Difference between account optimizer and account strategist
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It really depends on the particular company structure. But, to generalize, operations specialists tend not to be client-facing, and account managers may find themselves in front of clients quite often, is often times regarded as a (junior) sales role.
I've been an AM in a setting where the Operations and Account Management functions were combined into a single. Here's my experience, from the initial pitch process to the end of the campaign:
1. During the initial RFP/pitch phase, AMs conduct media volume projection analysis, build decks, do industry research, and gather the ammunition needed to close the deal (typically done by an Account Executive or Director). Media planning teams will keep us honest on what we can sell in terms of volume/pricing/quality.
2. Once the client signs and IO/contract, the AM's job is to project manage the onboarding/build process. That means coordinating timelines among various internal teams, summarize the campaign objectives, assemble all the assets (creatives, integration documents, reports), and supervise the campaign builds.
3. From beginning of the campaign to the end, AMs serve as analysts and CSRs. We build weekly and monthly reports on campaign progress and performance, work with media teams on optimization if needed, and pick up the phone when the client calls. If it's a big client, we'll fly out and do all of this in person, and take them out for dinner and drinks afterwards.
In larger organizations where operations and sales are more clearly delineated, the role may be more limited than what I just described. At the end of the day, my suggestion is to not focus on titles, but on doing everything to deliver the best service/experience possible.
I've been an AM in a setting where the Operations and Account Management functions were combined into a single. Here's my experience, from the initial pitch process to the end of the campaign:
1. During the initial RFP/pitch phase, AMs conduct media volume projection analysis, build decks, do industry research, and gather the ammunition needed to close the deal (typically done by an Account Executive or Director). Media planning teams will keep us honest on what we can sell in terms of volume/pricing/quality.
2. Once the client signs and IO/contract, the AM's job is to project manage the onboarding/build process. That means coordinating timelines among various internal teams, summarize the campaign objectives, assemble all the assets (creatives, integration documents, reports), and supervise the campaign builds.
3. From beginning of the campaign to the end, AMs serve as analysts and CSRs. We build weekly and monthly reports on campaign progress and performance, work with media teams on optimization if needed, and pick up the phone when the client calls. If it's a big client, we'll fly out and do all of this in person, and take them out for dinner and drinks afterwards.
In larger organizations where operations and sales are more clearly delineated, the role may be more limited than what I just described. At the end of the day, my suggestion is to not focus on titles, but on doing everything to deliver the best service/experience possible.
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