synergy between marketing and project management for business strategy
TRANSCRIPT
Idea
&
Diagnosis
Strategy Design
Strategy Execution
© Robert Jacquet 2015
Idea&
Diagnosis
Idea: Spark of any Project• Idea is Vital for an Entrepreneur
• Idea is Essential for a CEO
Diagnosis: Judgement on a SituationCompany’s core business analysis in its competitive environment
Business case alignment with company’s objectives:
Accept/Reject
© Robert Jacquet 2015
Mature companies in higly competitive sectors, such as FMCG, are managed by a C-suite or an Executive Commitee.
The C-Suite consists of Departments‘ Head Officers such as e.g. Marketing (or CMO), Finance, Supply Chain, R&D, Information or Human Resources.
The CMO reports to the CEO and brings the company together in one voice, breaking silos.
No department can stand alone; but no department can liaise and interact with other departments or with external stakeholders like Marketing does.
STRATEGY DESIGN: Marketing designs the strategy and sets the strategicgoals of the company or organization, in order to gain a sustainablecompetitive advantage.
© Robert Jacquet 2015
Project Management involvement, as early as possible, in Strategy Execution is a key success factor.
To the contrary of Marketing Management, Project Management is a temporary endeavor to achieve the above designed Strategic Business Objectives.
When appropriate the CMO can decide to act as the Sponsor of a project, with an External Certified Project Manager or an Internal Project Marketing Manager.
Both the CMO and the PM commit themselves to the success of a project by signing a Project Charter, which empowers the Project Manager.
STRATEGY EXECUTION: Project Scope, Time and Budget are early defined and managed, Risk is assessed; resulting in significantly better ROI for the company or organization.
© Robert Jacquet 2015
Top down&
Bottom up:Iterative Management
Today's successful strategy is not anymore the result of top down management only.
On the other hand, uncontrolled bottom up information flow, can miss meeting strategic objectives.
Coaching and agile teamwork can seed happiness at work through active cooperation in the process
Iterative management, crossing all the layers, gives better results as it involves all stakeholders
Leadership skills, both for the CMO and the PM, are essential for a smooth and fluid cooperation throughout the strategic process.
© Robert Jacquet 2015
Idea
&
Diagnosis
Strategy Design
Strategy Execution
© Robert Jacquet 2015
Idea
&
Diagnosis
Strategy Design
Strategy Execution
Entrepreneur
© Robert Jacquet 2015
Idea
&
Diagnosis
Strategy Design
Strategy Execution
Entrepreneur
CMO
© Robert Jacquet 2015
Idea
&
Diagnosis
Strategy Design
Strategy Execution
Entrepreneur
CMO
PMP®
© Robert Jacquet 2015
Idea
&
Diagnosis
Strategy Design
Strategy Execution
Entrepreneur
CMO
PMP®
Leadership
© Robert Jacquet 2015
Idea
&
Diagnosis
Strategy Design
Strategy Execution
Entrepreneur
CMO
PMP®
Talent
Management
© Robert Jacquet 2015
Robert Jacquet operates at every stage of your business strategy
Entrepreneur: More than 20 years experience as business owner
CMO: Seasoned Chief Marketing Officer at large international companies in multicultural environment
PMP®: Certified Project Management Professional (PMI®)
Leadership: Experienced leader of numerous and remote teams
Talent Management: Experienced Executive Search Consultant (Headhunter), Direct and Confidential Search Only
Email: [email protected]
Skype: itesesc
Mobile: + 32 471 77 76 16
LinkedIn: LinkedIn: https://www.linkedin.com/in/robertjacquet1
Twitter: ItesJacquet
© Robert Jacquet 2015