At my former agency, we developed something called "the buddy system". In simple terms: for every client, we assigned a team of at least two consultants.
Usually, one was the lead consultant and the other was the "mentor." In this post, I’ll share a bit more about how it worked — and why it was so effective.
Let’s stick to the most basic version for now.
The lead consultant was responsible for working directly on the client’s account — running ads, handling SEO, or whatever was needed. They were also the main point of contact for the client, ensuring clear and direct communication.
The mentor, on the other hand, was there for support, brainstorming, and quality control. Their main role was to help the lead consultant deliver great work — by challenging ideas, offering new perspectives, and stepping in when necessary.
An important part of the system:
We always made sure both the lead and the mentor attended client meetings.
𝘞𝘩𝘺? There were several major advantages:
- The mentor could spot if the client didn’t fully understand something — and step in to clarify and make it more accessible.
- Having a buddy boosts confidence — you know someone’s got your back.
- Client knowledge is shared much more easily within the team.
- Your buddy might know something you don’t — making the team stronger and more resourceful.
- Immediate coaching after meetings creates real growth. After each meeting, the mentor would provide feedback on the presentation, offering valuable learning moments for the lead consultant.
Of course, this approach was more expensive and less profitable for us in the short term. But I’m convinced it helped us build a very high service level — and a great place to work for our people. In the end, it was more than worth it.
