Series: Business Leadership Skills for Account Management

Client Alignment: Improving Agency Efficiency & Client Satisfaction


Jun 22
1:00 - 1:45pm ET


This Session Is Part of a Series

Business Leadership Skills for Account Management

As client expectations of agencies continue to increase, the role of client services continues to evolve. This four-part live training webinar series will improve 4 key skills for mid-level and senior account managers.

By participating in this series, your account managers will develop the skills to:

  • More proactively lean and lead their clients
  • More effectively understand and address each client’s most pressing business needs
  • Better align the agency with the needs of each client (improving agency outcomes, wasting fewer resources)
  • Write SOWs, estimates, and proposals to increase your fees, create better client alignment and eliminate scope creep
  • Ultimately, become a strong strategic partner with your clients

This is an opportunity to enroll those team members who play a leading role with your clients and internal teams.

Sessions In This Series

  • June 8: Establishing Authority: Leading Your Clients, Leading Your Team (more >>)
  • June 15: Client Business Analysis: Five Metrics Every Account Manager Must Master (more >>)
  • June 22: Client Alignment: Improving Agency Efficiency & Client Satisfaction
  • June 29: Effective SOWs, Estimates, Proposals: Getting Paid for All Your Work (more >>)

This Session

Client Alignment: Improving Agency Efficiency & Client Satisfaction

Clients and agencies are rarely aligned from one project to the next.

Often, account managers accept vague client requests without strategically engaging the client to ensure clarity of objectives and deliverables. After all, no one wants to sound dumb by asking a lot of questions. As you know, this results in multiple rounds of work, plummeting margins and frustration on both sides. 

Clients expect agency teams to more proactively lead, provide strategic counsel, and manage the process efficiently. The onus is on your teams to step up at the outset of each assignment: 

  • Ask specific strategic questions to help each client understand exactly what they really need
  • Align those needs with a project scope (and agency resources)
  • Then (only then) begin the work

In this session, we’ll outline how to orchestrate this alignment in a way that will transform the efficiency of your client projects, while improving client satisfaction.

Training Materials

Following the webinar, you will be provided with digital access to view the session recording.

Who Should Attend

This training session is designed for those senior and mid-level account team members who play a key role in working with clients and managing internal teams.


Client Alignment: Improving Agency Efficiency & Client Satisfaction


Your Access Level


All Access + Coaching



Entry + Basic




About the instructor

Brent Hodgins

Managing Director

Brent is the Managing Director at Mirren. He has trained CEOs and their senior management teams in every major region around the world.

His approach to converting business is down to a science – strategic and methodical – but often contrarian. In fact, as the process is purposely designed by clients to commoditize agencies, he believes you have no choice but to break many of the rules in new business. He also believes that agencies need to stop bowing down to clients and command the respect they deserve. “As soon as you put the client up on a pedestal, it’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve. And this starts by becoming a business partner to your client.”

Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched their digital group in New York, before moving into new business at Wieden + Kennedy. He regularly guest lectures at NYU Stern and Columbia business schools.

After 17 years in New York, Brent recently moved to Seattle to open Mirren’s west coast office. He resides in the Ballard area with his wife and son.