2Bobs—with David C. Baker and Blair Enns
How Account Managers Deliver Strategy
Sep 25, 2024
Discover six key principles that empower account managers to deliver strategic guidance in creative firms. Delve into the evolving role of these professionals, balancing client interactions with internal communications. Explore the crucial timing for involving subject matter experts and how to manage client relationships effectively. Learn about the differences between junior and senior roles in advertising and the challenges faced when promotions don’t align with skills. Plus, the importance of sales prowess in understanding and meeting client needs.
23:46
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Quick takeaways
- Account managers are vital in delivering strategic guidance by asking the right questions and facilitating deeper client discussions.
- Effective communication requires balancing the involvement of account managers with direct access to subject matter experts to enhance team dynamics.
Deep dives
The Role of Account Managers in Strategic Guidance
Account managers play a crucial role in delivering strategic guidance within creative firms, but their function can often be misunderstood, especially in digital and development environments. While account managers are traditionally seen as the main point of contact for clients, there is sometimes confusion about their relationship with strategists and subject matter experts. This confusion comes from a perception that account managers merely add cost rather than value, leading many firms to undervalue this role. However, as firms grow and witness the need for strategic alignment, the critical interplay between account managers and strategists becomes increasingly apparent.
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