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Designing a results-driven marketing strategy is an essential priority for business leaders who want to stay competitive. As Gartner noted in a 2022 report, about half of CEOs planned to push growth. And it’s impossible to expand or scale without a well-executed marketing plan.
But it can be tough to do it alone. That’s why so many companies — including 90% of smaller companies — outsource their most pressing marketing needs, like graphic design, copywriting, and video production.
But remember: Your strategy is only as good as the people executing it. No amount of “special sauce” add-ons, such as unique processes and proprietary technology, can overcome the limitations of a lackluster team.
So how can you judge the effectiveness of your agency partner? Look to your account manager.
4 Qualities of a Good Account Manager
From the start of your agency partnership, you’ll want to make sure you experience the following qualities of a good account manager.
First, your account manager’s communication should be clear and consistent. Your interactions with your account manager should be like clockwork. This regular cadence of communication lends peace of mind and ensures you and the agency are up to speed. It also ensures both sides are alerted to any problems. The best account managers run at problems, not from them. For example, when your account manager hears your article was turned down by a publication or your SEO strategy is lagging, they should tell you ASAP.
Second, your account manager should be inquisitive but consultative. You should be asked a lot of questions, but you shouldn’t be left with the burden of all the creative thinking. Your agency partner should bring ideas to the table for your input. If your account manager keeps asking, “What do you think we should do this month?” they are just a “yes person” and probably wo… Read More
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