Strategic Account Plan - "To-Be" Process Map

With Complete Data Object Mapping | Workshop Consensus January 16, 2026

ROLES:
AE (Owner)
BDR
CSM
PM
SE
VE
DATA:
Salesforce
Glean
External
AI/Agent
GAP

1 KICKOFF - Define Scope & Assign Roles

Activities

Initiate Account Plan
Owner: Account Executive
Select strategic account from territory, define planning objectives and timeline
Assign AE/BDR Division of Labor
Owner: AE + BDR
AE: "above the line" (C-Suite, VPs) | BDR: "below the line" and wide. Agree explicitly per account.
Identify If Existing Customer
Owner: AE
Determines whether CSM engagement and internal footprint audit is needed

Data Sources & Objects

Account Record Salesforce
Account ID Account Name Account Hierarchy Account Owner Industry Annual Revenue Employee Count
Primary account record - source of truth for account identity
Territory Assignment Salesforce
Territory ID AE Assignment BDR Assignment CSM Assignment
Customer Status Salesforce
Account Type Customer Since Current ARR Renewal Date
Determines if Internal Footprint phase is needed

Phase Output

Account Plan Initiated
Account selected, AE/BDR roles agreed, customer status determined
▼

2 LANDSCAPE & WHITESPACE MAPPING - Unified Map Creation

Activities

Deep Research - Subsidiary Discovery
Owner: AI Agent (Gemini Deep Research / ChatGPT Deep Thinking)
Crawl hundreds of websites. Pull SEC 10-K Exhibit 21 for subsidiaries. Identify all business units, brands, divisions.
QA Agent Validation
Owner: AI Agent
Cross-reference citations, generate confidence scores. Target: 75-80% of QA automated.
Manual Verification & Enrichment
Owner: AE + BDR
"Trust but verify" - Check citations, validate subsidiaries not obsolete (ZoomInfo/ChatGPT often wrong)
Tech Stack Validation
Owner: BDR
Verify BuiltWith data via Wappalyzer. Check actual websites. Identify CMS, Frontend, Commerce, P13N.
Review BuiltWith Context
Owner: Sales Engineer
Provide technical context. Flag risks (e.g., Angular = implementation effort for P13N/Studio)
Populate Unified Whitespace Map
Owner: AE
Nationwide template format. Add all workshop-required columns: MAPs, Delivery Architecture, Current Spend

Data Sources & Objects

SEC 10-K Filing (Exhibit 21) External / SEC EDGAR
Subsidiary Name Jurisdiction Ownership %
Most reliable source for subsidiary hierarchy. Pulled via Deep Research.
BuiltWith Data Salesforce (field)
Raw "blob" - unstructured
Currently just a blob of every technology. NEEDS PARSING into: CMS, Frontend, Commerce, P13N, A/B Testing
BuiltWith (Parsed) AI-Extracted
CMS Platform Frontend Framework Commerce Platform Personalization Tool A/B Testing Tool Hosting/CDN
Matt V. manually did this for his accounts. Need to automate parsing.
Wappalyzer External Tool
Technology Detection Framework Version
Used to verify/supplement BuiltWith findings
ZoomInfo Company Data External / ZoomInfo
Subsidiary List Company Hierarchy Website URLs
⚠️ Often outdated. "Nine out of ten were obsolete" - verify against 10-K
Deep Research Output Gemini / ChatGPT
Subsidiaries Domains Tech Stack Citations Confidence Score
~99% accuracy with Deep Research mode vs unreliable standard ChatGPT
Monthly Active Profiles (MAPs) GAP - SunRush
MAPs Count Traffic Volume
⚠️ DATA GAP: VE team exploring SunRush audit. Critical for P13N sizing.

Phase Output: Unified Whitespace Map

Whitespace Map (Nationwide Template Format)
Rows: Business Unit / LOB / Brand / Division
Standard Columns: Web (CMS), Commerce, Mobile App, Knowledge Base, P13N/A/B, Partner Portal, Frontend, Commerce Search, DAM
Added Columns: MAPs, Delivery Architecture, Current Spend
Values: SOLD | Competitor (vendor name) | Whitespace | unknown | n/a

Data Flow

SEC 10-K
(Exhibit 21)
→
Deep Research
Agent
→
QA Agent
(Confidence)
→
AE Manual
Verification
→
Unified
Whitespace Map
BuiltWith
(SF Blob)
→
Parse Agent
(Future)
→
BDR/SE
Validation
→
Tech Stack
Columns
▼

3 INTERNAL FOOTPRINT AUDIT - Existing Customer Data

Skip this phase for net-new prospects

Activities

Provide CSM Brief
Owner: Customer Success Manager
Account health (Red/Yellow/Green), usage trends, key relationships, expansion signals, risks/concerns
Share Success Stories
Owner: CSM
Use case references, documented wins. Link to Glean for AE retrieval.
Account Navigator Query
Owner: Glean Agent
Pull existing customer patterns, usage data, historical context from internal docs
Review Close/Lost History
Owner: Sales Engineer
Technical reasons for past outcomes. Lessons learned.
Research Previous Contacts
Owner: BDR
Explore closed/lost relationships, former champions
Merge Footprint into Whitespace
Owner: AE
Add ARR, renewal date, health status to unified map. Keep it brief: "Customer healthy? Usage up or down? Move on."

