Account Managers vs. CSMs: Which One Does Your Business Need?
Both roles are vital for customer relationships—but they serve different purposes. Here’s how to decide which one to hire first.
Why This Distinction Matters
When scaling your business, your team structure can make or break customer success. Many founders and hiring managers find themselves debating: Should we hire an Account Manager (AM) or a Customer Success Manager (CSM)?
While the two roles sound similar, they have very different focuses. Choosing the right one at the right time ensures you’re not only meeting customer needs but also aligning your internal resources with your growth strategy.
Account Manager vs. CSM: The Core Difference
Let’s break it down:
Account Manager (AM):
Primarily focused on revenue growth, renewals, and upselling. They nurture the business relationship—making sure clients see value in the partnership and continue to expand.Customer Success Manager (CSM):
Dedicated to product adoption, engagement, and long-term satisfaction. Their job is to ensure customers achieve their goals using your product or service, reducing churn and driving retention.
In short:
AMs protect and grow revenue.
CSMs protect and grow customer outcomes.
Responsibilities of an Account Manager (AM)
Building and maintaining strategic client relationships
Managing renewals and contracts
Identifying upsell and cross-sell opportunities
Acting as the “voice of the business” to the client
Aligning solutions with client business goals
Best for: Revenue-driven organizations that need to expand customer accounts.
Responsibilities of a Customer Success Manager (CSM)
Onboarding new customers and ensuring adoption
Monitoring health metrics and usage
Providing training, resources, and proactive support
Acting as the “voice of the customer” internally
Reducing churn through continuous value delivery
Best for: Product-led or service-led companies that want to maximize retention and satisfaction.
When to Hire an Account Manager First
You should consider bringing in an Account Manager if:
You already have a healthy customer base and strong product adoption
Your biggest challenge is expansion revenue (upsells, cross-sells)
You operate in a B2B environment with large, contract-driven deals
Example: A SaaS company with enterprise clients may prioritize AMs to manage renewals and negotiate high-value contracts.
When to Hire a Customer Success Manager First
A Customer Success Manager may be the smarter hire if:
You’re still solidifying product-market fit and want customers to succeed
Churn is high and customers struggle with onboarding
You offer a complex product that requires ongoing education
Example: A startup introducing a new platform may prioritize CSMs to help customers implement, adopt, and stay engaged.
Do You Need Both Roles?
Many growing companies eventually employ both Account Managers and CSMs to cover the entire customer lifecycle:
CSMs ensure adoption, satisfaction, and retention.
AMs drive growth, renewals, and expansion.
The balance depends on your stage of growth, deal structure, and long-term strategy.
The Takeaway: Align Role to Strategy
The question isn’t “Which is better?” but rather “Which role aligns with my current business goals?”
Hire CSMs if retention and product adoption are your biggest priorities.
Hire AMs if expansion and revenue growth are more pressing.
Whichever role you need, Personal will hand-pick the right talent to fit your growth strategy. Our vetted professionals ensure your customer relationships thrive—whether you’re focused on adoption or expansion.
Book a 30 minute consultation to see which role is right for you and how to get started.
