Welcome to episode 161. In this episode, we’re talking about what it really means to move from “getting stuff done” to becoming a genuinely strategic partner.

I'm chatting with Eloise (Ellie) Todd, Account Director at strategicabm, who support B2B SaaS and Tech clients in building successful and scalable ABM programs.. Ellie loves building relationships with clients and helping ABM programs grow and succeed.

Ellie shares how account-based marketing actually works in the real world — not the textbook version — and why getting sales and marketing aligned can make or break results.

We also get into something I know a lot of you are thinking about… AI. Specifically, what happens when an agency codifies its expertise and builds its own tool rather than just using ChatGPT to write emails.

And we talk about something I bang on about a lot - building relationships across multiple stakeholders inside your client’s organisation so you’re not exposed when your main contact leaves. (Because let’s be honest… that happens.)

If you’re wondering how to add more value beyond deliverables, and protect your accounts at the same time, this conversation will get you thinking.

A few things really stood out for me.

1. Value doesn’t just come from what you deliver. Sometimes the biggest difference you make is getting your client’s internal teams aligned. That’s not fluffy. That’s commercial.

2. Your IP matters. In a world where everyone has access to AI, what makes you different is your thinking, your frameworks, your experience. If you don’t package that up, someone else will.

3. Stay curious. Ask better questions. Challenge gently. Feed insight back into your agency. That’s how you move from order-taker to trusted adviser.

You can connect with Eloise Todd here: https://www.linkedin.com/in/eloisetodd/

Resources mentioned:
ABM Mastery — strategicabm's suite of training programmes teaching AI use at each stage of ABM — https://www.strategicabm.com

If you’d like to stay updated with shifts in the agency world as they relate to the account management role , or if you’d like to talk to me about client retention and growth training for your team, head over to https://www.accountmanagementskills.com

And if you haven’t already, take the AI readiness quiz whilst you’re there. It takes a few minutes and it might highlight a few gaps you didn’t realise were there.