Data Sources & Objects

Opportunity History Salesforce
Opportunity Name Stage Close Date Won/Lost Lost Reason Amount Products
Contract / ARR Data Salesforce
Current ARR Renewal Date Contract Start Products Purchased Spaces Count
Product Usage Tableau / Gatekeeper / Granulate
Spaces Active Content Types API Calls Users Active
⚠️ Fragmented across multiple Tableau views. No single comprehensive view.
Account Navigator Output Glean Agent
Usage Patterns Historical Context Internal Docs Success Stories
Best tool for existing customers. Searches internal documentation.
CSM Account Health Gainsight / Manual
Health Score (R/Y/G) Risk Factors Expansion Signals Key Relationships
Currently informal Slack/email. Need standardized "CSM Brief" template.

Phase Output: Internal Footprint Added to Whitespace

Additional Columns in Unified Map
Current ARR | Renewal Date | Account Health (R/Y/G) | Relationship Status | Use Cases Deployed
▼

4 PARTNER LEVERAGE - SI/ISV Mapping

Activities

Submit Partner Intelligence Request
Owner: AE
AEs do NOT have direct Crossbeam access. Must go through Partner Managers.
Pull Crossbeam Data
Owner: Partner Manager
SI/ISV relationships, overlaps with target account. Export from Crossbeam.
Provide Partner Context
Owner: Partner Manager
Role in account (Value Driver, Inactive), stakeholders, next steps
Partner Mapping Agent (Future)
Owner: AI Agent
Synthesize Crossbeam + BuiltWith to identify partner opportunities. Slack notification to PM channel.
Add SI/ISV Columns to Whitespace
Owner: AE
Integrate partner data into unified whitespace map

Data Sources & Objects

Crossbeam Partner Data Salesforce (via PM)
Partner Name Relationship Type Overlap Status Last Updated
⚠️ Data incomplete. Not all partners use Crossbeam. "Someone could list a customer from 7 years ago"
Partner Account Record Salesforce
Partner Account ID Partner Tier PM Owner Specializations
Amazon Partner Leverage Plan (Example) Reference Template
Partner Account Use Cases Stakeholders Role in Account Notable Next Steps
Gold standard format from Amazon Account Plan

Phase Output: Partner Leverage Plan

Partner Leverage Tab + Whitespace Integration
Partner Tab: Partner Account | Use Cases | Stakeholders | Role in Account | Next Steps
Whitespace Columns: SI Partner | ISV Partner (per BU/use case row)
▼

5 POWER MAPPING (SIMPLIFIED) - C-Suite Baseline Only

Workshop Decision

Power mapping SIMPLIFIED at account planning stage. Detailed org charts moved to OPPORTUNITY STAGE.
Do not integrate Economic Buyer/Champion into whitespace (contrary to Microsoft example)
Use Outreach for detailed contact management, not the account plan

Activities

Capture C-Suite Baseline
Owner: AE
CEO, CMO, CDO, CTO, CIO + one level below (VP Marketing, VP IT/Digital)
Note Known Champions/Detractors
Owner: AE
Existing relationships from prior engagement. Flag known blockers.
Identify Key Relationships
Owner: CSM (if existing customer)
Champions at account, stakeholders with influence
Build Contact List in Outreach
Owner: BDR
Below power line, go wide. All contacts go directly to Outreach, not Excel.
Alfred V2 / Prospector
Owner: Glean Agent
Contact research, org structure suggestions, LinkedIn profile data

Data Sources & Objects

LinkedIn Sales Navigator External
Contact Name Title Company Connections
Limited usefulness for org charts. Better for individual contact lookup.
ZoomInfo Contacts External
Name Title Email Phone Department
⚠️ Verify data - often outdated
Salesforce Contacts Salesforce
Contact ID Name Title Email Account Role Last Activity
Outreach Prospects Outreach
Prospect Name Sequence Status Engagement Score Last Touch
Per Matt Lazar: "Everyone's going to end up in Outreach anyway"

Phase Output: Simplified Power Map

Power Map Baseline
C-Suite: CEO, CMO, CDO, CTO, CIO
VP Level: VP Marketing, VP IT/Digital
Known Relationships: Champions, Detractors
Detailed org chart → Opportunity Stage
▼

6 STRATEGIC ALIGNMENT - The 3 Whys

Activities

Deep Research - Strategic Analysis
Owner: AI (Gemini Deep Research)
Chris Powers' one-shot prompt. Analyze 10-K, earnings calls, investor presentations. Extract strategic priorities, big bets, mandates.
Review 3 Whys Output
Owner: AE
Why Now (triggers), Why Change (pain points), Why Contentful (value alignment). QA citations.
Transform to IVP Document
Owner: Value Engineering (Sean Winter)
Take Deep Research output → Create visual, exec-ready Initial Value Proposition doc
Create Signet-Style Exec Brief
Owner: Value Engineering
Strategic Mandate, Challenges, Why Contentful, Projected Outcomes
Finalize Account Plan
Owner: AE
Compile all artifacts. Present to leadership for validation. Iterate as needed.

