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:

Business
Knowledge

Operational
Knowledge

2
Monday, October 8, 2012

Monday, October 8, 2012

Client Contact Reports

Project Status Reports
Scheduling Internal Meetings
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

Project Revenue
Manage Client Level P&L
Competitive Tracking

Marcom Industry Thought Leader

Identify Marcom Opps
Marketing Strategy
Manage Agency Partners
Understand Marketing Trends
Brand Stewardship

responsibilities within marketing organization

Marketing/Business Focus
Project/Operations Focus

illustrative

same person?

same person?

sometimes, yes!
4

Monday, October 8, 2012

sometimes, yes...

5
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
8
Monday, October 8, 2012

traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

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
8

Monday, October 8, 2012

traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

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
8

Monday, October 8, 2012

traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

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

Account Director

8
Monday, October 8, 2012

traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

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

Account Director

8
Monday, October 8, 2012

traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

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

Account Director

Mgmt Supervisor

8
Monday, October 8, 2012

traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

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

Account Director

Mgmt Supervisor

8
Monday, October 8, 2012

traditionally... all tasks were handled by one group

Sr. Resources

Jr. Resources

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

Account Director

Mgmt Supervisor

Account Exec

8
Monday, October 8, 2012

varying skill sets?

9
Monday, October 8, 2012

Marketing/Business

Sr. Resources

Project/Operations

Jr. Resources

10
Monday, October 8, 2012

Marketing/Business

Sr. Resources

Project/Operations

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

Sr. Resources

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans

Project/Operations
Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Requirements Gathering
Projected Spend
Latest Technologies
Project Planning

Understand Marketing Trends

Brand Stewardship
Competitive Tracking

Staffing Plans
OOP Estimates
Schedule Development
Track Project Actuals
Schedule Meetings
Project Status Reports

Client Contact Reports

Jr. Resources

10
Monday, October 8, 2012

what model is right for your organization?

11
Monday, October 8, 2012

Marketing/Business

Project/Operations

Marketing Industry Thought Leader

Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
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

Marketing Industry Thought Leader

Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
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

Marketing Industry Thought Leader

Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
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

Marketing Industry Thought Leader

Identify Marcom Ops
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
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

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development

Competitive Tracking
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

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development

Competitive Tracking
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

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development

Competitive Tracking
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

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

Sr. Resources

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
Jr. Resources

multiple discipline view

14
Monday, October 8, 2012

Marketing/Business

Project/Operations

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

Sr. Resources

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
Jr. Resources

multiple discipline view

14
Monday, October 8, 2012

Marketing/Business

Project/Operations

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

Sr. Resources

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
Jr. Resources

multiple discipline view

14
Monday, October 8, 2012

Marketing/Business

Project/Operations

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

Sr. Resources

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
Jr. Resources

multiple discipline view

14
Monday, October 8, 2012

Marketing/Business

Project/Operations

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

Sr. Resources

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
Jr. Resources

multiple discipline view

14
Monday, October 8, 2012

Marketing/Business

Project/Operations

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development

Competitive Tracking
Client Contact Reports

Track Project Actuals

Schedule Meetings
Project Status Reports
Jr. Resources

hybrid model
15
Monday, October 8, 2012

Marketing/Business

Project/Operations

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development

Competitive Tracking
Client Contact Reports

Track Project Actuals

Schedule Meetings
Project Status Reports
Jr. Resources

hybrid model
15
Monday, October 8, 2012

Marketing/Business

Project/Operations

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development

Competitive Tracking
Client Contact Reports

Track Project Actuals

Schedule Meetings
Project Status Reports
Jr. Resources

hybrid model
15
Monday, October 8, 2012

Marketing/Business

Project/Operations

Marketing Industry Thought Leader

Identify Marcom Opps
Manage Client Level P&L
Manage Agency Partners
Develop Marketing Plans
Understand Marketing Trends
Brand Stewardship

Sr. Resources

Procurement Liaise
Risk Analysis
Develop New Processes
Scope of Work Development
Projected Spend
Latest Technologies
Project Planning
Staffing Plans
OOP Estimates
Schedule Development

Competitive Tracking
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

Sell the Project

Client Relationship
Account Profitability
Business Objectives
Scope Definition
Brand Management
Strategic Communications

Project/Operations Lead

Deliver the Project

Internal Team Resources
Project Profitability
Project Objectives
Scope Management
Project Management
Project Communications

a business lead AND an operations lead for each account

17
Monday, October 8, 2012

Marketing/Business Lead

Sell the Project

Client Relationship
Account Profitability
Business Objectives
Scope Definition
Brand Management
Strategic Communications

Project/Operations Lead

Deliver the Project

Internal Team Resources
Project Profitability
Project Objectives
Scope Management
Project Management
Project Communications

a hybrid team customized based on the needs of the account

Monday, October 8, 2012

18

Marketing/Business Lead

Project/Operations Lead

Sell the Project

Client Relationship
Account Profitability
Business Objectives
Scope Definition
Brand Management
Strategic Communications

Deliver the Project

Internal Team Resources
Project Profitability
Project Objectives
Scope Management
Project Management
Project Communications

Lead is responsible for

managing and training team
on marketing/business skills

Lead is responsible for

managing and training team
on project/operations skills
Hybrid Team

Monday, October 8, 2012

19

Marketing/Business Lead

Project/Operations Lead

Account
Mgmt
Career Path

Project
Mgmt
Career Path

Hybrid Team
Monday, October 8, 2012

20

Marketing/Business Lead

Project/Operations Lead

Account
Mgmt
Career Path

Project
Mgmt
Career Path

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

Hybrid Team
Monday, October 8, 2012

21

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

Project Lead

Sell the Project

Client Relationship
Account Profitability
Business Objectives
Scope Definition
Brand Management
Strategic Communications

Deliver the Project

Internal Team Resources
Project Profitability
Project Objectives
Scope Management
Project Management
Project Communications

24
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