Welcome! To the first meeting of the Royal Account Planning Society. We are honored to have you among our ranks. The first order of business will be to make sure that we all have a firm grasp of what it is we all do.
Here are 3 Documents that should help:
1. The Account Planning Group's Definition of Account Planning
What is Account Planning (2007) PDF
What is Account Planning (1986) PDF
In 1986 the APG published a booklet written by Sev d'Souza as a definition of account planning. Fifteen years later, with the further evolution of planning, that definition needed updating. Merry Baskin (APG Chair in 1998 and 1999) undertook the task and in 2001 wrote the Millenium edition -- which she updated in 2007 to be ready for the 40th anniversary of planning in 2008.
2. Henrick Habberstad's highly recommended Anatomy of Account Planning (2000) Click here to download the Word file
This document analyzes our craft, it's history, and gives some visions for the future. I was written by Henrik Habberstad, a planner at Dinamo in Oslo with input from some of the best brains in the business and comes highly recommended from Stephen King himself "The father of account planning."
3. The 1974 classic by Stephen King: The JWT Planning Guide
“Henrik Habberstad has clearly done an enormous amount of research about account planning and talked to a lot of people. I can’t believe that there’s much remaining about the topic that hasn’t been covered; so this will be the most detailed and comprehensive paper available on planning”
- Stephen King -
Click here to download the PDF