UK

United Kingdom · Sales · Principal/Manager (12-16 years)

Manager, Account Management

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandPrincipal/Manager (12-16 years)
  • Reports toDirector, Key Accounts
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Team Lead, Account Management · Head of Account Management (Mid-Market) · Sales Manager, Post-Sale Revenue

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

Level 5 Award in Analysis Financial Performance Institute of Sales Professionals · Level 5 · covers 1 of 1 standard
Level 5 Certificate in Professional Sales Institute of Sales Professionals · Level 5 · covers 1 of 1 standard
Level 5 Diploma in Professional Sales Institute of Sales Professionals · Level 5 · covers 1 of 1 standard
ISM Level 5 Diploma in Sales (RQF) Institute of Sales Management · Level 5 · covers 1 of 1 standard

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Analyse Financial Performance Level 5 Award in Analysis Financial Performance
Analysing the financial potential and performance of customer accounts ISM Level 5 Diploma in Sales (RQF)

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
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Your Plan Illustration

Built for Manager, Account Management

2 units that map to this job, from the qualifications that cover it.

  1. Analyse Financial Performance Institute of Sales Professionals · covers 1 of 1 standards Level 5
  2. Analysing the financial potential and performance of customer accounts Institute of Sales Management · covers 1 of 1 standards Level 5
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Manager, Account Management?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-driven Coaching & Performance Management
  • Data-Driven Organisational Design & Territory Optimisation
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Manager, Account Management plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

This role leads a team of Account Managers, making sure they hit revenue targets and keep clients happy. It involves building a team, coaching people through difficult client situations, and giving them what they need to succeed. It combines leadership and strategy with close attention to the health of the team's client portfolio.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Salesforce Sales Cloud Strategic

Influencing CRM process design, defining requirements for custom fields/workflows with RevOps, using dashboards for strategic team planning and board-level reporting. You're not just using it; you're shaping how your team uses it.

LinkedIn Sales Navigator Strategic

Leveraging platform data to inform territory planning, identify market penetration opportunities across your team's accounts, and managing enterprise-level license allocation and ROI. You're using it to guide your team's prospecting strategy.

Outreach / Salesloft Strategic

Setting the overall engagement strategy for your team, working with Marketing and Sales Ops to align sequences with broader Go-To-Market campaigns and Ideal Customer Profile definitions. You're ensuring your team's outreach is consistent and effective.

Clari / Gong.io Architect

Managing the team's forecast roll-up, using platform analytics to identify systemic coaching opportunities, and reporting on pipeline health to executive leadership. You're using it to understand and improve your team's selling behaviour.

Tableau / Power BI Strategic

Collaborating with analytics teams to design and spec out new executive-level dashboards for tracking portfolio health, NRR, and expansion pipeline across your team's accounts. You're defining what data matters.

Excel / Google Sheets Strategic

Modelling team-level compensation plans and quota attainment scenarios, auditing and approving complex commission calculations, and building detailed 'what-if' analyses for strategic planning. You're the spreadsheet guru for your team.

Anaplan / Workday Adaptive Planning Strategic

Providing input into the sales forecasting and capacity planning modules, using the platform to model headcount needs against revenue targets, and contributing to overall sales resource planning. This is more about strategic input than daily use.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Team Hiring & Onboarding No authority. Supports interviews, provides feedback. No authority. Participates in interviews, provides feedback on cultural fit. Recommends candidates, participates in final interviews. Input is heavily weighted.
Team Performance Management No authority. Reports individual performance to manager. No authority. Self-manages performance against targets. Provides informal coaching to junior peers. Manages own performance.
Account Strategy & Portfolio Management Executes defined tasks within account plans. Develops and executes account plans for own book of business. Designs and leads strategic account plans for complex clients, makes recommendations to leadership.
Budget Allocation (Team Level) No authority. Requests resources from manager. No authority. Manages own expenses within guidelines. Recommends budget needs for specific client initiatives (e.g., client events) up to £5K.
Client Contract Negotiations & Pricing No authority. Escalates all negotiation points to manager. Negotiates within pre-approved discount bands. Escalates exceptions. Leads complex negotiations for strategic deals, seeking input from Legal/Finance. Can approve discounts up to 10% on standard terms.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Team Quota Attainment
The aggregate percentage of your team's total revenue target achieved each quarter and annually.
Target · 100%+ of team's aggregate quota

If your team's total target is £5M for the year and they bring in £5.5M, that's 110% attainment – a solid win for everyone.

