Harnessing the AM/PM Tension

How account managers and project managers can turn competing pressures into healthier collaboration. A practical look at role clarity, client relationships, handoffs, scope, and shared responsibility for agency success.

Presented by Brett Harned.
Explore AM:PM: https://brettharned.com/ampm/
Speaking and workshops: https://brettharned.com/speaking-workshops-2/

Transcript

1. Harnessing the AM/PM tension PRESENTE Y: Brett Harned https://www.linkedin.com/in/brettharned/ brett@brettharned.com B D ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
2. brettharned.com SOCIAL FAVORITE CITY @brettharned on all socials (even TikTok!) London Grew up in NJ and moved back in 2016. Best free days are spent outside, climbing a mountain. Former Peloton addict; current gym rat World traveler. Last trip: Japan; Next trip: Australia Art minor in college, just getting back into studio art. Huge music fan. Everything from indie to top 40. ENNEAGRAM MEYERS BRIGGS E N F J Energy Style Enthusiastic Gregarious Sociable Expressive ©2025 Brett Harned, Digital PM Consulting, LLC Cognitive Style Creative Imaginative Unconventional Forward-Thinking Values Style Passionate Empathetic Supportive Warm 3. The Achiever - Success oriented and pragmatic 2. The Helper - Caring, interpersonal, and generous 1. The Reformer - Principled and purposeful
3. brettharned.com Same Need Same Idea Same Goal Same Page Our thoughts, insights, and ideas for improving creative team leadership and operations My book ©2025 Brett Harned, Digital PM Consulting, LLC My blogs My podcasts
4. HARNESSING THE AM/PM TENSION brettharned.com “McCann is reorienting around client teams… inve ing in proje managers as an evolution of the account management fun ion.” - AdWeek ct st ct ©2025 Brett Harned, Digital PM Consulting, LLC
5. HARNESSING THE AM/PM TENSION brettharned.com Follow me on Linkedin. I post about project management, eadership, and how to keep work human. l ©2025 Brett Harned, Digital PM Consulting, LLC
6. HARNESSING THE AM/PM TENSION Handing AM to PMs: Is that the best idea? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
7. HARNESSING THE AM/PM TENSION I dunno. ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
8. H A R N E S S I N G T H E PM /A M T E N S I O N brettharned.com What PMs and AMs actually do. ©2025 Brett Harned, Digital PM Consulting, LLC
9. HARNESSING THE AM/PM ©2025 Brett Harned, Digital PM Consulting, LLC TENSION brettharned.com
10. HARNESSING THE PM/AM TENSION brettharned.com What Account Managers actually do Client Relationship Management Strategic Guidance & Growth Build trust and maintain client relationships Spot new opportunities and growth areas Proactive check-ins, honest communication, Bring creative, strategic ideas to the table Advocate for client goals inside the agency Help align delivery with client business goals Account Health & Planning Run account planning and wellness sessions Monitor account health and client satisfaction Track revenue, retention, and potential growth Internal Team Collaboration Partner with PMs to align scope, timing, and resources Translate client needs across creative and delivery teams Support PMs—but don’t run project logistics ©2025 Brett Harned, Digital PM Consulting, LLC
11. HARNESSING THE PM/AM TENSION What Account Managers don’t do: Build and manage project plans Track scope and budget Daily project execution Assign tasks Manage delivery risks Run status meetings Own process ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
12. HARNESSING THE PM/AM TENSION brettharned.com What Project Managers actually do Project Planning & Execution Process & Communication Build project plans, timelines, tasks lists Lead project workflows and delivery processes Track scope, schedule, and budgets Manage feedback loops and version control Run status meetings Own day-to-day project communication Risk & Issue Management Spot delivery risks and blockers Manage project changes and scope creep Keep the project team aligned and supported ©2025 Brett Harned, Digital PM Consulting, LLC Team Advocacy & Delivery Resource the project team Protect the team from overload Ensure project delivery hits quality, timeline, and budget
13. HARNESSING THE PM/AM TENSION What Project Managers don’t do: Build and manage strategic client relationships Lead strategic growth conversations Conduct client wellness check-ins Monitor account-level revenue and health Lead upsell and cross-sell opportunities Drive account planning and growth roadmaps Act as the primary advocate for client success ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
