Advanced AE Bootcamp: Teach Your Senior AEs to Run Their Book Like a Business

“Your advanced training for account executives was exactly what my senior team needed.  They came back ready to demonstrate ROI for our clients and the agency!  With the methods you taught, we just scored the biggest AGI win we’ve had in two years!” 

Over the years, many Account Executive Bootcamp attendees and their agency owners requested that we establish a second level of training for them. As a result, our Account Executive Advanced Bootcamp Workshop was created.

While our AE Bootcamp provides an overview of the role of an account manager, the AE Advanced Bootcamp is a training program focused on developing strategies based on the marketing mix and the client’s business goals. We will focus on improving your account executives’ skills to meet your unique business needs and objectives, equipping them with the tools to excel in their roles.

The workshop is an opportunity to advance your account executives to the next level, polish their skills, and make them experts!

Note: Attending an AE Bootcamp is not a requirement for enrolling in the AE Advanced Bootcamp workshop.

Who This Is For

Advanced AE Bootcamp is designed for:

  • Mid‑ to senior‑level AEs, account managers, and account supervisors who already know the fundamentals and are managing significant accounts.
  • Emerging directors of client services who sit at the center of the storm and need to own both relationships and financial outcomes.
  • Agencies that want their account team to behave like a small business inside the agency—tracking profitability, growing accounts, and leading the internal team.

If your AE has a book of business with real revenue attached, they belong here.

The Problems This Solves

Let’s be honest: a lot of “senior” AEs are still behaving like very efficient order takers. I get it—no one ever really showed them what ownership looks like.

Send your team if:

  • You carry the weight of revenue and profit while your AEs mostly carry to‑do lists.
  • Scopes and pricing still feel like guesswork, and you’re tired of quiet write‑offs.
  • Clients say “grow my business,” but your AEs jump straight to tactics instead of diagnosing the real issues.
  • You’re not seeing a steady 10%+ annual growth from existing clients, even though you know it should be there.

Bottom line: you’re paying senior‑level salaries without getting senior‑level business leadership. This workshop changes that.

What They’ll Learn (Beyond the Basics)

Over two focused days, participants learn how to:

  • Negotiate like a grown‑up
    • Use a simple negotiation framework to reach win‑win agreements on scope, timing, and budget.
    • Practice live negotiations (Account Manager vs. Marketing Director) so money and boundaries stop being scary.
  • Use advanced agency math to make smarter decisions
    • Go deeper on revenue, COGS, and AGI, and see exactly how money moves through your agency.
    • Work through real‑world profit scenarios, including the “5K write‑off = 178K in billings at 5% profit” wake‑up call.
  • Run their accounts like a small P&L
    • Treat their client roster like a franchise: plan growth, track profitability by job and client, and manage to financial benchmarks.
    • Grade clients by value and potential, then build targeted growth and retention plans.
  • Think and act like a consultant, not a vendor
    • Diagnose business problems before jumping to tactics; use structured questions and a marketing backgrounder to really understand the client’s business model.
    • Build “sweet spot” insights by combining truths about the client, their industry, and their competitors into a point of view competitors can’t easily copy.
  • Tie marketing to pipeline, revenue, and profit
    • Map and quantify the client’s funnel from inquiries to new customers and show what it actually takes to hit a revenue goal.
    • Use LTV, ROI, and growth rate in plain English to set expectations and justify budgets.
  • Design and sell strategic growth opportunities
    • Identify and package upsells like crisis communication plans, online reputation management, research, and AI consulting.
    • Move beyond “more leads” to levers like pricing, retention, referrals, and new markets.
  • Lead the internal team as a senior AE
    • Model the right behaviors, coach others, and be the champion for the agency and team.
    • Use more advanced time‑management approaches (3/3/3, audits, batching) so they can lead and still get their work done.

How the Two Days Work

This is not intro content. We assume they already understand the basics of AE work.

Over two days, we:

  • Start with their real‑world challenges and build from there—no ivory‑tower theory.
  • Work live on agency math, AGI, and profitability using realistic case studies and exercises.
  • Run a full negotiation exercise, complete with a debrief on what they’ll change back at the agency.
  • Do insight and strategy labs that push them beyond “more clicks” into “better business outcomes.”
  • Build a client portfolio growth plan that grades accounts and identifies where to double down—or pull back.

It’s candid, practical, and very much rooted in “this is what works across hundreds of agencies a year.”

What They Take Back to the Agency

Participants leave with:

  • A clearer understanding of their role as a business owner inside the agency, not just a relationship manager.
  • A simple, repeatable framework for negotiations, pricing, and scope conversations.
  • Tools and templates for profitability tracking, client grading, and strategic planning.
  • Specific upsell ideas they can bring to key clients in the next 30–90 days.
  • A written “Dear Boss” implementation email, ready to send, with concrete commitments and timelines.

You get an AE who can actually help you grow and protect the agency, not just keep the trains running.

Format, Dates, and Certificate

  • Format: In‑person, two consecutive full days
  • Location: Denver
  • Certificate: Advanced AE Bootcamp – Agency Management Institute, issued upon full participation and completion of the implementation plan.

Register today!

If your AEs are too senior to be order takers—but no one has ever really taught them how to be owners—this is the next step.

Secure a seat in the next Advanced AE Bootcamp cohort, or talk with us about hosting a private, in‑house session for your team. (download the complete syllabus here)

When and Where is the Workshop?

The workshop is in Denver, CO at the Tivoli Student Union (Auraria Higher Education Center).

Click here to Register Online – March 19 & 20, 2026

Click here to Register Online – September 23 & 24, 2026

Tuition:
$2,195 for the first attendee.
$1,995 for each additional attendee. AMI Members get a $300 discount on all seats.

Tuition price per person includes all meeting materials, and lunch both days. Travel, accommodations, and other meals are not included.  Our cancellation policy is here.

Meet your Instructor: Lori Highby

Money back guarantee: if you are not completely satisfied with this workshop for any reason, just call or send us an email, and you will be refunded 100 percent of your tuition – no questions asked. In all the years we have offered this workshop, no one has ever asked for a refund.