Team Forecast Accuracy
How close your team's committed revenue forecast is to the actual revenue closed each quarter. This shows how well you understand your pipeline.
Target · +/- 5% variance from committed forecast

If your team commits £1.2M for Q1, and they close £1.23M, that's a 2.5% variance, which is spot on. Anything over 5% means we need to dig into the 'why'.

Customer Lifetime Value (CLV) Growth
The average increase in the total revenue we expect to get from clients within your team's portfolio over their entire relationship with us.
Target · Increase average CLV across the segment by 15% YoY

If the average CLV for your segment was £100K last year, we'd expect it to be £115K this year, driven by better retention and expansion.

Strategic Penetration in Top Accounts
The percentage increase in multi-product adoption or deeper engagement within the most valuable 20% of accounts managed by your team. This isn't just about selling more, but selling *smarter*.
Target · Increase multi-product adoption in top 20% of accounts by 25%

If 40% of your top accounts currently use two of our products, we'd want to see that jump to 50% by next quarter, showing we're truly becoming a strategic partner.

Team Member Retention
The percentage of your Account Managers who stay with the company over a given period, especially our high performers. Keeping good people is crucial.
Target · >85% retention for top-performing AMs

If you have 8 AMs, and only one leaves in a year (and it's not a top performer), that's a great sign you're building a strong, stable team.

Team Development & Coaching Effectiveness
How well you're developing your team's skills, coaching them through challenges, and helping them grow their careers. This is about observable behaviour and impact.
  • Your team members are regularly promoted or take on more complex accounts. They actively seek your advice and feedback. You're running effective 1-to-1s and regular coaching sessions. We see improvements in individual AM's deal sizes or close rates after your coaching. Your team consistently hits their individual targets.
Cross-functional Influence & Collaboration
Your ability to work with other departments (like Product, Marketing, or Legal) to get what your team needs to succeed, and to represent the voice of the customer internally.
  • Other department leads proactively reach out to you for input. Your team's requests for support are prioritised. You're invited to cross-functional planning meetings. You successfully advocate for client needs or product improvements that benefit your team's portfolio. You're seen as a trusted partner, not just someone who makes demands.
Strategic Account Planning & Oversight
How effectively you guide your team in developing and executing long-term growth plans for their key accounts, moving beyond transactional sales.
  • Your team's QBRs are consistently high quality and lead to clear next steps and expansion opportunities. You can articulate the 12-18 month strategy for your top 5-10 accounts. You identify and address potential risks in key accounts before they become problems. Your team is consistently multi-threading accounts and 'getting to power'.
Client Executive Relationships
Your personal ability to build and maintain strong, strategic relationships with key executives in your team's most important client accounts. This is about you, not just your team.
  • You're regularly meeting with C-level contacts in your top accounts. Clients see you as a trusted advisor, not just their AM's boss. You're brought into strategic discussions by clients, even if your team member is the primary contact. You receive direct feedback from clients that praises your involvement and support.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Developing and Growing People

You get a real buzz from seeing your team members improve, hit new milestones, or land a big deal they've been working on for ages. You'll spend significant time in 1-to-1s, coaching calls, and celebrating individual successes. You're always looking for development opportunities for your team.

An AM on your team closes their biggest deal ever after you helped them strategise the negotiation. You feel a genuine sense of accomplishment, perhaps even more than if you'd closed it yourself.

Achieving Team Success & Impact

Hitting the team's aggregate quota, seeing your team's NRR grow, or successfully implementing a new account strategy that drives collective results. You thrive on the collective win, not just individual accolades. You're focused on the overall health and performance of your portfolio.

Your team collectively smashes their quarterly target, and you've played a direct role in empowering them to do it. The celebration feels earned and shared.

