Account Management

 Account Managers (AM) help customers realize their full potential through  accelerated adoption and productive use of the vendor's technologies and solutions to meet their individual and unique business needs. These are exceptional people who deliver world class services, earning customer confidence, trust, and loyalty by improving  the overall customer experience, serving as the customer's advocate  and maximizing the results of each relationship.

Two of the most common functional variants of this critical role are Technical Account Managers (TAM) and Customer Success Account Managers (CSAM or CSM). The nuances of day-to-day responsibilities held under each title vary company to company, however, both roles focus on the customer, the business, delivering results, and leading the customer. 

The Account Manager acts as a trusted business advisor to customers, providing solutions tailored and  aligned to the customer’s priorities in order to  maximize the business value of their vendor relationship. For most organizations, this is the only front-line customer facing support role with direct ties to the Sales and Services departments. The AM is responsible for the overall growth, quality and satisfaction of the customer’s relationship with the vendor. 

A successful Account Manager consistently exhibits the following attributes:  

CUSTOMER – The AM creates a trusted advisor relationship with key stakeholders within the customer organization, including the  IT Directors, CTO, CIO and LOB leaders as well as technology  professionals. The AM demonstrates a deep understanding of the market forces affecting  customers and offers insight into new ways the vendor can provide  greater value. The AM must be a change agent by articulating the case  for change and helping the customer realize the improved business impact from appropriate use of the vendor's products and/or services. 

Top Skillsets needed:

- Relationship management - Customer Success Collective

- Communication -  Skill Success

- Negotiation - The Black Swan Group

Mindset Needed:

- Sense Making - Gartner

BUSINESS  –The AM is responsible for sustainable growth through routinely  partnering with Services and Sales professionals as well as other personnel to strategize on ways to create new opportunities within the accounts they  service. The AM is responsible for the profitability of the vendor's services  through portfolio management including contract consumption, contribution margin, operational expense management, and revenue growth, all in a manner consistent with the vendor's legal, fiscal and personnel policies.  

Top Skillsets needed:

- Business Acumen - Business Acumen Institute

- Financial Analysis - Corporate Finance Institute 

- Sales - Carson V. Heady

Mindset Needed:

- Serendipity, aka "Connecting the dots" - Strategy Business

DELIVERY  – The AM must be proficient in understanding the entire vendor portfolio and can articulate the value of their services to their customers. The AM partners with customers to ascertain their  priorities in order to set a long-term strategy for service delivery  that aligns to their business objectives. The AM must be literate and  conversant on the vendor's technology, method and procedures for its  application. The AM is responsible for excellent delivery of services across the entire lifecycle, including Service Delivery Planning, Service Delivery Management, Incident Management / Escalations and Proactive Remediation Services.  

Top Skillsets needed:

- Organization and Task Management - Indeed

- IT Service Management - Axelos

- Change Management - Prosci

Mindset needed:

- Agile - Atlassian

LEADERSHIP  – The AM needs to be imaginative and bold in all situations. The AM must be able to lead teams comprised of vendor, partner, and customer resources engaged in the  delivery of complex solutions that create win-win results. The AM must display Executive presence and confidence to manage executive relationships internally and with the customer to create business transformation.

Top Skillsets needed:

- Vision - Leading Today

- Delegation - Forbes

- Integrity - Project Management Institute

Mindset(s) needed:

- Growth, learning, and Deliberative - Harvard Business Review