Series: Business Leadership Skills for Account Management

Client Business Analysis: Five Metrics Every Account Manager Must Master


Jun 15
1:00 - 2:00pm 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
  • June 22: Client Alignment: Improving Agency Efficiency & Client Satisfaction (more >>)
  • June 29: Effective SOWs, Estimates, Proposals: Getting Paid for All Your Work (more >>)

This Session

Client Business Analysis: Five Metrics Every Account Manager Must Master

In this live training session, your account teams will learn how to conduct a more robust analysis of each client’s business – in far less time. Without this base knowledge in place, they risk becoming tactical order takers with no credibility. Making matters worse, the agency is now seen as a tactical vendor. 

Within this session, we’ll outline how to understand each client’s business model, unique KPIs (key performance indicators), business and marketing goals, most pressing business needs – and how the client is performing in each of these areas.

Helping to standardize your approach, we’ll outline how to collect and organize this intel in a way that captures the key implications for your agency. This will arm your client teams with actionable insight, position them as strategic partners, improve the effectiveness of the agency’s work, and lead to more organic growth.

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 senior and mid-level account team members who play a key role in managing any strategic development or projects with your clients.


Client Business Analysis: Five Metrics Every Account Manager Must Master


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.