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

 To effectively manage a client account:

Operational
Business
Knowledge
Knowledge

Monday, October 8, 2012

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
 same person?

same person?

sometimes, yes!
4

Monday, October 8, 2012

 sometimes, yes...

Monday, October 8, 2012

 same person? ...sometimes no

sometimes, yes!
6

Monday, October 8, 2012

 same person?

what makes sense for your needs?

sometimes, yes!
7

Monday, October 8, 2012

 traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

Monday, October 8, 2012

 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

 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

 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

 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

 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

 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

 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

 varying skill sets?

Monday, October 8, 2012

 Marketing/Business Project/Operations
Sr. Resources

Jr. Resources

10

Monday, October 8, 2012

 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

 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

 what model is right for your organization?

11

Monday, October 8, 2012

 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

 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

 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

 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

 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

 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

 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

 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

 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

 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

 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

 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

 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

 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

 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

 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

 hybrid formula

16

Monday, October 8, 2012

 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

 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

 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

 Marketing/Business Lead Project/Operations Lead

Account Project
Mgmt Mgmt
Career Path Career Path

Hybrid Team 20

Monday, October 8, 2012

 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

 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

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

Monday, October 8, 2012