Difference between Project Management and Account Management in professional services organization. Geared more towards marketing and advertising, this model will show the differences in roles and when it makes sense to separate.

1. 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:
Operational
Business
Knowledge
Knowledge
2
Monday, October 8, 2012

3. Monday, October 8, 2012
Marcom Industry Thought Leader
Identify Marcom Opps
Marketing Strategy
Manage Agency Partners
Understand Marketing Trends
Brand Stewardship
Marketing/Business Focus
Project Revenue
Manage Client Level P&L
Competitive Tracking
Client Contact Reports
Project Status Reports
Scheduling Internal Meetings
illustrative
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
responsibilities within marketing organization
Project/Operations Focus
3

4. same person?
same person?
sometimes, yes!
4
Monday, October 8, 2012

5. sometimes, yes...
5
Monday, October 8, 2012

6. same person? ...sometimes no
sometimes, yes!
6
Monday, October 8, 2012

7. same person?
what makes sense for your needs?
sometimes, yes!
7
Monday, October 8, 2012

8. traditionally... all tasks were handled by one group
Sr. Resources
Jr. Resources
8
Monday, October 8, 2012

9. traditionally... all tasks were handled by one group
Marketing Industry Thought Leader
Sr. Resources 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
Jr. Resources Project Status Reports
Client Contact Reports
8
Monday, October 8, 2012

10. traditionally... all tasks were handled by one group
Marketing Industry Thought Leader
Sr. Resources 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
Jr. Resources Project Status Reports
Client Contact Reports
8
Monday, October 8, 2012

11. traditionally... all tasks were handled by one group
Marketing Industry Thought Leader
Sr. Resources Procurement Liaise
Identify Marcom Opps
Risk Analysis Account Director
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
Jr. Resources Project Status Reports
Client Contact Reports
8
Monday, October 8, 2012

12. traditionally... all tasks were handled by one group
Marketing Industry Thought Leader
Sr. Resources Procurement Liaise
Identify Marcom Opps
Risk Analysis Account Director
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
Jr. Resources Project Status Reports
Client Contact Reports
8
Monday, October 8, 2012

13. traditionally... all tasks were handled by one group
Marketing Industry Thought Leader
Sr. Resources Procurement Liaise
Identify Marcom Opps
Risk Analysis Account Director
Develop New Processes
Manage Client Level P&L
Scope of Work Development
Manage Agency Partners
Develop Marketing Plans
Requirements Gathering
Projected Spend Mgmt Supervisor
Staffing Plans
Project Planning
Understand Marketing Trends
Brand Stewardship
OOP Estimates
Schedule Development
Track Project Actuals
Competitive Tracking
Schedule Meetings
Jr. Resources Project Status Reports
Client Contact Reports
8
Monday, October 8, 2012

14. traditionally... all tasks were handled by one group
Marketing Industry Thought Leader
Sr. Resources Procurement Liaise
Identify Marcom Opps
Risk Analysis Account Director
Develop New Processes
Manage Client Level P&L
Scope of Work Development
Manage Agency Partners
Develop Marketing Plans
Requirements Gathering
Projected Spend Mgmt Supervisor
Staffing Plans
Project Planning
Understand Marketing Trends
Brand Stewardship
OOP Estimates
Schedule Development
Track Project Actuals
Competitive Tracking
Schedule Meetings
Jr. Resources Project Status Reports
Client Contact Reports
8
Monday, October 8, 2012

15. traditionally... all tasks were handled by one group
Marketing Industry Thought Leader
Sr. Resources Procurement Liaise
Identify Marcom Opps
Risk Analysis Account Director
Develop New Processes
Manage Client Level P&L
Scope of Work Development
Manage Agency Partners
Develop Marketing Plans
Requirements Gathering
Projected Spend Mgmt Supervisor
Staffing Plans
Project Planning
Understand Marketing Trends
Brand Stewardship
OOP Estimates
Schedule Development
Track Project Actuals
Competitive Tracking Account Exec
Schedule Meetings
Jr. Resources Project Status Reports
Client Contact Reports
8
Monday, October 8, 2012

