Breaking the Glass WallHow Understanding Corporate Strategy will help your PMO, your Projects & you

PMI Baltimore Chapter PDE Saturday April 28, 2018

Breaking the Glass WallCorporate Strategy & Tactics for PMsGoal To help you better understand the role of the Project Manager in the larger Sales, Marketing and Business Development functions of an organization. We will review the idea that a Project Manager plays a key role in the continued Sales & Marketing growth of their Projects, their Organization and their Customers. And how Sales & Marketing both shape and ensure the success of Projects and Project Managers.

Disclaimers •Corporate Strategy is a portion of the PMBOK still being expanded.•Much of the material presented is the opinions of the speaker. •Original material presented is copyright Sean G. Conner, LLC, unless otherwise noted.

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Speaker Sean G. Conner, PMP

• 20 years of project management and leadership• 15 years of leading all stages of implementing and sustaining Commercial-Off-The-Shelf (COTS) Business Intelligence (BI) Solutions • 15 years of Facilities Management Operations and Consulting•>20 years of Sales, Marketing and Business Development (BD)• 10 years of leadership as an Subject Matter Expert for ARCHIBUS• 8 years in the Federal Sector; 6 in the DoD and IC•Now a consulting Program Manager and actively managing a REIT PMO

Where are you in this equation?

P = R - C

Where are you in this equation?

P = R - Cr o f I t

e v e n u e

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The Basics of Project Business Development

for PMs

How Tactical & Strategic sales efforts relate to Project Management• Sales and Business efforts directly impact or even

determine the Triple Constraints +1 Scope

Schedule Cost

Quality

• They define ALL other Project Expectations, Key Milestones & Deliverables

• They also keep you employed

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Interpersonal (Tactical)

Sales

The Elevator Pitch

• <60 seconds

• Why do customers hire you?

• What makes you better & different?

“I am a consulting Program Manager, System Implementation Coach, and Professional Speaker.

Folks come to me because I am one of the top experts in the country for implementing and improving the software that manages:

• buildings • the maintenance of those

buildings • and the real estate portfolios of

major organizations.”

- Sean Conner, PMP

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Traditional Transactional Sales Process

1. Give ‘em Sizzle

2. Giving Benefits

3. Needs Assessment

4. Dealing with Objections

5. Always Be ClosingImage is a David Koechner in The Goods: Live hard, Sell hard - Paramont Vintage, 2009

fair use of the original if for instructional purposes, provided via IMDB

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Straight-line persuasionFirst, identify Buyers vs. Non-buyers. Don’t waste time with Non-buyers.

Then:

1. Build Rapport

2. Ask Questions

3. Control the Sale in a Straight Line Straight-line persuasion is a copyright of Jordan Belfort, et. al., used, under fair use, for instructional purposes.

Image is Jordan Belfort - May 30, 2010.jpg, by Ralph Zuranski (Flickr: DSC05738) CC BY 2.0 (http://creativecommons.org/licenses/by/2.0) via Wikimedia Commons

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Business-to-business (Strategic)

Sales

The Sandler Sales Method1. Bonding & Rapport

2. Set up an Up-Front Contract

3. Uncovering Pain

4. Talk about Budget

5. Review the Decision Process

6. Demonstrate Fulfillment

7. Post-SalesImage is Mr. David Mattsen, President and CEO of Sandler Training

playback is a fair use of the original, for instructional purposes, provided via sandler.com

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The Dale Carnegie Sales Process

1. Prospecting 2. Qualifying 3. Initial Meeting 4. Needs Analysis 5. Demonstration 6. Proposal/Quotation

Presentation 7. Influencer Approval 8. Key Decision Maker Approval 9. Purchasing Approval 10.Delivery The Dale Carnegie Method is a copyright of Dale Carnegie® Training used, under fair use, for instructional purposes.

Image is Dale_Carnegie.jpg obtained via https://en.wikipedia.org/w/index.php?curid=3495429 under fair use,.

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RFI/RFP-based (Portfolio)

Business Development

What the RFI/RFP Process means to PMs

• Project Managers are frequently drafted into the Business Development process as: • Subject Matter Experts • Review Team Members • RFI/RFP Content Authors

• RFPs set almost ALL eventual Project Expectations, Key Milestones & Deliverables.

...and RFPs often set Labor and Cost Baselines, before you even start.

