Status calls, project kick-offs, internal touch bases, etc. All of which are meetings I have been part of where I quietly filled the gaps when needed and passed things along ensuring nothing falls apart behind the scenes. Being perfectly content with staying under the radar. But running one? That’s a completely different vibe. In part 1 of this series, I introduced my ‘Nancy Drewing’ approach and what drew me to account management in the first place. Now? It’s time to actually live it. Stoltz selected CATCH as our Creators for Change partner and that means part 2 is where s*** starts getting real.
Setting the Scene: Meet CATCH
Before we get into the chaos, let me set the scene. CATCH, a non-profit dedicated to ending homelessness in the Treasure Valley is Stoltz’s selected partner for our Creators for Change program (where a non-profit receives pro-bono marketing support). While I always found any past Creator for Changes partnership special, this year is more meaningful to me since they are the first client I truly get to call mine.
As it was time to prepare for the first kick-off meeting with CATCH, I did what any self respecting Nancy-Drewer would do, I Nancy Drewed (or investigated). I researched CATCH, reviewed their mission priorities, scheduled an internal meeting with key team members to prepare and align on the kick-off agenda. I did everything that made sense within our agency’s typical protocol but something still felt off, I realized above anything else, that I needed to come in with the proper mindset.
Reading the Room (Even in the Awk Silences)
I reached out to Senior Account Manager, Stephanie Clements to pick her brain apart because if anybody knew about what good preparation looks like, it’s her.
She described her approach to every new client kickoff as going in ‘full Girl Scout mode,’ always being prepared and anticipating the unexpected. Her goal is to walk into every kickoff having done enough preparation that went beyond just answering questions. She wants to understand her clients world to bring up ideas they haven’t considered before. Not just showing up ready but already planning ahead.
But this next part? It satisfied every single one of my Nancy Drew instincts. It had nothing to do with knowing what to say or how to fill the awkward silences but instead what to listen for. Stephanie mentioned, “I also pay close attention to what they don’t say. The gaps and the avoidances tell you just as much as their answers.” This really resonated with me because every client interaction whether it’s via Zoom or email, I always try to dig deeper into the clients social cues. Did they look stressed when we mentioned an upcoming deadline or do they tend to struggle to make a decision when the email is too long and not breaking up? For me, every little detail matters, every detail counts when it comes to being the best partner for our clients.
Wax on, Wax Off (But Not Quite)
When I asked about the biggest mistake newer account managers make during onboarding, she said “Don’t be afraid to lean into the expertise of the group. You don’t have to figure it all out alone.” That triggered my inner Mr. Miyagi moment because similar to how Daniel wasn’t aware he was learning karate when waxing cars. It wasn’t until the official client kickoff meeting after an awkward beginning and began to dive deeper into CATCH’s marketing priorities where naturally Senior Director of Accounts, Bond Hilliard lead this part of the conversation. While the rest of team organically chipped in as the conversation progressed. All throughout the meeting, I couldn’t help but ask myself “Am I helping guide this conversation enough, am I supposed to feel different now that I have the account manager hat on?” It wasn’t until after the meeting where I began to comprehend the extent of Stephanie’s words and realized that I really need to start embracing a ‘we are better in numbers’ mentality.
So what did I actually learn from all of this? Honestly, I’m still in the middle of figuring it out. (Sorry Mr. Miyagi, I’m still going to need your assistance for Part 3). But what I do know is I first walked in thinking if I just guided the conversation enough and covered everything on the agenda, I was doing my job but that’s only part of it. An account coordinator notices the gaps and fills them. They keep things moving. They keep the details tight to ensure nothing falls apart behind the scenes.
That is not a small thing and honestly I think it’s one of the most undervalued roles in an agency. But hey, I can be biased since I’m currently the only account coordinator at Stoltz. But an account manager? Their job is to zoom out in order to help elevate client objectives and guide both teams toward asking the right questions, not necessarily being the top expert or having all the answers themselves.
Like in a zombie apocalypse, people aren’t looking at the person making sure everyone has their weapon of choice in hand. They are looking at the person saying “Lets figure out how we are going to f****** stay alive.” That’s the role of the account manager. I’m just now starting to embrace the fact that you don’t have to figure something out alone to lead but you do need to trust your team to bring their best at the table and guide everyone to the light at the end of the tunnel.
