Account Manager vs Project Manager

January 18, 2019

Don’t confuse the role of an Account Manager and a Project Manager

In my 10 years experience in the agency world, one thing I quickly learned is the difference between an Account Manager (AM) and Project Manager (PM). Also, how difficult it is to find a great Account Manager (aka Account Executive as some other agencies refer to them). I have worked with countless AMs. Most were very pleasant and fun to work with. But unfortunately those qualities do not always translate to a great account person.

An AM is relationship focused. It’s their job to strategize and obtain the goals and objectives of the project, to think for the client. A PM is project/task focused, they execute and oversee the project/tasks.

In order to be a great Account Manager you need to possess the following 5 attributes:

1. KNOWLEDGE OF CLIENT’S INDUSTRY

It’s not enough to know the basics of your client’s industry, you need to master it and that takes drive. Do the research and leg work yourself, do not let your client teach you. Be knowledgeable of the client’s competition and what they’re doing in comparison. Otherwise, how else will you stay on top of what their needs are to offer guidance?

2. CUSTOMER SERVICE

And I mean good Customer Service. Building and maintaining a successful relationship founded on trust, honesty and integrity is essential to a healthy partnership. You can be as detail oriented as they come but it will not make a difference without a solid relationship with your client. Seriously, I’ve worked with very talented and driven people and their only vice was their lack of quality client relationships – deal breaker if you want to be an Account Manager.

3.EFFICIENT COMMUNICATION

Open and honest communication between you and your client is the key to a strong relationship. Admitting mistakes and taking accountability when you need to will benefit the relationship in the long run. It will your human side, as well as, establish trust and loyalty.

Knowing their preferred communication style is also very important. Whether it’s via email, sending out weekly reports, texting, or over the phone are all crucial to the longevity and retention of that client.

4. BEING PROACTIVE & GOAL ORIENTED

Knowing when an important article about your client’s industry pops up before your client does means you are ahead of the game and are proactively looking out for their best interest. Being the eyes and ears for your client while clearly understanding their goals will set you apart and keep you relevant and in the driver’s seat.

5. RESULTS DRIVEN

Following up with the client after a campaign has launched to go over the results, good or bad, is the final step to closing the book on a project. Asking questions about an uptick in traffic and sales, reviewing the Google Analytic reporting and actively monitoring and making recommendations to your client about their goals and objectives will not only build trust and show that you care, but it can also lead to the up-selling of other projects and services because your client will see the value in you.

Let’s work together. Contact us with your next project.

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