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An Account H andler’s Guide to Prioritising Clients & Focussing Time

An Account H andler’s Guide to Prioritising Clients & Focussing Time. Company Place Date: XX/XX/20XX. Agenda. Why prioritise time? Categorising existing accounts Exercise 1: Categorising accounts How the account team spends & captures time Exercise 2: Time % targets

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An Account H andler’s Guide to Prioritising Clients & Focussing Time

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  1. An Account Handler’s Guide to PrioritisingClients & Focussing Time Company Place Date: XX/XX/20XX

  2. Agenda • Why 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 & responsibilities

  3. 1. Why prioritise time?

  4. 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 • When our ‘to do’ list is overwhelming • When we get caught up in ‘urgent’ but ‘unimportant’ • When we decide who needs to be involved in meetings

  5. What do time priorities depend on? • Agency’s business goals • What’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?

  6. Important • It’s NOT an exact science • There will always be exceptions to any rules • The 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 strategy

  7. 2. Categorising existing accounts

  8. Exercise 1: Categorising clientsCategorise current clients on prioritisation matrix

  9. Prioritisation matrix for existing clients Existing Clients Growth Potential Gold Platinum Good service. Actively look for opportunities to cross-sell Top priority for service & opportunities High Bronze Silver Ensure servicebut de-prioritise De-prioritise Low Current spend Low High

  10. 3. How the account team spends & captures time

  11. General progression line of a project AD spends most time AM spends most time AE spends most time

  12. The importance of time sheets • Agency 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 resource

  13. 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 slide

  14. % target time by role

  15. % target time by role (Answer sheet template guide only) Template guide only * Varies during pitches

  16. 4. How much time should each account handler spend on each client?

  17. Exercise 3: How much time?Estimate % time each role should spend on Platinum, Gold, Silver & Bronze clients

  18. % overall time spent by client category Existing Clients Growth Potential Gold Platinum High CSD x% AD x% AM x% AE x% CSD x% AD x% AM x% AE x% Bronze Silver CSD x% AD x% AM x% AE x% CSD x% AD x% AM x% AE x% Low Current spend Low High

  19. % overall time spent by client category (answer sheet template) Existing Clients Growth Potential Gold Platinum CSD 10% AD 25% AM 25% AE 25% CSD 40% AD 45% AM 50% AE 35% High Bronze Silver CSD 0% AD 0% AM 0% AE 10% CSD 0% AD 5% AM 15% AE 20% Low Current spend Low High

  20. 5. Who should do what on each account?

  21. Deciding who does what • Every account is slightly different and therefore should be discussed together as a team so everyone is clear on the strategic approach • Once everyone is in agreement, the team holds regular status meetings to ensure all team members are aware of any issues and any changes required

  22. Exercise 4: Roles & responsibilitiesDecide who does what for each client category (Platinum, Gold, Silver & Bronze)

  23. Platinum service levelsTop priority for service & opportunities

  24. Gold service levelsGood service. Actively look for opportunities to cross-sell

  25. Silver service levelsEnsure service but de-prioritise

  26. Bronze service levelsDe-prioritise

  27. Service level answer guides(Template guide only)

  28. Platinum service levelsTop priority for service & opportunities Template guide only

  29. Gold service levelsGood service. Actively look for opportunities to cross-sell Template guide only

  30. Silver service levelsEnsure service but de-prioritise Template guide only

  31. Bronze service levelsDe-prioritise Template guide only

  32. An Account Handler’s Guide to PrioritisingClients & Focussing Time Company Place Date: XX/XX/20XX

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