16. varying skill sets?
9
Monday, October 8, 2012

17. Marketing/Business Project/Operations
Sr. Resources
Jr. Resources
10
Monday, October 8, 2012

18. Marketing/Business Project/Operations
Sr. Resources
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

19. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Requirements Gathering
Understand Marketing Trends Projected Spend
Brand Stewardship Latest Technologies
Project Planning
Competitive Tracking Staffing Plans
OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
10
Monday, October 8, 2012

20. what model is right for your organization?
11
Monday, October 8, 2012

21. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Ops Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship 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

22. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Ops Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship 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

23. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Ops Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship 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

24. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Ops Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship 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

25. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
dual roles view
13
Monday, October 8, 2012

26. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
dual roles view
13
Monday, October 8, 2012

27. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
dual roles view
13
Monday, October 8, 2012

28. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
multiple discipline view
14
Monday, October 8, 2012

29. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
multiple discipline view
14
Monday, October 8, 2012

30. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
multiple discipline view
14
Monday, October 8, 2012

31. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
multiple discipline view
14
Monday, October 8, 2012

32. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
multiple discipline view
14
Monday, October 8, 2012

33. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
hybrid model
15
Monday, October 8, 2012

34. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
hybrid model
15
Monday, October 8, 2012

35. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
hybrid model
15
Monday, October 8, 2012

36. Marketing/Business Project/Operations
Sr. Resources
Marketing Industry Thought Leader Procurement Liaise
Identify Marcom Opps Risk Analysis
Manage Client Level P&L Develop New Processes
Manage Agency Partners
Develop Marketing Plans Scope of Work Development
Projected Spend
Understand Marketing Trends Latest Technologies
Brand Stewardship Project Planning
Staffing Plans
Competitive Tracking OOP Estimates
Schedule Development
Client Contact Reports Track Project Actuals
Schedule Meetings
Project Status Reports
Jr. Resources
hybrid model
15
Monday, October 8, 2012

37. hybrid formula
16
Monday, October 8, 2012

38. Marketing/Business Lead Project/Operations Lead
Sell the Project Deliver the Project
Client Relationship Internal Team Resources
Account Profitability Project Profitability
Business Objectives Project Objectives
Scope Definition Scope Management
Brand Management Project Management
Strategic Communications Project Communications
a business lead AND an operations lead for each account
17
Monday, October 8, 2012

39. Marketing/Business Lead Project/Operations Lead
Sell the Project Deliver the Project
Client Relationship Internal Team Resources
Account Profitability Project Profitability
Business Objectives Project Objectives
Scope Definition Scope Management
Brand Management Project Management
Strategic Communications Project Communications
a hybrid team customized based on the needs of the account 18
Monday, October 8, 2012

40. Marketing/Business Lead Project/Operations Lead
Sell the Project Deliver the Project
Client Relationship Internal Team Resources
Account Profitability Project Profitability
Business Objectives Project Objectives
Scope Definition Scope Management
Brand Management Project Management
Strategic Communications Project Communications
Lead is responsible for Lead is responsible for
managing and training team managing and training team
on marketing/business skills on project/operations skills
Hybrid Team 19
Monday, October 8, 2012

41. Marketing/Business Lead Project/Operations Lead
Account Project
Mgmt Mgmt
Career Path Career Path
Hybrid Team 20
Monday, October 8, 2012

42. Marketing/Business Lead Project/Operations Lead
Account Project
Mgmt Mgmt
Career Path Career Path
Shown interest in Shown interest in working
marketing strategy, with an internal team,
business development strong structural skills
and establishing deep with desire to improve
client relationships processes
Hybrid Team 21
Monday, October 8, 2012

43. 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

44. pm happens
23
Monday, October 8, 2012

45. 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

46. typical business vs project model
Business Lead Project Lead
Sell the Project Deliver the Project
Client Relationship Internal Team Resources
Account Profitability Project Profitability
Business Objectives Project Objectives
Scope Definition Scope Management
Brand Management Project Management
Strategic Communications Project Communications
24
Monday, October 8, 2012

47. 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 it’s own and the Team can be
proud of.
Monday, October 8, 2012