Who it's for
This training is for senior client-facing team members who manage accounts and projects.
See More >How it works
This certification training program is delivered live over 3 remote sessions of 90 minutes or more.
See More >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 3 remote sessions of 90 minutes or more.
By participating in this training, your client leads will learn how to:
- More strategically identify project ideas and agency capabilities that will drive business growth for your clients
- Proactively and confidently bring forward new ideas that clients will want to buy – without feeling like a salesperson
- Better position the value of the agency’s work for clear client business impact
- Develop stronger rationale for the agency’s recommendations – and present them in a more engaging way to sell new projects
- Deliver more dynamic, persuasive presentations that increase client buy-in
- More consistently drive the agency’s revenue with a more assertive, accountable approach to organic account growth
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 skills now required to increase the agency’s value by more effectively addressing each client’s most pressing business needs.
Who it’s for
This training is for senior client-facing team members who manage accounts and projects.
- For more senior leaders: with more than 8 years of experience, Level Three is the best starting point. Participants will learn advanced skills and methodologies to more strategically drive business growth for your clients, be recognized as indispensable client partners, and drive organic growth for your agency.
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 Account Directors and up for Level Three.
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.
Three-part virtual training series
Develop Business-Building Ideas Clients Will Buy
Oct 17
12:30 pm -
2:15 pm ET
Present Those Ideas So Clients Will Sign Off
Oct 20
12:30 pm -
2:15 pm ET
Write Assertive Organic Growth Plans
Oct 24
12:30 pm -
2:15 pm ET
Develop Business-Building Ideas Clients Will Buy
Oct 17
12:30 pm -
2:15 pm ET
Clients have become incredibly particular about any unplanned work they approve. Often, when agencies proactively bring new project ideas or new agency capabilities forward to their clients, the most common reaction is, “sorry, we have no more budget.”
But the issue is not with the client’s budget – it’s that none of the ideas were deemed worthy of funding. “No more budget” really means, “I can’t justify the budget for this random idea. It’s easier just to tell you I have no money.” The truth is that clients regularly create budgets for new projects, but only when the return is adequately justified.
In this session, step-by-step, you’ll work through two powerful strategic tools to identify new project ideas clients will want to buy – with a particular emphasis on projects that directly impact their business growth. We’ll also reveal the new criteria by which clients are approving incremental projects, and exactly when – and how – to bring these proactive recommendations forward to your clients.
Register NowPresent Those Ideas So Clients Will Sign Off
Oct 20
12:30 pm -
2:15 pm ET
With high-value organic growth ideas in hand, it’s now time to present them.
In this session, we will step through how to package, position, and sell through your strategic thinking.
You will learn the skills to write and deliver presentations that are more dynamic, engaging, and persuasive. The result is a greater command of the room – with a more compelling presentation and team.
Ultimately, as your organic growth ideas better address client business impact and are presented more persuasively, you sell through more work – making you more indispensable to your clients and driving organic account growth.
Register NowWrite Assertive Organic Growth Plans
Oct 24
12:30 pm -
2:15 pm ET
Most agency organic growth plans are a single page, outlining random financial targets – if anything is on paper at all.
The truth: there is no plan to achieve those goals.
The result: no growth.
This is the fundamental breakdown at most agencies.
Step-by-step, we’ll walk through how to craft an Organic Growth Plan for each client – one that more clearly outlines exactly how you will achieve assertive organic growth targets.
Key principles include:
• Identify meaningful client business goals to address
• Articulate goals that generate a stronger return for the agency
• Outline more detailed implementation schedules
• Clearly assign accountability and target dates
To help immediately apply this new framework, you will be put to work as you begin writing individual client Organic Growth Plans.
Register NowPast Mirren Account Mastery attendees have included
Series Starts Soon – Register Now!
Special Group Discount
Receive special pricing when you register more than 4, or more than 10 participants from the same agency (combining “sister agencies” within a holding company does not qualify).
Writing Case Studies to be Effective Growth Tools
Writing Case Studies to be Effective Growth Tools
Oct 31
1:00 pm -
2:00 pm ET
We see too many agencies relying on a cookie-cutter format that leads to a generic and unsophisticated impression with prospective clients. Despite each client and their business situation being completely different, each case is given a superficial polish (if any) and quickly recycled.
A persuasive case study is not a factual or chronological account of what you did for a client. It should instead be 100 percent customized to the prospect and laser-focused on their top two or three business objectives. In other words, don’t focus on what you did for your client; focus on what you need to do for the prospect in front of you.
In this session, you will learn a new, efficient approach to case study writing that will highlight the strengths of your agency in a way that ultimately helps to convert more business.
Register NowPreempting Client Departures
Preempting Client Departures
Nov 30
1:00 pm -
2:00 pm ET
Although clients continue to expand their marketing budgets, they are still leaving agencies at a record pace.
This session will provide you with a model to benchmark the health of your client relationships – and your client-facing teams. This will inform which clients are most vulnerable, why, and steps you can take to immediately strengthen the relationship. Importantly, this will also provide insight into untapped organic growth opportunities
Register Now
Writing Case Studies to be Effective Growth Tools
Preempting Client Departures
If a participant must miss a session, a rebroadcast of that session will take place as listed here.
By registering you agree to our terms and conditions.