{"id":5370,"date":"2023-10-16T14:38:58","date_gmt":"2023-10-16T14:38:58","guid":{"rendered":"https:\/\/resourceguruapp.com\/blog\/?p=5370"},"modified":"2025-01-14T10:04:54","modified_gmt":"2025-01-14T10:04:54","slug":"agency-traffic-manager","status":"publish","type":"post","link":"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager","title":{"rendered":"Agency traffic managers: What they do and why they (really) matter"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Hear the words \u201ctraffic manager\u201d and you might think of someone standing on a freeway, wearing headphones and an orange vest, while using wands to direct people and keep them moving.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to an agency traffic manager specifically, that vision isn&#8217;t that far off\u2014except that there aren\u2019t actually any roads involved here.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>An agency traffic manager focuses on the flow of work within an agency<\/strong>. From intake all the way to delivery, they plan timelines, monitor tasks and resources, and ensure on-time completion of every single project the agency takes on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Orange vest or not, it\u2019s a crucial role in an agency. But it\u2019s also one that\u2019s often overlooked or misunderstood. We\u2019re here to clear the air, with answers to all of your burning questions about agency traffic managers.\u00a0<\/span><\/p>\n<div style=\"background-color: #fcf2fe; padding: 30px 40px; margin-top: 40px;\">\n<p><span style=\"font-weight: 400;\">For expert insights, we spoke with:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Tara Brzozowski<\/strong>, Owner and Operator of <\/span><a href=\"https:\/\/showcasecomms.com\/\"><span style=\"font-weight: 400;\">Showcase Communications<\/span><\/a><span style=\"font-weight: 400;\">, a strategic marketing communications firm<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Kimberley Fulwood<\/strong>, Founder, CEO, and Chief Strategist of <\/span><a href=\"https:\/\/www.kf-strategies.com\/\"><span style=\"font-weight: 400;\">KF Strategies<\/span><\/a><span style=\"font-weight: 400;\">, an agency that helps in-house marketing teams improve their operations and profitability<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">They\u2019re quoted throughout the article with their perspectives on what agency traffic managers do and why they\u2019re important.<\/span><\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">In this article \ud83d\udcd6<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#What-is-an-agency-traffic-manager\" >What is an agency traffic manager?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#What-does-an-agency-traffic-manager-do\" >What does an agency traffic manager do?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#Ad-agency-traffic-manager-spotlight\" >Ad agency traffic manager (spotlight)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#How-the-traffic-manager-fits-into-the-agency-team\" >How the traffic manager fits into the agency team<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#3-reasons-why-agency-traffic-managers-are-important\" >3 reasons why agency traffic managers are important<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#Agency-traffic-management-software\" >Agency traffic management software<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#Traffic-management-and-resource-management-How-they-connect\" >Traffic management and resource management: How they connect<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/resourceguruapp.com\/blog\/agencies\/agency-traffic-manager\/#Smoother-work-and-a-more-successful-agency\" >Smoother work and a more successful agency\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What-is-an-agency-traffic-manager\"><\/span><span style=\"font-weight: 400;\">What is an agency traffic manager?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">An agency traffic manager (sometimes called a production manager) maintains a bird\u2019s-eye view of every single thing an agency is working on. They focus on keeping the agency out of a jam\u2014whether that\u2019s overbooking, missing deadlines, or scheduling conflicting work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A typical agency works on an assortment of projects for a variety of clients, all at the same time. Work flows in and it flows out. Over and over again. The workload is fluid and ever-changing, which makes the whole thing feel like a big game of Tetris.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If this deliverable is pushed back, what can slide up in its place? Does the agency have the capacity to take on more work right now? What sort of lead time do they need? If this one task is delayed, how much wiggle room is there to adjust the schedule without impacting the final deadline?<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Agency traffic manager skills<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If your head is spinning, we don\u2019t blame you. It\u2019s complex, and this type of role is the best fit for people who are detail-oriented, organized, dedicated planners, and able to handle pressure and conflicts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe job can be very stressful at times. <\/span><span style=\"font-weight: 400;\">Traffic managers also need to mediate conflicts between team members and departments,\u201d explains Tara.