Having owned and operated my own agency for 25+ years (and continuing today by working with companies to help them Get, Keep and Grow their customers) I can’t adequately articulate my passion for helping agencies maximize their AGI.
I’ve been actively participating in an Agency Management Institute peer network for the past 17 years. So, I’m a disciple of why everyone in the agency needs to fully understand AGI and why it’s the lifeblood of their company.
For many advertising agency owners, the biggest improvement they can make is to ensure their account teams are empowered to really “own” their book of business. They need to have the tools, resources, mentorship, and support to take P&L responsibility for managing their accounts.
The key word is an extension of their title … whether an Account Manager, Account Supervisor, Account Director. It’s Accountability.
They need to be accountable to the client for bringing forth measurable business solutions within an agreed budget.
And, they need to be accountable to the agency by delivering targeted AGI through active management of their book of business.
It’s a tough balancing act.
Our AGI was running at around 35%. We engaged Craig to review our processes and how we were managing outside costs. He identified several issues, worked with our account team to give them the tools and mentorship to become ‘owners of their accounts.’ We’re now delivering almost 60% AGI. Craig continues to serve as strategic advisor to our teams while I spend my time working to generate business.
Chris Madsen, President
Mad4Marketing – Ft. Lauderdale
Account teams will be most successful when they understand their role and have management’s support in carrying out their function.
This requires account teams be fully engaged; leading the agency team to develop solutions and strategies, and then managing or working closely with production managers to control outside costs and internal resource allocation to complete campaigns and projects within the projected AGI targets.
Your role as an agency owner is to give them the responsibility and authority to manage their business to agreed-upon goals.
All of our work with account teams is customized to the agency’s specific needs … One of our clients summed up their need concisely … “I need to improve our bench strength … It has to be more than just me.”
Let’s talk about how you can maximize your profits by having account teams deliver AGI by ownership of their book of business.