How to prevent 3 difficult client conversations – a checklist for account managers
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
1w ago
“People who accomplish big things did small things well” Horace Jackson Brown, author of ‘Life’s Little Instruction Book’   There are little things account managers can do well to avoid big client complaints. (The caveat to this is there will always be clients who complain regardless of how well you do your job – but that’s a topic for another day). Here are 3 common scenarios in which an account manager has to have a difficult conversation:   Overspend Agency spends more time/resources than estimated and the account manager has to inform the client the project has gone over budget ..read more
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How to solve a client’s business problem as an agency account manager
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
1w ago
Michael Farmer, a management consultant who has studied creative agencies for 30 years, said this during our recent interview: “Account managers need to be more like Bain consultants” He was referring to the fact that clients aren’t seeing an ROI from working with agencies. His tip for account managers was to have a critical perspective on the client’s brief and ensuing scope of work and ensure it really addresses the client’s business problem. Spotting & solving client problems is an account manager’s job. I’m impressed by account managers who: Spot problems that fall out of the curren ..read more
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Why is the agency business model not working?
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
1w ago
Michael Farmer, the author of two key books in the agency industry ‘Madison Avenue Manslaughter’ and ‘Madison Avenue Makeover’, has studied creative agencies for over 30 years in his capacity as management consultant. He’s identified patterns and a worrying downward trend. Here are 3 of the trends: Scopes of work (SoWs) are increasing in volume and yet agencies fees are declining – but because agencies aren’t measuring their SoWs they don’t often realise the extent to which this is happening Agencies aren’t helping clients achieve their business outcomes, clients are paying them less and typi ..read more
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Selling your agency in 2024, with Jonathan Baker
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
2w ago
Welcome to episode 110. This episode is for you if you’re an agency owner either interested in buying agencies to grow, or selling your agency at some point. It’s also enlightening if you work in an agency and you want to understand the process of mergers and acquisitions. Jonathan Baker, Practice Lead in M&A at Punctuation joins me and shares a lot of tips and insights about the buying and selling process, including: the current state of M&A and why right now might be a really good time to sell the impact of AI on the changing agency landscape and his advice for content marketing ag ..read more
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Why the agency business model isn’t working, with Michael Farmer
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
1M ago
Welcome to episode 109. My guest is Michael Farmer, a management consultant who has been looking at the agency business model for over 30 years. He’s identified three burning issues for creative agencies. Work is increasing in volume and yet agencies fees are declining. But because agencies aren’t measuring scopes of work, they don’t often realize the extent to which this is happening. Agencies aren’t helping clients achieve their business outcomes. Clients are paying them less and typically fire them every three years and generally treat them as order takers. AI is now putting fuel on this ..read more
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The trouble with account managers
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
1M ago
I read as many reports I can about the state of agency account management and it makes for grim reading. “I sometimes feel they are more concerned with their gmail and booking meetings than with my challenge” – client lead (“The Future of Account Management” report, IPA 2020)   The feedback from clients and industry experts is relentless and often scathing about the account manager’s performance. But I think the agency business model and how account managers are set up in their roles needs an overhaul before the finger is pointed at their lack of skill/abilities. There’s often a mismatch ..read more
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How to manage a remote agency team, with Gustavo Razzetti
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
2M ago
 Welcome to episode 108. Are you struggling to manage a remote agency team? If so, you’re going to get a lot of value from my conversation with Gustavo Razzetti, CEO of Fearless Culture and author of ‘Remote, Not Distant’. He shared some very thought-provoking insights for agency leaders and agency teams, including how remote working is only amplifying the positive and the negative aspects of your agency culture that were already present how to fix the issues how to make your remote brainstorming meetings more effective why agencies need to strike a balance between being overly protective an ..read more
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Why do we need account managers anyway?
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
2M ago
I was chatting to one of my clients recently about the benefits of introducing account management in their agency for the first time. When you start an agency, typically you start with project management. As a small, agile team it makes sense for project managers to be responsible for client management. They are highly skilled in delivering your services on time and on budget. As an agency grows and more clients are acquired, it becomes unsustainable. Not because the project managers don’t have the right skills. They’re often the expert technical practitioners who can talk most proficiently ab ..read more
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How to price to maximise profit, with Alfie Wenegieme
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
2M ago
Welcome to episode 107. If you’ve ever wondered if you’re pricing your services in the right way, this one is for you. Alfie Wenegieme, Managing Partner at Cactus, joins me and he shares: 1. Why agencies don’t lose pitches on price alone 2. How agencies price to ensure a healthy profit margin 3. Typical mistakes agencies make when pricing 4. And some useful tips for account managers and project managers when scoping projects If you’re listening to this episode in February 2024, I’m opening enrolments again for my Account Accelerator programme that begins on March 5th. It’s a 12 month training ..read more
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Is billing by the hour killing your account manager’s proactivity?
Account Management Skills | Account Manager Skills Training and Courses
by Jenny
2M ago
The account manager’s job is to keep and grow client relationships. Given they’re speaking to the client the most, they are in prime position to grow the account by: Uncovering additional client needs Spotting opportunities to suggest additional agency services Proposing new solutions and ideas to solve client problems They are an agency’s untapped superpower for growing existing business. And it’s not like this hasn’t been talked about a million times with stats like these: “New biz is 5 to 25 times more expensive” – HBR “Increasing client retention by 5% increases profit by 25% to 95%” – B ..read more
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