Flagstaff and enjoy the mountains and the snow for a few days . I stocked up wine and coffee , and had a pile of about a dozen books to read . My daughter – who has been my helper in the kitchen since she was a toddler – and I went around getting all the stuff we need for our culinary adventures . I even had plans to tune up my golf game a bit . For good measure I took a flu vaccine as well 🙂

Then came Christmas Eve . I woke up a bit of a runny nose . That is not unusual when it turns cold in Chandler . By mid morning I started coughing bad . And by night my hands and legs started hurting a bit .

Stupid flu ! That was of course my thought as I went to bed on Xmas eve . There was no way this was Covid . I had been paranoid crazy about masks , distancing and hand washing .

By next morning – I didn’t have the energy to get out of bed . It took about ten seconds in my mind to decide to scrap the special Xmas meal I had planned to cook . For good measure I confined myself to our master bed to minimize the chance of transmitting whatever bug I had to my family .

My wife got me a vicks inhaler and some cough medicine . I decided to wait a day before testing for Covid given it was Xmas day . I figured I could just read a book and pass the day sipping coffee . As I started sipping on the coffee – I knew something was wrong . Took a little bit to realize my brain was confused because there was no aroma ! I could sense the heat and the taste – but no smell . I couldn’t finish the cup and threw it away . I put the inhaler into my nostril and drew a breath – nothing ! I tried running a little bit of Vick’s vaporub under my nose – I could sense the familiar light burn , but no smell . I had completely lost the sense of smell !

I had no fever or headache . Just the coughing and sinus congestion . And a bit after losing my sense of smell , I lost all appetite . Over the next week I would lose ten pounds of weight . But the absolute worst part was the fatigue . I had to dig deep to walk twenty feet to the bathroom !

Next day I got myself tested at our neighborhood urgent care . My wife bought me a extra big cup of some mixed berry smoothie – which became practically my only food for the next few days , delivered every morning .

Just as I thought this can’t get any worse, I started experiencing shortness of breath . This I don’t wish on anyone ! Just turning in my bed to get a bit more comfortable was enough to make me gasp for breath . It’s hard to explain how confusing this feeling is – just turning from one side to the other would make me gasp like I was scaling a steep mountain or something . The strange thing was the pulse oxymeter never showed less than 95 throughout all this .

So while I was convinced I was about to pass out – clinically I wasn’t bad enough to be admitted to a hospital . It was of course a blessing – just that I had no appreciation for how lucky I was while I was experiencing the symptoms .

Couple of days after I tested positive – my wife and daughter both tested positive for Covid as well . No amount of precautions proved sufficient to stop that . Thankfully it didn’t hit them as hard as it hit me .

The fatigue was quite something . I didn’t have the energy to even read a book . Forget the book – I didn’t even want to listen to music . I can’t remember another time in my whole life where I haven’t wanted to do either !

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Little Archie took over as my second blanket during day time . He just put his front half of his body over me as I was on my bed – and he stayed that way till I would ask him to get down . In evenings , Ollie took over the duty of watching over me 🙂

I regained my sense of smell in about 4 days . The cough lasted a good couple of weeks . The body aches lasted only a few days . But the fatigue – it took till the middle of January before I felt I could do normal things . By then I was able to take Archie and Ollie for a mile walk around the neighborhood.

Yesterday I tried to do a longer walk – about 4 miles – and it took me about 19 mins per mile on average . That’s nearly twice the time I used to need pre-Covid . It was a beautiful experience though to get out and enjoy some fresh air after a couple of months . Baby steps for now and I am sure I can be back to a better version of normal soon .

I am not particularly optimistic that people who strongly believe that Covid is trivial and that it is just a minor nuisance are going to change their mind because I shared my experience . I chose to write this in the hopes that at least the folks who know me personally would rethink their stance on Covid once more .

Last but most certainly not the least – I couldn’t have survived this without the love and care of my wife and kiddo . Also a special thanks to a lot of friends and colleagues who checked in electronically and kept my spirits up . Finally – I am so very grateful to my team for keeping everything running so smooth at work . I didn’t have to worry about work at all while recovering .

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What is it ?

Account planning simply is a process of continuously identifying, analyzing and documenting how you as a solution provider can add value to your client, and balancing that with a sustainable business for your own firm. It is a strategic initiative that serves as a north star for the account over time.

Why bother having an account plan ?

