PROJECT MANAGEMENT - ANA Business Marketing
PROJECT MANAGEMENTPlaybook & ToolkitFollow this simple step-by-step guide to develop a project managementplaybook that aligns with the traditional phased approach.
Table of ContentsPROJECT 202327Conclusion30About This Playbook31
PROJECT MANAGEMENTFrameworkLeverage the framework below to quickly empoweryour organization’s project management strategy.1 INITIATE2 PLAN3 EXECUTEClick the buttons below to access all relatedtraining, tools, templates, and other resources.4 CONTROL5 CLOSEProject ManagementMaturity AssessmentKey Success FactorsToolIssue Log TemplateProject MilestonesTemplateProject AcceptanceDocumentProject ManagementOffice CharterWork BreakdownStructure TemplateProject ChangeRequest FormEarned ValueAnalysis TemplatePost-ProjectEvaluationProject PortfolioTemplateResponsibilityAssignment MatrixProject Status ReportTemplateProject ChangeRequest LogLessons LearnedTemplateBusiness CaseTemplateProject ManagementTemplateDeliverable ApprovalTemplateQuality Log TemplateProject ClosureChecklistFeasibility StudyTemplateProject BudgetTemplateStakeholder AnalysisMatrixRisk ManagementPlan TemplateProject CharterTemplateChange ManagementPlan TemplateProject Approval FormProject Plan TemplateRisk Assessment Tool
fore You Get Started Do you currently have a Project Management Office?Have you been asked to build one?A Project Management Office (PMO) is a group or department withina business that defines and maintains standards for project management within the organization. Among other things, tasks may includemonitoring and reporting on active projects and reporting progress to top management for strategic decisions on what projects tocontinue or cancel. The next few pages will help you:1. Understand the key functions of a PMO2. Benchmark your current capabilities3. Build a PMO Charter and formalize your process using ourtime-saving tools & templatesHow to Use this PlaybookOur playbook consists of five stages, each with a description,steps and action items. Action items include using our premiumtools & templates. Our intention with this playbook is to supportyou in achieving your project management goals. This will beaccomplished by helping you:Organize and support your project management officeStandardize the templates used by your projectmanagersImprove the effectiveness & efficiency of projectmanagement in your organizationPROJECT MANAGEMENT4
at Is the Purpose of This Playbook?To help you develop a Project Management Playbook &Toolkit of your own. This guide contains tools & templatesthat can be used a starting point and then customizedaccording to your needs.There are a number of different approaches to managingprojects. For the purpose of this playbook, we will be usingthe traditional phased approach as outlined below:InitiatePlanExecuteFunctions of a Project Management OfficeThe Project Management Institute (PMI) sponsored Dr. Brian Hobbsof the University of Québec to research the current state of practicefor the Project Management Office. One of the key findings involvedcategorizing the functions performed by PMOs into the following fivebroad groups:Monitoring and Controlling Project PerformanceDevelopment of Project ManagementCompetencies and MethodologiesControlMulti-Project ManagementStrategic ManagementCloseOrganizational LeadershipPROJECT MANAGEMENT5
nchmark Your Current CapabilitiesUse our Project Management Maturity Assessment toevaluate your organization’s current project managementcapabilities.Project Management Office CharterUse our Project Management Office Charter to establishthe purpose for the PMO’s existence, its primary functions,its sponsors , its customers and its structure.VIEW RESOURCEAreas of evaluation include:VIEW RESOURCESections covered in the PMO Charter Template TimeHuman ResourcesRisk sProcurementMissionServicesApprovalGoalsBased on the assessment, decide how you would like to proceed. Ifyou identify the need to create and/or formalize a Project Management Office, use the next section to get started. If you decide againstcreating a PMO, proceed directly to the section “Next Steps” on thefollowing page.Now that you have created your PMO Charter, proceed to the nextpage.PROJECT MANAGEMENT6