14. HARNESSING THE PM/AM TENSION brettharned.com Where is the overlap? Account Management ©2025 Brett Harned, Digital PM Consulting, LLC Project Management Client relationship management Project planning and execution Strategic guidance and growth Process and communication Account health and planning Risk and issue management Internal team collaboration Team advocacy and delivery
15. HARNESSING THE PM/AM TENSION brettharned.com Where is the overlap? Client communication Building client trust Problem-solving Escalation management Meeting participation ©2025 Brett Harned, Digital PM Consulting, LLC
16. H A R N E S S I N G T H E PM /A M T E N S I O N AMs and PMs are wired differently ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
17. HARNESSING THE AM/PM TENSION brettharned.com “…a good PM can and should be an account person’s right-hand man (or woman!) and the two should operate as a team. Your PM is not a messenger. He or she has their own unique role and adds value in a di erent way. Obviously, in a digital environment, there are a lot of details to manage, and an account person cannot do it alone. e two roles are needed and really complement ea other.” - Maia unkel, Account D ch Th D ff ©2025 Brett Harned, Digital PM Consulting, LLC irector
18. HARNESSING THE AM/PM TENSION Why break something that works? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
19. HARNESSING THE PM/AM TENSION Why agencies combine roles Lack of understanding or value of roles Out of necessity (small companies) Financial pressure (cut costs, fewer roles) Reaction to client demands Tech pressure (AI, automation=false simplification) Chasing flat, agile team models Talent gaps (it’s hard to find a hybrid, btw) ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
20. H A R N E S S I N G T H E PM /A M T E N S I O N Hybrid roles: ef ciency or confusion and burnout? fi ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
21. brettharned.com Follow me on Linkedin. I post about project management, eadership, and how to keep work human. l ©2025 Brett Harned, Digital PM Consulting, LLC
22. H A R N E S S I N G T H E PM /A M T E N S I O N What’s really being asked? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
23. HARNESSING THE PM/AM TENSION One person to Manage the scope Read the client’s mind Keep the project on track Grow the account Send the calendar invite …and not mess it up ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
24. HARNESSING THE PM/AM TENSION What can be lost Trust Proactive thinking Strategy Client retention Team sanity ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
25. HARNESSING THE PM/AM TENSION Hybrid role can work if Leadership backs the role Priorities are clear There is a framework and accountability Workload is balanced Clients understand the setup ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
26. H A R N E S S I N G T H E PM /A M T E N S I O N Let’s not forget experience. ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
27. THE AM/PM TENSION brettharned.com “Leading complex proje s and navigating client relationships requires experience, emotional intelligence, and the con dence to rike a balance between setting boundaries and demon rating a sense of support.” fi ct ©2025 Brett Harned, Digital PM Consulting, LLC st st HARNESSING
28. H A R N E S S I N G T H E PM /A M T E N S I O N Even unicorns get tired ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
29. H A R N E S S I N G T H E PM /A M T E N S I O N brettharned.com Models that work ©2025 Brett Harned, Digital PM Consulting, LLC
30. HARNESSING THE PM/AM TENSION brettharned.com Team models that work Boutique studio Mid-size a ency Lar e a ency Hybrid PM/AM PM + AM Duo PM + AM+ Strate y Lead Small teams, ti ht bud ets Clear role separation Complex client layers Close client contact Shared accountability Deep specialization g g g g g g ©2025 Brett Harned, Digital PM Consulting, LLC
31. HARNESSING THE PM/AM TENSION Boutique studio: When hybrid can work Small, nimble teams Low-complexity projects Close founder or leadership involvement Client budgets can’t support split roles Hybrid PM/AMs have manageable workloads 👉 It works best when the hybrid role is intentional, supported, and scoped realistically. ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
32. HARNESSING THE PM/AM TENSION Mid-size agency: The classic duo PM owns delivery: timelines, budgets, process AM owns the relationship: growth, trust, strategy Weekly syncs are non-negotiable Clear hando s and shared client visibility 👉 It works best when both roles are empowered and know who owns what. ff ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
33. HARNESSING THE PM/AM TENSION Large agency: Layered leadership PM manages delivery teams AM manages the client relationship Strategy Lead (or Account Director) bridges both Project layers require multi-level communication and approvals Complex projects, multiple stakeholders 👉 It works best when all roles are supported with clear processes and strong leadership alignment. ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
