Is Your Account Management Team Driving Growth or Just Servicing Accounts?
“We keep increasing investment in account managers but seeing diminishing returns. How do we restructure the role to drive real value again?” — CEO, $500M business services company
In many companies, account managers (AMs) start out as engines of growth — cultivating relationships, uncovering new opportunities, and expanding wallet share. Over time, the role often tilts toward a service-first focus. AMs become exceptional at solving problems and keeping customers satisfied, yet less engaged in driving upsells or cross-sells. That “defensive” posture is great for retention but leaves revenue potential untapped. High-performing companies are proving there’s a better way: get AMs to play both defense and offense.
Four Steps to Reignite Growth from Account Management
1) Redefine the Mission
Shift the AM role from solely “farming” to a balance of farming and hunting. Equip AMs to build trusted advisor relationships across the customer’s organization, proactively identify opportunities, bring competitive insights and fresh ideas, and manage profitability alongside service quality. Leadership should reinforce this mission in goals, coaching, and incentives.
2) Align Coverage to Customer Potential
Not every account warrants the same investment. Segment customers based on growth potential, not just current revenue. Assign top AM talent to high-potential accounts, use efficient service models (including digital/virtual) for low-potential segments, and tailor responsibilities and skill requirements by segment to avoid over-investing where wallet share is already maxed.
3) Ensure the Right Talent
Some AMs can adapt with training and coaching; others may not. Conduct structured assessments, recruit for growth capabilities, provide targeted enablement (relationship development, executive access, solution selling), and set clear KPIs tied to revenue expansion. Align incentives with desired behaviors and outcomes.
4) Enable with Leadership & Playbooks
Make the change stick with robust enablement: a standardized AM playbook, disciplined KPI tracking via sales operations, and front-line managers who model revenue-focused behaviors and coach consistently across the team.
Results: The Impact of a Transformed AM Function
Companies that have successfully redefined account management have seen significant benefits, including:
- 25%+ increase in upsell and cross-sell revenue.
- Higher customer retention rates with improved service delivery.
- Optimized AM coverage, reducing costs and increasing profitability.
What’s Next?
How are you thinking about the role of AMs in your business? Let’s talk about repositioning your AM function for measurable growth. Check out our full research on this topic in the PDF above… or reach out to author Michael Smith at [email protected] or contact us at [email protected].
