project management vs account management
DESCRIPTION
Difference between Project Management and Account Management in professional services organization. Geared more towards marketing and advertising, this model will show the differences in roles and when it makes sense to separate.TRANSCRIPT
Account Management vs.
Project Management
The difference in roles and when it is necessary to separate discipline in marketing organization
by Rich [email protected]
( )
Monday, October 8, 2012
2
To effectively manage a client account:
Business Knowledge
OperationalKnowledge
Monday, October 8, 2012
responsibilities within marketing organization
3
Clien
t Con
tact R
epor
ts
Project/Operations FocusMarketing/Business Focus
Proje
ct St
atus R
epor
ts
Comp
etitiv
e Tra
cking
Bran
d Stew
ards
hip
Marke
ting S
trateg
y
Sche
dule
Deve
lopme
nt
Scop
e of W
ork
Staff
ing P
lans
Sche
dulin
g Inte
rnal
Meeti
ngs
Liaise
Pro
cure
ment
Proje
ct Pl
annin
g
Mana
ge A
genc
y Par
tners
Identi
fy Ma
rcom
Opps
Mana
ge C
lient
Leve
l P&L
OOP
Estim
ates
Trac
k Pro
ject A
ctuals
Deve
lop N
ew P
roce
sses
Proje
cting
Spe
nd
Proje
ct Re
venu
e
Risk
Ana
lysis
Marco
m Ind
ustry
Tho
ught
Lead
er
Ops I
ndus
try T
houg
ht Le
ader
Unde
rstan
d Mar
ketin
g Tre
nds
Stay
on To
p of la
test te
chno
logies
Requ
ireme
nts G
ather
ing
illustrative
Monday, October 8, 2012
same person?
4sometimes, yes!
same person?
Monday, October 8, 2012
5
sometimes, yes...
Monday, October 8, 2012
same person?
6sometimes, yes!
...sometimes no
Monday, October 8, 2012
same person?
7sometimes, yes!
what makes sense for your needs?
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Sr. Resources
Jr. Resources
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Marketing Industry Thought LeaderProcurement Liaise
Identify Marcom OppsRisk Analysis
Develop New ProcessesManage Client Level P&L
Scope of Work DevelopmentManage Agency PartnersDevelop Marketing PlansRequirements Gathering
Projected Spend Staffing Plans
Project PlanningUnderstand Marketing Trends
Brand StewardshipOOP Estimates
Schedule DevelopmentTrack Project ActualsCompetitive TrackingSchedule Meetings
Project Status ReportsClient Contact Reports
Sr. Resources
Jr. Resources
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Marketing Industry Thought LeaderProcurement Liaise
Identify Marcom OppsRisk Analysis
Develop New ProcessesManage Client Level P&L
Scope of Work DevelopmentManage Agency PartnersDevelop Marketing PlansRequirements Gathering
Projected Spend Staffing Plans
Project PlanningUnderstand Marketing Trends
Brand StewardshipOOP Estimates
Schedule DevelopmentTrack Project ActualsCompetitive TrackingSchedule Meetings
Project Status ReportsClient Contact Reports
Sr. Resources
Jr. Resources
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Marketing Industry Thought LeaderProcurement Liaise
Identify Marcom OppsRisk Analysis
Develop New ProcessesManage Client Level P&L
Scope of Work DevelopmentManage Agency PartnersDevelop Marketing PlansRequirements Gathering
Projected Spend Staffing Plans
Project PlanningUnderstand Marketing Trends
Brand StewardshipOOP Estimates
Schedule DevelopmentTrack Project ActualsCompetitive TrackingSchedule Meetings
Project Status ReportsClient Contact Reports
Sr. Resources
Jr. Resources
Account Director
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Marketing Industry Thought LeaderProcurement Liaise
Identify Marcom OppsRisk Analysis
Develop New ProcessesManage Client Level P&L
Scope of Work DevelopmentManage Agency PartnersDevelop Marketing PlansRequirements Gathering
Projected Spend Staffing Plans
Project PlanningUnderstand Marketing Trends
Brand StewardshipOOP Estimates
Schedule DevelopmentTrack Project ActualsCompetitive TrackingSchedule Meetings
Project Status ReportsClient Contact Reports
Sr. Resources
Jr. Resources
Account Director
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Marketing Industry Thought LeaderProcurement Liaise
Identify Marcom OppsRisk Analysis
Develop New ProcessesManage Client Level P&L
Scope of Work DevelopmentManage Agency PartnersDevelop Marketing PlansRequirements Gathering
Projected Spend Staffing Plans
Project PlanningUnderstand Marketing Trends
Brand StewardshipOOP Estimates
Schedule DevelopmentTrack Project ActualsCompetitive TrackingSchedule Meetings
Project Status ReportsClient Contact Reports
Sr. Resources
Jr. Resources
Account Director
Mgmt Supervisor
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Marketing Industry Thought LeaderProcurement Liaise
Identify Marcom OppsRisk Analysis
Develop New ProcessesManage Client Level P&L
Scope of Work DevelopmentManage Agency PartnersDevelop Marketing PlansRequirements Gathering
Projected Spend Staffing Plans
Project PlanningUnderstand Marketing Trends
Brand StewardshipOOP Estimates
Schedule DevelopmentTrack Project ActualsCompetitive TrackingSchedule Meetings
Project Status ReportsClient Contact Reports
Sr. Resources
Jr. Resources
Account Director
Mgmt Supervisor
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Marketing Industry Thought LeaderProcurement Liaise
Identify Marcom OppsRisk Analysis
Develop New ProcessesManage Client Level P&L
Scope of Work DevelopmentManage Agency PartnersDevelop Marketing PlansRequirements Gathering
Projected Spend Staffing Plans
Project PlanningUnderstand Marketing Trends
Brand StewardshipOOP Estimates
Schedule DevelopmentTrack Project ActualsCompetitive TrackingSchedule Meetings
Project Status ReportsClient Contact Reports
Sr. Resources
Jr. Resources
Account Director
Mgmt Supervisor
Account Exec
Monday, October 8, 2012
varying skill sets?
