The modern account manager is an elusive, mysterious professional. There’s a million and one definitions of what an AM is and does, but whatever one you plump for one thing is for certain - they’re something special. Kings of communication, expert architects of client relationships and masterful motivators, these agency heroes do invaluable work.
As with any great service, their impact is often underappreciated. For too long, AMs have been pigeon holded as merely the conductors of finanical affairs. A pretty huge injustice. Bridging the gap between agency and client, these awesome all-rounders have their fingers in every pie going. Their role may continue to evolve but the qualities needed are timeless.
So, what does an awesome account manager look like? What qualities do these nimble ninjas need to possess? And how can agencies better utilise and understand the role they play in better business? Here’s a rundown of qualities to champion and reasons to all hail the account manager!
The hats they wear and plates they spin - A modern account manager mockup.
Account managers have more than a few strings to their bow. Aside from being flawless multi-taskers, they are acute industry and client experts. It’s about more than spreadsheets, phone calls and meetings.
They read between the lines, interpret emotion into tangible feedback, listen with intent and manage and motivate simultaneously. Now that’s some talent.
Relationship royalty.
One super invaluable trait all account managers have by the bag full is the ability to see clients as people. They know their history, concerns, goals and personality, all key factors in building long-term relationships. The best AMs don’t just manager accounts, projects and teams, they build a connection that puts people at the centre of how they work. Remember, a business is only as good as the clients that trust in them.
Predicting pros.
Being a step ahead of the game is AM 101. It’s about more than outlining project steps and taking care of communication. When you know the client well, you can predict the best ways to work. When is face to face best? Who are the real decision makers? Handling expectations is where AMs shine, they see issues coming before they arrive and strategically keep the client in the loop.
Famed facilitators.
A great AM knows how to get the best from their client and creative team. Rather than dictating deadlines and feedback, awesome account managers find that sweet spot between creation and results. This is where collaboration can transform relationships. Really know your team and how they work, anticipate how the project will develop and set expectations early on. Feed the client’s need for knowledge while giving the creative team the freedom to do their thing.
Trust builders & ambassadors of honesty.
Account managers reinstate real value. A constant resource, many AMs go above and beyond just a project responsibility, sharing info and insight of interest to them. This benefits the client, not always you, another sure fire sign of trust and value. From picking up the phone instead of emailing to networking with authenticity, these superstars tighten the bond between the agency and the client. Longevity in client relationships is down to openness and delivering quality. If trust comes into play then the battle is won. Account managers ensure decisions become natural and made without risk, freeing up creative teams and client’s dependency.
Account managers are equipped to manage the buzz and flexibility that modern business is all about. Being responsible for more than just the profitability of an account, these frontline troops really are the lifeblood of business. They spearhead better practice, develop client relationships and ensure standards are set and followed. Listener, mentor, problem solver, industry expert, the list is endless. If ever the phrase ‘all rounder’ applied to a professional, it’s in the case of the almighty account manager.
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These are just my thoughts on the ‘Anatomy of an awesome Account Manager’, but I’d love to hear yours. Just drop me an email here! Steven Rey.
Twitter snippets.