1. Retaining a client is always a better strategy than finding a new one – less CAC, faster deal cycles, better customer sat etc
2. Clients prefer working with people who understand their strategy and problems. Higher NPS drives even more business
3. It helps position “what is on the truck” in the client context
4. It helps bring new team members up to speed on the account
5. Helps up-line sales managers plan investment, coverage, revenue etc better for their patch…etc

Macro to Micro

No company exists in a vacuum. You need to understand the environment in which it operates. This is trickier than we might think when we look at companies buying each other across industries (say a Telco company buying a media company), or a Bank operating like a consumer tech company etc. Needless to say, COVID proved to be one of those instances where the macro environment changed quickly for most companies and all micro levels had to be reset.

Equally important is the time dimension. If what you want is a long term relationship, then you need an account plan that spans a longer horizon than your current fiscal year. But when account teams are not stable, or when short term goals are all that sales management worries about – it is hard to look farther into the horizon. Good account planning depends on how well you are scanning the environment along the way. For my fellow cricket enthusiasts – a good batsman knows where each fielder is when a bowler delivers a ball.

It is a jungle out there

And you are not the only hunter ! A good account plan needs an understanding of your competition. The ideal way to look at competition during account planning is with healthy respect. When you are trying to win a deal, it is quite ok to take a confident stance like “Only we can do this” . But in account planning stage – we need a more balanced approach to understand what they are good and how to mitigate the challenge.

Business is done between people and not between companies

For sustained profitable growth, it is not enough that we have “product market fit” with the client. We also need trusted relationships. That is why relationship maps are critical . We need to be honest about what relationships are strong. “She will take a meeting” is not enough to mark it as “strong”. The long term aspect of relationship building is equally key. A good account plan not only analyzes who are the key decision makers, it also identifies who are the up and comers and how you plan to build relationships with them.

Level of detail

An account plan serves as a north star – not as a turn by turn road map. The reason is quite simple – account plan is a strategy document based on what you know at a point in time. As you pursue each aspect of the plan, you will need to evolve the details and mitigate risks. Remember – if there is no risk, it was not strategic to begin with. Do not get trapped into the thinking that an account plan is a collection of pursuit plans. Each pursuit needs to be qualified, planned ,executed and evolved based on learnings on its own merits.

Balancing Outside-In vs Inside-out

The easiest way to add value to a client is by matching a client problem (which could be anywhere from a burning platform to a wish list) to what you have in the truck. It obviously needs you to understand the plans the client already has in place, which in turn needs a lot of homework and a good ability to listen and assimilate.

Similarly, it is also true that the client often does not know what options exist for their plans to be realized. In some cases they don’t know they have a problem till you show it to them in their context. So what you have in the truck will often have some interest from the client – but only if you can put it in the context of their business. For example – “We can help you in your digital transformation journey” means very little to a client , where as “Can I show you a few options on how digital onboarding can cut your acquisition cost by 80%?” will usually lead to a good meeting. Goes without seeing – this needs you to know what you have in the truck in some detail 🙂

Plan the solution for the client, not just your part

Clients need solutions. What you can help with might only be a part of that solution. In that case, you need to widen your thinking and take an ecosystem based approach to the solution. In the technology world it might often mean building a coalition that might include your competitors. For example – If what you bring to the table is integration expertise , perhaps you can also help with figuring out software selection , release planning and post production maintenance . It might not translate immediately to commercial success – but it does help add value to the client and over time it always pays in spades.

Involve the client throughout

There is very little point in creating a plan without talking the client and taking their input along the way. My preferred way is to create a straw-man internally with my team, and then take it to the client to validate. Often it results in rewriting the plan from scratch. Then along the way, I like to do “listen only” sessions with clients to understand their goals and objectives – where I pitch nothing from my side, other than follow ups in case I think I can help with something after the meeting.

Operationalizing the plan

Now that you have a north star – it needs to translate into execution. I use a straightforward method for this

1. Make sure there is buy in from client and my team and address those concerns
2. Map the account plan to leads in the lead tracking system and assign timeline, sales stage, potential value etc. Then it becomes part of your regular execution cadence, and saves you from additional meetings and processes
3. Map the account plan to sales/revenue/cash flow etc to make sure you have headlights into the future in tangible terms
4. Adjust the plan every quarter with input from all stakeholders in a business review meeting. A plan is always a work in progress
5. Reset the plan mid year to incorporate whatever you have learned . If you do not incorporate learnings along the way, the plan is useless