Account Management Secrets

Shep Hyken, a customer experience expert and New York Times bestselling author, discusses the critical differences between customer satisfaction and loyalty. He reveals that 'satisfied' customers can still leave, urging account managers to build genuine partnerships through consistent communication and effective problem resolution. Shep emphasizes that B2B clients now expect B2C-level experiences, offering a six-step playbook to enhance loyalty. He also highlights the importance of adopting a customer-focused culture and mastering service recovery to foster long-term retention.

When contracts disappear and only value keeps customers loyal, the real work of account management begins.   Alex Raymond talks with Anthony DeShazor, the founder and chief architect of Protia Revenue Systems, about building customer relationships that last when “value is the contract.” Drawing from his experience leading customer success at Givelify, Anthony shares how operating without renewals or lock-ins pushed his team to deliver measurable outcomes every day and redefine what success really means. He explains how taking ownership of value, rather than letting customers define it, turns account managers into strategic partners who drive growth and trust.    By connecting outcomes to purpose, not just performance, Anthony offers a new way to think about loyalty, communication, and long-term customer success.   Episode Breakdown: 00:00 No Auto-Renewals: When Value Is the Contract 05:15 No Safety Net: Urgency and Prioritization 07:13 Shifting the Value Conversation 10:09 Defining and Communicating Value 12:00 Results: Growth from Outcome Focus 14:01 Always On Value Communication 15:05 EBR Structure for Maximum Impact 21:58 Tracking EBR Success and Retention 28:09 Coordinating Customer Communications 37:06 Starting with Value and Outcomes   Connect with Anthony DeShazor: Visit the Pavilion website Connect with Anthony on LinkedIn   Connect with Alex Raymond: Visit the AMplify website Connect with Alex on LinkedIn Podcast production and show notes provided by HiveCast.fm

Revenue is more concentrated than ever, with a handful of accounts driving the majority of growth. That reality makes account management both the biggest risk and the biggest lever in business today. In this episode, Frank Cespedes—senior lecturer at Harvard Business School and author of Sales Management That Works—joins Alex Raymond to talk about why most companies are still scandalously sloppy with account planning, why account managers can no longer afford to be financially illiterate, and what it takes to be taken seriously in the C-suite. They discuss how higher interest rates are changing buying behavior, why lead qualification criteria matter more than ever, and the danger of treating account management as nothing more than discount-driven cross-sell. Frank also weighs in on the “full spectrum AE” debate and why asking one person to do everything across the customer lifecycle is a fantasy in most organizations. For anyone serious about entrepreneurship and building a durable business, this conversation offers a clear reminder: account management isn’t just about customer retention, it’s about protecting wellbeing across the company. If you can’t connect your work to profitable growth and enterprise value, your seat at the table is far from guaranteed. Episode Breakdown: 00:00 Why Account Management Matters with Frank Cespedes 02:28 Why Big Accounts Dominate Revenue Growth 04:54 Lead Qualification in a High-Interest Market 10:49 Why Leaders Are Out of Touch with Customers 13:10 Financial Literacy as a Core AM Skill 20:04 The Account Planning Problem 25:32 Spreadsheets vs. Real Customer Contact 29:09 Technology and AI Reshaping Buying Behavior 30:22 Where to Invest in Account Management 35:56 The Debate on Full Spectrum AEs 39:24 The Future of CS and Account Management   Links Connect with Frank Cespedes: LinkedIn Website   Connect with Alex Raymond: LinkedIn AMplify   Podcast production and show notes provided by HiveCast.fm

Bill Senese, Senior Strategic Adoption Manager at Amazon Business and author of 'The Book on That: B2B Account Management', shares invaluable insights on the essence of true partnership in account management. He emphasizes skills like active listening and curiosity, which help uncover unspoken client needs. Bill also discusses the importance of creativity in problem-solving and the distinction between follow-up and genuine follow-through. With tips on transforming meetings into real conversations, he urges managers to earn trust beyond mere signatures.

