Account research template

Landing a big account doesn't happen by accident. The best sales and marketing teams do their homework long before they pick up the phone or send that first email. That homework is what separates a generic pitch from one that actually lands. 

This account research template gives you a clear framework for gathering everything you need to know about a target account, so you can approach them with confidence and relevance.

What is an account research template?

An account research template is a structured document that helps you capture and organize key information about a potential customer before you engage with them. 

Instead of scattering notes across emails, sticky notes, and half-remembered calls, you've got one place to build a complete picture of the account.

This template walks you through six key areas: 

1. Account overview
2. Business strategy
3. Needs and motivations
4. Organization chart
5. Competitive analysis
6. Buying process

Together, they help you understand not just who the account is, but why they might need what you're selling, who's involved in the decision, and what could get in the way of closing the deal.

Who is it for?

This template is built for anyone involved in targeting and winning new business – think sales reps, account executives, and marketing leaders running account-based marketing (ABM) programs.

If you're doing ABM, this template is especially handy. ABM lives and dies on the quality of your research: the more you understand about an account's goals, challenges, and buying committee, the sharper your targeting and messaging can be. Use it to build out account profiles before you launch a campaign, and you'll have a much easier time creating content and outreach that actually resonates.

It's also useful for anyone prepping for a big pitch or renewal conversation, or for teams handing off accounts between departments who need a shared source of truth.

How to use the template

1. Gather information: Use the template to collect and organize data on each potential account. Fill out each section with as much detail as possible.
2. Analyze and strategize: Review the collected information to identify key insights and opportunities. Use these insights to tailor your sales strategy, ensuring it aligns with the account’s goals and addresses their specific needs.
3. Prepare for meetings: Before engaging with the account, consult the template to refresh your knowledge of their business and strategy. This preparation enables you to have informed, value-driven conversations.
4. Update regularly: Keep the template updated as you gather new information or as the account’s situation evolves. This ensures that your approach remains relevant and effective.

You don't need to fill everything in at once. Treat it as a living document; update it as you learn more through calls, research, and conversations with stakeholders. The more detail you add over time, the stronger your account strategy becomes.

Download your account research template

Account research template

Account research template Researching a new potential customer can be a daunting task. How do you get started and what do you need to know? Don’t panic - this account research template will help you find and target the right people. [Account Name] Account overview Business model and ind…

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