Solving Complex Organisational Challenges

You enjoy figuring out how to improve sales processes, resolve cross-functional bottlenecks, or design better team structures. This means working with Sales Ops to refine a compensation plan, or with Product to get a critical client feature prioritised. You're looking at the bigger picture.

You successfully negotiate with Legal and Finance to streamline a contract review process, saving your entire team hours each week. You feel satisfied by the systemic improvement.

What frustrates people
  • Dealing with internal resource wars – fighting for your team's access to Solutions Engineers or Marketing support.
  • The 'sandwich' effect: getting pressure from leadership above you and demands from your team below, often with conflicting priorities.
  • Having to deliver tough performance feedback or manage someone out of the business, even when you've tried everything to help them.
  • The constant need for 'Salesforce hygiene' and reporting that takes away from coaching time, even though you know it's important.
  • Watching a deal your team has worked on for months get 'stuck in procurement' or delayed due to factors outside your control, impacting your forecast.
What this role does not give you
  • The thrill of closing your own multi-million pound deal every quarter – your wins are now through your team.
  • A purely strategic role with no day-to-day people management challenges; you're very much 'in the trenches' with your team.
  • A quiet, predictable environment; expect constant interruptions, urgent requests, and shifting priorities.

8Who you work with

This role directly impacts our customer lifetime value (CLV) and Net Revenue Retention (NRR). You're essentially responsible for a significant chunk of our recurring revenue, making sure our existing client base remains healthy and grows. Your team's success means stable, predictable revenue for the business, which is critical for our overall growth and investment plans.

Inside the business
  • Sales Leadership (Director, VP Sales)
  • Sales Operations (for forecasting, reporting, compensation queries)
  • Marketing (for account-based marketing campaigns, client stories)
  • Product Management (to relay client feedback, understand roadmaps)
  • Finance (for budget approvals, P&L discussions, commission sign-off)
  • Legal (for contract negotiations, client terms)
Outside the business
  • Key client executives (C-suite, VPs, Directors)
  • Strategic partners (where joint solutions are sold)
  • Industry bodies or associations (for market insights, networking)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record as a highly successful Senior Account Manager (L3) or Principal Account Manager (L4), consistently exceeding individual revenue targets for at least 3-5 years.
  • Demonstrable experience in coaching or mentoring junior sales professionals, even if it was informal (e.g., new joiners, interns).
  • Experience managing a complex book of business, including strategic account planning and multi-threading enterprise clients.
  • A solid understanding of sales forecasting and pipeline management principles, with a history of accurate personal forecasts.
  • Excellent communication and presentation skills, capable of engaging with C-level executives and internal leadership.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced CRM & Sales Tech Integration

CRMs are becoming central hubs, integrating with AI tools, marketing automation, and customer success platforms. As a manager, you'll need to understand these integrations to optimise your team's workflow, reduce manual tasks, and ensure data flows seamlessly across systems.

API Integrations · Workflow Automation · Data Governance in Integrated Systems

  • This quarter: Schedule a deep dive with our Sales Operations team to understand our current CRM integrations and upcoming projects.
  • Next quarter: Identify one manual process your team does regularly and propose an automated solution using existing tools.
  • Month 6: Attend a Salesforce Admin or Developer conference (or virtual equivalent) to learn about new integration capabilities.
  • Month 9: Lead a small project to implement a new integration that significantly improves your team's productivity.

Quick win: Review your team's current Salesforce dashboards. Are there any data points that are missing or could be pulled from other systems to give a clearer picture? Discuss with Sales Ops.

AI-Powered Revenue Operations & Forecasting

The future of sales forecasting isn't just about gut feel; it's about predictive analytics and machine learning. As a manager, you'll need to understand how AI-driven tools (like Clari) generate forecasts, identify risks, and recommend actions, so you can interpret them for your team and challenge them effectively.

Predictive Forecasting Models · Deal Risk Scoring · Scenario Planning with AI

  • This quarter: Spend dedicated time with Clari (or similar) to understand its predictive capabilities and how it impacts our company forecast.
  • Next quarter: Use Clari's insights to challenge your team's individual forecasts during your 1-to-1s, asking specific questions based on the AI's predictions.
  • Month 6: Work with Sales Ops to refine the inputs or parameters for our AI forecasting models, based on your team's real-world experience.
  • Month 9: Present to your peers on how AI forecasting has changed your approach to pipeline management and team coaching.

