How Account Managers Deliver Strategy

Recommendations

Account managers excel in presenting strategic recommendations to clients, leveraging their unique skills to persuade and guide. Blair Enns highlights that senior account managers should transition from being mere responders to challengers, engaging in difficult conversations and pushing back when necessary 1. This shift allows them to present recommendations more effectively than others, as they possess the ability to sell ideas without falling into common sales traps 1.

These account managers, that's what they are good at. I mean they can send you to hell and help you enjoy the trip and you just wonder, like what happened here? I just agreed to that.

--- Blair Enns

Their expertise in balancing listening with strategic presentation makes them indispensable in client interactions 2.

   

Involving SMEs

Knowing when and how to involve subject matter experts (SMEs) is a critical skill for account managers. Blair Enns explains that account managers must protect SMEs' time while recognizing when their expertise can enhance client interactions 3. This involves discerning client needs and strategically deciding when to bring in SMEs to showcase the depth of the firm's knowledge 3.

Knowing when to involve that external player is something that an account manager is really good at. It's not just about knowledge, it's about politics, it's about social.

--- Blair Enns

This skill develops over time, as account managers learn to balance their comfort zones with the strategic needs of the client 4.

   

Strategic Balance

Account managers play a pivotal role in balancing strategic inputs from various teams while prioritizing clients' best interests. Blair Enns likens them to conductors of an orchestra, managing the interplay between account management and strategy 5. This balancing act requires them to navigate the nuances of client interactions and internal dynamics, ensuring that strategic recommendations align with client goals 5.

We want our account managers to be the smartest people putting together the strategy and, like, the conductor of the orchestra.

--- Blair Enns

Their ability to manage these dynamics is crucial for delivering effective strategic guidance 6.

   

Guidance

Delivering strategic guidance through account managers involves adhering to specific principles and practices. Blair Enns emphasizes that no client interaction should occur without the account manager, ensuring they remain the consistent thread in all communications 7. This principle is balanced with the need for direct client contact with other team members, fostering a comprehensive understanding of client needs 7.

The skill is in asking the right questions, and that can be learned really well.

--- Blair Enns

Account managers excel in asking the right questions, guiding the strategic process without needing all the answers themselves 8.