Expectations, Client Leadership and the Beautiful Game
Are your client/account teams clear on the expectations of their role? According to Gallup (Feb, 2023) just '48% of US workers know what's expected of them at work'. One would hope, that as communications specialists, those of us working in agencies would be crystal clear on the expectations.
Yet our research uncovered significant evidence that it’s not at all clear when it comes to higher-order, strategically grounded expectations for Account teams. In some cases, expectations are visibly/publicly inconsistent. In others, there are no real expectations for higher order work and thinking. Neither is helpful for the agency or the client, especially when the teams are capable of contributing more.
One way to quickly align and clarify an elevated set of expectations is to use the RACI model, a great tool for clarifying roles and responsibilities in cross-functional projects. (RACI = Responsible, Accountable, Consulted, Informed) But for the purpose of Advancing Client Leadership, we mustn't be lulled into an overly simplistic view of Accountability and Responsibility.
According to the generalized rules of a RACI, one person/team should be designated as Accountable, or it gets confusing. Agreed. But too many the examples reflect just one letter in each field, which means the person/team that's Accountable is not also Responsible for the work. And some of the definitions associated with the Accountable designation suggest this person/team is 'delegating' and then 'reviewing the work to ensure completion of the task.' That might be fine in other industries, but for our discipline, that's not client leadership, it's box checking. And we're not about that.
As a sports fanatic, I love thinking of advertising as a team sport. So, in honor of Women's World Cup Soccer (USWNT lost to Sweden– ugh!), I thought we could take some inspiration from what fans call the Beautiful Game.
There's a continuous flow and fluidity to soccer that's unique in sports, and beautiful to watch. While players have specific on-field roles and responsibilities for which they're held accountable, the collaboration and ability to flex and adapt based on the flow of the game is what's relevant here. Do offensive positions play defense? You better believe it. And the defenders are occasionally in position to score, and do. It's a quintessential example of teamwork with shared effort, responsibility and contribution.
We should plan for the flow and fluidity of shared responsibility and contribution that's unique to the business/sport of advertising.
Account teams can own accountability, but real leadership happens when we also share the responsibility of doing and contributing to the work. That's how to learn, grow, lead and influence with confidence and authenticity. Seeing that R/A designation on a RACI matrix is a signal of intent, strength and an important demonstration of value. And that is a beautiful thing.
