How Well Does Your Client Team Really Know Your Agency?

How many of your account management team could clearly articulate who you are… without being prompted?

Not just what you do today but who you are as an agency. How you started. What you're known for. Who your Ideal Customer Profile is and why.

Could they talk confidently about your top three accounts, even if they don't work on them? Could they reference case studies they weren't personally involved in?

Why is this important, you might be asking?

Your client services team is constantly on the front line. They're in meetings with new stakeholders, in conversations with procurement, in catch-ups with prospects, partners and extended client teams.

They are the face of your agency.

If they don't have this context, what happens when a new stakeholder asks them:

"So, tell me a bit more about your agency…"

Could they respond confidently? Know where to find the creds? Pull it up and talk it through? Know your elevator pitch in lieu of one?

Because if you expect your team to spot opportunities, build confidence and support growth, they need more than good intentions. They need context. Language. Examples. Stories. Material they can lean on in real conversations.

This is where a creds deck should earn its keep

Not as a new business asset that lives with leadership. But as a shared commercial tool across client services.

A simple place your team can go to refresh themselves on:

• Who you are and how you position yourselves
• The accounts and sectors you're most proud of
• The work that proves your value
• The evolution of the agency and where you're heading next

And just as importantly, the confidence to talk about it.

Your action this week

Run a quick internal audit. Ask your client services team:

• How confident do you feel explaining who we are as an agency?
• Could you talk about our key accounts and case studies if asked?
• Do you know where to find our creds deck, and do you actually use it?

Then set up regular lunch & learns. Walk through your creds deck, share programme insights, new innovations, new products or services, and answer questions.

Because commercial growth doesn't come from pressure. It comes from confidence. And confidence comes from being informed, prepared, and trusted to represent the business well.

Your client team is already having these conversations.

The question is, have you given them what they need to do it properly?

Jo x