Marketing Project Management 101 How marketing teams can tame project chaos 2016 Workfront. All rights reserved.
Hala Saleh Founder, 27Sprints, LLC @halasaleh1 Heather Hurst Director of Corporate Marketing, Workfront @hehurst
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
Audience Poll
What marketers are asked to do!
The reality of marketing project management Spec brief via email 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 email & 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
Tackling the phases of project management Intake Plan Execute Fulfill Project Requests Request Forms Project Plan Schedule Review/Approval Scope Creep Finalize Distribute Publish
Intake The process of receiving a work request, along with its supporting documentation.
Spread the word!!! Educate your requestors on the process Hold firm Tell them again
Streamlining requests 1.! Create an email address where all project requests are received (i.e. requests@company.com)
Streamlining requests 1.! Create an email address where all project requests are received (i.e. requests@company.com) 2.! Use a shared folder where requests are submitted
Streamlining requests 1.! Create an email address where all project requests are received (i.e. requests@company.com) 2.! Use a shared folder where requests are submitted 3.! Leverage work/project management software
Streamlining requests 1.! Create an email address where all project requests are received (i.e. requests@company.com) 2.! Use a shared folder where requests are submitted 3.! Leverage work/project management software 4.! Shared Google Doc
Streamlining requests 1.! Create an email address where all project requests are received (i.e. requests@company.com) 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)
Now, onto request forms!
Problem: no official request form
#1 Apply the Goldilocks Principle Not too long, not too short!just the necessary information. 18 2015 Workfront. All rights reserved.
#2 One form may not be enough Different deliverables may require different forms. Be realistic. 19
#3 Focus on the facts
#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
Plan
Problem: over- or under-estimating your work
Solution: Break work into smaller tasks Big projects... And small(er) ones!
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 Email announcing asset! Summary Workflow for state of work report
Optimize workflows for better planning 1.! Keep track of workflow as you re working on projects
Optimize workflows for better planning 1.! Keep track of workflow as you re working on projects 2.! Make improvements as you go
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
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
Creating a schedule
Problems with creating schedules!!! You overpromise and under deliver You don t really know how long things take Everything is due yesterday
Understand your queue!! How long do your typical tasks take? What has your team already committed to completing?
Communicate frequently Estimate what you can get done in a period of time Keep stakeholders in the loop as you go through the process
Execute Review / approvals Managing scope creep
#2016PLAN
Making reviews / approvals less painful 1.! Set expectations with stakeholders at the beginning of projects
Making reviews / approvals less painful 1.! Set expectations with stakeholders at the beginning of projects 2.! Minimize approvers
Making reviews / approvals less painful 1.! Set expectations with stakeholders at the beginning of projects 2.! Minimize approvers 3.! Establish an approval SLA
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
Execute Manage scope creep
Communication is key
Consider the tradeoffs
Fulfill Finalize, distribute, publish
Now what?
Pay attention to details!!! Publication checklist This is often where people get lax!don t do that Align to your strategy
Intake Plan Execute Fulfill Project Requests Request Forms Project Plan Schedule Review/Approval Scope Creep Finalize Distribute Publish
Hala Saleh Founder, 27Sprints, LLC @halasaleh1 hala@27sprints.com Heather Hurst Director of Corporate Marketing, Workfront @hehurst heatherhurst@workfront.com
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? Email info@workfront.com.