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn my own journey, I learned that being a traffic manager meant being a bit of vinegar and sugar\u2014a perfect blend of assertiveness and kindness,\u201d adds Kimberley.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s about holding even the highest authorities accountable while remaining respectful. Because in this business, it\u2019s not personal. It\u2019s about crafting exceptional work while maintaining professional relationships.\u201d <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What-does-an-agency-traffic-manager-do\"><\/span><span style=\"font-weight: 400;\">What does an agency traffic manager do?\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The agency traffic manager is essentially the keeper of the schedule. They have some level of oversight into every single thing the agency is working on. They need that holistic perspective in order to assign, plan, and schedule work effectively.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If they aren\u2019t aware of a certain campaign or deliverable and don\u2019t plan it into the agency\u2019s workflows, for example, that can send the whole row of dominoes toppling over.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cTraffic managers play a crucial part in streamlining agency operations,\u201d explains Kimberley. \u201cThey oversee the smooth flow of tasks between departments, preventing bottlenecks and delays.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means the main responsibility of the traffic manager is to maintain a comprehensive view of everything the agency is doing so that they can do things like:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Determine the agency\u2019s ability to take on new work requests and within what timeframe<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Assign work and keep workloads balanced across the team<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure the agency delivers work by (or ahead of) the agreed-upon deadline\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improve or maintain the agency\u2019s utilization rate, aiming for a high percentage of billable hours<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">What does a typical day look like for an agency traffic manager?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">So traffic managers are the ones keeping an eye on all of the moving parts. But what does that actually look like on a daily basis?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A typical day in the life of a traffic manager could include:<\/span><\/p>\n<p>\u2705\u00a0 <span style=\"font-weight: 400;\">Checking for new work requests or projects that need to be assigned<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Analyzing <\/span><a href=\"https:\/\/resourceguruapp.com\/features\/resource-scheduling\"><span style=\"font-weight: 400;\">resources<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/resourceguruapp.com\/features\/project-scheduling-software\"><span style=\"font-weight: 400;\">schedules<\/span><\/a><span style=\"font-weight: 400;\"> to get a sense of what\u2019s possible<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Assigning tasks and work with those limitations in mind<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Building schedules for campaigns, projects, and deliverables<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Communicating with teams to stay on top of progress or potential roadblocks<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Updating agency leadership about workload, resources, and progress<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Checking notifications to keep a close eye on work progress and schedules<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Adjusting schedules and commitments when changes come up<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u2705 Creating and analyzing reports to identify process improvements for future work\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Put simply, everything the traffic manager does is to help the agency keep work flowing, and to make sure they\u2019re maximizing their billable time and resources as efficiently as possible (without overpromising and overextending).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s part art and part science.<\/span><\/p>\n<p><a href=\"https:\/\/bit.ly\/3X6lT4Q\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6582\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-943x242.jpg\" alt=\"A rectangle shaped banner in purple featuring a 3D book cover with a prompt to download an eBook about resource planning for agencies.\" width=\"943\" height=\"242\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-943x242.jpg.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-1042x268.jpg.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-1536x395.jpg.webp 1536w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-310x80.jpg.webp 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1.jpg 1836w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-310x80@2x.jpg.webp 620w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ad-agency-traffic-manager-spotlight\"><\/span><span style=\"font-weight: 400;\">Ad agency traffic manager (spotlight)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">An<a href=\"https:\/\/resourceguruapp.com\/industries\/agencies\/advertising\"> advertising agency<\/a> traffic manager is a more focused and specific type of traffic manager. As the name implies, this person is a traffic manager at an advertising agency.