Quick win: Before your next forecast call, check Clari's 'deal risk' scores for your team's top 5 deals. Are there any surprises? Use that to prompt a conversation with the AM.

11Staying current once you are in

What people here do to keep up
  • Actively participate in sales leadership forums, webinars, and industry events to stay current on best practices and emerging trends.
  • Seek out mentorship from senior sales leaders within our organisation or externally; learning from those who've done it before is invaluable.
  • Read widely on leadership, coaching, and sales strategy. There's always something new to learn.
  • Take advantage of internal training programmes on performance management, conflict resolution, and strategic planning.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-driven Coaching & Performance Management

AI tools like Gong are getting incredibly sophisticated at analysing sales calls, identifying patterns in successful deals, and flagging areas for improvement. Managers who can effectively use these tools to coach their teams will have a massive advantage, moving beyond gut feeling to data-backed development.

  • Conversation Intelligence Platforms
  • AI-Powered Performance Dashboards
  • Personalised Learning Paths
  • Ethical AI Use in Coaching

Data-Driven Organisational Design & Territory Optimisation

As data becomes more accessible, sales leaders will be expected to use it to make smarter decisions about how teams are structured, how territories are allocated, and even how compensation plans are designed. This moves beyond intuition to scientific precision, directly impacting team fairness and overall revenue potential.

  • Predictive Analytics for Territory Design
  • Compensation Plan Modelling
  • Skill-Based Team Structuring
  • Market Segmentation with AI

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Strategic Account Planning (SAM/KAM) Leadership
  • MEDDPICC Qualification Framework Mastery & Coaching
  • Value-Based Selling & Negotiation Oversight
  • Quarterly Business Review (QBR) Excellence & Strategy
  • Pipeline Velocity & Forecasting Management

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    From Principal / Strategic Account Manager (L4)

    12-16 years total experience (with 3-5 years at L4)

    Skills to master

    • Transitioning from individual contributor excellence to team leadership. Mastering performance management, coaching, and strategic oversight for a portfolio of accounts.

    You're ready to move on when

    • Consistently exceeding individual targets at the Principal level.
    • Demonstrated informal leadership or mentorship of junior AMs.
    • Proactive in identifying and solving team-level process issues.
    • Strong desire to develop others and take on management responsibilities.
  2. 2

    From Senior Account Executive (L3/L4 in new business)

    12-16 years total experience (with 5-8 years in senior new business)

    Skills to master

    • Adapting a new business hunting mentality to a growth and retention focus. Developing strong coaching skills for recurring revenue models and understanding the nuances of post-sale client relationships.

    You're ready to move on when

    • Proven ability to close complex enterprise deals.
    • Strong focus on value-based selling and long-term client partnerships, not just transactional wins.
    • Interest in developing and retaining existing accounts, rather than solely acquiring new ones.
    • Demonstrated ability to mentor junior AEs or contribute to team strategy.
  3. 3

    From Sales Manager (smaller company / different segment)

    12-16 years total experience (with 2-4 years in a management role)

    Skills to master

    • Adapting to our specific sales methodologies, tech stack, and company culture. Scaling leadership skills to a larger, more complex organisation and potentially a higher-value client segment.

    You're ready to move on when

    • Track record of leading a sales team to hit targets.
    • Experience with performance management and coaching.
    • Ability to quickly learn new products, processes, and market dynamics.
    • Strong cultural fit and alignment with our leadership values.

15Where this role leads

The long view: This role can lead to senior sales leadership positions such as VP of Global Accounts, Chief Revenue Officer, or General Manager of a business unit.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Manager, Account Management is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Director, Key Accounts (L6)
  • Head of Sales Enablement / Sales Operations (L5/L6)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Analyse Financial Performance, worked against Manager, Account Management.

