Now that I’m an Account Director I’ve been told that I will now be responsible for the agency’s commercial performance of my clients. What advice do you have?
It strikes me that the need for a greater understanding of business, a full appreciation of the commercials, a comprehensive understanding of business in its broadest sense, and combined relationships remains key. The role of the account person is becoming complex as the world around us looks to us for insight, direction and leadership.
So what does this mean? I think there are several strands to this:-
So, there are two sides to this commercial equation; the human, emotional side balanced with the rational business requirements of the account and the client.
Let's start with the human side. I truly believe that our business is all about relationships and we all need help, irrespective of the level we are at, to continually develop our interpersonal skills. We are all work in progress after all. As Woody Allen said, "all I need to do is "show up." Sounds easy enough, right?
My question is, how are you showing up when in the agency and with your client? How present are you in meetings or are you busy thinking about your next meeting? To pay "beautiful attention" (Nancy Kline) is to listen, listen and listen again.
Our clients are human beings. Ask yourself, how well do you know your client?
We need to think about the world of business from the perspective of the CMO and Marketing Director. What we do forms such a small part of their working day. They have production, marketing, pricing, distribution, branding and a multitude of other demands on their to do list. They are seeking partners, support, trust and understanding from all of us as their window of job security is getting smaller. How are they measured and rewarded by their company? What are you doing to support them with their needs?
Getting back into the numbers, there are some easy things you can start today:
The IPA’s Business Growth Conference will reveal and discuss the right commercial behaviours you need to deliver business success. Book your tickets here. Join the coversation on social media #IPACommercial.