I’ve had to justify the value of well-paid, talented Account Managers to senior leadership more times than I can count (cue the eye roll). When a book of business is thriving, it’s easy to ask, “What exactly is the Account Manager doing? How much influence do they really have on this growth? This book would have grown organically as the product is working well”.
The reality? A solid book of business doesn’t just happen, it’s cultivated.
In today’s competitive landscape, winning new customers is just the beginning. The real challenge is keeping them engaged, satisfied, and continuously thriving; that’s where Account Managers prove their worth.
Account management is more than maintaining relationships, it's about deepening strategic partnerships, driving client success, and ensuring sustainable revenue. Exceptional account management is critical to your long-term success, helping you retain your best clients and unlock new opportunities.
Getting it right means growth; getting it wrong can cost you dearly.
At its core, account management is about understanding customer needs and ensuring they get maximum value from a company’s products or services. A great Account Manager is more than just a point of contact; they are:
✔ Trusted Advisors – Helping customers navigate challenges and reach their goals.
✔ Growth Drivers – Identifying opportunities to expand accounts and increase revenue.
✔ Problem Solvers – Addressing customer pain points and advocating for their needs.
✔ Insight Providers – Delivering valuable market trends and feedback to improve business offerings.
✔ Brand Ambassadors – Representing the company’s values and ensuring customers stay engaged.
Even the best products struggle without effective account management. Great account management ensures your product doesn't just reach your clients, it stays embedded within their business. A skilled account manager deepens client relationships, keeps your brand top-of-mind, and continually identifies partnership opportunities.
If your business feels stuck despite a strong product, the issue could lie in leadership (sorry, not what you want to hear). Either your account managers aren’t fully equipped, your KPIs and incentives are misaligned, or your structure doesn't reward the right behaviours.
Account Managers are the hidden engine powering business performance. Throughout my career building and managing these teams, I've seen first-hand how the right person can transform customer satisfaction into tangible financial outcomes, reducing churn, driving repeat business, and opening doors you didn't even realise were there. With clear metrics and smart incentives, their impact becomes measurable and essential.
Effective Account Managers onboard proactively, schedule strategic check-ins, and maintain meaningful customer touchpoints. By using Quarterly Business Reviews (QBRs), regular strategy calls, and personalised outreach, they ensure customers remain engaged and continually experience real value.
Pro-tip: Implement a tiered account structure so your Account Managers prioritise effectively and manage capacity strategically ie, less time on low-revenue, high-maintenance customers (automate or outsource to a support team for this cohort) and focus on nurturing high-value, revenue-driving accounts.
Great Account Managers don't wait, they proactively look for opportunities to help clients get more value from the relationship. They're tuned in to customer needs and know exactly when an upsell or cross-sell makes sense. It’s also their job to understand how much customers could be spending overall (the "share of wallet") and where your business currently sits. Knowing this helps them spot opportunities, have better conversations, and ultimately drive more revenue for everyone involved.
I’ve experienced first-hand the real difference between good and mediocre Account Managers. After letting go of an underperforming AM and handing their accounts to a stronger manager, we saw those same accounts grow by 200% the very next quarter. Exceptional account management isn’t lip service; it’s table stakes.
A strong Account Manager identifies at-risk accounts before they become lost customers. By closely managing RAG ratings (Red, Amber, Green), NPS scores and implementing proactive growth planning, they don’t just react to problems; they anticipate and solve them. This strategic approach turns potential churn into long-term loyalty.
Because they work so closely with customers, Account Managers bring invaluable real-world feedback to the business. These insights help shape product improvements, marketing strategies, and service enhancements, ensuring the company evolves alongside customer needs.
What Sets Exceptional Account Managers Apart?
Not everyone is built for Account Management. The best Account Managers are strategic, commercially minded, and know how to drive results. Here’s what makes them stand out:
💬 Clear Communication – They simplify complex ideas and engage everyone from frontline teams to senior stakeholders.
👂 Genuine Curiosity & Active Listening – They ask the right questions, actively listen, and understand what clients need.
🎯 Strategic Prioritisation – They focus on high-impact activities, not admin or low-value work.
💡 Practical Problem-Solving – Challenges aren’t barriers; they’re opportunities to build trust and prove their worth.
📊 Data-Led Decision Making – In a world where ROI is king, great Account Managers understand the numbers, measure success, and communicate results with clarity and intent.
At BallPoint Consultancy, we’re passionate about helping businesses strengthen customer relationships and drive sustainable growth. Whether you’re hiring an Account Manager or refining your customer success strategy, we can help.
📩 Get in touch today, and let’s build a winning account management strategy together.