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Back in September 2024

Series Overview  

Who it's for

This training is for junior to mid-level client-facing team members who manage accounts and projects.

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How it works

This certification training program is delivered live over 4 remote sessions of 90 minutes or more.

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Who it’s for

This training is for mid-level client-facing team members who manage accounts and projects.

Depending on your agency’s structure, this may include account management, client services, project management, department leads, practice leads, etc. For those in account management/client services, consider those who are Senior AE, up through Account Supervisor and Junior Account Director.

If you are sending a group, it is ideal to have those who work together on a client. The training is a series of sequential building blocks, with interactive breakout exercises that are applied back to an account in the agency. When teams work together on these exercises, the impact on that account is almost immediate.

How it works

This certification training program is delivered live over 4 remote sessions of 2 hours or less.

By participating in this training, your client leads will learn how to:

  • Embrace the level of proactive leadership now expected of client-facing team members
  • More effectively prioritize high-value tasks
  • Write communications that will more clearly inform and direct clients
  • Better manage the agency’s resources to provide more value to clients
  • Write more effective scopes and estimates to ensure the agency gets paid for all its work
  • Keep clients on track with scope (and even capture new scope creep revenue)

Interactive Breakout Exercises

To ensure everyone applies the training back to their own unique situations, participants will select one high-value client account to focus on. They will participate in interactive breakout exercises and apply the lessons back to this client. The training will conclude with new skills and new plans in place to improve their performance with – and value to – this important account. With this in place, they can apply their new skills back to all their accounts.

Sending a group?

If you are sending a group, it is ideal to have those who work together on a client. When teams collaborate in the interactive breakout exercises, the impact on that account is even greater. Groups of 2 – 4 people focused on an account is an ideal size. If sending more, simply choose more accounts to focus on.

More valuable client leads

Ultimately, the goal of the training is to provide the new methods, models and tools to immediately improve the effectiveness and value of those who manage accounts and projects.

Who it’s for

This training is for junior to mid-level client-facing team members who manage accounts and projects.

  • For junior to mid-level leaders: with up to 7 years of experience, Level One is the best starting point. Participants will take a more advanced look at the core skills necessary to become strong client leaders. Even those slightly more senior will find the account management assessment, project management, business writing, and scope management learning to be immediately applicable. 

Applicable to various client-facing roles

Depending on your agency’s structure, this may include account management, client services, project management, department leads, practice leads, etc. For those in account management/client services, consider those who are Coordinators up to Senior AE (or your agency’s equivalents) for Level One.

Sending a group?

If you are sending a group, it is ideal to have those who work together on a client. When teams collaborate in the interactive breakout exercises, the impact on that account is even greater. Groups of 2 – 4 people focused on an account is an ideal size. If sending more, simply choose more accounts to focus on.

Four-part virtual training series

Level One: Mastering Client & Project Leadership

The New Role of Account Leadership

How to embrace the new level of proactive leadership now expected of client-facing team members.
Jun 10 12:00 pm - 1:45 pm ET
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Level One: Mastering Client & Project Leadership

Effective Project & Client Management

How to more effectively prioritize high-value tasks, manage client projects, and keep the agency’s resources well-organized.
Jun 12 12:00 pm - 1:45 pm ET
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Level One: Mastering Client & Project Leadership

Business Writing for Client Management

How to write communications that will more clearly inform, guide, and direct clients.
Jun 17 12:00 pm - 1:45 pm ET
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Level One: Mastering Client & Project Leadership

Manage Project Scope & Profitability

How to write scope documents – and manage clients – to ensure the agency gets paid for all its work.
Jun 18 12:00 pm - 1:45 pm ET
Learn More
1 Level One: Mastering Client & Project Leadership

The New Role of Account Leadership

Jun 10 12:00 pm - 1:45 pm ET

As client expectations of agencies continue to increase, the role of client services continues to evolve. In the kick-off session to this series, we’ll address the critical elements that now make up an effective account person.

Expect your teams to leave this session with a new and motivated outlook on their role. We’ll introduce a model that outlines how the most effective account managers now perform. In fact, each participant will self-assess their current abilities and identify next steps to improve their effectiveness:

  • Proactively leaning in and leading each client forward (vs. subservient order-takers)
  • Understanding each clients business goals and measures
  • Being assertive and resourceful in achieving each client’s (and the agency’s) objectives
  • Leading the agency’s teams to more efficiently deliver effective work

The goal is to have your account managers become indispensable partners to your clients.

2 Level One: Mastering Client & Project Leadership

Effective Project & Client Management

Jun 12 12:00 pm - 1:45 pm ET

Clients are now expecting their agency leads to proactively lean in and lead the management of all projects. There is no longer any patience for ambiguity or needless additional work due to poor project management.

At the same time, agency management teams want to ensure their client leads are spending their time as effectively as possible – focused on the right (high-value vs. lower-value) tasks at the right time.

To that end, this training session is focused on helping client leads:

  • Better distinguish and prioritize day-to-day projects and tasks
  • More effectively align with clients to ensure the agencies wastes no resources on the wrong direction
  • Better organize agency resources to ensure no time is wasted time and delivery is timely and efficient
  • More confidently leads their clients, becoming a stronger strategic partner

Ultimately, the goal is to have your client-facing team members clearly and confidently lead each client and the agency through the effective delivery of every project.

3 Level One: Mastering Client & Project Leadership

Business Writing for Client Management

Jun 17 12:00 pm - 1:45 pm ET

Clients are not pleased with the current state of agency communications. It is often rushed, vague, error-ridden, and long-winded. Many emails are often ignored as it takes too long to sort through the context and request – having a direct impact on the effectiveness of project delivery – and agency margins.

In particular, email remains the most important form of interacting with clients. However, many emails look like something copied over from a Tweet.

This training session outlines how to write communications that will:

  • More clearly lead and guide clients through the delivery of each project
  • Better communicate the purpose of each communication
  • More effectively outline the next steps required of the client
  • Make it easier for each time-starved client to get to the point

Ultimately, the goal is to have your client-facing teams more effectively use email as a critical tool to manage clients and their projects.

4 Level One: Mastering Client & Project Leadership

Manage Project Scope & Profitability

Jun 18 12:00 pm - 1:45 pm ET

Keeping clients on scope is one of the most significant challenges in the agency business. In fact, on a daily basis, ineffective scope management is costing agencies a small fortune.

It’s one thing to write an effective scope, another to get it approved, and even more challenging to keep the client on track. This training session will address all three. We’ll outline how to better establish and manage SOWS, estimates and proposals for every client project.

Step-by-step, this session will cover:

  • Better communicating the value of your agency’s work
  • Why scope creep happens (and why the agency team is responsible for it)
  • Writing scopes that ensure the agency gets paid for everything it provides
  • Securing client approval on these critical documents
  • How scope creep can become a revenue opportunity (when properly prepared for)
  • How to make it a standard practice to charge the client for all incremental work (without making it feel personal)

Ultimately, we’ll outline how to write and manage estimates/proposals/SOWs in a way that ensures the agency gets paid for all its work – while reducing scope creep and increasing margins.

Past Mirren Account Mastery attendees have included