Feeling Anxious? You’re Not Alone: The Fourth Quarter Anxiety Curve

As we approach the final stretch of the year, we are moving into what I call “peak anxiety season.” After 30 years of running a marketing and PR agency for B2B technology companies, I’ve seen the same pattern repeat itself, year after year. This anxiety curve impacts everyone—clients, account managers, and business development teams alike.

Clients: The Numbers Game At this point in the year, clients are scrambling to meet their annual targets. The pressure to close deals before the year’s end weighs heavily on them, and as a result, they become increasingly anxious. Missing the mark could mean not only disappointing their stakeholders but also risking their job security. This pressure often trickles down to account managers, who become the target of their clients’ unease.
Suggestion for Clients: Instead of focusing solely on the stress of hitting year-end numbers, shift focus to your customers. Build out the successes you’ve already had this year, and make sure you’re highlighting wins with key clients. Double down on retaining and strengthening these relationships—it’s easier to grow existing success than to chase new opportunities under pressure.

Account Managers: Under Fire Account managers, already juggling client demands, now bear the brunt of their clients’ anxiety. The demands for increased visibility, improved results, and creative solutions become more intense. Clients turn to their account managers for a “Hail Mary” strategy, hoping to squeeze in last-minute deals or find new opportunities. This often results in added pressure for account managers to perform miracles in a short period.
Suggestion for Account Managers: Now is the time to craft the best stories for your clients. What wins can be packaged into compelling narratives for year-end wrap-ups or final investment rounds? Consider creating presentation slides or reports that clients can easily share, reinforcing the value your team has brought throughout the year. This provides both tangible support and a morale boost.

Business Development/Sales: A Rollercoaster of Uncertainty For the business development (biz dev) teams, this period is all about making last-minute pushes to close deals. However, the uncertainty of budget allocations, decision-making delays, and the end-of-year rush make it a challenging time. Things usually don’t start to improve until after Thanksgiving when everyone knows whether they will be keeping their job or looking for a new one.
In biz dev, the first two weeks of November are critical. By then, you’ll start hearing from prospects, getting hints on whether they’re planning to renew contracts, approve budgets, or move forward with alternative solutions. After Thanksgiving, the tension eases, and decisions become clearer, companies know if they’ve hit their targets, and employees know if they’re safe for another year.
Suggestion for Biz Dev Teams: Use this time to listen closely to what your prospects are saying. What are their needs going into the next year? How can you help develop realistic, actionable plans that the account teams can take forward? It’s not just about closing deals—it’s about setting up long-term success by clearly understanding and addressing client concerns now.

The Bigger Picture This anxiety curve is not just a gut feeling. It’s rooted in decades of experience managing PR and marketing campaigns for B2B tech companies. Year after year, the same patterns emerge: clients distressed about their numbers, account managers get caught in the middle, and biz dev/sales teams are left in a frenzy to close whatever deals they can before the holidays.

As we head into this period, recognizing the shared anxiety across teams and industries will help you navigate these turbulent times. Understanding the curve assists us all in moving forward with a bit more clarity, patience, and perspective. (made all the more difficult with in an election year) with a Each team has a role to play, and by focusing on what’s within their control, they can help ease the pressure and lay the groundwork for a strong start to the new year.