As AI and automation tools reshape the business landscape, the human element in client-facing roles becomes increasingly crucial. While these technologies have revolutionized many aspects of account management, the preference for human interaction remains undebatable. As we look towards 2025, what skills will define successful account managers? Here are five key components I believe will be essential, regardless of industry specialization:
Strategic Thinking and Account Planning
Every client requires a tailored strategy to achieve success. During my time at GumGum, where I worked on over 450 RFPs, I discovered that taking the time at the beginning of the project to fully understand the needs of the client prior to regrouping with my internal team to provide my recommendation resulted in improving our win rate, regardless of whether the client was existing or new. This approach ensured that strategies were well-founded and truly beneficial to clients. By aligning client goals with company objectives, we were able to create robust, efficient plans regardless of budget constraints.
For instance, when addressing a client's needs, I would spend adequate time reviewing their materials to fully understand their objectives and challenges. This allowed me to craft strategies that not only met their immediate needs but also aligned with their long-term goals. Before presenting these strategies to internal stakeholders, such as sales and account managers, I ensured they were grounded in solid rationale.
Digital Proficiency and CRM Expertise
Embracing AI and automation tools can significantly enhance efficiency. For instance, leveraging these technologies for tasks like creating custom keyword lists can dramatically reduce turnaround times. Traditionally, this would involve manually sifting through client briefs, websites, and other materials. However, by using automation tools, you can generate a tailored list with minimal revisions required before sharing it with the client.
Proficiency in CRM tools is equally important, allowing account managers to provide data-driven insights that instill client confidence. By leveraging CRM data, you can better understand client needs, track interactions, and tailor your approach to meet their evolving expectations.
Value-Based Selling and Consultative Approach
As a client strategist, I often found myself balancing client needs with internal objectives. For example, when introducing new products like In-Game, I would carefully present these options to clients, ensuring their needs were prioritized while also meeting internal goals. This consultative approach involved showcasing new possibilities without compromising the client's primary objectives.
In one particular case, I worked with a beauty brand looking to run an awareness-focused campaign for their latest skincare product. After analyzing their needs, I determined that In-Game, a mobile-only unit, wasn't the best fit for this campaign. However, I still wanted to highlight its potential for future opportunities. Here's how I approached the conversation:
"Hi [Beauty Brand], attached are the materials for the [Campaign Name]. We believe this approach will successfully achieve all desired KPIs. Additionally, we've included information about our latest innovative unit, In-Game, which is viewable on mobile games and is an excellent cost-efficient choice for awareness pushes. Although it's not clickable, it predominantly reaches individuals between the ages of 18-34, aligning well with your target audience. If you'd like to learn more about this unit, please don't hesitate to reach out."
This approach satisfied all parties by demonstrating a consultative approach that prioritized the client's needs while also showcasing new opportunities.
Adaptability and Continuous Learning
The rapid pace of change, especially in tech-related industries, demands constant adaptation. Staying current with industry trends and new technologies is crucial. The current focus on AI products exemplifies how quickly the landscape can shift, requiring account managers to continuously update their knowledge and skills.
For instance, being out of the loop for even a few months can put you behind your peers. Therefore, adaptability is an absolute must to succeed in this role. As internal and client organizations evolve, being agile and responsive to these changes will ensure you remain a valuable asset.
Emotional Intelligence and Relationship Building
Strong relationship-building skills and empathy are fundamental in understanding and advocating for clients' needs. By positioning myself as a client advocate in internal discussions, I became a preferred partner for major clients like Paramount, L'Oreal, and Coca-Cola. This skill extends beyond the workplace, enhancing personal relationships as well.
To effectively build these relationships, it's essential to be empathetic and genuinely invested in the client's success. By doing so, you establish trust and credibility, which are indispensable in maintaining long-term partnerships.
To conclude, success as an account manager in 2025 will require a blend of these skills. As AI continues to transform various industries, adapting these competencies will be crucial in providing exceptional service in both B2B and B2C settings. Feel like I left anything out? Please reach out via the contact form – what did I get right, wrong, or what I accidentally omitted but would be critical to know?
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