H andlers Guide to Prioritising Clients amp Focussing Time Company Place Date XXXX20XX Agenda Why prioritise time Categorising existing accounts Exercise 1 Categorising ID: 235297
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Slide1
An Account Handler’s Guide to Prioritising Clients & Focussing Time
Company
Place
Date: XX/XX/20XXSlide2
AgendaWhy prioritise time?
Categorising
existing accounts
Exercise 1:
Categorising
accounts
How the account team spends & captures time
Exercise 2: Time % targets
How much time should each account handler spend on each client?
Exercise 3: How much time?
Who should do what on each account?
Exercise 4: Roles & responsibilitiesSlide3
1. Why prioritise time? Slide4
Why prioritise your time?Our time is our company’s ‘product’ therefore where we spend every hour impacts the bottom line
Ensures we align with the agency’s business goal
Ensures we operate as one efficient, profitable and cohesive team
Helps us manage our day-to-day tasks
W
hen our ‘to do’ list is overwhelming
When we get
caught up in ‘urgent’ but ‘unimportant’
When we decide who needs to be involved in meetingsSlide5
What do time priorities depend on? Agency’s business goalsWhat’s important to the business right
now?
Client
Existing clients: What’s the growth potential and size of wallet?
Prospective
clients: Size of potential wallet and likelihood of winning the business
Job
function
Each team member has a different role to play on
each account
Task
A task maybe urgent but ultimately unimportant?Slide6
ImportantIt’s NOT an exact scienceThere will always be exceptions to any rulesThe nature of agency life is dynamic, clients/personnel/priorities change frequently
Once
a strategy is agreed, each individual team member is able to decide at every minute of every day whether the task they are carrying out (or are about to carry out) aligns with the strategySlide7
2. Categorising existing accountsSlide8
Exercise 1: Categorising clientsCategorise current
clients
on
prioritisation
matrixSlide9
Prioritisation matrix for existing clients
Growth
Potential
High
High
Low
Low
Gold
Platinum
Bronze
Silver
De-prioritise
Ensure service
but de-prioritise
Good service. Actively
look for opportunities
to cross-sell
Top priority for
service &
opportunities
Current
spend
Existing ClientsSlide10
3. How the account team spends & captures timeSlide11
General progression line of a project
AD spends most time
AM spends most time
AE spends most timeSlide12
The importance of time sheetsAgency management receives a report every month for % time spent in each area:Existing business (Billable time)
New business; pitches, RFIs
etc
(non-billable)
Admin time (non-client related)
If % billable time is low, management is unable to identify or justify need for additional resourceSlide13
Exercise 2: Time % targetsWhat is the agency % target time for each role (CSD, AD, AM & AE) for existing business, new business and admin?
Complete the template on the next slideSlide14
% target time by role
Role
Existing business & growth
in existing accounts
Identified new business, pitching & prospecting
Admin
Total
CSD
X%
X%
X%
100%
AD
X%
X%
X%
100%
AM
X%
X%
X%
100%
AE
X%
X%
X%
100%Slide15
% target time by role (Answer sheet template guide only)
Role
Existing business & growth
in existing accounts
Identified new business, pitching* & prospecting
Admin
CSD
50%
30%*
20%
AD
75%
20%*
5%
AM
90%
5%*
5%
AE
90%
5%*
5%
* Varies during pitches
Template guide onlySlide16
4. How much time should each account handler spend on each client?Slide17
Exercise 3: How much time?