9
Monday, October 8, 2012
10
Marketing/Business Project/OperationsSr. Resources
Jr. Resources
Monday, October 8, 2012
10
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Marketing/Business Project/OperationsSr. Resources
Jr. Resources
Monday, October 8, 2012
10
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentRequirements Gathering
Projected SpendLatest Technologies
Project Planning
Staffing PlansOOP Estimates
Schedule DevelopmentTrack Project Actuals
Schedule MeetingsProject Status Reports
Marketing/Business Project/OperationsSr. Resources
Jr. Resources
Monday, October 8, 2012
what model is right for your organization?
11
Monday, October 8, 2012
12
Marketing Industry Thought LeaderIdentify Marcom OpsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing Plans
OOP EstimatesSchedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Marketing/Business Project/OperationsSr. Resources
Jr. Resources
single discipline viewMonday, October 8, 2012
12
Marketing Industry Thought LeaderIdentify Marcom OpsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing Plans
OOP EstimatesSchedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Marketing/Business Project/OperationsSr. Resources
Jr. Resources
single discipline viewMonday, October 8, 2012
12
Marketing Industry Thought LeaderIdentify Marcom OpsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing Plans
OOP EstimatesSchedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Marketing/Business Project/OperationsSr. Resources
Jr. Resources
single discipline viewMonday, October 8, 2012
12
Marketing Industry Thought LeaderIdentify Marcom OpsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing Plans
OOP EstimatesSchedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Marketing/Business Project/OperationsSr. Resources
Jr. Resources
single discipline viewMonday, October 8, 2012
13
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
dual roles view
Marketing/Business Project/Operations
Monday, October 8, 2012
13
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
dual roles view
Marketing/Business Project/Operations
Monday, October 8, 2012
13
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
dual roles view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
15
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
15
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
15
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
15
Marketing Industry Thought LeaderIdentify Marcom OppsManage Client Level P&LManage Agency PartnersDevelop Marketing Plans
Understand Marketing TrendsBrand Stewardship
Competitive Tracking
Client Contact Reports
Procurement LiaiseRisk Analysis
Develop New Processes
Scope of Work DevelopmentProjected Spend
Latest TechnologiesProject Planning
Staffing PlansOOP Estimates
Schedule Development
Track Project ActualsSchedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
hybrid formula
16
Monday, October 8, 2012
17
Deliver the ProjectInternal Team Resources
Project ProfitabilityProject Objectives
Scope ManagementProject Management
Project Communications
Sell the ProjectClient RelationshipAccount ProfitabilityBusiness Objectives
Scope DefinitionBrand Management
Strategic Communications
Marketing/Business Lead Project/Operations Lead
a business lead AND an operations lead for each account
Monday, October 8, 2012
18
Deliver the ProjectInternal Team Resources
Project ProfitabilityProject Objectives
Scope ManagementProject Management
Project Communications
Sell the ProjectClient RelationshipAccount ProfitabilityBusiness Objectives
Scope DefinitionBrand Management
Strategic Communications
Marketing/Business Lead Project/Operations Lead
a hybrid team customized based on the needs of the accountMonday, October 8, 2012
19
Deliver the ProjectInternal Team Resources
Project ProfitabilityProject Objectives
Scope ManagementProject Management
Project Communications
Sell the ProjectClient RelationshipAccount ProfitabilityBusiness Objectives
Scope DefinitionBrand Management
Strategic Communications
Marketing/Business Lead Project/Operations Lead
Hybrid Team
Lead is responsible for managing and training team on marketing/business skills
Lead is responsible for managing and training team on project/operations skills
Monday, October 8, 2012
20
Account Mgmt
Career Path
Marketing/Business Lead Project/Operations Lead
Hybrid Team
Project Mgmt
Career Path
Monday, October 8, 2012
21
Marketing/Business Lead Project/Operations Lead
Hybrid Team
Shown interest in marketing strategy,
business development and establishing deep
client relationships
Shown interest in working with an internal team, strong structural skills with desire to improve
processes
Account Mgmt
Career Path
Project Mgmt
Career Path
Monday, October 8, 2012
driving factors
22
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.
Monday, October 8, 2012
pm happens
23
Monday, October 8, 2012
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
typical business vs project model
24
Business Lead
Sell the ProjectClient RelationshipAccount ProfitabilityBusiness Objectives
Scope DefinitionBrand Management
Strategic Communications
Project Lead
Deliver the ProjectInternal Team Resources
Project ProfitabilityProject Objectives
Scope ManagementProject Management
Project Communications
Monday, October 8, 2012
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