Project Management vs Account Management

1. Account Management vs. Project Management ( The difference in roles and when it is necessary to separate discipline in marketing organization ) by Rich Whalen richwhalen@gmail.com Monday, October 8, 2012

2. To effectively manage a client account: Operational Business Knowledge Knowledge 2 Monday, October 8, 2012

3. Monday, October 8, 2012 Marcom Industry Thought Leader Identify Marcom Opps Marketing Strategy Manage Agency Partners Understand Marketing Trends Brand Stewardship Marketing/Business Focus Project Revenue Manage Client Level P&L Competitive Tracking Client Contact Reports Project Status Reports Scheduling Internal Meetings illustrative Track Project Actuals Schedule Development OOP Estimates Staffing Plans Project Planning Scope of Work Stay on Top of latest technologies Projecting Spend Requirements Gathering Develop New Processes Risk Analysis Liaise Procurement Ops Industry Thought Leader responsibilities within marketing organization Project/Operations Focus 3

4. same person? same person? sometimes, yes! 4 Monday, October 8, 2012

5. sometimes, yes... 5 Monday, October 8, 2012

6. same person? ...sometimes no sometimes, yes! 6 Monday, October 8, 2012

7. same person? what makes sense for your needs? sometimes, yes! 7 Monday, October 8, 2012

8. traditionally... all tasks were handled by one group Sr. Resources Jr. Resources 8 Monday, October 8, 2012

9. traditionally... all tasks were handled by one group Marketing Industry Thought Leader Sr. Resources Procurement Liaise Identify Marcom Opps Risk Analysis Develop New Processes Manage Client Level P&L Scope of Work Development Manage Agency Partners Develop Marketing Plans Requirements Gathering Projected Spend Staffing Plans Project Planning Understand Marketing Trends Brand Stewardship OOP Estimates Schedule Development Track Project Actuals Competitive Tracking Schedule Meetings Jr. Resources Project Status Reports Client Contact Reports 8 Monday, October 8, 2012

10. traditionally... all tasks were handled by one group Marketing Industry Thought Leader Sr. Resources Procurement Liaise Identify Marcom Opps Risk Analysis Develop New Processes Manage Client Level P&L Scope of Work Development Manage Agency Partners Develop Marketing Plans Requirements Gathering Projected Spend Staffing Plans Project Planning Understand Marketing Trends Brand Stewardship OOP Estimates Schedule Development Track Project Actuals Competitive Tracking Schedule Meetings Jr. Resources Project Status Reports Client Contact Reports 8 Monday, October 8, 2012

11. traditionally... all tasks were handled by one group Marketing Industry Thought Leader Sr. Resources Procurement Liaise Identify Marcom Opps Risk Analysis Account Director Develop New Processes Manage Client Level P&L Scope of Work Development Manage Agency Partners Develop Marketing Plans Requirements Gathering Projected Spend Staffing Plans Project Planning Understand Marketing Trends Brand Stewardship OOP Estimates Schedule Development Track Project Actuals Competitive Tracking Schedule Meetings Jr. Resources Project Status Reports Client Contact Reports 8 Monday, October 8, 2012

12. traditionally... all tasks were handled by one group Marketing Industry Thought Leader Sr. Resources Procurement Liaise Identify Marcom Opps Risk Analysis Account Director Develop New Processes Manage Client Level P&L Scope of Work Development Manage Agency Partners Develop Marketing Plans Requirements Gathering Projected Spend Staffing Plans Project Planning Understand Marketing Trends Brand Stewardship OOP Estimates Schedule Development Track Project Actuals Competitive Tracking Schedule Meetings Jr. Resources Project Status Reports Client Contact Reports 8 Monday, October 8, 2012

13. traditionally... all tasks were handled by one group Marketing Industry Thought Leader Sr. Resources Procurement Liaise Identify Marcom Opps Risk Analysis Account Director Develop New Processes Manage Client Level P&L Scope of Work Development Manage Agency Partners Develop Marketing Plans Requirements Gathering Projected Spend Mgmt Supervisor Staffing Plans Project Planning Understand Marketing Trends Brand Stewardship OOP Estimates Schedule Development Track Project Actuals Competitive Tracking Schedule Meetings Jr. Resources Project Status Reports Client Contact Reports 8 Monday, October 8, 2012