34. H A R N E S S I N G T H E PM /A M T E N S I O N brettharned.com Beware: models break ©2025 Brett Harned, Digital PM Consulting, LLC
35. HARNESSING THE PM/AM TENSION The danger zone: When models break When you default to a hybrid because “it’s faster” When you combine roles without adjusting workload When you don’t communicate the change, and its intent When you don’t provide playbooks, training, and coaching When you assume the client won’t notice ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
36. H A R N E S S I N G T H E PM /A M T E N S I O N What model works for you? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
37. HARNESSING THE PM/AM TENSION Your best team structure depends on: Business model Services o ered Project and contract types Client expectations Team size and maturity ff ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
38. HARNESSING THE PM/AM TENSION brettharned.com Quick Guide: When to split or combine roles When to split roles ©2025 Brett Harned, Digital PM Consulting, LLC When to combine roles Complex projects Small, nimble teams Strategic clients Low-touch, short-term clients Large retainers Simple scopes High risk & visibility Budget-constrained projects
39. H A R N E S S I N G T H E PM /A M T E N S I O N Document it. Make it a decision, not a default. ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
40. H HAARRNNEESSSSI INNGG T THHEE P A MM//APMM TTEENNSSIIOONN Role mapping is relief! ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
41. HARNESSING THE PM/AM TENSION Make roles crystal clear Keep your job descriptions up-to-date Explore your process and define who owns what Explain it to your team Explain it to your client Revisit and update your docs if things evolve ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
42. HARNESSING THE PM/AM TENSION Design the process, not just the roles Map when PMs and AMs collaborate Define key hando s and sync points Build a rhythm for shared visibility ff ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
43. HARNESSING THE AM/PM TENSION brettharned.com Use RACI to get clear on roles RESPONSIBLE Those who are doing the work ACCOUNTABLE The person who signs off on the work ©2025 Brett Harned, Digital PM Consulting, LLC CONSULTED Those who are experts and consult on the work, or sometimes contribute to it INFORMED People who need to know that the work is happening
44. HARNESSING THE PM/AM TENSION Train, adapt, and repeat Train your whole team on the model Watch for dri and confusion Review and adapt as your work evolves ft ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
45. HARNESSING THE PM/AM TENSION TL;DR for structuring your team Pick your model intentionally Map your process Document everything Train your team Adapt as you grow ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
46. HARNESSING THE AM/PM TENSION It’s up to you to take the next step. ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
47. HARNESSING THE PM/AM TENSION Agency leaders: Define the roles (on paper) Regularly confirm expectations Hire to strengths Pair AMs and PMs intentionally …Or make sure your hybrid AM/PM is set up for success Don’t skimp on training and support Conduct regular check-ins ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
48. HARNESSING THE PM/AM TENSION AMs and PMs: Know your value Respect each other’s lanes Advocate for your role Be open to collaboration Communicate like your job depends on it Experiment with AI, because she comin’! ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
49. HARNESSING THE AM/PM TENSION brettharned.com Let’s talk! ©2025 Brett Harned, Digital PM Consulting, LLC
50. HARNESSING THE AM/PM TENSION brettharned.com Questions? Comments? ©2025 Brett Harned, Digital PM Consulting, LLC
51. HARNESSING THE AM/PM TENSION Where does your team feel tension between PM and AM today? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
52. HARNESSING THE AM/PM TENSION Have you ever worked in a hybrid role? What worked, and what didn’t? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
53. HARNESSING THE AM/PM TENSION How do clients respond to your team structure? Do they get confused? Do they even care? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
54. HARNESSING THE AM/PM TENSION Is there tension between AM & PM on your team? Why? ©2025 Brett Harned, Digital PM Consulting, LLC brettharned.com
55. Thank you! Scan me! For slides, links, event discounts, info on working with me, and more. Stay in touch! brettharned.com | sameteampartners.com https://www.linkedin.com/in/brettharned/ brett@brettharned.com ©2024 Same Team Partners LLC