Account management is a combination of overseeing the status of the execution of a marketing strategy and communicating the progress, complications, and results of marketing efforts. Ultimately, an account manager is responsible for ensuring that the marketing strategy is aligned with business objectives.
While some marketing teams create arbitrary timelines for communication, contact should occur whenever a task is time-sensitive, if obstacles have been encountered, and/or as often as necessary to ensure full alignment on goals.
Account management should be considered successful when all stakeholders are aware of the status of marketing execution and results, as well as feeling confident that all marketing is moving in the right direction at the right pace.
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