14. traditionally... all tasks were handled by one group Marketing Industry Thought Leader Sr. Resources Procurement Liaise Identify Marcom Opps Risk Analysis Account Director Develop New Processes Manage Client Level P&L Scope of Work Development Manage Agency Partners Develop Marketing Plans Requirements Gathering Projected Spend Mgmt Supervisor Staffing Plans Project Planning Understand Marketing Trends Brand Stewardship OOP Estimates Schedule Development Track Project Actuals Competitive Tracking Schedule Meetings Jr. Resources Project Status Reports Client Contact Reports 8 Monday, October 8, 2012

15. traditionally... all tasks were handled by one group Marketing Industry Thought Leader Sr. Resources Procurement Liaise Identify Marcom Opps Risk Analysis Account Director Develop New Processes Manage Client Level P&L Scope of Work Development Manage Agency Partners Develop Marketing Plans Requirements Gathering Projected Spend Mgmt Supervisor Staffing Plans Project Planning Understand Marketing Trends Brand Stewardship OOP Estimates Schedule Development Track Project Actuals Competitive Tracking Account Exec Schedule Meetings Jr. Resources Project Status Reports Client Contact Reports 8 Monday, October 8, 2012

16. varying skill sets? 9 Monday, October 8, 2012

17. Marketing/Business Project/Operations Sr. Resources Jr. Resources 10 Monday, October 8, 2012

18. Marketing/Business Project/Operations Sr. Resources Marketing Industry Thought Leader Identify Marcom Opps Manage Client Level P&L Manage Agency Partners Develop Marketing Plans Understand Marketing Trends Brand Stewardship Competitive Tracking Client Contact Reports Jr. Resources 10 Monday, October 8, 2012

19. Marketing/Business Project/Operations Sr. Resources Marketing Industry Thought Leader Procurement Liaise Identify Marcom Opps Risk Analysis Manage Client Level P&L Develop New Processes Manage Agency Partners Develop Marketing Plans Scope of Work Development Requirements Gathering Understand Marketing Trends Projected Spend Brand Stewardship Latest Technologies Project Planning Competitive Tracking Staffing Plans OOP Estimates Schedule Development Client Contact Reports Track Project Actuals Schedule Meetings Project Status Reports Jr. Resources 10 Monday, October 8, 2012

20. what model is right for your organization? 11 Monday, October 8, 2012

21. Marketing/Business Project/Operations Sr. Resources Marketing Industry Thought Leader Procurement Liaise Identify Marcom Ops Risk Analysis Manage Client Level P&L Develop New Processes Manage Agency Partners Develop Marketing Plans Scope of Work Development Projected Spend Understand Marketing Trends Latest Technologies Brand Stewardship Project Planning Staffing Plans Competitive Tracking OOP Estimates Schedule Development Client Contact Reports Track Project Actuals Schedule Meetings Project Status Reports Jr. Resources single discipline view 12 Monday, October 8, 2012

25. Marketing/Business Project/Operations Sr. Resources Marketing Industry Thought Leader Procurement Liaise Identify Marcom Opps Risk Analysis Manage Client Level P&L Develop New Processes Manage Agency Partners Develop Marketing Plans Scope of Work Development Projected Spend Understand Marketing Trends Latest Technologies Brand Stewardship Project Planning Staffing Plans Competitive Tracking OOP Estimates Schedule Development Client Contact Reports Track Project Actuals Schedule Meetings Project Status Reports Jr. Resources dual roles view 13 Monday, October 8, 2012