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what does a traffic manager do in an advertising agency specifically? Much like with any other type of agency, they\u2019re primarily focused on the flow of work and ensuring things get done on time. However, in an ad agency, they might also have the added complexity of managing the scheduling and placement of the advertisements themselves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, that could mean ensuring that Client A\u2019s radio advertisement plays on the right radio station within the right listening hour. Or confirming that Client B\u2019s TV spot is scheduled for the right broadcast.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This aspect can also involve the use of some more specialized advertising agency traffic management systems. Some TV stations and radio networks even have designated traffic managers (often called broadcast traffic coordinators) that control the advertising schedule.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The specifics can vary, but regardless, a traffic manager at an ad agency is largely focused on the same thing as any other traffic manager: making sure work flows smoothly.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How-the-traffic-manager-fits-into-the-agency-team\"><\/span><span style=\"font-weight: 400;\">How the traffic manager fits into the agency team<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The agency traffic manager plays an undeniably important role, but because they have oversight of everything the agency is doing, it\u2019s challenging to understand how and where they fit into the team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There isn\u2019t one \u201cright\u201d answer here\u2014different agencies use different hierarchies and organizational charts depending on their size and setup.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Who does a traffic manager report to? It depends on the agency\u2019s size, <\/span><span style=\"font-weight: 400;\">internal structure<\/span><span style=\"font-weight: 400;\">, and priorities, shares Tara. The traffic manager could work under the:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Head of <\/span><span style=\"font-weight: 400;\">project management<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">General manager<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Managing director<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Operations manager<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Another role that heads up strategy and planning<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cIn smaller agencies, the traffic manager is more likely to report directly to the agency director, as the organizational hierarchy tends to be simpler and more streamlined,\u201d Tara says.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And while the traffic manager stays zoned in on the schedule, they certainly don\u2019t work in isolation. They frequently have to communicate and collaborate with other people throughout the agency\u2014especially <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/project-owner\"><span style=\"font-weight: 400;\">project owners<\/span><\/a><span style=\"font-weight: 400;\">, project managers, and account managers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cRegardless of the <a href=\"https:\/\/resourceguruapp.com\/blog\/agency-team-structure\">agency structure<\/a>, traffic managers play a central role, acting as the agency\u2019s heartbeat where all projects and people come together in complex coordination,\u201d explains Kimberley.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5386 aligncenter\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/agency-traffic-manager-quote-943x643.png\" alt=\"Agency traffic manager quote\" width=\"943\" height=\"643\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/agency-traffic-manager-quote-943x643.png.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/agency-traffic-manager-quote-1042x711.png.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/agency-traffic-manager-quote-1536x1048.png 1536w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/agency-traffic-manager-quote-2048x1397.png 2048w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/agency-traffic-manager-quote-943x643@2x.png.webp 1886w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/agency-traffic-manager-quote-1042x711@2x.png.webp 2084w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Traffic manager vs. project manager vs. account manager: What\u2019s the difference?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">All three of these positions have \u201cmanager\u201d in the title, as well as some overlap in responsibilities (they&#8217;re all focused on keeping work on track in some way, shape, or form). That makes it tempting to use these terms interchangeably, but there is a difference in these roles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what separates them from each other? Here\u2019s the gist:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Traffic manager:<\/b><span style=\"font-weight: 400;\"> Manages the planning and scheduling of work on a macro level so that the agency can use time and resources as effectively and efficiently as possible.