The New Role of Account Leadership
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The New Role of Account Leadership
As client expectations of agencies continue to increase, the role of account leadership is more critical than ever. In this session, we’ll review what it now takes to be an effective account lead.
We’ll introduce a model that outlines the five critical principles all account and...
The New Role of Account Leadership
As client expectations of agencies continue to increase, the role of account leadership is more critical than ever. In this session, we’ll review what it now takes to be an effective account lead.
We’ll introduce a model that outlines the five critical principles all account and project leaders must embrace to become a valued business partner to each client and an asset to the agency.
Using the model as a self-assessment, you’ll identify specific steps you can take to improve your performance (and the performance of your team), including:
- Proactively leaning in and leading each client forward
- Understanding each client’s business goals
- Being assertive and resourceful in achieving each client’s objectives
- Balancing each client’s needs with those of the agency
- Leading the agency’s team to deliver impactful work more efficiently
Ultimately, the goal is to become an indispensable business partner for each of your accounts.
Training Materials
Following the session, you will be provided with one week of recording access.
Who Should Attend
This training is designed for account management leads or those who manage account teams. HR will also find the session insightful.
Instructors
Cristina Sarnelli
Associate Director, Agency Growth Strategy
Cristina is Associate Director, Agency Growth Strategy at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential, and more. Each year, more than 700 agencies participate in Mirren’s annual conference, training programs, and webinars (www.mirren.com). Their team has trained CEOs and their senior management teams in every region around the world.
Cristina brings senior experience in B2B account management and strategy with a special focus in qualitative methodology. In addition to her agency background, she spent time consulting independently and in partnership with a management consulting firm on business growth strategies for brands in categories including luxury accommodations, SaaS, and industrial manufacturing. Her background in client leadership and qualitative analysis provides tremendous insight to her training.
At Mirren, she empowers agency teams by training on the importance of buyer journeys, true qualitative insight, irrefutable logic trails and their impact on agency growth. “I encourage agency teams to embrace the lost art of qualitative to uncover real target audience insights – some of the most valuable IP an agency can provide its clients. Ultimately, the goal is to understand and drive target behavior to make an impact to the client’s bottom line.”
Cristina spent the majority of her career running accounts agency-side in the B2B and B2B2C space for companies like Cox Automotive, Olam, FujiFilm Electronics, and Smithfield Foodservice. In her previous consulting role, she led research and delivered strategies to optimize business operations, R&D, and acquisition strategy for brands including Daxko, Private Suite (P/S), and Trane Technologies.
Originally from the Chicagoland area, Cristina moved to Seattle in 2022.
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