Account Management Secrets

QBRs on a Cocktail Napkin: The Art of Executive Simplicity | EP62

Ultra accounts demand a no-deck QBR playbook built on senior trust, steakhouse conversations, and concrete commitments.
 
Carl Lenocker, Senior Customer Success Executive at Splunk (now Cisco), joins Alex Raymond to talk about managing $10M+ enterprise accounts through clarity, preparation, and authentic relationship-building. He shares how the best account managers operate more like entrepreneurs than employees, balancing business rigor with genuine human connection, and why “promises made, promises kept” is the mindset that sustains both growth and wellbeing. His approach to executive simplicity proves that true expertise means knowing what to say, when to say it, and when to stop talking.
 
They explore why most QBRs fail before they begin and how to turn them into focused conversations that deliver real outcomes. Carl explains his “steak dinner strategy,” a practical method for earning trust and uncovering critical insights over a meal instead of a slide deck. For anyone serious about entrepreneurship, business success, and personal wellbeing, this episode is a reminder that confident simplicity always wins in the room where decisions are made.
 
Episode Breakdown:
00:00 Managing Ultra Accounts: The Realities of Enterprise Account Management
01:18 What Defines an Ultra Account and Why It Matters
07:14 Inside Splunk’s Lean Model for High-Value Customers
10:28 Balancing Revenue Growth and Retention
12:25 Leading Business Conversations That Earn Executive Trust
17:36 Rethinking QBRs: From Presentation to Facilitation
31:06 The Art of Relationship Building and Executive Access
34:01 Mastering the Steak Dinner Strategy
39:58 Year-End Playbook for Account Managers
Connect with Carl Lenocker:
Connect with Carl on LinkedIn
 
Connect with Alex Raymond:
Visit the AMplify website
Connect with Alex on LinkedIn
Podcast production and show notes provided by HiveCast.fm

Account Managers are Fixers | EP61

What if the key to explosive growth isn’t chasing new customers but treating expansion as an act of service to the ones you already have?
 
Alex Raymond sits down with Amanda Edington, VP of Account Management at Payscale, to unpack how a mindset shift toward service transformed her team’s approach to growth and retention. Amanda shares how curiosity and trust drive meaningful expansion, why the best account managers see every conversation as discovery, and how one question, “How can we be a better partner for you?”, can turn a renewal risk into a long-term success story.
 
Through examples and coaching insights, Amanda reveals what separates reactive sellers from strategic partners and why true customer elation is earned through measurable value, not momentary satisfaction. A must-listen for anyone in entrepreneurship, business, or wellbeing, this episode challenges account managers to think bigger about service, partnership, and what it really means to grow with your clients.
 
Episode Breakdown:
00:00 Building PayScale’s Account Management Function
05:12 Turning Expansion Into a Growth Engine
10:40 Curiosity and Trust as the Keys to Client Retention
16:25 The Power of Asking “How Can We Be a Better Partner for You?”
22:58 From Churn Risk to Long-Term Growth
30:16 Redefining Customer Elation and True Partnership
Connect with Amanda Edington:Visit the Payscale website
Connect with Amanda on LinkedIn
 
Connect with Alex Raymond:Visit the AMplify website
Connect with Alex on LinkedIn
Podcast production and show notes provided by HiveCast.fm

Consistency Beats Heroics: Shep Hyken on Building B2B Customer Loyalty | EP60

Satisfied customers leave, but loyal ones stay because great account managers turn every interaction into consistency, trust, and genuine partnership.
 
Alex Raymond sits down with customer experience expert and New York Times bestselling author Shep Hyken to explore how account managers can move beyond customer satisfaction and build true loyalty that lasts. Shep explains why “satisfied” is the most dangerous word in business and reveals how small shifts in behavior, like proactive communication, reliable follow-through, and fast problem resolution, create long-term retention and growth.
 
Drawing on decades of research and stories from the front lines, Shep shows that B2B buyers think like consumers, constantly comparing their experience with yours to the best they’ve ever had from companies like Amazon or Apple. His insights give account managers a playbook for becoming indispensable partners rather than replaceable vendors. From mastering his five-step service recovery framework to adopting a customer-focused culture that values consistency over heroics, this episode delivers a blueprint for building trust, earning loyalty, and owning every moment as the CEO of the client experience.
 
