Most account managers get stuck in the middle, passing information back and forth, but the ones who rise are curators who build trust, shape strategy, and drive real business growth.
Alex Raymond is joined by Carl Smith, the founder of The Bureau, to explore how the account management role has evolved from being a reactive liaison into one of the most strategic positions inside an agency. Carl shares lessons from his journey as an agency owner and community leader, calling out the industry’s outdated view of account managers as conduits and advocating for a future where AMs are trusted advisors who anticipate client needs and bring fresh perspectives that create lasting impact.
They break down why account managers who solve bigger problems for their clients unlock bigger, more profitable deals, and how agencies can build a growth model around deep client empathy instead of transactional work. Carl introduces his “Jellyfish Management” philosophy, a unique opt-in team structure that flips traditional agency hierarchies and gives teams ownership over the projects they truly care about. He also explains why radical transparency, when paired with the right context, builds a foundation of trust that strengthens agency culture and client relationships.
At its core, this episode is a playbook for agencies ready to elevate account management from a tactical function to a strategic growth engine, with Carl offering insights on how to rethink roles, invest in people, and create a business where clients don’t just stay but also grow with you.
Episode Breakdown:
00:00 Meet Carl Smith, Founder of The Bureau
02:06 Building a 1,400-Member Community of Agency Leaders
04:24 The Current State of Account Management
06:12 Account Managers as Trusted Advisors and Curators
08:45 Why Deep Domain Knowledge is Critical in the AI Era
10:17 Redefining the Role of the Account Manager
14:03 Strategic Thinking: The True Value of Account Managers
18:52 Solving Bigger Problems Leads to Bigger Deals
26:26 The Economics of Post-Sales Growth and Client Expansion
32:32 Radical Transparency and Building a Culture of Trust
38:08 Inside The Jellyfish Management Model
41:59 Navigating Multi-Vendor Strategies and Agency Growth
45:57 Carl’s Advice for Aspiring Account Managers
Connect with Carl Smith:
Bureau of Digital
LinkedIn
Connect with Alex Raymond:
AMplify
LinkedIn
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