Turn messy client politics into long-term account growth
If you’ve ever had to manage a project with multiple client stakeholders/decision makers, you’ll know it can cause frustration.
Everyone wants a say, no one agrees - and somehow it ends up landing in your lap to try to coordinate individuals - and sometimes even if they don't talk to one another!I remember one client of mine used the agency as a scapegoat because their inter-department communications were so bad.Basically several department leads of the big project didn't have a good relationship with one another - so when we were trying to get everyone on the same page with a cross-department project, they used the agency as a go-between.
In my podcast episode with Lauren Jones the Senior Director of Client Services at Wide Eye she shared one of the most useful “how-to” breakdowns I’ve heard on stakeholder management.Lauren shared how she designs a stakeholder engagement plan - mapping board meetings, fiscal year planning, surveys, internal workshops and revision rounds across two years.Here’s her golden tip:
"When I see a RACI chart, I don’t just see names. I see a two-year plan of touchpoints - when to inform, when to consult and how to design the process so everyone feels engaged without derailing the work."
Imagine how much smoother your projects could run and how much more valuable you’d be to your client if you brought this level of value.I'd urge you to listen to the whole conversation here (or wherever you get your podcasts). Even if you're not working in the not-for-profit sector, you'll find some gems in this episode. We cover:
What makes working with nonprofit clients different from for-profit
Why impact, not revenue, is often the most important KPI
How to build and structure an account management function inside an agency.
How to shift your agency from project based transactional work into longer term strategic partnerships
Practical strategies for measuring and demonstrating impact, often through powerful storytelling rather than just data.
Creating a really interesting stakeholder engagement design.
Coaching clients so they can evangelise about your work internally
Building long-term trust that keeps your account strong and sustainable.
And if you’re wondering how AI can support you in managing complex client relationships like this, don’t forget to take my AI Readiness Quiz. It only takes 3–5 minutes, and you’ll get a tailored report with practical ways to start integrating AI into your account management role.
