Account manager
The person who keeps existing customers, solves their problems after payment and grows what they buy.
In plain words
An account manager looks after customers who have already paid. They make sure the customer gets what was sold, answer questions, handle renewals and spot chances to sell more. A seller wins the customer. The account manager keeps them.
In a CRM, the account manager is the owner of the customer record and of the deals after payment. Their work shows in the After the sale stage: renewals, repeat orders and upsell deals. In many companies the seller does both jobs, and that is fine while the base is small.
Worked example
For example, a seller closes the first order. The account manager runs delivery, renews the contract and offers the next service.
How to use it
The head of sales looks at account work in the weekly review, separately from new deals. Three lists help: renewals due soon, customers with no contact for a long time, and open upsell deals. Each item gets an owner and a next step. The owner gets the same lists once a month, as totals.
The role changes how you spend sales time. When sellers also manage accounts, new deals often suffer, or existing customers get ignored. Separate the role when the customer base takes enough time to crowd out new inquiries. Decide it by counting the hours, not by counting complaints.
The account manager receives the customer through a handover after payment. Their results are measured by churn and by upsell revenue, and both feed LTV. A good account manager also returns referrals to sellers, which closes the loop.
Common mistakes
- Taking the customer without a handover. The account manager calls and asks what was sold. Make a handover note a condition for the deal to move to after the sale.
- Measuring the account manager only on upsell. They push offers and customers leave. Look at churn and upsell together, and talk about both every month.
- Keeping no contact rhythm. The customer hears from you only at renewal, when it is too late to fix problems. Agree a regular check-in for each customer, set as a recurring task in the CRM.
- Letting sellers and account managers compete for the same customer. Both claim the commission, and the customer gets two offers. Write who owns which deals after payment, and who gets credit for upsell.
NEXT STEP · TOOL
By Friday, the head of sales lists every paying customer with their owner and the date of the last contact. Sort by that date and mark the customers with no contact in the last quarter. Assign each to an account manager or a seller, with a check-in call as the next step. Review the calls at the next weekly meeting.
A weekly meeting on stuck deals that ends with a decision and an owner for each.