Best Practice Report

Competency Map: Account Manager

February 23rd, 2024
With contributors:
Peter Ostrow , Mike Pregler , Justin Ferguson , Kate Pierpont


B2B account managers require various competencies to succeed and serve the needs of the business. They must satisfy current customer needs one moment and then rapidly shift their focus to developing new sales opportunities in the next, all amid likely ongoing changes in what offerings they represent and how to adapt to market dynamics. If the account manager must master anything, it is striking a balance between these imperatives as they address both existing customer needs and growing wallet share. In this report, we define basic, intermediate, and advanced competencies across three core disciplines that are required for the account manager role.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.