The usual sales cycle on the agency side or be it on any part of the ecosystem of the entire digital advertising is that when the sale is completed and the client is onboarded, based on the size of the account meaning the revenue opportunity that particular client has, companies will dedicate some resource to look after the account ( calling the client an account is usually the norm).
So while handling this particular account is called account management. Account management may have different roles and responsibility depending on where exactly the company is placed in the ecosystem of the digital advertising. But there are some common roles and responsibility that the account management team usually will have regardless of what company they work for. Lets have a look at some of these common account management responsibility that they have :
1.) Account managements main responsibility is to be the main point of contact for day to day activity once the client starts using the services offered by their company.
2.) Account management is also responsible to make sure that the products or services they offer is used seamlessly by their clients.
3.) Account management is also responsible to make sure that the client is using the services or the product to its upmost limit to maximize their revenues which in return then increases their companies revenue opportunity.
4.) Receive any technical issues and work closely with the technical support team to resolve the issues.
5.) Pass on any new product features or future releases to their clients.
6.) Take any new product requests and work closely with the product team, engineering team to identify if its worth doing it.
In a nutshell what account management represents is quiet similar to the customer service teams but the majority difference been that they own the relationships with their clients and are always looking to grow the relationship once the sales cycle is complete.
There are instances where in at times even the Account management team is responsible to upsale any new products released. I will talk more about different account management roles for different orgs in the ecosystem in my future posts.