Account Management Secrets

Cliff Unger, a former Chief Revenue Officer with a rich background in both hardware and SaaS account management, reveals key insights on the importance of accurate forecasting. He stresses that delivering bad news early can build trust with executives and investors. Discover how renewals and expansion drive strategic decisions, and why account managers must transition from a reactive role to a proactive growth function. Cliff also elaborates on critical revenue metrics like ARR, GRR, and NRR, shaping the future of businesses and emphasizing the necessity of data integrity.

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 Carl shares lessons from his journey as an agency owner and community leader, calling out the industry’s outdated view of account managers as conduits and advocating for a future where AMs are trusted advisors who anticipate client needs and bring fresh perspectives that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 Podcast production and show notes provided by HiveCast.fm

In this discussion, Mike Rapp, Chief Revenue Officer at IntelePeer, shares insights from his journey in account management. He emphasizes the importance of owning client relationships for driving revenue. Mike explains the strategic advantage of understanding customer experiences and outlines the mantra "Serve, Retain, Sell" as a guide for account managers. He also highlights the vital distinction between customer retention and acquisition, stressing the need for building trust before upselling. Overall, Mike offers actionable advice for cultivating impactful client relationships.

Kristy Devantier, the Managing Director at TaleWind Digital (formerly WorkerBee.TV), joins Alex Raymond for a conversation about what really changes when account managers have the right structure and clarity in their role. How do you move beyond check-the-box QBRs and start having client conversations that actually lead to growth? How do you build a team that isn’t just managing projects but actively deepening relationships and uncovering opportunities? Kristy walks through the shifts she made, from renaming and reshaping QBRs to introducing account plans and segmenting clients more intentionally, all grounded in what she learned through AMplify.   Kristy also gets honest about the challenges of running a team that’s stretched across project delivery, customer success, and strategic growth. You’ll hear how she’s advocating for her team internally, using leadership buy-in and visibility to carve out more space for what really matters.    Join Alex and Kristy’s conversation to learn how to navigate the realities of account management and try to do it with more purpose and impact.   Episode Breakdown: 00:00 Introduction 03:18 Kristy’s Journey into Account Management 05:49 How QBRs Evolved into Strategic Review Meetings 07:07 Shifting the Focus to Client Needs and Deeper Questions 10:43 The Impact of Improved QBRs on Client Relationships 11:42 Unlocking Expansion Through Strategic Conversations 13:42 How Client Segmentation Improved Team Focus 20:03 Balancing Project-Based and Recurring Clients 24:51 Navigating the Account Manager vs. Project Manager Debate 26:46 Tackling Burnout and Resourcing Challenges 27:33 Gaining Executive Buy-In Through Strategic Reviews 35:14 What’s Next for Account Management at WorkerBee.TV 36:46 Kristy’s Advice for New Account Managers   Links Connect with Kristy Devantier: LinkedIn: https://www.linkedin.com/in/kristy-devantier-839b2934 Website: http://www.workerbee.tv/   Connect with Alex Raymond: LinkedIn: https://www.linkedin.com/in/afraymond/ Website: https://amplifyam.com/ Podcast production and show notes provided by HiveCast.fm

Join Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, as he sheds light on the often overlooked importance of post-sale processes in B2B. With decades of experience, he argues that account managers excel at delivering customer value yet lack the resources they need. The chat dives into the leadership challenges within post-sales teams, the rise of AI in account management, and innovative approaches like the Amplify 10X Growth System. This engaging discussion challenges conventional revenue structures and highlights the need for a holistic focus on customer retention.

Chad Horenfeldt, VP of Customer Success at Siena AI and author of ‘The Strategic Customer Success Manager,’ shares insights from over 20 years in account management. He discusses the detrimental ‘people pleaser trap,’ where the desire to be liked undermines effectiveness. Chad identifies four identity traps—firefighter, entertainer, fixer, and waiter—that hinder proactive relationships. He emphasizes the importance of curiosity and frameworks like motivational interviewing to enhance trust and client engagement, ultimately transforming how account managers navigate their roles.

Too many account managers are stuck in reactive mode—waiting on problems, answering tickets, and playing support—while the real opportunity sits untapped: driving strategic growth.   In this episode, Alex Raymond is joined by author and sales strategist Anthony Iannarino to unpack what’s broken in post-sales and what needs to change. Their conversation challenges the status quo of account management and lays out a new path, one where AMs act less like order takers and more like strategic guides who know how to lead.   Anthony introduces the concept of being “one-up”, bringing enough experience and insight to teach clients how to make better decisions. He explains why the age of AI will punish passivity and reward value creation, and why account managers who stay stuck in the admin zone are putting themselves at risk.   Whether you're managing a $10M portfolio or just trying to prove your value internally, this episode will push you to rethink how you show up. Because in 2025, the winning account managers won’t be the ones who play it safe, they’ll be the ones who lead.   Episode Breakdown: 00:00 Introduction 01:30 Why Post-Sales Is Broken 05:14 AI Will Punish Passive Account Managers 08:05 What It Means to Be “One-Up” 09:20 Raising the Floor for Real Growth 11:22 What Creating Value Actually Looks Like 15:23 Why Relationships Still Drive Revenue 20:18 The AI Impact on Account Management Teams 22:29 The Missed Opportunity in Post-Sales Investment 27:23 How Sales and Buying Committees Have Changed 33:23 Final Advice: Elevate or Get Replaced   Links Connect with Anthony Iannarino: LinkedIn: https://www.linkedin.com/in/iannarino/ Website: https://www.thesalesblog.com/   Connect with Alex Raymond: LinkedIn: https://www.linkedin.com/in/afraymond/ Website: https://amplifyam.com/ Podcast production and show notes provided by HiveCast.fm

Robert Sproule, VP of Account Management at SafetyChain, is an expert in showcasing measurable impact in regulated industries. In this engaging discussion, he reveals how quick executive results reviews can effectively prove ROI in just fifteen minutes. Robert shares insights on leveraging AI to minimize busywork and enhance account planning, while also highlighting the importance of building strong client relationships. Discover strategies for navigating the high-stakes world of food safety and driving revenue by keeping a laser focus on your clients' outcomes.

Account managers may be missing out on enormous growth potential by merely focusing on retention. The discussion emphasizes the A10X Growth System, which encourages tackling bigger client problems and cultivating radical curiosity. Participants are urged to adopt an ownership mindset, reframe their relationships with clients, and remove low-value tasks. This approach shifts the focus from transactional interactions to meaningful partnerships, paving the way for substantial revenue increases and deeper connections.

Adrian Davis, President and CEO of Whetstone Inc. and author, discusses how account managers can transform their role from sellers to guides in their clients' stories. He emphasizes the power of storytelling, urging managers to identify clients' deeper aspirations and underlying threats beyond mere competitors. Davis explores the challenges of the status quo and the importance of asking insightful questions to uncover true urgency. His insights provide a framework for improving client relationships and deeper engagement through strategic narrative.