The role of Project Management in Marketing

Good work can be methodically completed only if there’s proper planning, management and resources regardless of how small or big the job to be done is. Each and every task has its own strain and struggle. Likewise, when it comes to marketing your product or service, project management plays an inevitable role in creating a real, measurable and impactful marketing project plan. Project management is a technique or method to successfully achieve the goals of a company within the given constraints. At certain points, project management can fix the mistakes you’re making with the marketing campaigns that you might not know about. Before we check out more about what good project management for a firm looks like, let’s understand what happens when you don’t have solid project management.

The typical problems fall into 3 categories and they are :

  1. Resource issues

This issue occurs when you don’t have a proper process. i.e. when you don’t have enough people on the project and when you have people with lesser free time to work on the project, it could be really bad for the success of your campaign. As we say, haste makes waste, rushing into a project assuming that you’ll be able to finish it in a certain amount of time is another improper process which gives a bad outcome. Resourcing is one of the main issues because if you improperly resource your project, your outcome could be very shot or too big and it just gets way out of scope which then leads to the issue of scope.

2. Scope Issues

Over-commitment and under commitment are the main problems when it comes to the scope. Promising the world and achieving as much as possible or not creating a plan or campaign at all is not supposed to be encouraged. If you have no sense of where you are or where you reached on a project timeline, things just keep going and will never end. This is one of the typical problems companies usually face.

3. Attribution issues

Vague goals, performance tracking and actionable learning are the main attribution issues in managing a project. If the goals are too broad to be achievable and not tracking the right KPI’s for each campaign produced would eventually result in a poorly executed marketing campaign. There are things that motivate marketers in order to get a considerable amount of leads. Win those sales and write down what works and what doesn’t. If you’re touching the right targets, that’s where you start winning.

In project management, it is strategically important to focus on one objective and focusing resources and actions on that objective. And, it’s ultimately up to the project manager of a marketing campaign to coordinate the right people, right priorities and right processes to ship more marketing campaigns and generate more leads. Tailoring what you offer and the content that you’re creating for your customers to achieve a specific goal is an important factor in operationalizing a campaign or project.

What does it mean to coordinate people?

A project management method is usually accompanied by different sets of frameworks. One of them is the DACI Framework.

D — Driver

A — Approver

C — Contributor

I — Informed

A Driver in this framework gets stake-holder buy-in collateral information and keeps the project moving whereas the Approver here makes the ultimate decision and is responsible for a project’s success. The stakeholders with relevant expertise and experience are referred to as contributors and Informed are those who are kept in the loop on decisions made along the way.

How to make calculated campaign steps?

Here, there are 4 steps to follow to get the calculations right and they are Lookback, Deep dive, OKRs and Date map.

Lookback is figuring what works and what doesn’t. When looking back at your campaign, there’s an opportunity to understand what can be improved or what can be added and removed to create a better project or campaign.

Deep Dive is the ultimate guiding principle It is an adaptation of the ICE (Impact, confidence and ease of implementation) framework which is one of the ways of scoring how you set your priorities.

OKRs is an objective that specifically measures and tracks the achievement of a goal. The goal here is to define how to achieve objectives through concrete, specific and measurable action.

Date Map is a way of figuring out how you’re going to slot a project and how your team can provide and dedicate time in achieving goals.

One of the other things that are supposed to be relevant when you pick a framework is when you actually want to do the things you set out to achieve on your marketing team, it should be done in a way that eliminates as many assumptions as possible because most of the time, assumptions create friction, problems and issues with attribution, resources and scope in the end. A framework that helps to avoid assumptions can be something like this,

Map -> Sketch →Decide → Prototype → Test

The MAP phase is dedicated to using research in order to set measurable, achievable targets that hit your goal. Research is the key to eliminating assumptions from your campaign creation.

The Sketch phase seems to be the most creative phase where it’s dedicated to using phase 1 research and targets to come up with creative ways to solve problems and hot your goal.

The Decide phase is all about awareness and adoption. It’s a phase that is usually quite fast and is oriented around ensuring nothing gets forgotten. It’s a critical phase that makes sure that all the initiatives you set out are accomplished.

Prototype phase is one of the final phases. It’s where you make sure that what you’ve built is workable. It does not necessarily have to be pretty and exciting but ready to be tested in the next phase. The whole point of prototyping is to make sure that you’ve built enough.

The testing phase is the ultimate phase to understand whether people are interacting, understanding and interpreting your message and get to know what their reaction is. This phase brings the research back to ensure that you’re making no assumptions about how your message is interpreted.

This is just an outline of established processes using frameworks in launching your campaigns. Once you understand the importance of project management in marketing and how it helps a team to hit their goals by removing assumptions as much as possible, you are really ready to go and build your thing. In the end, what matters is success and revenue.

Thank you for reading!

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