1. MarketingStrategic Project Management SPOMP:An Inspiring 9-page Guide to Effective Project Implementation that goes Beyond Project Planning, Scheduling, and Control

2. Marketing Strategic Project Management SPOMP 2012 Leon M. Hielkema Marketing Strategic Project ManagementSPOMPAs an experienced internal marketing/communications consultant, project manager, program manager,change agent, or change manager, you are responsible to implement strategic change in your organization.How to create support and buy-in for the organizational change that you want to realize? How to dealwith resistance to change?This crisp nine-page PDF summary of the forthcoming business book Marketing Strategic Project Man-agement SPOMP (expected October 2012) describes how to successfully implement a marketing/com-munications program, project, or policy, from the inside out. It introduces five new SPOMP strategies thatwill help you to seduce stakeholders into change. You will be challenged to:Suse office politics and networking as a means to stakeholder managementPplan and design internal communications to influence peopleOlet the steering committee work for youMuse project marketing to sell your change ideasPprove project success with KPIsA SPOMPed project means a successful organizational change, an effective implementation, a shorterproject duration, more enthusiastic project team members, and for you as an internal consultant an evenmore successful image within your organization. Praises for Marketing Strategic Project Management SPOMP: Finally a book that not only tells you how important engagement is, but also shows you how to actually create it. Highly recommended. B. Johnson, PMP, Chicago, IL Im now seeing my project as a means to deliver change in my organization. Mind-provoking ideas for market- ing and communications specialists. V. Schwab, New York, NY One of the few books in this field that covers politics. Ch. Leibovitz, Staten Island, NY Logically structured, to-the-point, and a real pleasure to read! TJ. Baxter, Wichita, KS A refreshing and inspiring view on the project called change! J. Harris, Chicago, IL Continued on Page 82/9 3. Marketing Strategic Project Management SPOMP 2012 Leon M. Hielkema Five Strategies to Seduce StakeholdersThe goal of every strategic project is to successfully implement change in your organization. Researchshows that only one third of all initiated projects are successful in meeting this goal. Among thesuccess factors, the formal project management technique (for example PMBOK, PRINCE2, MSP,Agile, etc.) that is applied only accounts for 6% of the projects success. The two most importantsuccess factors, however, are support from the client and support from the internal users, whichtogether account for 34% of the projects success. But how can you successfully create this support?Marketing Strategic Project Management SPOMP How to Seduce Friendscontains five strategies that are very powerful in In my workshops, I always start with the examplecreating support and buy-in for your change projectof seducing a group of friends to go skiing inor initiative. Combined, the strategies will createJanuary. Some friends will support your vacationsupport by seducing (as in alluring or enticing) plans, while others would rather go on a summerstakeholders into the change that you want tovacation. Some friends have children and preferrealize. Seducing stakeholders means that youto go during a school break. Some friends preferinfluence them to become positive about the change.to go later in the year because January is a busyCreating this positive attitude will significantly month at work for them, and some friends do notincrease your chances of a successful project. want to go on vacation at all. The key question is: How to seduce these friends to People Need to Change support your vacation plans? Every project results in various people within the organization having to change their behavior, atti- tude, or working method. For example, a project Every group of friends has informal leaders. to improve customer satisfaction leads to a new Probably, you will first try to seduce these informal way of working. A project aimed to simplify a cer-leaders. If they are convinced, then others will tain form leads to people having to learn how tofollow. You will also try to seduce those friends fill out the new form in a different way than theywho are able to influence the informal leaders are used to. An implementation of a new Social of the group. You will try to seduce them by Media strategy leads to various people having communicating frequently about how fantastic a to adjust the way they currently work. The more skiing trip would be, or how it has been a long strategic the project, the more fundamental and invasive the organizational change is that youtime since you all went skiing together. have to realize.3/9 4. Marketing Strategic Project Management SPOMP 2012 Leon M. HielkemaFurthermore, by letting your friends know that to understand the politics in your organization tosix mutual friends have already signed up for thebe able to determine which stakeholders need totrip, you are demonstrating the potential successbe seduced. You need to frequently communicateof your vacation plans. You can make your planswith these stakeholders in order to continuouslysound even more favorable by communicating thatinfluence their perception about the change thatyou have found the perfect spot for the perfectyou want to realize. You will have to convinceprice, but that this