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Project manager:<\/b><span style=\"font-weight: 400;\"> Manages all of the nitty-gritty work of a specific project, campaign, or deliverable to ensure it\u2019s satisfying the budget, timeline, and client demands.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Account manager:<\/b><span style=\"font-weight: 400;\"> Manages the client by acting as their main point of contact, asking questions, and corresponding with the agency or relevant <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/project-team-roles-and-responsibilities\"><span style=\"font-weight: 400;\">project team<\/span><\/a><span style=\"font-weight: 400;\"> to keep the client as happy as possible.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Essentially, the easiest way to remember the difference between the three is by looking at what they\u2019re focused on:\u00a0<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<div id=\"footable_parent_5378\"\n         class=\" footable_parent ninja_table_wrapper loading_ninja_table wp_table_data_press_parent semantic_ui \">\n                <table data-ninja_table_instance=\"ninja_table_instance_0\" data-footable_id=\"5378\" data-filter-delay=\"1000\" aria-label=\"Agency traffic manager\"            id=\"footable_5378\"\n           data-unique_identifier=\"ninja_table_unique_id_4102890292_5378\"\n           class=\" foo-table ninja_footable foo_table_5378 ninja_table_unique_id_4102890292_5378 ui table  nt_type_ajax_table celled striped vertical_centered  footable-paging-right ninja_table_search_disabled ninja_table_pro\">\n                <colgroup>\n                            <col class=\"ninja_column_0 \">\n                            <col class=\"ninja_column_1 \">\n                    <\/colgroup>\n            <\/table>\n    \n    \n    \n<\/div>\n\n<p><span style=\"font-weight: 400;\">Again, there isn\u2019t a hard and fast rule here. Some agencies might combine project and account management into one role. Some smaller agencies might have one traffic manager while large agencies have several. There\u2019s flexibility for agencies to land on a structure that works best for their team, their work, and their clients. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3-reasons-why-agency-traffic-managers-are-important\"><\/span><span style=\"font-weight: 400;\">3 reasons why agency traffic managers are important<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Some agencies assume that technology can entirely replace the role of a traffic manager. When it comes to managing time and resources, technology is undeniably powerful. But it\u2019s still most effective when there\u2019s somebody who\u2019s equipped to leverage it appropriately.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, an <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-tech-stack\"><span style=\"font-weight: 400;\">agency\u2019s tech stack<\/span><\/a><span style=\"font-weight: 400;\"> on its own can\u2019t make human decisions when faced with a challenge, such as determining what work to prioritize when things stack up.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As CEO of Agency Management Institute, Drew McLellan, writes in an <\/span><a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2019\/03\/11\/the-death-and-revival-of-an-agency-power-player\/?sh=24694bc18312\"><span style=\"font-weight: 400;\">article for Forbes<\/span><\/a><span style=\"font-weight: 400;\">, \u201cNow that speed is of the essence, agencies need more than creatives and managers to keep their businesses afloat. It\u2019s time to bring back the production manager to do what technology alone cannot.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wondering what advantages a traffic manager brings to the table? Here are three unmissable benefits of this role:\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Traffic managers boost efficiency (and revenue)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In an agency, time is quite literally money, which means you want to use it as efficiently as possible. Traffic managers make the most of the agency\u2019s available and billable time by strategically scheduling work.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s less downtime, scrambling, and wondering what happens next\u2014which directly translates to better <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-efficiency\"><span style=\"font-weight: 400;\">agency efficiency<\/span><\/a><span style=\"font-weight: 400;\"> and more agency revenue.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Traffic managers keep clients happy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">While traffic managers aren\u2019t focused directly on client service (remember, that\u2019s the account manager), they do keep clients satisfied in one major way: by ensuring the team meets deadlines.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By carefully managing and monitoring the flow of work, traffic managers confirm that work stays on (or even ahead of) schedule. That means happier clients, better <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-client-retention\"><span style=\"font-weight: 400;\">client retention<\/span><\/a><span style=\"font-weight: 400;\">, and again, a boosted bottom line.