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The marketing profession is replete with projects. From executing a customer survey to planning a new product launch, marketers are frequently involved in a new venture.
Sooner or later, you’ll be required to dive into the project management process even if you’re not a project manager.
So let’s take a look at how to apply project management best practices to succeed at project management for marketing.
The essence of project management for marketing is generally identical to the project management principles used by other teams and industries. Two elements differentiate marketing projects:
If your project does not include both of these elements, it’s probably not a marketing project, such as moving into a new office space.
Research and data are key components for marketing initiatives, whether it’s building buyer personas, naming a new product, running an advertising campaign, or the countless other projects spearheaded by marketing.
Every project manager is responsible for four primary project areas. If you’re heading up a new product launch, for example, you’ve got to figure out the tasks required to roll out the product, who will help and what materials are needed, the budget constraints, and the timing of the launch.
So let’s break down each of these four areas in detail.
The first step to tackling a project is to understand its scope. The scope encompasses the intended project objectives as well as the size and project management tasks required to complete it. Project managers are in charge of achieving the project scope.
Resources are the people, equipment, or other items needed to complete a project, like the creation of signage for a trade show. Resources are part of every project, so the project manager must ensure resources are used efficiently and effectively.
For example, tasks should be assigned so that team members are not overlapping in their work.
One project manager responsibility includes project scheduling. All projects have a timeline for completion. The project manager’s role is to plan task execution and resource allocation to meet those timelines.
Since every project has a cost, usually a budget is assigned to the project. The project manager is responsible for overseeing and controlling costs to ensure projects come in within budget parameters.
Every project has a project life cycle. A project manager’s responsibilities are to drive projects through this life cycle to closure.
Here’s how to do that for marketing projects.
Once a project is conceptualized and the required approval obtained, it’s time to figure out how to achieve the project objectives.
To do so, identify the components needed to achieve your goal. This includes determining the tasks that contribute towards project completion, as well as the required resources, timelines, and budgets.
These are steps taken before assembling the actual project plan and represent the pieces comprising that plan.
A project plan is invaluable to keep track of the tasks, resources, and budgets involved while adhering to the required timeline for completion. The plan also communicates project status to people across the organization.
For this stage of the project, it’s ideal to use marketing project management software to build your plan and track progress.
This software enables you to focus on project execution rather than spending time making updates to the plan, which happens when using a tool, such as a spreadsheet, that isn’t designed for this work.
Here are the steps involved in building your plan.
Now it’s time to tackle the tasks associated with the project. The project manager oversees the work to be sure it gets done on time and on budget.
While communication with team members is important throughout all phases of the project, it’s particularly critical during the execution phase.
The project manager needs to know if completing a task is blocked, deadlines are at risk, or budgets may be exceeded. This all requires regular communication with the team and tracking progress on the plan.
Once you’ve met the project goals, one final step remains. It’s important to analyze the project outcome to determine if improvements are warranted for future projects.
This is typically referred to as a postmortem, as in the medical term used to describe the autopsy of a dead body to determine the cause of death. Despite the macabre label, it’s a fitting way to characterize this step of the process.
The postmortem does not need to be extensive. It’s meant to be a simple method of continuous improvement that enables learning from each project experience so that successive projects can perform better than the last.
Because marketing projects rely on data, primarily customer data, you can expect to use customer relationship management (CRM) software in conjunction with a project management tool.
The CRM provides the data, and can even execute some of the work in your project plan, like sending out emails.
Marketing project management software helps you oversee progress toward project completion.
In fact, once the project is complete, you may not need the software until the next project. The same is not true for CRMs; you will leverage your CRM on a continuous basis.
Keeping these factors in mind, here is a list of the best project management software for marketing projects.
HubSpot CRM is primarily known for its CRM designed around the needs of marketing teams, but it also offers project management capabilities.
Since a CRM is a critical tool in the marketing team’s arsenal, a solution like HubSpot is great in that it gives you both the CRM and project management pieces.
Because HubSpot was built with marketing teams in mind, its built-in features, like email marketing capabilities, make it an all-in-one solution for marketing projects. HubSpot even offers a free basic version.
Another HubSpot strength as a marketing project management tool is its template library. These are designed for common marketing projects. So if your project is to create a new email newsletter, simply pick the corresponding template to get started.
On the flip side from HubSpot, Airtable is project management software that provides lightweight CRM capabilities through its own template library. Airtable offers the capabilities required for any project, such as task lists, tools to facilitate team collaboration, dashboards, and budget reports.
Moreover, Airtable integrates with other marketing software your company may be using, such as Mailchimp, which simplifies the execution of marketing initiatives.
The software also employs a visual task management style uncommon in other project management software, which can be a more enjoyable user experience for the creative-minded members of the marketing staff.
Since we’re discussing marketing projects, let’s conclude with another project management software option, monday.com.
This software provides a wide feature set in terms of managing projects, such as the ability to view your project tasks as a list on a board or in Gantt-like charts, a popular type of project management bar chart that illustrates a project schedule.
In addition, monday.com, like the others on this list, offers templates to easily switch between project types as well as to create a CRM.
In this way, monday.com allows you to build the customer data repository necessary for marketing initiatives.
And like Airtable, monday.com integrates with other software tools used in marketing initiatives. Consequently, monday.com is a robust solution capable of meeting diverse needs.
One key piece of advice about tackling projects. It’s not always easy to define a marketing project’s goals in quantifiable terms, making it tempting to jump into the project without setting KPIs. This is especially true when team members cannot agree on which metrics to use or what numbers to hit.
But without KPIs, you lack the ability to clearly determine whether or not you’ve achieved the project objectives, or even if you’re headed in the right direction in the midst of project execution.
So embrace the short term pain of creating KPIs with highly measurable outcomes. They will guide the project to success.
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