About Account Management

Small and medium-sized enterprises (SMEs) are the backbone of the economy, but their ability to grow and thrive is shaped by access to the right support at the right time. A recent report conducted by the UKRI Enterprise Research Centre’s (ERC) Professor Mark Hart, and commissioned by Coventry & Warwickshire Growth Hub, uncovered how Growth Hub account management is turning the theory of improved SME growth into measurable impacts over time on resilience, productivity, and success.

The ERC research found that Coventry & Warwickshire’s Growth Hub’s active account managed firms achieved strong growth rates during the 2020 - 2023 period, with jobs up by 15%, revenue increased by 31%, and productivity growth of 29%.

The account management model has also proven additionality, with actively managed firms having on average, 12 additional jobs when compared with non-account managed firms.

An April 2025 roundtable for 18 Coventry and Warwickshire business leaders, held as part of the research, resulted in discussion which underscored the critical importance of effective account management in business support.

One of the clearest findings from the discussion was the role that account managers play in navigating a fragmented support landscape. Many business leaders admitted they were overwhelmed by the number of agencies, programmes and changing initiatives and explained that having a trusted Account Manager, who could holistically diagnose their needs, explain eligibility, and impartially guide them to the most relevant opportunities, was considered transformative. As one leader put it, the value lay in building a longstanding relationship: “I trust them, they know me, and what I need.”

These long-term relationships emerged as a defining feature of Growth Hub support. Leaders emphasised the importance to them of the advice they received being rooted in an understanding of their journey, sector, and ambitions. This continuity allows businesses not just to access support, but to apply it effectively in ways that make sense for their growth trajectory. One participant working across regions noted that dealing with the Coventry and Warwickshire Growth Hub was “a breath of fresh air,” underlining the unique quality of this approach.

At an individual level, business leaders described tangible gains. For some, support unlocked new skills, particularly in areas outside their expertise, such as marketing or sales. Others spoke of increased confidence, with account managers acting as positive influences in roles that can otherwise feel isolating. Several leaders also noted that support helped them delegate more effectively, freeing up time to focus on strategy, new markets, and innovation.

The business impacts were equally compelling. Many leaders pointed to improved sales, including exports, alongside employment growth. Grants and investment support allowed firms to upgrade machinery, expand premises, and drive turnover growth - in some cases doubling revenue within four years. Others highlighted improved employee engagement, as support encouraged them to communicate vision more openly and build trust. Help with process reviews, often in partnership with organisations from among the Growth Hub’s network of strategic partners, led to tangible productivity improvements across operations.

The account management model also had ripple effects beyond individual businesses. Leaders valued the opportunities to meet peers, form collaborations, and connect into supply chains and innovation networks. These introductions not only provided immediate benefits, but also created pathways to future resilience and competitiveness.

A key question when evaluating reports such as this one, is whether these benefits to businesses would have occurred anyway. The roundtable participants were clear: without account management support, many of these gains would not have happened, or would have happened at a slower pace and smaller scale. The evidence therefore points to strong additionality and impacts that can be directly attributed to the Growth Hub’s account management role.

Of course, as with anything, there’s room for improvement. Businesses expressed how increased stability and simplification of the wider support ecosystem should remain top priorities, as frequent changes create uncertainty and a lack of knowledge about hat support is available. There was also a strong appetite for more support with recruitment, and demand for “smart networking” that could facilitate targeted collaborations.

The evidence from Coventry and Warwickshire demonstrates that account managed business support is not just a theoretical model but a practical, effective and successful intervention. By combining personalised relationships with access to finance, expertise, and networks, Growth Hubs are helping SMEs build skills, confidence, and resilience while driving measurable improvements in productivity and growth. Coventry and Warwickshire Growth Hub has shown how tailored support can unlock the potential of SMEs – and with further investment, the benefits could be deepened and extended.

Craig Humphrey, CEO of CW Growth Hub Group, said of the report results: “This research confirms what we see every day; when businesses have a trusted partner by their side, their ambitions become achievable.

“The account management model is about more than advice – it’s about building lasting relationships that give SMEs the confidence, skills, and connections to thrive.

“Coventry and Warwickshire’s SMEs are proving that with the right support at the right time, growth and resilience follow.”