We spend a lot of time looking at how sales and revenue teams actually work day to day, and one thing shows up again and again: account plans get built with real care at the start of a relationship, then rarely get touched again once the deal is in motion.

It's an interesting pattern because it's not really a discipline issue on the surface. Most teams have a template, most reps do fill one out. The gap seems to be in what happens after, whether the plan actually gets revisited as priorities shift, new stakeholders show up, or the account grows.

We've talked to a fair number of teams about this, and the reasons vary. Some say updating the plan feels like overhead with no immediate payoff. Some say ownership is unclear once a deal moves from sales to CS. Some say the plan was never built to be a living document in the first place.

Curious how this actually plays out for people here. Does your team keep account plans updated in real time, or does it mostly get rebuilt from scratch at each review cycle? And if you've seen a team do this well, what made it stick?