28. Marketing/Business Project/Operations Sr. Resources Marketing Industry Thought Leader Procurement Liaise Identify Marcom Opps Risk Analysis Manage Client Level P&L Develop New Processes Manage Agency Partners Develop Marketing Plans Scope of Work Development Projected Spend Understand Marketing Trends Latest Technologies Brand Stewardship Project Planning Staffing Plans Competitive Tracking OOP Estimates Schedule Development Client Contact Reports Track Project Actuals Schedule Meetings Project Status Reports Jr. Resources multiple discipline view 14 Monday, October 8, 2012

33. Marketing/Business Project/Operations Sr. Resources Marketing Industry Thought Leader Procurement Liaise Identify Marcom Opps Risk Analysis Manage Client Level P&L Develop New Processes Manage Agency Partners Develop Marketing Plans Scope of Work Development Projected Spend Understand Marketing Trends Latest Technologies Brand Stewardship Project Planning Staffing Plans Competitive Tracking OOP Estimates Schedule Development Client Contact Reports Track Project Actuals Schedule Meetings Project Status Reports Jr. Resources hybrid model 15 Monday, October 8, 2012

37. hybrid formula 16 Monday, October 8, 2012

38. Marketing/Business Lead Project/Operations Lead Sell the Project Deliver the Project Client Relationship Internal Team Resources Account Profitability Project Profitability Business Objectives Project Objectives Scope Definition Scope Management Brand Management Project Management Strategic Communications Project Communications a business lead AND an operations lead for each account 17 Monday, October 8, 2012

39. Marketing/Business Lead Project/Operations Lead Sell the Project Deliver the Project Client Relationship Internal Team Resources Account Profitability Project Profitability Business Objectives Project Objectives Scope Definition Scope Management Brand Management Project Management Strategic Communications Project Communications a hybrid team customized based on the needs of the account 18 Monday, October 8, 2012

40. Marketing/Business Lead Project/Operations Lead Sell the Project Deliver the Project Client Relationship Internal Team Resources Account Profitability Project Profitability Business Objectives Project Objectives Scope Definition Scope Management Brand Management Project Management Strategic Communications Project Communications Lead is responsible for Lead is responsible for managing and training team managing and training team on marketing/business skills on project/operations skills Hybrid Team 19 Monday, October 8, 2012

41. Marketing/Business Lead Project/Operations Lead Account Project Mgmt Mgmt Career Path Career Path Hybrid Team 20 Monday, October 8, 2012

42. Marketing/Business Lead Project/Operations Lead Account Project Mgmt Mgmt Career Path Career Path Shown interest in Shown interest in working marketing strategy, with an internal team, business development strong structural skills and establishing deep with desire to improve client relationships processes Hybrid Team 21 Monday, October 8, 2012

43. driving factors Marketing mix by Industry/Channel – An obvious lens to determine the proper management mix is the industry/channel tactics you are delivering for your client. Typically interactive will require more project management discipline than traditional. Strategic vs. Tactical – Depending on the agreed upon scope, the level of strategy vs. output will play a large role on the management team you select. Large volume accounts will require more process oriented management. Growth Opportunities – All client relationships need just that, relationships, in order to survive and grow. Relationships take time and the right resources that will cultivate those opportunities. The People – Most importantly, the key to successful engagements is the people. Sounds obvious, huh? A position that requires two people today, may only need one if you find the right person. 22 Monday, October 8, 2012

44. pm happens 23 Monday, October 8, 2012

45. pm happens Project Management is happening, regardless of titles, roles, clients. Who is responsible for this on your projects and how serious is your organization about delivery excellence? 23 Monday, October 8, 2012

46. typical business vs project model Business Lead Project Lead Sell the Project Deliver the Project Client Relationship Internal Team Resources Account Profitability Project Profitability Business Objectives Project Objectives Scope Definition Scope Management Brand Management Project Management Strategic Communications Project Communications 24 Monday, October 8, 2012

47. what is project management? A Project Manager brings a skilled Team together to create something new and different: ensuring successful delivery to market, within the agreed time and budget, while exceeding expectations. In doing so, inspiring the team to produce something the company can call it’s own and the Team can be proud of. Monday, October 8, 2012

Project Management vs Account Management

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