The Bridge Between Technology and Real Outcomes: Celebrating Liaison's Account Management Teams

Technology alone can’t transform an institution. Even the most powerful enrollment systems and marketing tools only create impact when they’re adopted, supported, and aligned with real institutional goals. That is where Liaison’s Account Management teams shine. For 35 years, these relationship builders have ensured that our partners at higher education institutions don’t just use Liaison, they succeed with it.

Across campuses nationwide, our account managers stand beside enrollment leaders navigating unprecedented complexity. They are strategists, translators, advocates, and most importantly, trusted partners. Their work is often quiet, steady, and unseen, but its impact is unmistakable: stronger recruitment outcomes, more confident teams, and institutions that feel supported every step of the way.

This post celebrates the people who show up every day to make that possible.

Every institution’s goals, challenges, and culture are different. Yet across all partner relationships, Liaison’s Account Management teams focus on the powerful combination of clarity, confidence, and momentum. Their work helps institutions:

• Navigate complexity | Higher education is facing more disruption than ever. Yet as Brittney Jackson, Senior Director for Client Success, pointed out, Liaison’s account managers help achieve measurable results to support stronger recruitment and streamlined operations in an incredibly complex and competitive landscape. She added, “To feel like we can be a source of calm and support in the face of the storm and play a small part to make things a little bit easier for our clients is something I take a lot of pride in.”
  
  That type of success involves understanding systems, workflows, and the human challenges: capacity constraints, shifting demands, and leadership priorities, that shape every decision.
  
  
• Build trust and continuity | Great partnerships grow from understanding, not transactions. Jackson describes the most rewarding moment in her work as when partners realize “we are more than just a vendor and that they are not alone in the work.”  Mollie Ballaro, Associate Vice President of Enrollment Marketing Account Management, recalled a partner introducing her as “an extension of her staff,” a testament to the deep trust and continuity these relationships make possible.
  
  
• Translate feedback into action | Account managers serve as both interpreters and advocates, helping ensure that what institutions experience on the ground shapes the evolution of our solutions. Their commitment to shared ownership of outcomes and the ability to support authentic, honest conversations means real needs, big and small, are identified and addressed.
  
  
• Support change management | Campus teams today balance simultaneous priorities: implementing new tools, streamlining processes, onboarding new staff, and meeting enrollment goals with fewer resources. Account managers bring calm, structure, and clarity to these transitions. As Jackson said, she takes pride in the small wins—the first new lead, the first sign a system is making a client’s life easier, the moment a partner says, “I don’t know where we would be without you.” 
  
  Those moments are the product of guided change management done with empathy and expertise.

While account managers are often the friendly face in a team call or the strategic voice in a monthly meeting, much of their work happens behind the scenes. These quieter efforts safeguard partner success in ways that aren’t always visible, but are always valuable.

• Renewal planning | Long before renewal conversations occur, account managers are mapping goals, identifying opportunities, and working with internal teams to anticipate needs. This ensures each partner’s plan reflects their evolving strategy, not just last year’s template.
  
• Proactive data review Account managers don’t wait for a partner to ask, “How are things trending?” They actively monitor data, campaign performance, application patterns, and engagement signals. This lets them surface insights early, celebrate progress, or adjust tactics before issues arise.
  
• Stakeholder alignment | Institutions are ecosystems: admissions, marketing, IT, institutional research, and leadership all influence enrollment strategy. Account managers ensure these voices stay aligned, working to keep goals, expectations, and timelines consistent across complex teams.
  
• Internal advocacy for the customer | Behind every feature request, enhancement, or technical adjustment is an account manager championing what a partner needs. Their ability to bridge the daily realities of campus teams with the work of Liaison’s product, engineering, and support groups is one of the strongest drivers of our continuous improvement.

What makes Liaison’s approach truly distinctive is what our account managers do and how they do it.

Across their stories, a consistent theme emerges: empathy grounded in firsthand higher education experience. Many have sat in the same seats as their partners, managing admissions cycles, implementing new systems, guiding teams through change. As Jackson explained, Liaison’s strength lies in people who combine “higher education experience, empathy, and deep knowledge of our systems and technology,” meeting partners where they are and helping them move forward with confidence.

“We work at your pace to make sure you are successful,” said Director of Program Management Cindy Hoyle. “We take your goals and priorities and make it work.”

This human-centered approach fuels bonds that transcend transactions. Partners feel seen, understood, and genuinely supported, because we make sure they are.

Account management is often described as the “bridge” between product and customer outcomes, but for our teams, it’s more than a bridge. It’s an ongoing partnership built on trust, respect, and shared ownership of success.

Higher education institutions today face more complexity, competition, and uncertainty than ever before. That’s why having a dedicated partner who listens, adapts, strategizes, and advocates is essential.

And that’s exactly what Liaison’s Account Management teams deliver, day after day, year after year.