3 things to check in your biggest agency accounts

This week I ran three account growth workshops with agency teams – all very different types of agencies but some common themes came up.

Here are a few scenarios and takeaways that sparked great conversations – and might be worth a nudge for you or your team:

1. Spread relationship risk

One senior leader realised a big client relationship (with strong growth potential) sat solely with one account manager – and their only contact was a junior client.

She stepped in and introduced herself to the client’s new senior stakeholder and asked for a feedback call e.g. ‘what’s working/not working” with our services. That one conversation uncovered new goals and challenges the agency could help with.

Outcome – unexpected revenue and reduces the likelihood they’d lose the account should their day to day contact – or account manager – leave.

2. Rethink end of project wrap-up calls

Another agency leader saw that their delivery team was wrapping up projects with major clients without involving account managers or any discussion about what’s next.

We adjusted the workflow design so AMs are now involved from the start and briefings include setting expectations upfront that wrap-up sessions a) would happen and involve the account manager and b) would not only include project reflections but (importantly) would explore next steps and future ideas too.

Outcome – he compounding effect of introducing ‘what’s next’ and ‘future trends’ ideas at a project wrap up call will not only secure the agency’s position in the client’s mind as an innovator, it’ll also uncover account growth opportunities.

3. Lead with value

One senior AM noticed a previously active client had gone cold. Instead of asking for a passive “catch-up call” (that few people have time for these days), he invited her to an ‘innovation session’ on key trends and tech shifts in his agency’s vertical (film/video). The client not only said yes, she now said she wants to share her 2026 goals with him in January!

Outcome – re-engaged client, visibility of client’s business goals and outcomes, an opportunity to reinforce the relationship and position the agency as at the cutting edge of what’s changing in their specialist area.

In conclusion, sometimes it’s the smallest of changes that will bring the biggest shifts in account growth, so here are some questions to audit your client relationships:

• Where does relationship risk sit in your key accounts?

• How future-focused are your project wrap-ups?

• When did you last send something valuable to a client who has gone quiet?

Would you like to chat to me about your agency’s client retention and growth approach? Or training options for your client-facing team? Here’s a link to schedule an exploratory chat.