oject Management PortfolioNext StepsCreating a simple system for managing all projects in the departmentwill increase the chances of project success and facilitate reportingon critical business priorities with senior management.Now, it’s time to start building your own project management methodology using the Project Management resources.Use our Project Portfolio Template, otherwise known as aPMO dashboard, to help organize your PMO by managingprojects in the most efficient way possible.VIEW RESOURCEThe remainder of this guide will focus on the traditional phasedapproach to project management. A few other popular approachesto project management include:PRINCE2Critical Chain Project ManagementPRISMEvent Chain Project ManagementAgileProcess-Based ManagementIf decide to use another approach, feel free to customize thetemplates accordingly.This template will allow you to:Monitor individual tasksIdentify the optimal resource mixEffectively manage and document new project ideasUse our Project Prioritization Tool to rank projects basedon their strategic fit, economic impact and feasibility.PROJECT MANAGEMENT7
tputs from This PlaybookStage 1 - InitiateBusiness Case, Feasibility Study, Stakeholder Analysis,Project CharterStage 2 - PlanProject Goals & Objectives, Identify Key Success Factors,Work Breakdown Structure, Project Team, Project Schedule,Project Budget, Risk & Communications Plan, Project ApprovalStage 3 - ExecuteIssue Log, Project Change Request Form, Status ReportTemplate, Deliverable ApprovalStage 4 - ControlProject Milestones, Earned Value Management, ProjectChange Log, Quality Control Log, Risk Mitigation ChecklistStage 5 - CloseProject Acceptance, Post-Project Evaluation, LessonsLearned, Project Closure ChecklistPROJECT MANAGEMENT8
PROJECT MANAGEMENTSTAGE 1InitiateDuring this stage, you’ll examine the nature and scope of the project. If this stage is not performedwell, it is unlikely that the project will be successful in meeting the businesses needs.The initiation stage includes the following action items:STEP 1: Build a Business CaseSTEP 2: Conduct a Feasibility StudySTEP 3: Identify and Analyze StakeholdersSTEP 4: Create a Project Charter
EP 1STEP 2Build a Business CaseConduct a Feasibility StudyAction ItemAction ItemUse the Business Case Template to obtain buy-in from keystakeholders.Use the Feasibility Study Template to conduct an objectiveand rational analysis of the strengths and weaknesses of aproposed project.VIEW RESOURCEThis template was created for the purpose of providing a briefdescription of the problems and opportunities in a particularbusiness case. Your business case should identify relevantelements such as opportunities, key success factors, risk andsensitivity analysis.This tool will help you identify the following:VIEW RESOURCEThis template will help you to check your assumptions and to evaluate the following areas of feasibility:TechnicalEconomicLegalCost savingsOperationalRevenue growthSchedulingOther business benefitsPROJECT MANAGEMENT10
EP 3STEP 4Identify and Analyze StakeholdersCreate a Project CharterAction ItemAction ItemUse the Stakeholder Analysis Matrix to identify key stakeholders, and evaluate their interest, power, support level andflexibility.Use the Project Charter Template to organize resources forthe new project by establishing a clear project scope, decision rights, and executive sponsorship.VIEW RESOURCEThis tool will automatically generates a Decision Support Quotient.The Stakeholder Analysis Map provides a graphical representation of each stakeholder’s position.Create a mitigation plan and identify key success factors for eachof the stakeholders that do not support the project.VIEW RESOURCEThis tool will help you to outline the following:Project OverviewCommunication PlanProject DescriptionDecision RightsKey Success FactorsApprovalStakeholdersHelpful Hint – For background info, read our ExecutiveSummary: Examine Buy In with Stakeholder AnalysisPROJECT MANAGEMENT11
PROJECT MANAGEMENTSTAGE 2PlanThis stage will help you to estimate the work needed and to manage risk during project executionby planning time, cost and resources effectively.The final deliverable of this stage will consist of a formal Project Plan:STEP 1: Identify Goals & ObjectivesSTEP 2: Document Key Success FactorsSTEP 3: Define a Work Breakdown StructureSTEP 4: Build your Project TeamSTEP 5: Create a Project ScheduleSTEP 6: Assemble a Project BudgetSTEP 7: Build a Risk Management PlanSTEP 8: Create a Change Management PlanSTEP 9: Finalize a Communications PlanSTEP 10: Outline the Procurement PlanSTEP 11: Create a Quality Management PlanSTEP 12: Obtain Project ApprovalSTEP 13: Finalize the Project Plan
