To excel in Account Management, you need to be an expert in the business of your company, your clients and your in-house agency—to think strategically, plan creatively and manage superbly. Unfortunately, the Account Management function within most in-house agencies is often the least defined and therefore the most undervalued. Why?

The primary reason is that few in-house agencies take the time to determine what the account team’s “reason for being” truly is. What role does Account Management play within the internal agency and across the larger organization? Has that role been clearly defined? If so, has it been communicated to the team as well as the client community?

Without alignment regarding the function, your account team will be subjected to endless interpretation regarding its purpose—reacting to the demands of the projects they manage and the whims of the clients they support.

Want to realize the full potential of Account Management within your internal agency? Join me this Thursday, May 17 at 1 p.m. ET for Account Management Revival—a webinar that calls us to a revival of what has the potential to be one of the most pivotal functions within your organization. Register today.