Customer success used to thrive on easy capital and organic expansion. But in today’s market, that model is running out of runway. If CS isn’t tied to revenue, it’s on borrowed time. In this episode, Justin Strackany - employee #1 at SecureLink who scaled the company to $50M ARR and three exits - makes the case for why post-sales must evolve into a true growth function. He and Alex Raymond discuss what it means to measure CS on NRR, how to split roles between AMs and CSMs, and why strategic account management is the skill that will separate survivors from those left behind.   From AI-enabled automation of low-value accounts, to white-space scoring and executive sponsorship for top-tier customers, Justin shares the playbook he used to turn customer success into a revenue engine. He also outlines what companies must change in their org design, hiring, and training if they want CS to remain relevant.   For account managers and CS leaders, this conversation is both a warning and a roadmap: adapt your skills, claim revenue, and redefine your role, or risk becoming obsolete.   Episode Breakdown: 00:00 Why Account Managers Drive Business Growth   02:00 Should Customer Success Own Revenue?   06:22 Why CSMs Resist Revenue Accountability   10:27 The Future of CS and Account Management in the AI Era   12:23 Scaling SecureLink from Startup to $50M ARR   18:26 Lessons from Private Equity on NRR and Growth   25:48 Strategic Account Management in the Age of AI   32:05 Redefining CS and AM as the Growth Department   39:31 Roadmap for CSMs to Stay Relevant     Connect with Justin Strackany: LinkedIn GTM.Consulting   Connect with Alex Raymond: LinkedIn AMplify Podcast production and show notes provided by HiveCast.fm

In this discussion, Todd Caponi, a sales expert and author of *Four Levers Negotiating*, shares his innovative approach to value-based negotiations for B2B renewals. He introduces his Four Levers framework—volume, timing of cash, length of commitment, and predictability—to lessen discounts and enhance profitability. Todd stresses the importance of avoiding 'easy gives' that harm credibility and encourages introducing mild friction to increase customer commitment. His insights help account managers protect revenue while fostering stronger business relationships.

In this engaging discussion, Josh Abdulla, Chief Customer Officer at Asana, reveals insights from managing a vast portfolio of 170,000 clients. He emphasizes that low usage often masks deeper issues behind customer churn. The conversation highlights Asana's innovative Red Renewals System, which identifies churn risks 12 months in advance, empowering proactive strategies. Abdulla also discusses the importance of shifting focus from mere task management to driving customer value, fostering healthier relationships, and tackling stress in account management.

Brent Adamson, co-author of influential sales books like The Challenger Sale, shares insights on how to boost customer decision confidence. He explores why self-confidence is more crucial than product features in closing deals. Brent identifies four key forces that undermine buyer confidence, including decision complexity and information overload. Learn how account managers can help customers navigate challenges, embrace change, and regain confidence. This approach builds trust, strengthens relationships, and ultimately leads to better outcomes.

Too many account management teams invest in software before they’re ready, and end up automating the wrong things.   Alex Raymond sits down with Jennifer Pinter, a seasoned expert in account management software, to talk about what separates successful tech stacks from the ones that never gain traction. Jennifer has helped dozens of companies implement tools for AM and CS teams, and she’s seen how often things go sideways when there’s no clear strategy behind the purchase.   Alex and Jennifer discuss the most common missteps, like skipping role clarity, chasing features over outcomes, and underestimating the lift of change management. They also touch on what great teams do differently, from building internal alignment to rolling out new tools in manageable stages.   One key question they keep coming back to: what’s in it for the account manager? If the tool doesn’t make their job easier, adoption won’t stick. And if the team hasn’t nailed the basics like QBRs or account planning, even the best software won’t fix that.   If you’re considering specialized tools for your AM team, or trying to make better use of the ones you already have, this episode will help you rethink how and when software actually supports growth.   Episode Breakdown: 00:00 Why Account Management Needs Its Own Tech Stack 03:56 Start with Role Clarity Before Buying Software 07:07 Why Leadership Buy-In Shapes Adoption 10:54 What AI Failures Teach Us About Tech Strategy 15:03 How Systems Drive Consistency in Account Management 21:41 Using Tech to Improve the Customer Experience 27:08 What’s in It for the Account Manager? 36:26 Are You Ready for Specialized AM Software?   Connect with Jennifer Pinter: Pavilion LinkedIn   Connect with Alex Raymond: AMplify LinkedIn Podcast production and show notes provided by HiveCast.fm

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.