EP 1STEP 2Identify Goals & ObjectivesDocument Key Success FactorsAction ItemAction ItemDepending on the nature of the project, use one of ourStrategy Scorecards to identify the project’s high-levelgoals, objectives, KPIs and target timeframes over thecourse of its duration.VIEW RESOURCEA few examples of strategy scorecards in the Demand Metriclibrary include:Use the Key Success Factors Tool to identify and document key success factors, risks and contingency plans soyou can ensure that your project goes smoothly withoutany major issues.VIEW RESOURCEA key success factor is a performance area of critical importancein achieving consistently high productivity. A few examples ofKSFs include:Social MediaLead GenerationWebsiteMarketing StrategyProject goals – agreement between key stakeholdersContent MarketingPartnership MarketingCRMProduct DevelopmentScope creep – scope changes are defined and managedproperlyBrand StrategySales OperationsProduct MarketingPublic RelationsCommunication – project status reports are communicatedeffectivelySupport – senior management supports the projectPROJECT MANAGEMENT13
EP 3STEP 4Define a Work Breakdown StructureBuild your Project TeamAction ItemAction ItemUse the Work Breakdown Structure Template to help youbuild a work breakdown structure (WBS) by organizing theproject’s deliverables into manageable tasks.VIEW RESOURCEUse the Responsibility Assignment Matrix to clarify roles andresponsibilities in cross-functional/departmental projects andprocesses.VIEW RESOURCEThe “WBS Outline” tab will help you to identify the work breakdown structure by WBS number, Phase, Deliverable and Task.Customize the matrix provided using the work breakdown structure so that each of the project’s tasks are clearly outlined.The “WBS Diagram” tab will help you to create a visual representation of the WBS outline. When you have identified the tasks,proceed to the next step.Next, customize the drop lists in the responsibility assignmentaccording to your team structure and identify the following:Helpful Hint – You can also use our Project Work BreakdownStructure in Word to communicate with key stakeholders.What needs to happen in order to complete the projectWho needs to contribute to the taskWhat they need to contribute to the task.PROJECT MANAGEMENT14
EP 5STEP 6Create a Project ScheduleAssemble a Project BudgetAction ItemAction ItemUse the Project Management Template to create a projectschedule that lists individual tasks, assigns ownership andoutlines start/end dates.Use the Project Budget Template to set and track yourproject budget.VIEW RESOURCEThis template can also be used to track project status. Start byindicating the following:Project NameStart Date/End DateVIEW RESOURCEStart by entering the Phases, Deliverables and Tasks associatedwith the project (from your Work Breakdown Structure).Use the pivot tables provided in the “Report” tab to generate highlevel reports such as:Project TeamEstimated Cost Vs. Actual Cost by TitleTime OffSum of Variance by DeliverableSum of Hours by OwnerPROJECT MANAGEMENT15
EP 7STEP 8Build a Risk Management PlanCreate a Change Management PlanAction ItemAction ItemUse the Risk Management Plan Template to help youdefine how risks associated with the project will be identified,analyzed and managed throughout the project’s lifecycle.VIEW RESOURCEThe risk management plan contains an analysis of likely risks withboth catastrophic and insignificant consequences, as well as mitigation strategies. Four common mitigation strategies include:AvoidTransferAcceptControlHelpful Hint – Use our Risk Analysis (Fishbone) Tool toUse the Change Management Plan Template to determinereadiness for the proposed changes and to build a projectplan for delivery.VIEW RESOURCEProjects don’t always unfold according to plan. In order to increasethe likelihood of success, any change to project deliverablesshould be maintained and continuously managed. Other usefulchange management templates include:Change Management Readiness AssessmentChange Management Strategy Scorecardidentify the root causes that expose your project to risk.PROJECT MANAGEMENT16