Data Sources & Objects

SEC 10-K Annual Report SEC EDGAR
Business Description Risk Factors Strategic Priorities Management Discussion
Earnings Call Transcripts External / IR Sites
Executive Quotes Strategic Initiatives Digital Transformation AI/Technology Mentions
Investor Relations Materials Company Website
Investor Presentations Annual Report (visual) Press Releases
Deep Research 3 Whys Output Gemini
Why Now Why Change Why Contentful Citations Executive Mandates
Chris Powers' one-shot prompt to Gemini Deep Research
Signet Exec Brief (Example) Reference Template
Strategic Mandate Current Challenges Why Contentful Business Outcomes
Gold standard IVP output from Value Engineering

Phase Output: IVP Document (3 Whys)

Initial Value Proposition Document
Strategic Mandate: The overarching corporate priority
Why Now: Business triggers, market pressures, timing
Why Change: Pain points, gaps, competitive pressure
Why Contentful: Value alignment, differentiation, proof points
Business Outcomes: Projected impact, quantified where possible

Strategic Alignment Data Flow

10-K
Earnings Calls
IR Materials
→
Gemini
Deep Research
(One-shot prompt)
→
3 Whys
Output
→
Value Engineering
(Sean Winter)
→
IVP Document
(Exec Brief)
▼

Complete Strategic Account Plan - Final Deliverables

1. Unified Whitespace Map

BU rows × Product columns. SOLD/Competitor/Whitespace. Includes MAPs, Delivery Arch, Current Spend, SI/ISV Partners, Internal Footprint (ARR, Health).

2. Partner Leverage Plan

Partner Account, Use Cases, Stakeholders, Role in Account, Next Steps. Amazon format.

3. Power Map (Simplified)

C-Suite + VP baseline only. Known champions/detractors. Detailed mapping at Opportunity Stage.

4. IVP Document (3 Whys)

Strategic Mandate, Why Now, Why Change, Why Contentful, Business Outcomes. Signet format.

Complete Data Object Mapping Summary

Phase Data Object Source System Key Fields Status / Notes
1. Kickoff Account Record Salesforce Account ID, Name, Hierarchy, Owner, Industry ✅ Available
Territory Assignment Salesforce Territory ID, AE, BDR, CSM ✅ Available
Customer Status Salesforce Account Type, Current ARR, Renewal Date ✅ Available
2. Landscape & Whitespace SEC 10-K (Exhibit 21) SEC EDGAR (External) Subsidiary Name, Jurisdiction ✅ Via Deep Research
BuiltWith Raw Salesforce Technology blob (unstructured) ⚠️ Needs parsing
BuiltWith Parsed AI-Extracted CMS, Frontend, Commerce, P13N, A/B 🔧 Manual today, automate
ZoomInfo Company ZoomInfo (External) Subsidiaries, Hierarchy, URLs ⚠️ Often outdated
Deep Research Output Gemini / ChatGPT Subsidiaries, Domains, Stack, Citations ✅ ~99% accuracy
Monthly Active Profiles SunRush MAPs Count, Traffic ❌ GAP - Not available
3. Internal Footprint Opportunity History Salesforce Opp Name, Stage, Won/Lost, Amount ✅ Available
Contract / ARR Salesforce ARR, Renewal Date, Products ✅ Available
Product Usage Tableau / Gatekeeper Spaces, Content Types, API Calls ⚠️ Fragmented views
Account Navigator Glean Patterns, History, Success Stories ✅ Best for customers
CSM Health Data Manual / Gainsight Health Score, Risks, Expansion 🔧 Need CSM Brief template
4. Partner Leverage Crossbeam Data Salesforce (via PM) Partner, Relationship, Overlap ⚠️ Incomplete, no AE access
Partner Account Salesforce Partner ID, Tier, PM Owner ✅ Available
5. Power Mapping LinkedIn Sales Nav LinkedIn (External) Name, Title, Company ⚠️ Limited usefulness
ZoomInfo Contacts ZoomInfo (External) Name, Title, Email, Phone ⚠️ Verify - often outdated
Salesforce Contacts Salesforce Contact ID, Name, Title, Role ✅ Available
Outreach Prospects Outreach Prospect, Sequence, Engagement ✅ Primary contact tool
6. Strategic Alignment SEC 10-K Report SEC EDGAR Strategy, Risks, Priorities ✅ Via Deep Research
Earnings Calls External / IR Exec Quotes, Initiatives ✅ Via Deep Research
IR Materials Company Website Presentations, Press Releases ✅ Via Deep Research
Deep Research 3 Whys Gemini Why Now/Change/Contentful ✅ One-shot prompt