Created by:
Customer Marketing Alliance
What is an account research template?
An account research template is a structured way to build a full picture of a target account before you engage them – covering their business overview, strategy, needs, org chart, competitive landscape, and buying process – so outreach is grounded in research instead of guesswork.
Researching a new account can feel overwhelming simply because it's unclear where to start or when you've done enough. This template breaks that research into six defined areas, so you know exactly what to look for and when the picture is complete enough to act on.
What's inside the template?
The template covers six areas for a single target account:
- Account overview
- Business strategy
- Needs and motivations
- Organization chart
- Competitive analysis
- Buying process
How to use the template
Work through the sections in order: the account overview and business strategy give you context, needs and motivations tell you why they'd buy, and the organization chart tells you who's actually involved in that decision. Competitive analysis and buying process round it out so you know who you're up against and what could slow the deal down.
Duplicate the template for each account you're researching, and revisit it as new information comes in — an account's priorities and org chart can shift between your first conversation and a closed deal.
Download your account research template
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