Project Management: Necessary Evil or Strategic Advantage?- Issue: 2000 Qtr 1
What do you think is the number one reason why companies stop working with Internet design firms? The answer is poor project management, according to a survey conducted in 1999 by The Industry Standardmagazine.
It wasn't about costs. It wasn't about creativity. It was about managing the project. More than 50% of the respondents to the survey said they had stopped working with a firm because of poor project management.
And this emphasis on project management isn't confined to Internet projects. It affects the full range of marketing and communication activities.
But what exactly is Project Management? Let's start by defining the components:
A project is defined as: an activity with a clearly stated objective that is comprised of numerous sub-tasks that must be successfully completed in a defined sequence, in a specified period of time.
Management is defined as: the process of coordinating a team of people and processes (both inside and outside the company) to accomplish numerous tasks.
So, project management is the process of coordinating resources to meet an objective. Sounds pretty simple, doesn't it? Well, project management is becoming more difficult and more vital to a company's success. The reasons are varied, but they include factors such as:
- Projects are becoming more complex (often global in nature)
- Deadlines are getting shorter
- More people (both inside and outside your company) are involved
- Much of the work is completed long distance
- Budgets are getting tighter
- And projects must be managed across a broader range of media, including the Internet, Intranets and Extranets.
Combine these influences with the fact that marketing departments are among the last departments at many companies to employ technology solutions to improve performance. So what can be done to improve project management? There are several steps that can be taken to make the work flow smoother.
First, recognize that project management is a process for accomplishing objectives. Many people think that "projects just happen." They don't. Even excellent project managers will stumble if they don't have the right process in place.
Fortunately, there are several excellent project management software tools available today to help marketing departments manage these complex assignments. The advantage of these software programs is that they use the power of the Internet to link all parties involved in a project -- which streamlines communication and workflow. And that saves precious time and money.
Second, get everyone on the same team. While this may sound simplistic, it's amazing how often individuals do not realize the importance of their participation to the overall success of a project.
A simple Project Plan distributed to all parties that highlights the importance of the effort, the critical timelines and roles/responsibilities can go a long way in the successful completion of the project.
Third, give one person "ownership" of the project management. Make sure they have the authority, the tools and the time to devote to this task.
And finally, stay in touch. Make sure that important events are communicated clearly and often to the entire team. This doesn't mean that formal meetings have to be scheduled -- use teleconferences, e-mail and the project management software to keep everyone informed.
A properly implemented project management system can help your organization improve its performance, reduce costs and speed time-to-market with important marketing and communications materials.
Additional reading: If you're interested in the subject of improving project management, consider reading Fundamentals of Project Managementby James Lewis, published by the American Management Association.
Back to top