Imagine this: You’re juggling four different projects all at different stages. Three of them have deadlines in the next 10 days. You are in the weeds right now — you need to spend every minute executing deliverables for these clients. That fourth project? Not on your radar. That client’s email? Nope, can’t look at ‘em until at least next week. Maybe someone else can pick up those pieces before then. Maybe not. Who are you?
You’re a designer or programmer without an Accounts Team.
And the decision to operate without one is not limited to the one-man band we call freelancers. Established firms are just as guilty of these familiar nightmares: “The sales guy told us six weeks; it’s been six months and he rarely calls back.” “It’s not at all what we wanted; we don’t feel like there was anyone advocating for our needs.” “Her designs are pretty good, but man — she seemed bothered every time we called…”
If you’ve ever worked with a creative services firm without an accounts team, you know that they generally put client management into the hands of the project doers. The worst-case (and most frequent) scenario is to be given to the salesperson who drew up your contract. Most often s/he will want to pass you off to the creative department because his/her job is finding new business, not project management. So now you’re talking to a designer familiar with how your product should look, but possibly not in ownership of the overall campaign strategy. Therefore, when you requests changes, the designer may not know if those changes will weaken that strategy or if the change will adversely affect other considerations like programming, printing costs, timeline, etc. Additionally, the designer is often working on several projects at once and would like to avoid slowing down the delivery all of his/her projects in favor of your phone call. Next! You get passed to a new team member in this unfortunate game of hot potato, maybe a programmer with half of the puzzle. The most frustrating aspect comes once the project is finished and you have no idea who to contact. New enhancements, revisions or updates may even be made by a completely different person again. Being the hot potato is not a formula for good service.
Account Managers and Coordinators are important because they provide a communication center between the client and the firm. If you want a good process, you need a communicator. Someone who can respond quickly, anticipate your needs, and ensure that you know what’s going on at every stage. A good designer is focused on your design; a good account manager is focused on you. It makes a world of difference to have someone familiar with the ins and outs of the development process, so s/he can advocate for the changes you want, while balancing that with best design practices. Who’s going to speak for you at that internal meeting? Your Account Manager.
Another point: too many people think that the marketing strategy is done after the initial project is complete. Successful companies, however, know that marketing tools like websites must evolve over time as a company gains better understanding of its audience. In that regard, an Account Manager is your marketing partner. Visualize having someone going through the development alongside you, always considering your perspective and gaining valuable information about your working style and your company’s path. When it comes time for that next project, whether that’s four weeks or four months, why start from scratch? Your Account Manager will already be equipped to pick up where you left off and help you make strategic marketing decisions.
For instance, at the most reputable advertising agencies and creative services firms like xiik, Account Managers and Coordinators work closely with clients throughout ideation, development, delivery, and are available after the project is complete. They keep clients up-to-date as to key project milestones, walk them through design decisions, present research, solve concerns, and help clients evolve their marketing strategy over time. When you need to ask a question, the designer has not put down the pen. Account Managers identify a solution that can then be efficiently executed by the designer. They also ensure that the designer receives all site assets and approvals from the client on time. This high level of attention serves to predict potential red flags and help the client through unpredictable roadblocks, which in turn serves to keep projects on-time, on-budget and, most importantly, on-strategy.
Ultimately, it’s about breaking down the process and assigning aspects of it to those who do it best: a system of checks and balances that results in a better product, more personalized service, and a low-stress experience for all parties. That means you get to focus more energy on your own products and services, rather than chasing down an unruly vendor.
Christopher Maikish is an Account Manager in xiik’s Los Angeles office.
