If you ask, "Who is most responsible for driving value at an agency?" the initial answers almost always refer to the corner-office executives. And for good reason: those in the C-suite and on the executive team are visionary leaders, responsible for providing strategic, financial, and operational leadership for the company.
However, although senior leaders often have a good understanding of what's happening across the entire client portfolio, it just isn't feasible (or smart) to expect them to maintain that understanding at the individual project and client level.
Companies in the advertising and marketing industries who realize the full value (and potential) of their project managers (PMs) know that although executive leadership has an important role, those who are thoroughly entrenched in day-to-day operations can have the most direct impact on clients and on the business.
Here are three specific and meaningful ways you can elevate and empower your PMs to provide more business value.
1. Drive visibility by giving PMs access to the right data
Many PMs are praised for hiding in the background and flying under the radar, especially when things are going well. However, that undercuts the meaningful value they can bring to your clients and business: visibility into the day-to-day inner workings of every project.
When that access is used effectively, it can add significant value to client projects. PMs can spot project roadblocks and solve them before they affect the budget or timeline. The best solution to a problem is solving it before it even presents itself.
To best drive visibility, your PMs need access to the right data and tools. To do that, it's essential that you...
- Combine all of your project data into one system and give access to everyone who needs it
- Choose a system that generates real-time insights and reports
- Allow (and expect) project managers to have strategic client discussions
Doing so allows your PM to move from a silent cog in the background to a value-driving partner who has a leading role in helping the agency and clients make more informed, data-backed decisions. That saves money and resources while building a stronger sense of trust with the client.
2. Tap into flexibility with a dynamic approach
Working at a client services organization means managing a variety of projects for various industries and service offerings. The morning might involve bringing a new app to life, whereas the afternoon can be spent designing a website or consulting on a new service offering with a client.
Being successful in a rapidly shifting landscape requires flexibility and adaptability. And that's exactly what PMs specialize in. When you empower your PMs, they will know how and when to tap into those skills to provide more value to their projects, teams, and clients.
In practice, tapping into that skillset and adopting a dynamic approach means PMs can...
- Recognize no two clients or projects are the same
- Create scopes and project plans using a particular methodology or specific tools that support their client's organizational needs
- Adjust timelines, budgets, and teams along the way to adapt to changes or get a project back on track
Using a dynamic approach allows PMs to further build client trust and empowers them to become strategic advisors to clients.
And as you continue to build more client trust, you increase the likelihood of client retention and eventually broaden the nature of work that your agency can take on, opening roads to new business opportunities.