option expires within five days.stakeholders that change is inevitable and that your advice is the best option to implement this change. It is important to sell your project in order Who Are You?to tempt stakeholders to favor the change you are Presumably, you are between the ages of 35 and recommending. Also, to back up your arguments, 50 and well experienced in managing complex you will have to prove during the project that your strategic projects. You work in the marketing/ communications department of a knowledge- approach potentially will be successful in realizing intensive organization, with many highly educated organizational change. In a nutshell, if you want professionals. The project teams that you leadto seduce stakeholders, then you need to SPOMP comprise five to 10 members and the projectsyour project. have an average duration of three to 12 months. You have developed your own change and project management style which, above all, should remain SPOMP Your Project as such. However, you are looking for new insights The letters SPOMP are an abbreviation of the five that will make you even more successful in implementing strategic change in your organization. strategies that are presented in Marketing Strategic Project Management SPOMP. These five strategies are very powerful in seducing the client, internal users, and other stakeholders. Each strategy is aHow to Seduce Stakeholders building block to become even more successfulSeducing stakeholders works in a similar way asin implementing the organizational or behavioralseducing friends to go on a skiing trip. You needchange that you want to realize. S S = Select Your Stakeholders P = Plan to Communicate P O M M O = Organize Influence M = Market Your Change Initiative P P = Prove Potential Success4/9 5. Marketing Strategic Project Management SPOMP 2012 Leon M. HielkemaSelect Your Stakeholders (S)realize in your organization. Marketing StrategicOffice politics always plays a major role whenProject Management SPOMP describes how youyou want to realize change in your organization.can utilize such a body to successfully createPolitics is often viewed as a negative force on this support. You will learn how to strategicallythe project, but you can turn it into a positive. organize your inf luence in such a way that theTo use politics as a positive force, you need governance body will start working for you.to carefully select the stakeholders who caninf luence others to favor your project. MarketingStrategic Project Management SPOMP describeshow to determine which stakeholders you needMarket Your Change Initiative (M)to select in order to use office politics to your Just as a manufacturer uses marketing toadvantage.seduce customers into purchasing a product,you can use marketing to seduce stakeholdersinto change. Therefore, you need to view yourchange initiative as a product that you want toPlan to Communicate (P) sell to stakeholders. Marketing Strategic ProjectIn order to seduce stakeholders into change, youManagement SPOMP describes how to sellneed to communicate on a frequent basis withyour initiative by marketing your project, thethem. This is essential in order to create multiple capabilities of your project team, and yourselfopportunities for yourself to positively inf luence as the orchestrator of the change.stakeholders in adopting and embracing yourchange initiative. Frequent communication fromthe start of the project ensures that stakeholdersare not confronted with a change, but that they Prove Potential Success (P)are taken along in the change project. In The challenge of the fifth and last SPOMPthis way, stakeholders will get accustomed to strategy is to prove during the project that yourthe idea of change, and this will significantly project will be successful in the end. The goalreduce potential resistance. Marketing Strategicis to create a positive attitude from stakeholdersProject Management SPOMP describes in two regarding the organizational change that youclear steps how to efficiently plan frequentwant to realize. If you can convince stakeholderscommunication moments with stakeholders.of this potential success, then it becomes mucheasier to seduce them into change. MarketingStrategic Project Management SPOMP describeshow to seduce stakeholders by proving theOrganize Inf luence (O) potential success of your project.A steering committee, project board, or anothergovernance body can help you to create supportand buy-in for the change that you want to 5/9 6. Marketing Strategic Project Management SPOMP 2012 Leon M. HielkemaThe Promise of SPOMP result of your successful image, you will be askedThe five SPOMP strategies are very powerfulto manage ever more interesting and challengingin seducing stakeholders into change because itprojects. At a certain moment in your career, youshows you who (S), when (P), and how (O, M,can even choose which projects you would like toand P) to seduce. By SPOMPing your project,manage. The mere fact that you accept a projectyou will make the stakeholders mind receptive assignment will be considered as a quality markto your ideas, even before implementing them inwithin your organization.your organization. This greatly enhances yourchances of realizing a successful change.Your successful image ensures that colleagues are keen to participate in the projects that youIn addition, SPOMPing a project has many are managing. It will also create trust amongstother advantages. An advantage for the client is stakeholders which makes managing futurea shorter project