"Unfortunately, account managers are often evaluated like gymnastics or diving competitions. By that I mean your evaluation as an account person is too often determined by the mistakes you’ve made, rather than the value you contribute."
Bruce Kelley highlights an inevitable consequence of account managers operating purely as order-takers for their client. An order comes in, the deliverables go out, and if the delivery is flawed then the account manager has failed in their task. In this type of scenario the role and value of an account manager is fairly black and white, and - therefore - easily evaluated.
In an order-taker situation, you will be evaluated on basic factors, such as:
The only way to change the criteria upon which you will be evaluated is to change the nature of the relationship you have with your client. You need to move from being an order-taker to being an advisor; from being a supplier that is used on an ad-hoc basis, to a supplier that is indispensable within your client's marketing plan. One of the best ways to do this is to learn how to "add value" to your agency/client relationship.
READ MORE tips on adding value for your client.