Dan, what do you think makes an account manager a really good one?
First and foremost, they must be able to listen. By that I mean really taking in what the client is saying and tuning into them. And that’s by no means a given – you’ll notice that people usually prefer to talk rather than listen. Listening is, in a way, an art, both in business and in private life.
A good account manager must also be able to put things into context. They don’t just rely on what the client tells them, but think ahead. They know how to ask the right questions to get the client to answer things they may not have considered themselves until then.
And thirdly – an account manager is also a leader. They must guide both the client and the people in the agency so that the project is brought to a successful conclusion.
So you’re communicating with two different sides. Is it even possible to please both of them all the time?
That’s precisely the magic of my job. I’m the one who balances both sides. Within the company, I champion the client’s perspective, and conversely, with the client, I need to clearly explain my colleagues’ intentions. Sometimes it’s like walking a tightrope.
But with practice, you learn to maintain that balance and can gauge the right direction. You learn to anticipate the consequences of both the client’s and your colleagues’ ideas. Gradually, you’ll be able to handle bigger and bigger projects.
You often talk about proactivity at work and amongst colleagues. What do you mean by that?
I consider proactivity to be a key quality, not just for an account manager. Getting a project off the ground usually depends on my energy. The client has plenty of their own concerns, deadlines and tasks. It’s up to me to guide them, to remind them in good time that the deadline for submitting materials is approaching, or that the project won’t move forward without their feedback. Similarly, I need to lead the people in the agency to ensure that all work is coordinated and completed on time. I also see proactivity as meaning that it is up to us to gradually drive solutions forward, offering the client opportunities for development and further ways to increase the impact of their activities in the online world.
What is most important to you when working with a client?
Equality. We work together to find the best path to the goal and we’re partners – everyone has a share in the success and their own role. The client knows their goal and understands their industry perfectly. We’re professionals in managing projects in the online environment; we know what’s important in each area, what materials we need, where the critical points are, and we can evaluate the ideas that come up along the way. We recognise both opportunities and dead ends. I have found it helpful to clarify this division of roles right at the start of our collaboration. This prevents us from ending up in the position of merely being an online labourer, which has never led to good results.
I like to explain this with a simple example – when a company needs to resolve a legal issue, it hires a specialist lawyer and places its trust in them. It doesn’t tell them how to proceed or edit the wording of the contract. It works the same way for us.
So you actually choose your clients?
From this perspective, yes. I don’t rush into working with everyone who sends an enquiry just to secure a contract at any cost. I need to be sure that the client understands our added value and that they will place their trust in us to lead the project.
So what do you think is AITOM’s greatest added value?
I’m constantly convinced that it’s our approach – we go into depth, analyse, investigate and ask questions. Only then do we propose a solution. It’s a more demanding and longer process, but it leads to incomparably better results than if you just jump straight into specific steps.
For us, the initial study comes first. I honestly believe we have virtually no competition in this regard. In a way, we were pioneers in conducting initial studies on the Czech online market, and at first clients often didn’t understand why it was necessary. Its impact only becomes apparent after a year or two, in real figures. Put simply, it allows us to avoid mistakes that we would otherwise only address as we go along. Instead of relying on assumptions, we build the project on real data. And that is an investment that pays for itself many times over.
For the client, the initial study has another huge advantage – they receive comprehensive documentation in one place, which often no one in their company has ever put together before. A marketing strategy, marketing objectives, a draft of the website’s design, the source materials used, user data… in short, a summary of information that can ultimately help the company understand many other interconnections.
Once the client approves your solution and you hand it over to your colleagues for implementation, do you continue to monitor its progress?
Absolutely, I care deeply that the result is 100%. As an account manager, I oversee the initial study; the project manager then takes over the project itself from me. Even so, I continue to monitor how it gradually takes shape. I act as a safety net, ensuring that everyone stays on track with the intended goal during development and that, for example, reports contain everything they should.
Are you able to help every client who enquires about our services?
I have to be sure that an online presence can help the client achieve their goals. If I’m convinced that a website and campaigns would be a waste of money for the client in a given situation, I’ll tell them straight. Or we might conclude that a simple website created by a freelancer will suffice. For me, the driving force is real value, and I never take on projects at any cost.
For example, through a simple user survey, we might discover that the client has a weak point in their communication with the target customer or in the quality of their product. In that case, there’s no point in investing in online promotion. People appreciate a fair approach, and the client usually comes back later, at the right time.
What do you enjoy most about your work?
It gives me the chance to gain an in-depth insight into many industries, business stories and approaches. It’s different every time.
The more experience I’ve gained, the better I can advise a new client on what has and hasn’t worked in a similar field. I’m always looking for new approaches and moving forward with every project.
How do you make the most of the specialists available at AITOM for the benefit of the client?
I’ll go back to answering the question of what an account manager does here. At AITOM, we have a wealth of expertise from experienced senior specialists. We have an unusually stable team where people stay for years. That means something, and it gives clients a guarantee of consistent service quality. Our people enjoy their field, are dedicated to it, and want to deliver top-notch work. My job is to make the most of their experience for the client’s benefit.
Sometimes, instead of hiring a good agency, a client decides to hire freelancers, for example. However, they usually fail to realise that this puts them in the role of a project manager. The result then often falls flat at the briefing stage, let alone the coordination of multiple specialists at once.
What would you be doing if you weren’t an account manager at AITOM?
I’ve got loads of ideas in my head. When I was younger, for example, I planned to open my own club and organise great events there. But if I had to swap my job for something else right now, I’d choose to be a full-time dad.
Would you like to discuss an online solution with Dan?