Episode Breakdown:
00:00 Introduction and The Hidden Risk of “Satisfied” Customers
02:33 Why B2B Clients Expect B2C-Level Experiences
05:04 Proactive Communication and Lessons from Amazon
13:21 Fixing the Sales-to-Account Manager Handoff
17:04 Loyalty vs. Satisfaction: What Really Drives Retention
25:04 Shep Hyken’s Five-Step Service Recovery Framework
30:16 Building a Customer-Centered Culture
37:04 Key Takeaways for Account Managers
 
Connect with Shep Hyken:Visit Shep’s website
Connect with Shep on LinkedIn
 
Connect with Alex Raymond:Visit the AMplify website
Connect with Alex on LinkedIn
Podcast production and show notes provided by HiveCast.fm

Value Is the New Contract: Anthony DeShazor on Outcome-Based Account Management | EP59

When contracts disappear and only value keeps customers loyal, the real work of account management begins.
 
Alex Raymond talks with Anthony DeShazor, the founder and chief architect of Protia Revenue Systems, about building customer relationships that last when “value is the contract.” Drawing from his experience leading customer success at Givelify, Anthony shares how operating without renewals or lock-ins pushed his team to deliver measurable outcomes every day and redefine what success really means. He explains how taking ownership of value, rather than letting customers define it, turns account managers into strategic partners who drive growth and trust. 
 
By connecting outcomes to purpose, not just performance, Anthony offers a new way to think about loyalty, communication, and long-term customer success.
 
Episode Breakdown:
00:00 No Auto-Renewals: When Value Is the Contract
05:15 No Safety Net: Urgency and Prioritization
07:13 Shifting the Value Conversation
10:09 Defining and Communicating Value
12:00 Results: Growth from Outcome Focus
14:01 Always On Value Communication
15:05 EBR Structure for Maximum Impact
21:58 Tracking EBR Success and Retention
28:09 Coordinating Customer Communications
37:06 Starting with Value and Outcomes
 
Connect with Anthony DeShazor:
Visit the Pavilion website
Connect with Anthony on LinkedIn
 
Connect with Alex Raymond:
Visit the AMplify website
Connect with Alex on LinkedIn
Podcast production and show notes provided by HiveCast.fm

The MBA Account Managers Never Got | EP58

Revenue is more concentrated than ever, with a handful of accounts driving the majority of growth. That reality makes account management both the biggest risk and the biggest lever in business today.
In this episode, Frank Cespedes—senior lecturer at Harvard Business School and author of Sales Management That Works—joins Alex Raymond to talk about why most companies are still scandalously sloppy with account planning, why account managers can no longer afford to be financially illiterate, and what it takes to be taken seriously in the C-suite.
They discuss how higher interest rates are changing buying behavior, why lead qualification criteria matter more than ever, and the danger of treating account management as nothing more than discount-driven cross-sell. Frank also weighs in on the “full spectrum AE” debate and why asking one person to do everything across the customer lifecycle is a fantasy in most organizations.
For anyone serious about entrepreneurship and building a durable business, this conversation offers a clear reminder: account management isn’t just about customer retention, it’s about protecting wellbeing across the company. If you can’t connect your work to profitable growth and enterprise value, your seat at the table is far from guaranteed.
Episode Breakdown:
00:00 Why Account Management Matters with Frank Cespedes
02:28 Why Big Accounts Dominate Revenue Growth
04:54 Lead Qualification in a High-Interest Market
10:49 Why Leaders Are Out of Touch with Customers
13:10 Financial Literacy as a Core AM Skill
20:04 The Account Planning Problem
25:32 Spreadsheets vs. Real Customer Contact
29:09 Technology and AI Reshaping Buying Behavior
30:22 Where to Invest in Account Management
35:56 The Debate on Full Spectrum AEs
39:24 The Future of CS and Account Management
 
Links
Connect with Frank Cespedes:
LinkedIn
Website
 
Connect with Alex Raymond:
LinkedIn
AMplify
 
Podcast production and show notes provided by HiveCast.fm

The Skills Every Account Manager Needs Now with Bill Senese | EP57

Most account managers know how to follow up, but follow through is what separates someone who manages deals from someone who builds real partnerships.
 