duration because there is less projects increasingly easy. I know this fromresistance at the time the change is going to be my own experience and from the internalimplemented. Furthermore, internal users willprofessionals whom I have coached over the years.benefit from SPOMP because they are able toIt works in the same way as a football coach whoinf luence the change process. Moreover, project has a successful track record and thus a successfulteam members will experience much more image. This football coach also has no need tomotivation to actively participate in the projectexplain why he or she opts for a certain line-up.because SPOMP delegates responsibility to them. Discover for yourself how you can SPOMP yourFor you, the advantage is that SPOMPing a projectproject and successfully seduce stakeholderswill boost your career as an internal consultant.into the organizational change you want toYou will be perceived as a successful professional realize. Find out in everyday practice whatbecause you are realizing change faster andSPOMP can do for you and how it will boostbetter than others in your organization. As ayour career!Leon M. Hielkema, MBA, has more than 15 years ofinternational experience in developing, executing, andevaluating strategic change projects.He has successfully coached many internal professionalsover the years and is a featured speaker and trainer.With this book, he gives new, refreshing insights on howto successfully effect change in complex organizations. 6/9 7. Marketing Strategic Project Management SPOMP 2012 Leon M. HielkemaProject Success Is Rare: This years results show a marked decrease in project success rates, with 32% of all projects succeeding.(Standish Group, 2009)The technique is not enough. (Beaulieu, 2008)Nearly 60% of the companies we analyzed lacked the right capabilities to deliver on their change plans. (Bain & Company, 2011) Things have gotten worse. (Swedish IDC, 2006) Project failures in companies accounted for $75 billion in losses, attributing 60% of the failures to poor project management.(Gartner Group, 1999) 61% of the analyzed projects were judged as failure.(KPMG Canada, 1997)A project is more likely to be unsuccessful than successful.(Idea Group, 2007)Today, companies spend more than $2 trillion on acquisitions every yeareven though study after study puts the failure rate of mergers and acquisitionssomewhere between 70% and 90%.(Harvard Business Review, 2011)Organizations typically spend about 90% of their effort on activities to push the change down the organization and invest very little effort increating pull among people who are trying out new work behaviors. (Bain & Company, 2011)Project success rates are low, so we put in more controls. This means less time managing projects and more red tape,which in turn leads to even lower success rates. (Smith, 2009) The major cause of project failure during the lifecycleof the project is bad communications between relevant parties.(Bull Survey, 1998)7/9 8. Marketing Strategic Project Management SPOMP 2012 Leon M. Hielkema Praises for Marketing Strategic Project Management SPOMP: The great thing about SPOMP is that its independent of the methodology that you use. It complements PMBOK fully. V. Lloyd, Baltimore, MD Tremendous guide on how to influence behavior through internal marketing programs and employee communications strategies. C. Costa, Anaheim, CA I especially found the third SPOMP strategy very useful. Now I know how I can get the steering committee out of my chair. M. Codinio, Seattle, WA Top-notch insights about collaboration, engagement, and how to bridge the implementation gap. P. Vlez, New York, NY Proving the potential success of my project did it for me! C. Jackson, Fort Worth, TX An extremely agile approach to transformation, without losing control. A. Walker, Newcastle, Australia One of the most powerful books on Organizational Consulting that Ive read in the past few years. Definitely a keeper! W. Balog, Chicago, IL SPOMP increases your visibility in the organization enormously! M. Ravdin, Montreal, Canada Very readable, cohesive, clearly articulated, without the typical popular business management jargon. A. Salinger, Camden, NJInterested too? itter e on Tw Follow md toGo to www.SeduceStakeholders.com/links and takehol @ seducesalfind trusted links to get your copy of Marketing ut specilearn abo. iscountsStrategic Project Management SPOMP now! offers and d atestTrade paper and Ebook formats are available atut the l Check o onsAmazon, Barnes & Noble, iBooks, and many otherpromotisponsoredonline retailers (search seducestakeholders).here!Order now and win* a copy of Leon M. Hielkemassecond book for free!* Visit www.SeduceStakeholders.com/win for more details.8/9 9. Marketing Strategic Project Management SPOMP 2012 Leon M. HielkemaStrategic Project Management SPOMP is also Available for Internal Consultants from Other Departments, Including:Financial Strategic Project Management SPOMP(ISBN 978-0-9828779-2-0)HR Strategic Project Management SPOMP(ISBN 978-0-9828779-0-6)IT Strategic Project Management SPOMP(ISBN 978-0-9828779-4-4)Legal Strategic Project Management SPOMP(ISBN 978-0-9828779-5-1)General Strategic Project Management SPOMP(ISBN 978-0-9828779-6-8) Please visit www.SeduceStakeholders.com/links for trusted links to Amazon, Barnes & Noble, Goodreads, iBooks, and many more retailers. This page also contains updated links to my blog and social media venues like Facebook, Google+, LinkedIn, and Twitter. I am looking forward to hear from you!9/-