EP 9STEP 10Finalize a Communications PlanOutline the Procurement PlanAction ItemAction ItemUse the Project Communications Matrix to define thecommunication requirements for the project and identifyhow information will be distributed.Use the Procurement Management Plan Template toserve as a guide for managing procurement throughout theproject’s lifecycle.VIEW RESOURCEThis template can be used to identify the following information:VIEW RESOURCEThis plan identifies and defines the following:Communication TypeDeliverableItems to be procuredEvaluation CriteriaAudienceBudgetInformation gatheringVendor utionOwnerCompetitive BidsSponsor AcceptanceHelpful Hint – Use our Meeting Agenda and MeetingApproval ProcessMinutes templates to help you plan & document discussions.PROJECT MANAGEMENT17
EP 11STEP 12Create a Quality Management PlanObtain Project ApprovalAction ItemAction ItemUse the Quality Management Plan Template to help ensurethat this project will meet its quality objectives by utilizingan integrated quality approach to define quality standards,measure quality and continuously improve quality.Use the Project Approval Form to formalize project approvalby obtaining sign off from the Project Sponsor, the ProjectManager, the department head and other key stakeholders.VIEW RESOURCESections covered in this document include the following:VIEW RESOURCEThis template includes the following sections:PurposeQuality ControlOverviewProject TimelinesApproachProblem TrackingStrategic Goals & ObjectivesAnticipated ResourcesImpact of Non-CompletionResults MeasurementStakeholdersProject ApprovalQuality AssurancePROJECT MANAGEMENT18
EP 13Finalize the Project PlanAction ItemUse the Project Plan Template to help you create a formaldocument that can be used to guide both project executionand project control.VIEW RESOURCEMany of the previous steps will feed directly into the project plan.Other important sections of the project plan include:Identifying Project MilestonesFormalizing the Project ScopeOutlining the Deliverable Acceptance ProcessPROJECT MANAGEMENT19
PROJECT MANAGEMENTSTAGE 3ExecuteIn general, the execution stage involves coordinating people and resources, as well as integratingand performing the activities of the project in accordance with the project plan.This can vary greatly from one project to the next. As a result, the steps in this stage will requirefurther customization depending on the type of project that you are executing.In order to increase project execution efficiency, you will find a series of time-saving templatesthat will help you manage the execution activities more effectively.STEP 1: Log the Project’s IssuesSTEP 2: Formalize Project Change RequestsSTEP 3: Create a High-Level Status ReportSTEP 4: Standardize Deliverable Approval
EP 1STEP 2Log the Project’s IssuesFormalize Project Change RequestsAction ItemAction ItemUse the Issue Log Template to keep track of the project’sopen and closed issues.VIEW RESOURCEUse the Project Change Request Form to document projectchange requests to ensure scope changes are approvedand timelines/budgets are adjusted accordingly.VIEW RESOURCEEffective issue management can dramatically simplify the process ofevaluating issues, assessing their impact and deciding on a courseof action.After you have conducted an assessment of the change request’spossible effects on all aspects of the project, decide if you shouldimplement the change.The Issue Log Template can be used to organize issues by priority,severity and type to help provide justification for the order ofresolution.If you decide to move forward, be sure to conduct thefollowing activities:The main purpose of issue management is to create a comprehensive plan to deal with all issues quickly and effectively.Update the project plan (budget, timelines, schedule, etc.)Communicate with the project team (status report, communications matrix)PROJECT MANAGEMENT21
