Account Growth
AG Excellence Series 1
Modules
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Account Growth: Excellence Series 1 Course
In the first of our AM courses, we share what great looks like and what top account management professionals do differently. You will develop a portfolio of skills and techniques to create an outstanding customer experience at every stage, enabling you to increase retention and growth.
Module 1: Account Growth Excellence Launch – Redefining what great account growth looks like
Redefining what great account growth looks like
Overview
Customers have high expectations from their chosen vendors- they want an effortless experience. However, many AMs approach relationships in the wrong way and actually make things harder for customers. The strongest AMs are doing things differently.
Content:
- Understanding the significant changes in the way clients buy
- Aligning with what top Account Managers are doing differently
- Measuring up against what great looks like
Playbook templates:
- Account growth benchmark
Outcome:
- Shared buyer-centric mindset across account teams
- Clear visibility of performance strengths and growth opportunities
- Stronger consistency in account development and client engagement
Module 2: Buyer-Centric Account Planning – Creating plans that deliver growth
Overview
Traditional account plans focus on sales activity; modern ones focus on buyer outcomes. This session enables account managers to identify high-potential opportunities, map stakeholder influence and design actionable, always-on account plans that reflect the buyer’s world. Using Flume’s insight templates and whitespace tools, teams create plans that deliver clarity, control and measurable outcomes.
Content
- Identifying and understanding high potential accounts and opportunities
- Mapping stakeholder opportunities and risks
- Creating real always-on account plans
Playbook templates:
- Customer insight template
- Whitespace mapper
- Mutual value identifier
- Multi-stakeholder matrix
- Account action planner
Outcome:
- More targeted and outcome-led account plans that reflect client priorities
- Stronger alignment across teams on where and how to drive growth
- Increased pipeline quality through clearer focus on high-potential opportunities
Module 3: Driving Retention – Protecting value, unlocking renewal
Overview
Retention starts with insight. This session helps account teams identify renewal drivers, monitor client health and prevent churn before it happens. Using Flume’s account health frameworks, participants build proactive strategies to reinforce value and strengthen loyalty.
Content:
- Identifying the drivers for renewal and growth in an account
- Implementing systems to track client health indicators and early warning signs of decline
- Agreeing the purpose and breakdown of proactive value-led client interactions
Playbook templates:
- Account health monitor template
- Meeting structure template
Outcome:
- Greater client loyalty through proactive value delivery and risk prevention
- Stronger renewal confidence and reduced churn
- Higher lifetime value through deeper, trust-based partnerships
Module 4: Questioning – Leading conversations that unlock growth
Overview
Account growth comes from leading meaningful, change-focused conversations that create commercial momentum. This session equips account managers to uncover strategic priorities, expose hidden risks and reveal new opportunities for value creation. Using Flume’s questioning frameworks and buyer-confidence indicators, teams learn how to challenge thinking with empathy and commercial purpose.
Content:
- Take control of strategic conversations with insight and empathy
- Use structured questioning to uncover growth drivers, risk, and future goals
- Qualify decisively to focus on opportunities that create mutual value
Playbook template:
- Control the conversation
- Discussion structure cheat sheet
- Discussion structure note taker
Outcome:
- More focused and value-led client discussions
- Faster alignment on growth opportunities
- Stronger positioning as a strategic advisor
Module 5: Positioning Your Solution – Building a watertight business case
Overview
True differentiation lies in helping clients achieve their goals. This session enables account teams to translate their expertise into outcomes that drive measurable impact. Using Flume’s positioning frameworks and business-case playbooks, they create persuasive, insight-led growth proposals that align stakeholders and accelerate investment decisions.
Content:
- Translate insights into buyer-specific outcomes and measurable ROI
- Connect your value to client strategy and long-term goals
- Build persuasive business cases that drive joint growth and confidence
Playbook template:
- Articulate you brands purpose
- Positioning your core message
- Structure your business case
Outcome:
- Greater buyer confidence and commitment to action
- Fewer stalled or delayed decisions
- More predictable and sustainable account growth
Module 6: Accelerator Session
Content:
- Bring the full programme together to embed buyer-centric account growth habits
- Share success stories that demonstrate measurable client and business impact
- Commit to continuous improvement and shared accountability
Playbook template:
- Account Growth Excellence Benchmark
Outcome:
- Embedded culture of partnership-led growth
- Consistent application of buyer-first account behaviours
- Sustained client value and long-term retention success
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Case Study – User Zoom
We interviewed our client Kunal Pandya to explore what challenges he faced and how we worked together to achieve some amazing, measurable results. This full case study goes into more detail on Sales Velocity and the solutions that were put into place that saw a 87% increase YOY.
CHALLENGE
“Already passionate about Sales Velocity & using data to drive strategy and investment, Kunal wanted to transform the sales enablement function into a strategic business driver. With aggressive growth plans, UserZoom’s first priority was to increase the number of sales opportunities within the business, but throwing more people at the problem was only part of the answer.”
