2Bobs—with David C. Baker and Blair Enns How Account Managers Deliver Strategy
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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.
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Confusing Role of Account Managers
- Account managers are crucial in creative firms, but their role can be confusing, especially in digital agencies.
- Their strategic involvement can be unclear when strategists or account planners are also present.
From Strategist to Working with Strategists
- Blair Enns recalls transitioning from an account manager who perceived himself as the strategist to working with specialists like those with PhDs in cognitive psychology.
- This highlights the shift in the account manager's role as specialized strategists emerge.
Elon Musk as Ambassador Analogy
- David C. Baker uses the analogy of placing Elon Musk as an ambassador or vice versa to illustrate the distinct roles of account managers and subject matter experts.
- He emphasizes the need for a balance between relationship management and specialized expertise.