“Clients have very strong expectations about their agency relationship.  They take a risk by using a portion of what would have been operating income and spending it on an activity that offers no guarantees.  If this investment fails, they have no inventory or equipment to sell off.  You may think you understand this reality.  Think again. When clients make a major mistake in their decisions related to spending the company’s money, they have put their job and career in jeopardy.”

Len Cross,
Author of
How To Be a More Effective Account Manager