Como você pode lidar com o aumento de escopo em projetos de marketing?

Implement a thorough impact assessment process for proposed changes. Evaluate how each change affects project goals, timelines, budgets, and resources.

Marketing projects are specific initiatives undertaken by companies to promote their products or services. They involve activities like market research, advertising, PR, social media marketing, and sales promotions. Defining the project scope clearly is crucial for success. It involves outlining objectives, deliverables, timelines, and resources. This includes identifying the target audience, setting goals and metrics, determining the budget, and establishing the timeline. A clear project scope helps manage expectations, allocate resources effectively, and avoid unnecessary changes. It provides direction and ensures successful project completion within defined parameters.

I always found a one page “Project Charter” that had very specific ranges of acceptable marketing mix elements including budget and key deliverables. Also included was a high level timeline with periodic reviews. Any deviation outside the ranges required functional head approval.

When starting a project, categorize clients into personas first. I categorize them as Strategists, Dreamers, and Deligators. Strategists want oversight (less creed possibility), Dreamers value flexibility (high creed possibility), and Delegators (less creed possibility) focus on the outcome. Tailor scope accordingly: Strategists want governance details. Educate Dreamers on the change process. Focus on the outcome for Delegators. Defining personas and customizing the scoping approach prevents misalignment by setting expectations aligned to each client's values - precision, flexibility, or outcome.

Scope is different for every project. For a landing page, email, flyer, presentation, YouTube media, and on. Start with having experts in the media space with you and have an internal discussion first on the items you need clarity on with your internal or external client. Internal marketing briefs are a fantastic way to start especially on a new project never completed or for a new client. The internal team brief puts everyone on the same page, especially if you can review it and collaboratively update it. Then, work on a client project brief, with your client. Allow everyone to update it, allow your client time to review, ask questions. Express the importance getting it close but let them know the flexibility required to change it.

Here are some marketing projects that can help you communicate regularly and effectively with your target audience: 1) Social media management 2) Email marketing campaigns 3) Content creation 4) Customer surveys and feedback 5) Webinars and online events 6) Influencer partnerships 7) Customer loyalty programs 8) Public relations 9) Online advertising campaigns 10) Analytics and reporting

Incorporate a Change Impact Analysis (CIA) into your project management process. This involves assessing how proposed changes will impact not only the project scope but also the budget, timeline, etc.

It's important to take the lead when you talk to people. Don't wait until there's a problem to talk to your team or other important people. Instead, talk freely and often to keep everyone up to date on how the project is going and to deal with any problems as soon as possible. Also, it's important to pay attention to how you sound when you talk. Even when talking about hard things, be polite and professional.

Regular communication ensures that everyone is on the same page. The channels and frequency should align to the client persona: Strategists want detailed project reports to maintain oversight. Dreamers need more touchpoints and education on the process. Delegators prefer high-level, results-focused updates. Having a communication plan defining the format, frequency, and roles per persona prevents mismatched expectations. Tailoring communications to each client type is key for project transparency and alignment.

From briefs, to layouts to initial review - much can be lost in our assumptions. Always refer to the brief, refer to changes and uprated. Point out what is not present, but be flexible to update and add it. A project takes all parties to be responsible, professional and flexible when change occurs. Changes usually require time, and we are lucky if a cost to any party is not involved.

When evaluating change requests, focus on distinguishing between the potential impact of the change and the actual benefits it offers. Sometimes, a change may have a significant impact but minimal benefits...

Change requests are inevitable. The approach depends on the persona: Strategists understand the implications, so focus on impact and feasibility. Set boundaries and educate Dreamers on the change process before approving requests. Delegators may grant changes if the end goal is still achievable. Evaluate requests against the persona's priorities - precision, flexibility, or outcomes. Update scope, budget, timeline accordingly and get sign-off. Managing change aligned to the persona prevents uncontrolled scope creep.

Marketing projects can be complex and involve multiple stakeholders, so it is important to manage change requests carefully. Here are some tips for effectively managing change requests in marketing projects: 1) Establish a clear change request process 2) Clearly define scope and objectives 3) Evaluate the impact of change requests 4) Prioritize change requests 5) Communicate effectively 6) Document all changes 7) Monitor and control changes By following these tips, marketing teams can effectively manage change requests and ensure that they contribute to the success of the project.

This is where the brief, the client, the team ideally uses a technology, project management solution built for marketing projects. This helps iterate on changes, approvals and documents the timing. Change requests in the old days were submitted on paper and kept in timeline in the client project folder. Today we have great tools to enable our processes and track / review changes to not only quality check our changes, but prevent scope creep.

Changing requirements are often seen as scope creep. Sometimes they indeed are because the requester didn't take the right steps in requirements definition. Other times, particularly in longer projects, the requirements in the business just change. This can be caused by strategic changes, customer input, or even a change in personnel involved in the project. As a result, all changes to requirements are not the result of negligence on the requester (though some are) and efforts should be made to accommodate what I'll call rational scope creep whenever possible.

Tracking progress enables course correction. Tailor monitoring and reporting to the persona: Share detailed metrics on budget, quality, and milestones with Strategists. Provide visual dashboards and highlight issues for Dreamers. Update Delegators on high-level KPIs tied to goals. Choose relevant KPIs and tools that provide oversight, education, or results based on what each client values. Customized monitoring prevents surprises and keeps all stakeholders aligned on progress.

Project managers are pivotal here. It is also extremely important to communicate clearly and often. Have a meeting, follow up on how it impacts and applies to the project goals. Change direction, ensure all parties are on board with the pivot. Even when things are going exactly as planned, status updates to all stakeholders and members to ensure there aren’t any hidden roadblocks.

We take a different approach here due to the technical nature of our projects. We train our designers and developers on project management and let our clients engage directly through our collaborative project tool. This means there is less chance that information will be blurred as its passed down the line. Plus clients can get instant feedback on their questions while our team set their own benchmarks for deliverables.

This is key. It's rare that any project is issue free, we are all human and managing complex projects has many pitfalls. Experience helps you to become more aware of these issues, but refining the process from one project to another will help you feel more in control, create a better experience for your client and improve retention.

It goes without saying, Marketing is x% creativity and x% science. Take time after every project to ask the 2 simple questions: "What Worked? What didn't work?" Then put the science part to work. See if you can take something from each question and roll it into your processes. Can what worked positively infect other clients? Can what didn't work prevent similar pitfalls from happening with others? How can you embrace those in a systematic way? A systematic way can be something as simple as an additional bullet to an existing checklist, or adding an extra step to your Zapier onboarding Zap. Progress comes in baby steps. Learn from everything.

Scope creep happens because of insufficient understanding of the project. Some understanding is not sufficient. Even u start a marketing project without enough knowledge u need to be ears to earth to change it to meet objectives else u fail. Data, basic interaction with concerned people is the key for finding a solution. If u ignore them then u ar doomed. It is not a corporate decision!?