Account executivevsforventningsstyring

An Account Executive (AE) in marketing, business, and digital strategy plays a pivotal role in managing client relationships and project delivery. Forventningsstyring, which translates to 'expectation management,' is a critical skill and process the AE must actively employ to ensure alignment between client expectations and what the agency or company can realistically deliver. Practically, the AE uses forventningsstyring by setting clear, measurable goals, timelines, and deliverables during the onboarding and ongoing communication phases. This prevents scope creep, reduces misunderstandings, and builds trust, which is essential for client retention and successful campaign execution. In digital strategy, where rapid changes and iterative processes are common, the AE’s ability to manage expectations ensures that clients understand the iterative nature of digital campaigns, the potential need for adjustments based on data insights, and the time required to see results. Without effective forventningsstyring, the AE risks client dissatisfaction and project failure, making this relationship fundamental to the AE’s role.