EP 3STEP 4Create a High-Level Status ReportStandardize Deliverable ApprovalAction ItemAction ItemUse the Project Status Report Template to help you createa reporting tool that you can use to communicate projectstatus with stakeholders and management.Use the Deliverable Approval Template to ensure that therequirements and expectations of the project deliverablesare met, approved and accepted.VIEW RESOURCEThe project status report should highlight specific items that keystakeholders need to know about without getting into too muchdetail. The three broad areas this template covers are:VIEW RESOURCEReview the deliverable acceptance process and criteria outlinedin the Project Plan. If a deliverable is deemed “not acceptable” besure to conduct the following actions:Project SummaryState the reasons whyProject Vital SignsDescribe a corrective course of actionProject Cost & ScheduleHelpful Hint – Use the “Status Report” tab in the ProjectManagement Template to create a high-level progress report.Helpful Hint – In signing this document, the signatory agreesthat the company should continue to invest in the project.PROJECT MANAGEMENT22
PROJECT MANAGEMENTSTAGE 4ControlProject control is the element of a project that keeps it on-track, on-time and within budget. It generally consists of a series of processes that are performed to observe project execution so that potentialproblems can be identified in a timely manner and corrective action can be taken if necessary.The primary objective of this stage is to maintain schedule, budget, and scope.STEP 1: Control the Project ScheduleSTEP 2: Control the Project BudgetSTEP 3: Control the Project ScopeSTEP 4: Control QualitySTEP 5: Control Risks
EP 1STEP 2Control the Project ScheduleControl the Project BudgetAction ItemAction ItemUse the Project Milestones Template to monitor projectdeliverables and ensure that the project schedule stays ontrack.VIEW RESOURCEMilestones are commonly used to monitor progress, but the limitations of using milestones to track progress can include:Use the Earned Value Analysis Template to help youmeasure project performance and progress by scope,schedule and cost.VIEW RESOURCEA few important earned value management acronyms include:Only showing progress on the critical pathCost Performance Index - greater than 1 is good (underbudget).Ignoring non-critical activitiesCost Variance - greater than 0 is good (under budget).Helpful Hint – Set milestones before the end of a phase sothat corrective actions can be taken to address issues.Schedule Performance Index - greater than 1 is good (showsthat the project is on track can meet the required goals).PROJECT MANAGEMENT24
EP 3STEP 4Control the Project ScopeControl QualityAction ItemAction ItemUse the Project Change Request Log to help you keep trackof project changes so that you can mitigate risks and ensurethe success of your project.VIEW RESOURCEWhen you receive a new Project Change Request Form, add thefollowing information into the Project Change Request Log:WBS IDDescriptionStatusImpactPriorityAction StepsOwnerResolutionDateNotesUse the Quality Log Template to help you itemize, document, and track items reported through quality managementactivities.VIEW RESOURCEThe Quality Log Template includes the following two tabs:Quality Assurance: Focused on monitoring of processes.Attempts to improve and stabilize processes to avoid issuesthat lead to defects.Quality Control: Focused on outputs. Attempts to uncoverdefects and reports to management.PROJECT MANAGEMENT25
EP 5Control RisksAction ItemUse the Risk Assessment Tool to document risks, assesstheir consequence & likelihood and to prioritize your riskmitigation efforts based on their corresponding risk rating.VIEW RESOURCEThe goal of this step is to reduce the extent of exposure to a riskand to reduce the likelihood of the risks occurrence. The risk assessment includes the following sections:ClassificationCourse of ActionStatusExpected OutcomeConsequenceMitigationLikelihoodOtherHelpful Hint – Use the Risk Mitigation Checklist to help youmitigate risks and ensure the success of your project.Risk RatingPROJECT MANAGEMENT26
PROJECT MANAGEMENTSTAGE 5CloseClosing includes the formal acceptance of the project and the ending thereof. Administrativeactivities include archiving the files and documenting lessons learned.This stage consists of the following steps:STEP 1: Project Acceptance DocumentSTEP 2: Post-Project Evaluation TemplateSTEP 3: Lessons Learned Knowledge BaseSTEP 4: Project Closure Checklist
