What does an account manager do?

In small agencies and freelance businesses, client work rarely fits neatly into job titles. The same person who delivers the work is often also managing emails, feedback, timelines and expectations. This is where account management comes in and why it matters more than many small teams realise.

What is an account manager?

An account manager is responsible for the relationship between the agency and the client. Their job is to make sure the client understands what’s happening, the agency understands what’s needed and the work moves forward without friction.

Rather than focusing on execution, account managers focus on communication and coordination. They translate client requests into clear briefs, manage timelines and approvals and handle the day-to-day conversations that keep projects on track. When problems arise, they step in early to resolve them before they affect delivery or damage trust.

In many small agencies and freelance setups, the founder plays this role by default. The challenge is that without clear ownership of account management, it’s easy for client communication, scope control and long-term relationship building to suffer.

What is a key account manager?

A key account manager works with a smaller number of strategically important clients. These are typically your largest accounts, long-term retainers or clients with strong growth potential.

The difference is depth rather than function. Key account managers take a more proactive and strategic approach, developing a deep understanding of the client’s business and helping them plan ahead rather than simply reacting to requests. Over time, they become trusted partners rather than just points of contact.

Even if you don’t use the title “key account manager,” most small agencies already treat certain clients this way. Formalising that approach can make those relationships more stable and more profitable.

The benefits of account management

Good account management creates clarity. Clients know what’s happening, what’s included and what to expect. That alone reduces many of the frustrations that lead to difficult relationships.

It also protects your time and margins. When someone is responsible for managing scope and expectations, “quick favours” are less likely to turn into unpaid work. This is especially important for freelancers and small teams, where a few unplanned hours can quickly erode profitability.

Account management also improves retention. Clients are far more likely to stay when communication is consistent and proactive, even if things don’t always go perfectly. Feeling supported and understood often matters more than flawless delivery.

Finally, account managers help create opportunities for sustainable growth. By staying close to the client’s goals and challenges, they can spot opportunities to add value in a way that feels helpful rather than sales-driven.

Do you need one?

You don’t need a full-time account manager to benefit from account management. What you do need is clarity about who owns the client relationship.

As agencies and freelance businesses grow, this role becomes harder to juggle alongside delivery. Introducing even a part-time or shared account management function can dramatically reduce stress, improve client satisfaction, and free up time to focus on the work itself.

Using project management tools like co.agency can help play an important role when it comes to account management. Tools like ticketing systems, file sharing and client-facing dashboards help keep work visible and expectations clear, reducing the need for constant back-and-forth. When used well, they give account managers a single source of truth for deadlines, responsibilities and progress, making it easier to stay proactive and organised without adding unnecessary process.