What most agency owners get wrong about account management
If you are an agency owner and your AMs are stuck in delivery mode - and you’re still the one spotting growth opportunities - something’s broken. You’re not alone. But you can’t scale a team like that. That’s exactly what I unpacked with David C. Baker on the latest podcast.
If you don’t know David, he’s advised over 1,000 agencies, been published in Harvard Business Review, and is known as the expert’s expert. So when he calls out what’s really holding agency growth back, most people listen. Here are three truths from our conversation that every agency owner needs to hear:
1. Account managers are not project managers in disguise
David said it best: “The account manager’s job is to grow the account. The project manager’s job is to protect team balance and profitability. If one person is doing both you’ve got a problem.” That lack of tension? It’s draining your margin and keeping your AMs stuck in reactive mode.
2. Great AMs will send you to hell - and you'll thank them for it “
A project manager sends you to hell. An account manager sends you to hell and helps you enjoy the trip.”Legendary quote. But also - completely true. Great AMs manage conflict, build consensus and guide clients through tough calls without ruffling anyone's feathers.
3. Want to grow your agency? Then your AMs need to grow your accounts
If they’re just taking orders, you're leaving a lot of money on the table - and you're also not future-proofing - or scaling - your business.And it’s not their fault. Without the right agency structure, time, training and support, most AMs don’t even know that’s their job. Getting your AMs to step up doesn’t require more pressure - it requires the right structure, time and support - and that’s exactly what I’m here to help with so if you want to chat about your agency's account management team book an exploratory call and tell me what you need from your team.
Save these dates for your diary:
10 July 2025 – Free webinar: “AI for AMs”Learn how your AMs can use AI to save time, impress clients and uncover growth opportunities. Sign up opens soon!
16 September 2025 – Account Accelerator™ startsOur next 12-month programme kicks off - designed for AMs with responsibility to grow an account and client service directors who want to systemise growth in the agency. Book a call.
23–24 September 2025, Atlanta – AM/PM ConferenceIn-person training for both account and project managers. Join us state-side for the only dedicated conference for AMs and PMs. David’s keynote will be a highlight. All the details are here.
These fill fast - especially the Accelerator and Atlanta event. Want in? Pop me an email and I’ll make sure you’re on the list.