Estimate % time each role should spend on Platinum, Gold, Silver & Bronze clientsSlide18
% overall time spent by client category
Existing Clients
Growth
Potential
High
High
Low
Low
Gold
Platinum
Bronze
Silver
Current
spend
CSD x%
AD x%
AM x%
AE x%
CSD x%
AD x%
AM x%
AE x%
CSD x%
AD x%
AM x%
AE x%
CSD x%
AD x%
AM x%
AE x%Slide19
% overall time spent by client category (answer sheet template)
Existing Clients
Growth
Potential
High
High
Low
Low
Gold
Platinum
Bronze
Silver
Current
spend
CSD 10%
AD 25%
AM 25%
AE 25%
CSD 40%
AD 45%
AM 50%
AE 35%
CSD 0%
AD 0%
AM 0%
AE 10%
CSD 0%
AD 5%
AM 15%
AE 20%Slide20
5. Who should do what on each account?Slide21
Deciding who does whatEvery account is slightly different and therefore should be discussed together as a team so everyone is clear on the strategic approachOnce everyone is in agreement, the team holds regular status meetings to ensure all team members are aware of any issues and any changes requiredSlide22
Exercise 4: Roles & responsibilitiesDecide who does what for each client category (Platinum, Gold, Silver & Bronze)Slide23
Platinum service levelsTop priority for service & opportunities
Platinum
Task
CSD
AD
AM
AESlide24
Gold service levelsGood service. Actively look for opportunities to cross-sell
Platinum
Task
CSD
AD
AM
AESlide25
Silver service levelsEnsure service but de-prioritise
Platinum
Task
CSD
AD
AM
AESlide26
Bronze service levelsDe-prioritise
Platinum
Task
CSD
AD
AM
AESlide27
Service level answer guides(Template guide only)Slide28
Platinum service levelsTop priority for service & opportunities
Platinum
Task
CSD
Supports AD in the strategic direction and running
of the account e.g. involvement in the development of relationship building strategy and planning meetings. Develops relationship with the most senior client and holds agency review meetings. Trouble-shoots.
AD
Directs
the
team and drives the account
forward. Anticipates client needs. Pro-actively provides solutions before client asks. Seeks new business opportunities (within the account and client company) and develops and implements action plan to close these opportunities. Creates, follows and updates a client development plan. ‘Walks the halls’.
AM
Manages client on day-to-day basis.
Manages client expectations.
Ensures
all projects managed through the agency, keeps internal team informed of progress. Anticipates resourcing needs for projects. Keeps status report up to day with Account Exec.
AE
Supports team in smooth
running of account. Ensures client is always receiving relevant information from the agency e.g. Google Alerts
Template guide onlySlide29
Gold service levelsGood service. Actively look for opportunities to cross-sell
Platinum
Task
CSD
Helps
AD identify prospects and new potential areas of growth for the agency in the client’s business. Develops action plan with AD.
AD
AD identifies potential areas of growth for agency within account and client company overall.
Creates and implements new business action plan with CSD. Regularly contacts client and anticipates any changes in account/relationship issues. Provides direction for team.
AM
Decides
with
Runs day-to-day account
AE
Ensures
client receives regular contact from agency
eg
. Regular status reports, Google Alerts with relevant information. Always on alert for new business opportunities within existing projects.
Template guide onlySlide30
Silver service levelsEnsure service but de-prioritise
Platinum
Task
CSD
Little
to no involvement in account. Provides counsel as and when required.
AD
Provides
overall direction but little day-to-day management. Checks in with client on regular basis. Oversees the team. Ensures team is set up for success, everyone understands roles & responsibilities. Receives status reports.
AM
Leads
account and seeks direction from AD when required. Anticipates and flags any issues to AD. Decides where AE better placed to lead projects/manages client. Develops and circulates status reports with AE.
AE
Runs day-to-day account with AM. Ensures status report and budgets closely followed and circulated to the client and internal team. Flags any relationship issues to AM/AD.
Template guide onlySlide31
Bronze service levelsDe-prioritise
Platinum
Task
CSD
No
time spent on account
AD
Little to no
time spent on account.
AM
Minimal
time spent managing client. Supports AE with any issues, provides direction where required.
AE
Focus
on leveraging resource within the agency to push projects through e.g. can Project Manager run majority of account needs? Ensure all basic administration is followed.
Template guide onlySlide32
An Account Handler’s Guide to Prioritising Clients & Focussing Time
Company
Place
Date: XX/XX/20XX