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The Lockheed RFI/RFP Methodology

1. Proposal Strategy 2. Staff Proposal Team 3. Finalize Proposal Plan 4. Storyboard Response

1st Draft 5. Pink Team Review

2nd Draft 6. Red Team Review

Final Draft 7. Submission

(Optional) Best & Final Response 8. Lessons Learned

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The Lockheed RFI/RFP Response Methodology

The Basic Proposal Process

OpportunityPositioning

PostSubmittalProposal Development/ProductionCAPTURE PHASES

Final RFPDRFP EN FPR

Key Decisions:

BlueTeam

RedTeam

LessonsLearned

EPP

Customer Milestones

Proposal Actions

Proposal ReviewsPink

Team

1st

Draft

Finalize ProposalRqmts &

Plans

BaselineProposal Strategy

Staff Team

PrepStoryboards

2nd

Draft

Final Draft Prep

Mat Review

Print & Deliver

GoldTeam

BlackHat

Bid Submit AwardMidpoint

• Developed by Lockheed in the 50’s • Used widely in Federal/State/Local

The Lockheed RFP Process is copyright Lockheed Martin

used, under fair use, for instructional purposes.

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Large-scale (Global)

Business Development Strategy

Situation

Problem

Implication

Need-payoff

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SPIN Selling is transforming the industry

• Intended for Large-scale Business Development • Traditional sales methods were developed for small consumer

sales • They don't work for large sales • Conventional selling methods are doomed to fail in major sales

• Based on imperial research • 12-years, $1-million dollar research

• Transforming the industry

For further reading, please refer to: Spin Selling: Situation Problem Implication Need-payoff

By Neil Rackham

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What SPIN Selling suggests for PMs

• YOU Matter • PMs naturally become SMEs about the client • PMs can (and should) guide Business Development • The best PMs are (or become) Trusted Advisors

• Business Development Matters • BD can see Strategic challenges that PMs and PMO

cannot • BD can improve the success or your PMO and Projects • Successful BD WILL improve your career

• Those that understand SPIN have an advantage

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Thank you and good luck

sean.g.conner@gmail.com 443-966-0599

If you need to contact me:

Supporting Slides

Guy Kawaski’s 10-20-30 Rule

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Video is Guy Kawasaki’s 10-20-30 Rule Featuring Guy Kawaski,

playback is a fair use of the original, for instructional purposes provided via YouTube

Guy Kawasaki’s 10-20-30 Rule

1. 10 Slides 2. 20 Minutes 3. 30pt font minimum

• Do NOT overwhelm audiences with slides or demonstrations

• Work with professional presenters before presenting to a customers or clients

• Study of the art of effective presentation and performance techniques

Guy Kawasaki’s 10-20-30 Rule is a copyright of Guy Kawasaki used, under fair use, for instructional purposes. Image is Guy Kawasaki, Wikimedia Foundation Board. Photographed at Wikimania 2015 obtained via

https://commons.wikimedia.org/wiki/File:Guy_Kawasaki_at_Wikimania_2015_-_2.jpg under fair use, for instructional purposes.

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Traditional Transactional “Used Car” Sales

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Video is a clip of The Goods: Live hard, Sell hard - Paramont Vintage, 2009 playback is a fair use of the original, for instructional purposes, provided via YouTube

Straight-line persuasion aka "Sell Me This Pen"

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Video is a clip from The Wolf of Wall Street - Paramont Pictures, 2013 playback is a fair use of the original, for instructional purposes, provided via YouTube

The Sandler Sales Method

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Video is What are the key steps of the Sandler Selling Method by Dave Mattson President and CEO of Sandler Training

playback is a fair use of the original, for instructional purposes provided via YouTube

The Dale Carnegie Sales Process

30Video is Warren Buffett praises Dale Carnegie Training

FeaturingWarren Buffett, CEO of Berkshire Hathaway playback is a fair use of the original, for instructional purposes

provided via YouTube

The Lockheed RFI/RFP Response Methodology• Requires a substantial Level of Effort • Also requires Subject Matter Experts

A More Useful View…Kick-off within

~2 Days of FRFP Receipt

W/I 1st 7-10 Days

By Day ~18-20

By Day ~28-30Blue

Team

PinkTeam

RedTeam

“The impossible can always be broken down into possibilities.”~Author Unknown

The Lockheed RFP Process is copyright Lockheed Martin

used, under fair use, for instructional purposes.

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