You’re struggling to keep your accounts organized. What are the best ways to do it?

CRM systems are an excellent tool to allow you to organise and prioritise your workload. An example of this would be focusing on your leads inbox to ensure these are a priority in your sales process and are actioned efficiently.

Invest in a CRM system tailored to your business needs, whether it's Salesforce, HubSpot, or another platform. Customize the system to capture essential data points specific to your industry and client interactions. Automate processes such as lead capture, email sequences, and task assignments to streamline workflows and save time. Integrate your CRM with other tools like email marketing platforms, project management software, and accounting systems for seamless data flow. Train your team on how to effectively use the CRM, including data entry best practices, workflow automation, and reporting features.

I’d be surprised if you work as an account manager but your company doesn’t enforce the use of a CRM. But let’s imagine they don’t: build your own! Either use a simple Excel spreadsheet, or subscribe to a Hubspot free account, and start organising. It’s what I’ve done as a solopreneur, and it’s the best thing I could have done to keep my contacts (accounts) organised. Then of course comes the task of keeping it up to date, which you should be diligent about: record dates of interactions (either calls or emails), opportunities and especially sent quotes. Over time, you’ll be able to create reports through which you’ll draw analyses and see patterns that will guide future decision-making processes to better manage your top accounts.

Analyze your client base to identify common characteristics such as industry, company size, geographic location, or purchasing behavior. Develop segmentation criteria that align with your business goals, such as revenue potential, strategic importance, or growth opportunities. Create distinct segments or tiers based on these criteria to prioritize your efforts and resources effectively. Tailor your communication and marketing strategies to each segment's preferences and needs to enhance engagement and drive results. Continuously monitor and update your segmentation strategy as your business evolves and new opportunities emerge.

CSMs can strategically segment client accounts by analyzing their revenue potential, product adoption, and growth opportunities. It is also critical that the categorization is regularly reviewed- especially when any major milestone is achieved or the account is in the significant risk category. Prioritize high-value accounts with substantial upsell or cross-sell potential. Identify accounts showing increased product engagement or those aligned with new features. Focus on accounts with growth potential, ensuring resources are dedicated where they yield the most significant impact. This targeted approach optimizes CSMs' energy, fostering revenue growth while strengthening client relationships.

Choose a calendar tool that fits your workflow, whether it's a digital calendar app like Google Calendar or a physical planner. Block off dedicated time slots for account management tasks such as client meetings, follow-ups, and strategic planning sessions. Set reminders and alerts for important deadlines, milestones, and action items to ensure nothing falls through the cracks. Share your calendar with team members or collaborators to coordinate schedules and avoid scheduling conflicts. Regularly review and adjust your calendar to accommodate changes in priorities, client needs, or business objectives.

Designate specific days or times for recurring tasks such as client check-ins, progress updates, and performance reviews. Create standard operating procedures (SOPs) for common account management activities, including onboarding new clients, handling inquiries, and resolving issues. Set measurable goals and key performance indicators (KPIs) to track your progress and ensure accountability. Foster a culture of continuous improvement by soliciting feedback from team members and clients and implementing process refinements as needed. Embrace flexibility within your routine to adapt to unexpected challenges or opportunities while maintaining consistency and reliability.

Clean up your documents regularly and ensure to remove clients that you are no longer working with or projects completed. With this it helps to navigate your account more quickly and reduce clutter.

Assess your workload and identify tasks or projects that can be delegated to internal team members or outsourced to third-party vendors. Clearly define roles, responsibilities, and expectations for each team member or partner involved in the delegation process. Provide adequate training, resources, and support to empower your team members or partners to succeed in their delegated tasks. Establish regular check-ins and performance reviews to monitor progress, address any issues or concerns, and provide feedback. Evaluate the effectiveness of your delegation strategy regularly and make adjustments as needed to optimize efficiency and productivity.

In addition to the core aspects mentioned, it's crucial to prioritize effective communication, tailor solutions to client needs, anticipate industry trends, foster a culture of innovation, and maintain a proactive approach to problem-solving. Emphasize transparency, seek feedback, cultivate long-term partnerships, and adapt strategies to evolving market dynamics. Moreover, leverage technology for efficiency, invest in training and development, and prioritize sustainability and social responsibility in your practices. Strive for agility, resilience, and a customer-centric mindset to excel in account management.