The art of selling your PMO webinar Tuesday 2 April 2019 presented by Jon Burke The link to the write up page and resources of this webinar: https://www.apm.org.uk/news/the-art-of-selling-your-pmo-webinar/

1. THE ART OF SELLING YOUR PMO
Jon Burke

2. THE ART OF SELLING YOUR PMO
Jon Burke making people care about your PMO

3. • Get to the Why
• Customer Focus
• Increasing Engagement
• Tactics and Plans
What we will cover

4. • 20+ years Marketing Leadership
• UK/ Europe/ NAM/ ME/ Asia
• Experience:
• Start-ups
• SME’s
• PLC’s
• Charities
• Business Schools
• Writing a book: “Why Marketing Matters”
About Jon Burke

5. CommunicationWhat does Marketing do?

6. What does Marketing do?
“Marketing is the management process responsible for identifying,
anticipating and satisfying customer requirements profitably.”
— CIM definition

7. • Project Management
• Project management is the application of processes, methods, knowledge, skills and experience to
achieve the project objectives
• Programme Management
• Programme management is the coordinated management of projects and change management
activities to achieve beneficial change
• Portfolio Management
• Portfolio management is the selection, prioritisation and control of an organisation’s projects and
programmes in line with its strategic objectives and capacity to deliver. The goal is to balance
change initiatives and business-as-usual while optimising return on investment
What do PMO’s do?

8. PMO’s
• Change

9. Change

10. //Simon Sinek
Start with the Why?

11. CommunicationWhat does Marketing do?
“Our team helps this business grow profits by launching new
products and developing campaigns that win new customers
and keep us ahead of the competition.”

12. CommunicationWhat do PMO’s do?
“We work with departments across the business to
help achieve its strategic growth objectives.”
- To be improved…

13. • Know your numbers
Marketing: Investment, not Cost

14. • Know your numbers
• Know why your numbers matter
Marketing: Investment, not Cost

15. Align with Company Strategy

16. • Know your numbers?
• Know why they matter
PMO: Investment, not Cost

17. “About our PMO…”

18. • Think of your Internal Customers
• WHO is the audience?
• WHY do customers buy? (or not)
• HOW do customers buy?
// Buy = Engage
“About our PMO…”
PMO
Business
Development
Customer
Services
IT/ Web
Development
Finance
HR
Legal,
Compliance
Operations
Product
Development
Marketing

19. Who is your Audience?

20. • Target by Title
• Director
• Manager
• Executive
• Others
Who is your Audience?
• Target by Department
• Accounts
• HR
• Sales/ Marketing
• Operations
• IT

21. Creating Personas
• Identify what matters
• Reflect their values
• Deliver campaign

22. Create Advocates

23. • Relevant content
• Easy to understand
• Accessible
• Recency of content
Why do internal customers Engage (or not)?

24. Be Customer Obsessed

25. • Spend time “in the field”
PMO: Customer Focused

26. How do staff Engage?
Messaging/
Audience
Twitter/ Soc
Med
Sales tools
Literature
E-mails
Intranet
Videos
Case Studies
Posters
Newsletters
Events/
Presentations

27. • Example: E-mail
• Typical weekly update
• Test:
• Open rates, times
• Deletions/ DNO’s
• Click-throughs
• Subject lines
• Repeat the following week
• Informal survey
How do staff Engage?
Messaging/
Audience
Twitter/ Soc
Med
Sales tools
Literature
E-mails
Intranet
Videos
Case Studies
Posters
Newsletters
Events/
Presentations

28. • Don’t let Marketing Brand Guidelines be your enemy….
Engagement: Stand Out

29. • