In a dynamic industry full of young talent and raw ambition, we’re in constant search for great account managers. So what makes a great account manager and what skills and attributes does such a person possess? As someone who’s hired and trained account managers for a while, I have a few thoughts on this topic.
The responsibilities of an account manager will differ from company to company so I first need to define my expectations of an account manager in the search industry. At its highest level, the role of an account manager is to keep both the client and the agency happy with an account, focusing not only on their client relationships but also maintaining excellent internal relationships with all those who touch their account. For relationships to be successful they need to be built on solid business grounds and that means profit for both sides.
A great account manager is likable, smart, positive, passionate, dedicated, inquisitive and entrepreneurial. They must have skin thick enough to withstand the pressures of having multiple demanding clients. They also must have a finely tuned political antenna, have a strong understanding of their client’s company culture and be able to empathize with different types of people. They must be good at developing trust and be able to diffuse conflict and disagreement quickly. In terms of knowledge, a great account manager is well-rounded: they need to understand the PPC industry, their client’s industry and their client’s overall marketing mix. They must be good writers, have excellent presentation, facilitation, time management and analytical skills. They must be organized and efficient, possess a strong focus on quality and have a high level of attention to detail.
A great account manager ensures their client is happy by listening to their objectives and goals, making appropriate strategic recommendations and ensuring their account runs smoothly. They will know when to bring other resources (bosses, tech team, etc.) into the equation and when to tell the client that they are right or wrong. Of course, being buddies with the client doesn’t hurt either. A great account manager is not only a fantastic manager of clients but also a good manager of people, with the ability to effectively develop a team.
It’s tough to find one person that has all the qualities I’ve mentioned above. My advice is that if you find someone who does, hang on to them, just like we do at eSV!
Jacqueline Calderon