EP 1STEP 2Project Acceptance DocumentPost-Project Evaluation TemplateAction ItemAction ItemUse the Project Acceptance Document to establish formalacceptance that all of the project’s deliverables have beenaccepted as complete and to state whether or not the projecthas achieved its goal.Use the Post-Project Evaluation Template to facilitate theevaluation of completed or failed projects with the intentionof building on strengths and learning from mistakes.VIEW RESOURCEConduct a project audit to verify that all deliverables meet therequirements by entering the deliverable name, the person thedeliverable was approved by and the date of approval.The Project Manager should only be authorized to continue with theformal close out of this project after the project has been accepted.VIEW RESOURCEThis template covers the following sections:Overall Project AssessmentLessons LearnedScope ManagementOpportunities for ImprovementQuality of DeliverablesFuture ConsiderationsKey AccomplishmentsBest PracticesPROJECT MANAGEMENT28
EP 3STEP 4Lessons Learned Knowledge BaseProject Closure ChecklistAction ItemAction ItemUse the Lessons Learned Template to keep track oflessons learned from individual projects and bring togetherany insights gained that can be usefully applied on futureprojects.Use the Project Closure Checklist to ensure that projecttasks have been completed and the project can be closed.VIEW RESOURCEInformation captured for individual projects includes:VIEW RESOURCEColumns in this checklist include:CategoryRecommendationDescription of taskIssue NameImpactStatus: Completed, On Track, At Risk, On Hold, OverdueProblem/SuccessThis information will be rolled up into a knowledge base thatconsists of lessons learned from all projects so that best practicescan be shared across the organization.Date completedNotesPROJECT MANAGEMENT29
PROJECT MANAGEMENTConclusionAt the end of any business process, it’s always a good idea to review itand identify areas for improvement.Demand Metric has the tools and expertise to help you with thefollowing:Setting up a project management officeCreating or auditing your project management playbookAssisting with using any of the tools referenced in this playbookProviding hands-on assistance to accelerate achieving your goals.To learn more, simply contact Demand Metric: info@demandmetric.com
PROJECT MANAGEMENTAbout This PlaybookThe ANA (Association of National Advertisers) makesa difference for individuals, brands, and the industry bydriving growth, advancing the interests of marketers andpromoting and protecting the well-being of the marketingcommunity.Founded in 1910, the ANA provides leadership thatadvances marketing excellence and shapes the future ofthe industry. The ANA’s membership includes more than1,000 companies with 15,000 brands that collectively spendor support more than 400 billion in marketing and advertising annually. The membership is comprised of more than750 client-side marketers and 300 associate members,which include leading agencies, law firms, suppliers,consultants, and vendors.Further enriching the ecosystem is the work of thenonprofit ANA Educational Foundation (AEF), which has themission of enhancing the understanding of advertising andmarketing within the academic and marketing communities.
PROJECT MANAGEMENTAbout This PlaybookDemand Metric is a marketing research and advisoryfirm serving a membership community of over 106,000marketing professionals and consultants in 75 countries.Offering consulting playbooks, advisory services, and500 premium marketing tools and templates, DemandMetric resources and expertise help the marketingcommunity plan more efficiently and effectively, answerthe difficult questions about their work with authority andconviction, and complete marketing projects more quicklyand with greater confidence — thus boosting the respectof the marketing team and making it easier to justifyresources the team needs to succeed.To learn more about Demand Metric, please visitwww.demandmetric.com
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Use the Project Management Template to create a project schedule that lists individual tasks, assigns ownership and outlines start/end dates. Use the Project Budget Template to set and track your project budget. This template can also be used to track project status. Start by indicating the following:
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