Marketing Project Management 101

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Katrina Hall
9 years ago
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2 Hala Saleh Founder, 27Sprints, Heather Hurst Director of Corporate Marketing,

3 What we re going to discuss today!!!! How to manage marketing projects at each stage of the lifecycle How to manage the common problems of marketing organizations Easy tips to manage projects, starting today

4 Audience Poll

5 What marketers are asked to do!

6 The reality of marketing project management Spec brief via PM adds new project to task list Assign team members to new project Deliverables in special folder for finished work Resource Manager tracks team skills Negotiate via & finalize SOW in a doc Production Manager tracks all requests Worker finally gets to work Internal review of creative content Customer Feedback loop Final version sent to customer Deliverable deployed or delivered

Negotiate via email & finalize SOW in a doc Production Manager tracks all requests Worker finally gets to work

7 Tackling the phases of project management Intake Plan Execute Fulfill Project Requests Request Forms Project Plan Schedule Review/Approval Scope Creep Finalize Distribute Publish

8 Intake The process of receiving a work request, along with its supporting documentation.

9 Spread the word!!! Educate your requestors on the process Hold firm Tell them again

10 Streamlining requests 1.! Create an address where all project requests are received (i.e.

11 Streamlining requests 1.! Create an address where all project requests are received (i.e. 2.! Use a shared folder where requests are submitted

project requests are received (i.e. requests@company.

12 Streamlining requests 1.! Create an address where all project requests are received (i.e. 2.! Use a shared folder where requests are submitted 3.! Leverage work/project management software

are received (i.e. requests@company.com) 2.

13 Streamlining requests 1.! Create an address where all project requests are received (i.e. 2.! Use a shared folder where requests are submitted 3.! Leverage work/project management software 4.! Shared Google Doc

14 Streamlining requests 1.! Create an address where all project requests are received (i.e. 2.! Use a shared folder where requests are submitted 3.! Leverage work/project management software 4.! Shared Google Doc 5.! Use a request form (more to come on this topic)

com) 2.! Use a shared folder where requests are submitted 3.

15 Now, onto request forms!

16 Problem: no official request form

18 #2 One form may not be enough Different deliverables may require different forms. Be realistic. 19

19 #3 Focus on the facts

20 #4 Make the form useful to you!! Give you the information you need to prioritize the request Provide an opportunity for your customer to define their request

21 Plan

23 Problem: over- or under-estimating your work

24 Solution: Break work into smaller tasks Big projects... And small(er) ones!

25 Key elements of survey report! Concept Brainstorm Outline Copy 2-3 rounds internal approval 3-4 rounds external approval Layout 6 revisions of text 4 rounds cover design Copy review in design External review Landing page Publish Copy Thumbnails Programming Upload to DAM announcing asset! Summary Workflow for state of work report

26 Optimize workflows for better planning 1.! Keep track of workflow as you re working on projects

27 Optimize workflows for better planning 1.! Keep track of workflow as you re working on projects 2.! Make improvements as you go

28 Optimize workflows for better planning 1.! Keep track of workflow as you re working on projects 2.! Make improvements as you go 3.! Document what works and what doesn t

29 Optimize workflows for better planning 1.! Keep track of workflow as you re working on projects 2.! Make improvements as you go 3.! Document what works and what doesn t 4.! Create repeatable templates

30 Creating a schedule

31 Problems with creating schedules!!! You overpromise and under deliver You don t really know how long things take Everything is due yesterday

32 Understand your queue!! How long do your typical tasks take? What has your team already committed to completing?

33 Communicate frequently Estimate what you can get done in a period of time Keep stakeholders in the loop as you go through the process

34 Execute Review / approvals Managing scope creep

36 #2016PLAN

37 Making reviews / approvals less painful 1.! Set expectations with stakeholders at the beginning of projects

38 Making reviews / approvals less painful 1.! Set expectations with stakeholders at the beginning of projects 2.! Minimize approvers

39 Making reviews / approvals less painful 1.! Set expectations with stakeholders at the beginning of projects 2.! Minimize approvers 3.! Establish an approval SLA

40 Making reviews / approvals less painful 1.! Set expectations with stakeholders at the beginning of projects 2.! Minimize approvers 3.! Establish an approval SLA 4.! Standardize a workflow / communication process

41 Execute Manage scope creep

44 Communication is key

45 Consider the tradeoffs

46 Fulfill Finalize, distribute, publish

47 Now what?

48 Pay attention to details!!! Publication checklist This is often where people get lax!don t do that Align to your strategy

49 Intake Plan Execute Fulfill Project Requests Request Forms Project Plan Schedule Review/Approval Scope Creep Finalize Distribute Publish

51 Hala Saleh Founder, 27Sprints, Heather Hurst Director of Corporate Marketing,

52 Q&A!!! Visit workfront.com/demo to learn more about Workfront for marketing teams. Get the complete guide to Marketing Work Management at bit.ly/ MWMGuide. Questions?

The Fast Track Project Glossary is organized into four sections for ease of use:

The Fast Track Project Glossary is organized into four sections for ease of use: The Fast Track Management Glossary provides a handy reference guide to the fast track management model, encompassing the concepts, steps and strategies used to manage successful projects even in the face