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Traffic managers prevent burnout<\/span><\/h3>\n<p><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-burnout#\"><span style=\"font-weight: 400;\">Agency burnout<\/span><\/a><span style=\"font-weight: 400;\"> is real, with the marketing and advertising industry experiencing a <\/span><a href=\"https:\/\/www.statista.com\/statistics\/1274617\/industries-burnout-globally\/\"><span style=\"font-weight: 400;\">burnout rate of almost 70% globally<\/span><\/a><span style=\"font-weight: 400;\">. There\u2019s no easy solution to burnout, but traffic managers certainly help by maintaining a reasonable and manageable workload for every team member.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because the schedule is so carefully planned and monitored, people are less likely to be spread too thin or pulled into emergencies. And when <\/span><span style=\"font-weight: 400;\">excessive workloads<\/span><span style=\"font-weight: 400;\"> directly contribute to burnout, it\u2019s hard to overstate the importance of having a designated person keeping things in check.<\/span><\/p>\n<p><a href=\"https:\/\/bit.ly\/3X6lT4Q\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6582\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-943x242.jpg\" alt=\"A rectangle shaped banner in purple featuring a 3D book cover with a prompt to download an eBook about resource planning for agencies.\" width=\"943\" height=\"242\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-943x242.jpg.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-1042x268.jpg.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-1536x395.jpg.webp 1536w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-310x80.jpg.webp 310w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1.jpg 1836w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2023\/10\/Blog-banner-1-310x80@2x.jpg.webp 620w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Agency-traffic-management-software\"><\/span><span style=\"font-weight: 400;\">Agency traffic management software<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You don\u2019t have to look far to see complaints about tool fatigue and software sprawl. <\/span><a href=\"https:\/\/www.gartner.com\/en\/marketing\/topics\/marketing-technology\"><span style=\"font-weight: 400;\">Gartner\u2019s 2023 Marketing Technology Survey<\/span><\/a><span style=\"font-weight: 400;\"> found that the average organization utilizes just 33% of its martech stack.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But things are different with an agency. From graphic design programs, to social media schedulers, to analytics platforms, the reality is that agencies need <\/span><i><span style=\"font-weight: 400;\">a lot<\/span><\/i><span style=\"font-weight: 400;\"> of software to successfully deliver work to their clients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news is that traffic managers don\u2019t need to use all of it\u2014they\u2019re focused more on the software specifically used for the planning and management of the work, and not so much on the actual creative execution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is another aspect that can vary across agencies, but for the most part, agency traffic management software will involve some combination of:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-project-management-software\">Project management platform<\/a>:<\/b><span style=\"font-weight: 400;\"> This gives the traffic manager visibility into all of the work that\u2019s being done across the agency, the status of those projects, task assignments, task dependencies, and all of the other details they need to better understand and manage the flow of work. <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b><a href=\"https:\/\/resourceguruapp.com\/industries\/agencies\">Resource management platform<\/a>:<\/b><span style=\"font-weight: 400;\"> The traffic manager is responsible for ensuring the agency has the <\/span><span style=\"font-weight: 400;\">right resources<\/span><span style=\"font-weight: 400;\"> (primarily, people) to complete the work within the right time frame. Resource management software (like <\/span><a href=\"https:\/\/resourceguruapp.com\/\"><span style=\"font-weight: 400;\">Resource Guru<\/span><\/a><span style=\"font-weight: 400;\">) allows them to see exactly who\u2019s doing what, as well as where and when. That makes it way easier to build and adjust schedules as the work continues to evolve and change.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Communication tools:<\/b><span style=\"font-weight: 400;\"> Traffic management involves a lot of communication and collaboration. Agency traffic managers will use a variety of communication tools\u2014emails, instant messages, video calls, and more\u2014to keep closely connected to agency or <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/project-lead\"><span style=\"font-weight: 400;\">project leaders<\/span><\/a><span style=\"font-weight: 400;\"> and other staff.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Depending on their responsibilities and what\u2019s included with the above platforms, traffic managers might also have to use tools like time trackers, budgeting software, and more to keep work organized and moving.