Who it's for
This training is for senior client-facing team members who manage accounts and projects.
See More >How it works
This certification training program is delivered live over 4 remote sessions of 2 hours or less.
See More >How it works
This certification training program is delivered live over 4 remote sessions of 2 hours or less.
By participating in this training, your client leads will learn how to:
- More strategically identify project ideas and agency capabilities that will drive business growth for your clients
- Proactively and confidently bring forward new ideas that clients will want to buy – without feeling like a salesperson
- Better position the value of the agency’s work for clear client business impact
- Develop stronger rationale for the agency’s recommendations – and present them in a more engaging way to sell new projects
- Deliver more dynamic, persuasive presentations that increase client buy-in
- More consistently drive the agency’s revenue with a more assertive, accountable approach to organic account growth
Interactive Breakout Exercises
To ensure everyone applies the training back to their own unique situations, participants will select one high-value client account to focus on. They will participate in interactive breakout exercises and apply the lessons back to this client. The training will conclude with new skills and new plans in place to improve their performance with – and value to – this important account. With this in place, they can apply their new skills back to all their accounts.
Sending a group?
If you are sending a group, it is ideal to have those who work together on a client. When teams collaborate in the interactive breakout exercises, the impact on that account is even greater. Groups of 2 – 4 people focused on an account is an ideal size. If sending more, simply choose more accounts to focus on.
More valuable client leads
Ultimately, the goal of the training is to provide the new skills now required to increase the agency’s value by more effectively addressing each client’s most pressing business needs.
Who it’s for
This training is for senior client-facing team members who manage accounts and projects.
- For more senior leaders: with a minimum of 6 – 10 years experience (or the completion of Level Two), Level Three is an effective training program. Participants will learn advanced skills and methodologies to more strategically drive business growth for your clients, be recognized as indispensable client partners, and drive organic growth for your agency.
Applicable to various client-facing roles
Depending on your agency’s structure, this may include account management, client services, project management, department leads, practice leads, etc. For those in account management/client services, consider those who are Account Directors and up for Level Three.
Sending a group?
If you are sending a group, it is ideal to have those who work together on a client. When teams collaborate in the interactive breakout exercises, the impact on that account is even greater. Groups of 2 – 4 people focused on an account is an ideal size. If sending more, simply choose more accounts to focus on.
Four-part virtual training series
Diagnostic Client Business Strategy
Dec 3
1:00 pm -
2:45 pm ET
Develop Business-Building Ideas Clients Will Buy
Dec 6
1:00 pm -
2:45 pm ET
Present Those Ideas So Clients Will Sign Off
Dec 9
1:00 pm -
2:45 pm ET
Write Assertive Organic Growth Plans
Dec 13
1:00 pm -
2:45 pm ET
Diagnostic Client Business Strategy
Dec 3
1:00 pm -
2:45 pm ET
By applying a new framework that can be replicated across all accounts, this session takes a more advanced look at how to dig more deeply into each client’s business model, most pressing business needs, and KPIs.
Apply principles from management consulting firms, participants will learn the Theory of Constraints and how it applies to business diagnostics.
In short, your senior team members will understand exactly what they need to know about each client’s business, and the fastest ways to collect and organize this new intel. Most importantly, they’ll learn how to develop a point of view to better understand the role your agency needs to play – and more effectively provide strategic counsel to each client.
This session lays a critical foundation for effective Organic Growth.
Develop Business-Building Ideas Clients Will Buy
Dec 6
1:00 pm -
2:45 pm ET
Clients have become incredibly particular about any unplanned work they approve. Often, when agencies proactively bring new project ideas or new agency capabilities forward to their clients, the most common reaction is, “sorry, we have no more budget.”
But the issue is not with the client’s budget – it’s that none of the ideas were deemed worthy of funding. “No more budget” really means, “I can’t justify the budget for this random idea. It’s easier just to tell you I have no money.” The truth is that clients regularly create budgets for new projects, but only when the return is adequately justified.
In this session, step-by-step, you’ll work through two powerful strategic tools to identify new project ideas clients will want to buy – with a particular emphasis on projects that directly impact their business growth. We’ll also reveal the new criteria by which clients are approving incremental projects, and exactly when – and how – to bring these proactive recommendations forward to your clients.
Present Those Ideas So Clients Will Sign Off
Dec 9
1:00 pm -
2:45 pm ET
With high-value organic growth ideas in hand, it’s now time to present them.
In this session, we will step through how to package, position, and sell through your strategic thinking.
You will learn the skills to write and deliver presentations that are more dynamic, engaging, and persuasive. The result is a greater command of the room – with a more compelling presentation and team.
Ultimately, as your organic growth ideas better address client business impact and are presented more persuasively, you sell through more work – making you more indispensable to your clients and driving organic account growth.
Write Assertive Organic Growth Plans
Dec 13
1:00 pm -
2:45 pm ET
Most agency organic growth plans are a single page, outlining random financial targets – if anything is on paper at all.
The truth: there is no plan to achieve those goals.
The result: no growth.
This is the fundamental breakdown at most agencies.
Step-by-step, we’ll walk through how to craft an Organic Growth Plan for each client – one that more clearly outlines exactly how you will achieve assertive organic growth targets.
Key principles include:
• Identify meaningful client business goals to address
• Articulate goals that generate a stronger return for the agency
• Outline more detailed implementation schedules
• Clearly assign accountability and target dates
To help immediately apply this new framework, you will be put to work as you begin writing individual client Organic Growth Plans.
Past Mirren Account Mastery attendees have included
