Account Management Project Management

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:
Business
Knowledge
Operational
Knowledge
responsibilities within marketing organization
3
C
l
i
e
n
t

C
o
n
t
a
c
t

R
e
p
o
r
t
s
Project/Operations Focus Marketing/Business Focus
P
r
o
j
e
c
t

S
t
a
t
u
s

R
e
p
o
r
t
s
C
o
m
p
e
t
i
t
i
v
e

T
r
a
c
k
i
n
g
B
r
a
n
d

S
t
e
w
a
r
d
s
h
i
p
M
a
r
k
e
t
i
n
g

S
t
r
a
t
e
g
y
S
c
h
e
d
u
l
e

D
e
v
e
l
o
p
m
e
n
t
S
c
o
p
e

o
f

W
o
r
k
S
t
a
f
f
i
n
g

P
l
a
n
s
S
c
h
e
d
u
l
i
n
g

I
n
t
e
r
n
a
l

M
e
e
t
i
n
g
s
L
i
a
i
s
e

P
r
o
c
u
r
e
m
e
n
t
P
r
o
j
e
c
t

P
l
a
n
n
i
n
g
M
a
n
a
g
e

A
g
e
n
c
y

P
a
r
t
n
e
r
s
I
d
e
n
t
i
f
y

M
a
r
c
o
m

O
p
p
s
M
a
n
a
g
e

C
l
i
e
n
t

L
e
v
e
l

P
&
L
O
O
P

E
s
t
i
m
a
t
e
s
T
r
a
c
k

P
r
o
j
e
c
t

A
c
t
u
a
l
s
D
e
v
e
l
o
p

N
e
w

P
r
o
c
e
s
s
e
s
P
r
o
j
e
c
t
i
n
g

S
p
e
n
d
P
r
o
j
e
c
t

R
e
v
e
n
u
e
R
i
s
k

A
n
a
l
y
s
i
s
M
a
r
c
o
m

I
n
d
u
s
t
r
y

T
h
o
u
g
h
t

L
e
a
d
e
r
O
p
s

I
n
d
u
s
t
r
y

T
h
o
u
g
h
t

L
e
a
d
e
r
U
n
d
e
r
s
t
a
n
d

M
a
r
k
e
t
i
n
g

T
r
e
n
d
s
S
t
a
y

o
n

T
o
p

o
f

l
a
t
e
s
t

t
e
c
h
n
o
l
o
g
i
e
s
R
e
q
u
i
r
e
m
e
n
t
s

G
a
t
h
e
r
i
n
g
illustrative
same person?
4
sometimes, yes!
same person?
5
sometimes, yes...
same person?
6
sometimes, yes!
...sometimes no
same person?
7
sometimes, yes!
what makes sense for your needs?
traditionally... all tasks were handled by one group
8
Sr. Resources
Jr. Resources
8
Marketing Industry Thought Leader
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
Project Status Reports
Client Contact Reports
Sr. Resources
Jr. Resources
8
Procurement Liaise
Risk Analysis
Projected Spend
Staffing Plans
Project Planning
Brand Stewardship
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
8
Procurement Liaise
Risk Analysis
Projected Spend
Staffing Plans
Project Planning
Brand Stewardship
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
Account Director
8
Procurement Liaise
Risk Analysis
Projected Spend
Staffing Plans
Project Planning
Brand Stewardship
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
Account Director
8
Procurement Liaise
Risk Analysis
Projected Spend
Staffing Plans
Project Planning
Brand Stewardship
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
Account Director
Mgmt Supervisor
8
Procurement Liaise
Risk Analysis
Projected Spend
Staffing Plans
Project Planning
Brand Stewardship
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
Account Director
Mgmt Supervisor
8
Procurement Liaise
Risk Analysis
Projected Spend
Staffing Plans
Project Planning
Brand Stewardship
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
Account Director
Mgmt Supervisor
Account Exec
varying skill sets?
9
10
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
10
Brand Stewardship

Sr. Resources
Jr. Resources
10
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
what model is right for your organization?
11
12
Identify Marcom Ops
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
single discipline view
12
Identify Marcom Ops
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
12
Identify Marcom Ops
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
12
Identify Marcom Ops
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
13
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
dual roles view
13
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
dual roles view
13
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
dual roles view
14
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
multiple discipline view
14
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
14
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
14
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
14
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
15
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
hybrid model
15
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
hybrid model
15
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
hybrid model
15
Brand Stewardship

Procurement Liaise
Risk Analysis
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Meetings
Sr. Resources
Jr. Resources
hybrid model
hybrid formula
16
17
Deliver the Project
Internal Team Resources
Project Profitability
Project Objectives
Scope Management
Project Management
Project Communications
Sell the Project
Client Relationship
Account Profitability
Business Objectives
Scope Definition
Brand Management
Strategic Communications
Marketing/Business Lead Project/Operations Lead
a business lead AND an operations lead for each account
18
Deliver the Project
Project Objectives
Scope Management
Project Management
Sell the Project
Client Relationship
Business Objectives
Scope Definition
Brand Management
a hybrid team customized based on the needs of the account
19
Deliver the Project
Project Objectives
Scope Management
Project Management
Sell the Project
Client Relationship
Business Objectives
Scope Definition
Brand Management
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
20
Account
Mgmt
Career Path
Hybrid Team
Project
Mgmt
Career Path
21
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
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.
pm happens
23
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
typical business vs project model
24
Business Lead
Sell the Project
Client Relationship
Business Objectives
Scope Definition
Brand Management
Project Lead
Deliver the Project
Project Objectives
Scope Management
Project Management
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 its own and the Team can be
proud of.

Account Management Project Management

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Account Management Project Management

Uploaded by

Copyright:

Available Formats

Account Management

You might also like