I’m currently researching the backgrounds of account managers for digital marketing agencies. We’re trying to see how many of them had any digital marketing experience prior to being hired as an account manager. Shockingly, very few had any sort of marketing background before being hired. Which leads to me some questions I’d like to ask of the community:
* Do you think it’s important to have marketing knowledge before being hired? Based on the research, apparently not.
* Does lack of marketing experience harm the vendor/client relationship?
* As owners of marketing agencies, what’s been your experience with hiring account managers?
* As a client of a marketing agencies, what’s been your experience with interfacing w/ acct managers?
* How do you ensure your account managers are both knowledgable in marketing and capable of exceeding in a sales role w/o having to overwork them?
My own opinion is that it seems most agencies value sales experience over marketing experience given that it’s a position requiring you to upsell and manage relationships. But I’d argue that lack of knowing of understanding big picture marketing can harm a vendor/client relationship. Clients don’t want to talk to an account manager who is going to give them abstract bullshit rote answers. It only erodes the relationship between client and vendor.
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