Account Management

Account management is the business function responsible for maintaining and growing client relationships over time. Account managers serve as the primary point of contact for clients—the person who understands their business, advocates for their needs internally, ensures work meets expectations, and identifies opportunities for expanded engagement. In agencies, account management bridges the gap between the client and the delivery team, translating client needs into briefs and ensuring alignment throughout the engagement. The account manager's responsibilities typically include regular client communication and check-ins, understanding client goals and challenges, briefing the internal team on client needs, managing expectations and scope, identifying upsell and cross-sell opportunities, resolving issues and escalating when needed, and ensuring overall client satisfaction. In smaller agencies, the account manager might also serve as project manager; in larger agencies, these roles are often separate—account management focuses on the relationship, project management focuses on execution. Effective account management requires a combination of skills. Communication and relationship building are fundamental—clients need to feel heard and valued. Strategic thinking helps identify opportunities and provide proactive value. Problem-solving addresses issues before they escalate. And commercial awareness ensures the relationship remains profitable—account managers balance client happiness with scope and margin management. Account management is often the difference between one-off project clients and long-term retained relationships. Clients who have a dedicated, responsive account manager tend to be more satisfied, more likely to expand their engagement, and less likely to churn. The account manager becomes a trusted advisor rather than a transactional contact. Common mistakes include under-investing in account management (treating it as overhead rather than relationship driver), making account managers responsible for too many clients (reducing the quality of each relationship), not empowering account managers to resolve issues (everything escalates), and not connecting account management to commercial outcomes (satisfaction without retention or growth). The most successful agencies invest in account management as a strategic function, ensuring clients have a dedicated advocate who drives both satisfaction and growth.