You are on page 1of 47

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
Monday, October 8, 2012
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
Monday, October 8, 2012
same person?
4
sometimes, yes!
same person?
Monday, October 8, 2012
5
sometimes, yes...
Monday, October 8, 2012
same person?
6
sometimes, yes!
...sometimes no
Monday, October 8, 2012
same person?
7
sometimes, yes!
what makes sense for your needs?
Monday, October 8, 2012
traditionally... all tasks were handled by one group
8
Sr. Resources
Jr. Resources
Monday, October 8, 2012
traditionally... all tasks were handled by one group
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
Monday, October 8, 2012
traditionally... all tasks were handled by one group
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
Monday, October 8, 2012
traditionally... all tasks were handled by one group
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
Account Director
Monday, October 8, 2012
traditionally... all tasks were handled by one group
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
Account Director
Monday, October 8, 2012
traditionally... all tasks were handled by one group
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
Account Director
Mgmt Supervisor
Monday, October 8, 2012
traditionally... all tasks were handled by one group
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
Account Director
Mgmt Supervisor
Monday, October 8, 2012
traditionally... all tasks were handled by one group
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
Account Director
Mgmt Supervisor
Account Exec
Monday, October 8, 2012
varying skill sets?
9
Monday, October 8, 2012
10
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
Monday, October 8, 2012
10
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
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
Monday, October 8, 2012
10
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Requirements Gathering
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
Monday, October 8, 2012
what model is right for your organization?
11
Monday, October 8, 2012
12
Marketing Industry Thought Leader
Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship
Competitive Tracking

Client Contact Reports
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
single discipline view
Monday, October 8, 2012
12
Marketing Industry Thought Leader
Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship
Competitive Tracking

Client Contact Reports
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
single discipline view
Monday, October 8, 2012
12
Marketing Industry Thought Leader
Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship
Competitive Tracking

Client Contact Reports
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
single discipline view
Monday, October 8, 2012
12
Marketing Industry Thought Leader
Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship
Competitive Tracking

Client Contact Reports
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
single discipline view
Monday, October 8, 2012
13
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
dual roles view
Marketing/Business Project/Operations
Monday, October 8, 2012
13
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
dual roles view
Marketing/Business Project/Operations
Monday, October 8, 2012
13
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
dual roles view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
14
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
multiple discipline view
Marketing/Business Project/Operations
Monday, October 8, 2012
15
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
15
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
15
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
15
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
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports
Sr. Resources
Jr. Resources
hybrid model
Marketing/Business Project/Operations
Monday, October 8, 2012
hybrid formula
16
Monday, October 8, 2012
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
Monday, October 8, 2012
18
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 hybrid team customized based on the needs of the account
Monday, October 8, 2012
19
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
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
Monday, October 8, 2012
20
Account
Mgmt
Career Path
Marketing/Business Lead Project/Operations Lead
Hybrid Team
Project
Mgmt
Career Path
Monday, October 8, 2012
21
Marketing/Business Lead Project/Operations Lead
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
Monday, October 8, 2012
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.
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
24
Business Lead
Sell the Project
Client Relationship
Account Profitability
Business Objectives
Scope Definition
Brand Management
Strategic Communications
Project Lead
Deliver the Project
Internal Team Resources
Project Profitability
Project Objectives
Scope Management
Project Management
Project Communications
Monday, October 8, 2012
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