Analyse Financial Performance Level 5

Applied to your work in Manager, Account Management

The objective of this unit is to enable learners to analyse financial performance using appropriate tools and techniques. Learners will be able to evaluate financial risks, adhere to organisational procedures, and estimate future financial performance for customer accounts.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Manager, Account Management plan, free
See Your Progress Grow Illustration
Manager, Account Management
  • Strategic Account Planning (SAM/KAM) Leadership
  • MEDDPICC Qualification Framework Mastery & Coaching
  • Value-Based Selling & Negotiation Oversight
  • Quarterly Business Review (QBR) Excellence & Strategy
  • Pipeline Velocity & Forecasting Management
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Manager, Account Management is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Director, Key Accounts (L6)

    3-5 years in Manager, Account Management role

    From managing a team to managing multiple teams or a larger segment, with increased strategic responsibility and P&L ownership.

    • Business unit strategy & market analysis
    • Sales forecasting & capacity planning at scale
    • M&A integration (if applicable)
    • Strategic partnership development

  2. Head of Sales Enablement / Sales Operations (L5/L6)

    3-5 years in Manager, Account Management role

    A lateral move into a support function, focusing on improving the efficiency and effectiveness of the entire sales organisation.

    • Sales methodology implementation & training
    • Sales tool adoption & optimisation
    • Content strategy for sales collateral
    • Performance metrics definition & reporting
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, as a manager, your time is precious. You're juggling coaching, forecasting, strategy, and a mountain of admin. What if you could cut through the noise, get sharper insights into your team's performance, and free up hours for what truly matters: developing your people and driving strategic growth?

Our AI Productivity Hub isn't just for individual sellers; it's designed to supercharge managers like you. Imagine having an intelligent assistant that helps you spot coaching opportunities, predict deal risks across your entire team's pipeline, and even draft your performance reviews. It's about working smarter, not harder, and giving your team the edge they need.

Automated Team Performance Analysis

AI tools can sift through CRM data, call logs (Gong.io), and email activity across your entire team. It'll flag underperforming reps, identify common deal blockers, and even suggest personalised coaching topics based on their recent activity. No more manual report crunching, just actionable insights at your fingertips.

Proactive Portfolio Risk & Opportunity Identification

Imagine an AI that monitors your team's entire client portfolio, flagging accounts showing early signs of churn risk or, conversely, high potential for expansion based on usage patterns, sentiment analysis from calls, and industry news. It helps you direct your team's efforts to where they'll have the biggest impact.

Scalable Coaching & Skill Development

AI-powered conversation intelligence platforms (like Gong) can analyse hundreds of your team's sales calls. It can identify best practices from top performers, pinpoint areas where individual AMs struggle (e.g., handling objections, value articulation), and even create tailored training modules. This means more effective, data-backed coaching for everyone.

Strategic Account Prioritisation for Your Team

AI can help you, as a manager, analyse market data, client firmographics, and historical performance to dynamically re-prioritise accounts for your team. It can suggest which 'white space' accounts have the highest propensity to buy, helping you optimise territory planning and focus your team's efforts on the most promising opportunities.

Common questions

Common questions

How do you become a Manager, Account Management?

Common routes in include From Principal / Strategic Account Manager (12-16 years total experience (with 3-5 years at L4)), From Senior Account Executive (L3/L4 in new business) (12-16 years total experience (with 5-8 years in senior new business)) and From Sales Manager (smaller company / different segment) (12-16 years total experience (with 2-4 years in a management role)). Times vary with prior experience.

Where can a Manager, Account Management progress to?

This role can lead on to Director, Key Accounts (3-5 years in Manager, Account Management role) and Head of Sales Enablement / Sales Operations (3-5 years in Manager, Account Management role), depending on the skills you build.

What new skills matter most for a Manager, Account Management?

Increasingly, AI-driven Coaching & Performance Management and Data-Driven Organisational Design & Territory Optimisation. These are the skills our record of this role lists as growing.

Free tools

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Three free tools, no account needed. Each one ends with a role, a level and a way in.

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17Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in sales

Stay in the field you know and move sideways rather than up.
If you leave this industry

The leadership, strategic thinking, budget ownership and client relationship skills built in this role transfer to other sales leadership or general management positions. This includes executive roles in other B2B SaaS companies, or in different industries where recurring revenue and client retention matter.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Manager, Account Management plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.