Account Management: Why a one-size-fits-all approach hurts your bottom line
63% of employees want more “instant” feedback on their performance, yet nearly half only get it once or twice a year. People who actually receive meaningful feedback are 3.6 times more likely to be motivated to do great work than those who receive it annually. [1] This feedback gap is especially costly for account managers, whose adaptability directly impacts their bottom line.
When account managers follow the same playbook regardless of account size or renewal complexity, it impacts every key metric, from renewal rates and expansion revenue to net revenue retention. Different accounts often require different strategies, and the cost of a one-size-fits-all approach is lost opportunities, lower customer satisfaction, and ultimately, revenue.
Feedback: Missing link to adaptability in account management
These account manager leaders have the opportunity and responsibility to improve their team’s performance. Better feedback is one of the most immediate and effective ways to help account managers:
80% of employees who received meaningful feedback in the past week are engaged. [2]
Teams with managers who provide regular feedback have been shown to be 18% more productive. However, only 16% of employees report that their last conversation with their manager was very meaningful. [1]
However, it is clear that feedback is important for employee engagement and performance. This helps create an adaptable account manager. But on the other hand, there is a lack of feedback across the workplace. This gap contributes to account managers getting stuck in their ways with a one-size-fits-all approach.
Team leaders need to be able to give meaningful feedback frequently.
Why traditional training is inadequate
Most organizations understand the importance of feedback, but rely too much on formal training sessions and workshops to develop feedback skills. Certainly, classroom training has its place. But according to the 70-20-10 model, that’s only 10% of how people actually learn. The majority of learning (70%) is gained through on-the-job experience.
Research by behavioral scientists shows that forming new habits through consistent practice takes about 10 weeks, not just 21 days. One-time training sessions cannot foster the lasting behavioral changes needed for better feedback practices. To see real results, organizations need to invest in learning where it actually happens: in the daily flow of work.
Activity-based learning: Build better feedback habits
An effective solution is to incorporate bite-sized learning activities into the daily work of both team leaders and account managers. Abstract practices and theories do not change behavior. People need to practice and apply skills consistently over time.
Hands-on learning activities are important. It takes less than a minute to sit down to understand the activity. Then ask learners to practice specific, targeted actions within their existing workflows. Instead of taking time off from work to train, you can incorporate training into your job.
For example, here are some activities that can help you train better feedback behavior.
For managers giving feedback to direct reports
Feedback conversation practice
Share one specific piece of feedback with a clear example. Ask open-ended questions to explore where you might face obstacles when implementing feedback. Together, define one specific action you can take when faced with the situation.
For account managers receiving feedback
practice active listening
In your next 1:1, practice summarizing the key points of the feedback (or instructions) in your own words. For example, try summarizing by saying, “Let me repeat it again to make sure you understand.”
Personalize your learning journey
These activities are much more effective when they are customized for each learner. No one wants an activity that seems too easy. They need some level of challenge to be valuable, so it’s important to provide them with the right activities.
Additionally, completion rates increase by 76% when activities are tailored to individual needs through AI and machine learning. This personalization engages learners by ensuring that both managers and account managers receive activities that match their current skill level and learning style.
Demonstrating L&D value through outcome measurement
Traditional training metrics focus on participation rather than results and are often insufficient to demonstrate true business impact. Forward-thinking talent leaders are now adopting an outcome-based measurement approach that directly ties learning initiatives to key business metrics.
To effectively measure activity-based feedback training, implement a three-tier approach:
First, track engagement metrics such as activity completion rates and learner feedback. We then document specific behavioral changes through manager observation and self-assessment of the quality and frequency of feedback. Observations of behavioral changes by managers are persuasive Level 3 indicators, especially when consistent with self-proven behavioral changes. Finally, and most importantly, monitor business metrics that are directly impacted by improved account management, such as renewal rates, cross-sell success, account growth revenue, and customer satisfaction scores. Calculate the ROI of your program by comparing training costs and measurable improvements in account manager performance, directly tying your L&D investments to bottom-line impact and business growth.
Implementation steps: Make it happen
For talent leaders ready to transform account management training, starting with an intensive pilot program often yields the best results. This allows you to tailor your approach based on your organization’s specific needs while demonstrating a clear ROI. the study [3] 89% of HR leaders indicate that they agree that ongoing peer feedback and check-ins drive results.
Evaluate your current feedback practices
For example, survey managers and account managers about existing feedback patterns. Build a library of bite-sized activities integrated into your workflow
We create short, practical exercises that fit naturally into your daily work and deliver them (email creations) over 10-12 weeks.
[Optional] Configure AI personalization based on individual needs
If you have access to learning technology that enables personalization, use it to tailor activity offerings based on role, experience level, and learning preferences. Establishment of ROI measurement framework
Define clear metrics for both learning outcomes (completion rates, behavior change) and business impact (renewal rates, customer satisfaction). Program development through continuous monitoring
Start and collect weekly feedback and monitor both pilot and control groups to see emerging trends in defined metrics.
The path to more adaptive account management comes from improving your feedback practices. But better feedback can only come through consistent, individual practice within the flow of work. By focusing training investments on the most important activity-based learning (70%), organizations can create lasting behavioral changes that drive measurable business outcomes.
References
[1] How effective feedback drives performance
[2] The most important habits of good managers
[3] Employee feedback loops: How to build a culture of continuous improvement
