Account management is a tricky role. On the one hand you are the client's advocate. You are in the position of establishing and building a relationship of trust with the client and often it has to do with helping them get what they need or want within your business. Sometimes you can deal with it yourself, but more times than not it requires pulling different folk together.
On the other hand, you have to lead the client in a way that sometimes puts your business in front of their wants or needs. This means putting at bay demands or requests that put your team or company at a greater risk .
This means that in this role you are pulled at both ends and sadly none of us are Gumby.
At this point I don't have any real answers, just challenges. I'm dodging and weaving my way through this, gaining experience and regular feedback to develop this role.
But I do know the role requires trust on both sides. The company trusts me to represent it well to the client and the client trusts me to help them get good work at a good rate. I guess it seems like an easy answer and there are a ton of ways for trust to be established or broken. But it's the most important aspect of account management I see at this point. It's the key to keeping all in this role from being Gumbied (trademark pending).