Sharpen Your Axe: The Power of Preparation in Account Management

The 16th President of the United States and arguably one of the most famous (a certain President might say otherwise), Abraham Lincoln is frequently quoted as saying, "If I had 8 hours to cut down a tree, I would spend 6 hours sharpening my axe." Whether he actually said it or not, Abe was considered a very skilled woodsman, so it makes sense he would be attributed with this quote. However, Abe is commenting less on forestry and more on the importance of preparation.

For account managers, this principle of preparation is particularly vital. In an industry where deadlines are tight and expectations are high, the time spent preparing can make a significant difference in the success of your campaigns and client satisfaction.

The Importance of Preparation for Account Managers

When it comes to being successful in account management, valuing your ability to be prepared and organised is crucial. Here are several key areas where preparation plays a pivotal role:

• Understanding Client Needs: Spend time thoroughly understanding your client's business, goals, and target audience. This involves reviewing past campaigns, conducting market research, and holding in-depth discussions with your client to ensure you are aligned with their vision.

• Researching Market Trends: Stay up-to-date with industry trends, competitor activities, and emerging technologies. This knowledge enables you to offer informed recommendations and innovative solutions to your clients.

• Detailed Briefing: Ensure you have comprehensive briefs for your creative team that include clear objectives, target audience insights, key messages, and desired outcomes. Well-prepared briefs set the foundation for successful campaigns.

• Strategic Planning: Develop a clear plan that outlines the campaign timeline, budget, and key milestones. Identify potential risks or bottle-necks and create contingency plans to address any challenges that may arise.

• Collaborative Preparation: Engage in regular meetings with your team to discuss progress, share insights, and ensure everyone is on the same page. Collaboration and communication are essential components of effective preparation.

  
  

Reaping the Benefits of Preparation

When it comes for execution, the time spent in preparation will deliver the best creative knock-out blow for your client. As an infamous advert for Under Armour said: "It's what you do in the dark, that puts you in the light."

Here’s how thorough preparation benefits the execution phase:

• Clear Direction: With a detailed plan and well-defined objectives, your creative team can work more efficiently and produce work that aligns with the client’s vision.

• Reduced Revisions: Proper preparation minimises the need for extensive revisions, saving time and resources. This leads to smoother project timelines and happier clients.

• Enhanced Creativity: When your team has all the necessary information and a clear understanding of the goals, they can focus their energy on developing innovative and impactful ideas.

• Effective Communication: Preparation ensures that all stakeholders, including clients, creative teams, and media planners, are aligned and informed, leading to better coordination and execution.

  
  

Practical Steps for Effective Preparation

To maximise the benefits of preparation, account managers should:

• Create Checklists: Develop checklists for each stage of the campaign process to ensure all necessary tasks are completed.

• Set Clear Objectives: Define clear, measurable objectives for each campaign to provide direction and focus.

• Gather Data: Use data and analytics to inform your strategies and decisions, ensuring your approach is evidence-based.

• Seek Feedback: Regularly seek feedback from clients and team members to identify areas for improvement and make necessary adjustments.

• Continual Learning: Invest in ongoing professional development to stay current with industry best practices and emerging trends.
  

Abraham Lincoln’s attributed quote serves as a timeless reminder of the power of preparation. For account managers, dedicating time to sharpen your metaphorical axe positions you for success in delivering exceptional campaigns and exceeding client expectations. So, whether you are crafting a new advertising strategy, managing a campaign, or preparing for a client presentation, remember that thorough and thoughtful preparation is the key to achieving your goals.