Across the Pond: Mastering Key Account management, planning and activation

In this episode, Steve Henke and Paul Griffiths discuss the critical aspects of key account management for insights agencies.

We explore the importance of building strong relationships with key clients, the challenges posed by relying on a few large clients, and the necessity of diversifying client bases.

Our conversation emphasizes the need for active account management strategies, accountability within agencies, and the significance of setting revenue targets for key accounts.

We also highlight effective strategies for maintaining client engagement and ensuring that agencies remain top of mind with their clients.

Takeaways

• Big clients are crucial for agency survival.
• Diversifying client bases is essential to mitigate risks.
• Key account management should focus on building multiple relationships within a client organization.
• Key account plans often end up unused; activation is key.
• Accountability in account management is vital for success.
• Revenue targets should be set for key accounts to drive growth.
• Cross-selling and upselling are effective strategies for account growth.
• Referral opportunities can significantly enhance client relationships.
• Regular engagement with clients is necessary to maintain relationships.
• CRM systems can help manage account activation processes effectively.