Bill Senese, Senior Strategic Adoption Manager at Amazon Business and author of “The Book on That: B2B Account Management,” shares the skills that actually move the needle - listening that uncovers what clients aren’t saying out loud, curiosity that opens the door to better discovery, and the kind of resourcefulness that helps you handle tough questions in real time.
 
Bill talks about the difference between persistence and pushiness, how to turn a QBR into a true conversation, and why creativity matters when a customer’s situation doesn’t fit the standard playbook. What happens when you stop relying on polished decks and start facilitating instead? How do you shift from “getting through” a meeting to creating space for real dialogue? Bill also explains why he wrote the book he wished he had early in his career - a guide meant for anyone who wants to take account management seriously, whether you’re just starting out or years into the role.
 
If you’ve ever asked yourself whether you’re actually earning trust or just chasing signatures, this episode gives you a sharper lens and a set of tools to help you answer that question with confidence.
 
Episode Breakdown:
00:00 The Hidden Challenges of Account Management
01:50 Core Skills Every Account Manager Needs
07:18 Inspiration and Writing Process for the Book
09:41 Handling Objections with Creativity and Trust
11:05 The Power of Resourcefulness and Follow Through
13:02 Follow Up vs. Follow Through
14:25 Account Manager as Quarterback for Customer Success
16:24 Rapid Learning as a Competitive Edge
18:11 Who the Book Is For and How to Use It
 
Connect with Bill Senese:
LinkedIn
The Book on That: B2B Account Management
 
Connect with Alex Raymond:
LinkedIn
AMplify
Podcast production and show notes provided by HiveCast.fm

Why Revenue is the Critical Customer Success KPI | EP56

Customer success used to thrive on easy capital and organic expansion. But in today’s market, that model is running out of runway. If CS isn’t tied to revenue, it’s on borrowed time. In this episode, Justin Strackany - employee #1 at SecureLink who scaled the company to $50M ARR and three exits - makes the case for why post-sales must evolve into a true growth function. He and Alex Raymond discuss what it means to measure CS on NRR, how to split roles between AMs and CSMs, and why strategic account management is the skill that will separate survivors from those left behind.
 
From AI-enabled automation of low-value accounts, to white-space scoring and executive sponsorship for top-tier customers, Justin shares the playbook he used to turn customer success into a revenue engine. He also outlines what companies must change in their org design, hiring, and training if they want CS to remain relevant.
 
For account managers and CS leaders, this conversation is both a warning and a roadmap: adapt your skills, claim revenue, and redefine your role, or risk becoming obsolete.
 
Episode Breakdown:
00:00 Why Account Managers Drive Business Growth  
02:00 Should Customer Success Own Revenue?  
06:22 Why CSMs Resist Revenue Accountability  
10:27 The Future of CS and Account Management in the AI Era  
12:23 Scaling SecureLink from Startup to $50M ARR  
18:26 Lessons from Private Equity on NRR and Growth  
25:48 Strategic Account Management in the Age of AI  
32:05 Redefining CS and AM as the Growth Department  
39:31 Roadmap for CSMs to Stay Relevant  
 
Connect with Justin Strackany:
LinkedIn
GTM.Consulting
 
Connect with Alex Raymond:
LinkedIn
AMplify
Podcast production and show notes provided by HiveCast.fm

Negotiating Renewals Without Giving Away the Farm: Todd Caponi’s Four Levers | EP55

Negotiation doesn’t have to feel like a hostage scene. In this episode, Alex Raymond sits down with Todd Caponi, sales expert and author of the upcoming book “Four Levers Negotiating,” to reframe how account managers approach renewals and upsells. Introducing his “Four Levers” framework (volume, timing of cash, length of commitment, and deal predictability), Todd explains how anchoring conversations on these drivers creates a sound basis for pricing. The result: fewer discounts, stronger margins, and more trust with customers.
 
This episode touches on the mindset shifts account managers need to make, from avoiding “easy gives” that erode credibility to introducing small amounts of friction that increase customer commitment. They also cover strategies for coaching champions to negotiate internally and how to stay consistent when procurement enters the process. By practicing these techniques, account managers can protect revenue, build stronger business relationships, and reduce the stress that comes with last-minute concessions.
 