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Traffic-management-and-resource-management-How-they-connect\"><\/span><span style=\"font-weight: 400;\">Traffic management and resource management: How they connect<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If we had to summarize the primary role of a traffic manager, it\u2019s this: <\/span><b>They ensure the agency gets work done on time.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s a lot involved in getting that right, but it\u2019s hard to overstate the importance of <\/span><a href=\"https:\/\/resourceguruapp.com\/blog\/agency-resource-planning-management-guide\"><span style=\"font-weight: 400;\">resource management<\/span><\/a><span style=\"font-weight: 400;\">\u2014the agency can\u2019t deliver what was promised if they don\u2019t have the necessary people to actually do the work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Traffic managers need to be specific and detailed. They can\u2019t operate on guesses or optimism that the agency will manage to squeeze a task or deliverable in. They need data and total visibility into the workload of the entire team.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/resourceguruapp.com\/\"><span style=\"font-weight: 400;\">Resource Guru<\/span><\/a><span style=\"font-weight: 400;\"> helps agencies keep track of all resources\u2014people, equipment, and even meeting rooms\u2014in one centralized place. It\u2019s simple software that makes it fast and easy to build schedules and maximize all of your available resources.<\/span><\/p>\n<div id=\"attachment_3370\" style=\"width: 953px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-3370\" class=\"wp-image-3370 size-medium\" src=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2022\/06\/resource-guru-team-schedule-943x589.png\" alt=\"resource guru team schedule\" width=\"943\" height=\"589\" srcset=\"https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2022\/06\/resource-guru-team-schedule-943x589.png.webp 943w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2022\/06\/resource-guru-team-schedule-1042x651.png.webp 1042w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2022\/06\/resource-guru-team-schedule-1536x960.png 1536w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2022\/06\/resource-guru-team-schedule.png 1912w, https:\/\/resourceguruapp.com\/blog\/wp-content\/uploads\/2022\/06\/resource-guru-team-schedule-943x589@2x.png.webp 1886w\" sizes=\"auto, (max-width: 943px) 100vw, 943px\" \/><p id=\"caption-attachment-3370\" class=\"wp-caption-text\"><em>Get an instant overview of availability and schedules in Resource Guru and manage traffic with ease. <\/em><\/p><\/div>\n<p><span style=\"font-weight: 400;\">Resource Guru shows you who\u2019s available for what. You can quickly <\/span><a href=\"https:\/\/resourceguruapp.com\/features\/resource-scheduling\"><span style=\"font-weight: 400;\">book team members<\/span><\/a><span style=\"font-weight: 400;\">, drag and drop those commitments, and make changes. If there\u2019s a conflict or a booking conflict, you can add something to the waiting list to prevent overbooking. <\/span><a href=\"https:\/\/resourceguruapp.com\/features\/project-forecasting-reports\"><span style=\"font-weight: 400;\">Reports<\/span><\/a><span style=\"font-weight: 400;\"> will also show you your team\u2019s productivity and utilization rates, so you can help the agency boost billable time and revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short, with Resource Guru, your agency\u2019s schedules can be streamlined, rather than a tangled mess.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Smoother-work-and-a-more-successful-agency\"><\/span><span style=\"font-weight: 400;\">Smoother work and a more successful agency\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">For any agency, getting work done on time is crucial. Delays and missed deadlines (particularly if they\u2019re a common occurrence) can cause internal chaos, erode client trust, damage the agency\u2019s reputation, and negatively impact your bottom line.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why the role of the agency traffic manager is so crucial.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThe traffic manager is the backbone of the agency,\u201d Tara summarizes. \u201cIn my opinion, they make all the difference between a well-run agency and one that is not. They\u2019re the unsung heroes of the agency who solve problems, put out fires, and ensure projects are completed and delivered to clients on time.\u201d\u00a0<\/span><\/p>\n<p><b>Traffic management can be tough, but Resource Guru makes it easier. <\/b><a href=\"https:\/\/app.resourceguruapp.com\/signup\"><b>Start your free trial today<\/b><\/a><b>. <\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hear the words \u201ctraffic manager\u201d and you might think of someone standing on a freeway, wearing headphones and an orange vest, while using wands to direct people and keep them moving. When it comes to an&hellip;<\/p>\n","protected":false},"author":30,"featured_media":5375,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[55],"tags":[],"class_list":["post-5370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Agency traffic managers: What they do and why they (really) matter<\/title>\n<meta name=\"description\" content=\"What is an agency traffic manager? What are their responsibilities? Why are they important? 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