Major Account Management Is An Art Not A Formula

mohit thanks for referring ::::

wonderful :::  discipline ::: practice ::: self control:::

My comments here are as follows

1- THIS IS SERIOUS BUSINESS: The objectives here are different from that of an artist. As far as I understand, Account management is an acquired talent of project / program management, customer relationship management, risk mitigation management, sales, planning and communication management skills. You are not creating art work or music here you should be an Architect instead. Rather its about reputation and the dynamics, stakes and responsibilities are higher for an account manager.

2. SECOND THEORY SHOULDN'T FAIL: Well as any other job, account management has a process (discipline) to follow, data (documents, transactions) for communication and regularly access/analyze and calibrate them with clients expectations by review / strategy sessions with all the stake holders (Risk Mitigation and Lean Management) and communication/execution. The purpose of account management review / strategy / communication / planning etc is slightly different as the projected in this article.

Though the time of the review meeting / attendees / document format etc are likely to remain same, but the underlying parameters and conditions governing them (like Assignment Status assessment - Planned/current/Gaps/causes/actions/Responsibilities Opportunities / Risks - time/material/environmental, Causes/Mitigating factors/assumptions, Solutions/Decisions etc.) change and these are the once that are important information for management decision and I don’t quiet understand why should the management not be flexible enough to look into these. Being already in a business relationship with a client gives you an advantage & potential to grow the account or/and acquire referral accounts. Hence doesn’t make any business sense either...

However fact remains that every action/creativity of yours needs to translate into new/improved business else it would mean some thing was/is/will be wrong some where and/or with some one. The answer is what do you want to achieve and how...?

3. I am in slight favor of the books thing, because I think they give you idea on how others experienced / handled it but my advise here would be to IMPROVISE..and as a responsible person you are not expected let things to chance !!!

any thoughts..?

The virtues, discipline and practice are required to excel not only for artists but for all professionals. Whereas, creativity in art is purely for the pleasure of artist himself. The pleasure of creating something beautiful, adorable belongs only to artist. If the creation of artist pleases the mind of viewers, the joy multiplies. Even if, it is not appreciated, stakes from viewers point of view are not high.
In this backdrop, Account Management is a fine combination of taking decisions based on statistical data for reliability, adding calculated risk to it for optimized agains and having an exit plan for increasing confidence level. If we call it an art, well, then Account Management is an art. 

This is straight out of films!!

Ok, I am all for creativity and discipline. Discipline in the boardroom and creativity while entertaining any MA. Major accounts need to be handled with kids gloves! And handling such sensitive clients can be dealt with "HANDS ON"! Play it by the ear. Make sure that none of your products FAIL your claim! Even before the client picks up the phone, you should be saying, "I have been thinking about you...."!! Difficult?? Extremly. It is driven by instincts. Clever manipulation and judgement of knowing the client and shrewd business sense!

You need one more thing to be the MA Manager... OBSESSION! You need to be obssessed with the client and feel and anticipate his needs even before he can think about it!! Yes, it is very dramatic otherwise you ewill loose the desired effect!!!!! Its not easy to lead a charmed life, but its quite a life to charm others!

Amazing article!!

I do not think any organisation in todays competitive scenario would even consider the first option of management by chance. 
Agreed that there needs to be discipline and creativity in managing an account, it is imperative , as Mohit says, that there has to be hunger for retaining an account. This brings us to the most important part - CRM - or maintaining a relationship with the key account in such a manner that they do not want to even consider looking at competition. 
While the concepts of detailed planning, etc are OK when you have to bag a large client, we normally tend to forget the client's needs post-sales. That is where the customer is going to remember and decide whether the next order comes your way or not. 

it is a mix of Project management skills with smooth relationship management, lots of smiling even when a bomb is  erupting under you. It is keeping the right mix of being with the client even though it is  your company that is paying  your salary. It needs finding someone in the client organization as well who can move things to your company needs to find you projects and leads, arrange meetings with decision makers in the client organization.

These things you can only learn on the job, if u dont have it in you, Hope ur organization has a good mentor. And for heaven's sake dont depend on any books out here. Books are written by many people enriching and lining their own pockets, here you are the only one out there, meeting people alone, trouble shooting alone, resolve issues and working the Charming Charlie role.

However keep in mind one thing, ensure that assignments taken are technically feasible and doable by your company ! If something large is swallowed of this nature, even God can't save you -

I totally  agree with you.But i would like to add a point here,there should also be a hunger to retain the accounts then only one can sustain the business.Adding to it - "soar like a eagle and don't quack like a duck."