Episode Breakdown:
00:00 Negotiation Doesn’t Have to Be a Hostage Scene
01:18 The Four Levers Framework
03:58 Why Traditional Tactics Fail and Erode Trust
05:14 Establishing a Sound Basis for Pricing
06:59 Trade on Value, Not Price (Timing, Scope, Terms, Payment)
10:21 Stop the “Easy Gives” That Invite More Concessions
12:54 When to Introduce the Timing Lever
15:06 Coach Your Champion to Negotiate Internally
19:30 Handling Procurement Without Losing Margin
24:53 Non-Monetary Tradeoffs That Protect Profit
28:38 Consistent Pricing and Better Forecast Accuracy
31:55 Action Steps: Start Using the Four Levers
 
Connect with Todd Caponi:
Visit Todd’s Website
LinkedIn
 
Connect with Alex Raymond:
Visit AMplify
LinkedIn
Podcast production and show notes provided by HiveCast.fm

The Red Renewals System: How Asana Flags Enterprise Churn 12 Months Out | EP54

Utilization numbers may look like the problem. But as Josh Abdulla, the Chief Customer Officer at Asana, points out, low usage is usually just the symptom, not the cause. 
 
In this episode, Josh shares how he manages a global portfolio of 170,000 customers by combining data-driven rigor with clear-eyed coaching. He unpacks Asana’s Red Renewals System, a process that flags enterprise churn risk up to a year in advance, giving teams the runway to act before it’s too late.
 
From the real reasons SMB customers cancel, to the role of verticalization in enterprise engagement, to building a value framework that proves outcomes, not just activity, Josh outlines how account managers can shift from reactive firefighting to proactive commercial leadership.
 
This episode also connects the dots between entrepreneurship, business, and wellbeing - showing how sustainable account management practices not only protect revenue but reduce stress, prevent burnout, and create healthier long-term client relationships.
 
For anyone serious about renewals, growth, and credibility with executives, this is a playbook worth studying.
 
Episode Breakdown:
00:00 Why Utilization Is a Symptom, Not the Cause
03:28 What Asana Really Offers Beyond Task Management
05:19 Why Asana Created a Chief Customer Officer Role
07:06 Customer Segmentation at Scale
09:49 The Four Reasons SMB Customers Churn
13:18 The Red Renewals System for Enterprise Churn
15:56 Signals That Trigger a Red Renewal
17:53 Using Data to Drive Product and Retention Strategy
18:57 Coaching CSMs vs. Solving Product Gaps
20:52 The Power and Limits of Relationship Management
 
Connect with Josh Abdulla:
Asana
LinkedIn
 
Connect with Alex Raymond:
AMplify
LinkedIn
Podcast production and show notes provided by HiveCast.fm

Help Customers Build Confidence in Saying YES | EP53

Customer deals often stall not because the product is weak but because buyers doubt their own ability to make the right choice.
 
Alex Raymond is joined by Brent Adamson, the co-author of The Challenger Sale, The Challenger Customer, and The Framemaking Sale, and the co-founder of A to B Insight, to discuss why decision confidence drives stronger outcomes than product features or supplier claims. Brent lays out the four forces that undermine confidence inside organizations: decision complexity, information overload, objective misalignment, and outcome uncertainty.
 
The discussion shows how account managers can step into those moments of doubt and help customers move forward with clarity. What changes when a client ends a conversation not only trusting the solution but feeling more confident in themselves? And how does that shift the way long-term relationships are built? This episode points out a more human approach to account management - one that deepens trust, strengthens renewals, and supports lasting growth.
 
Episode Breakdown:
00:00 Introduction 
03:10 Why Decision Confidence Drives High-Quality, Low-Regret Deals
07:19 Customer Self-Confidence vs Supplier Confidence
16:24 The Four Forces That Undermine Buyer Confidence
18:45 Why Stalled Deals Happen and How to Break Status Quo
27:53 Rep-Free Buying and the Risk Gap for Sales Teams
31:03 The Phrase That Frames and Practical Social Proof
35:59 From Expert to Connector in Account Management
40:35 Humanistic Sales and Helping Customers Trust Themselves
 
Connect with Brent Adamson:
Website
LinkedIn
 
Connect with Alex Raymond:
AMplify
LinkedIn
Podcast production and show notes provided by HiveCast.fm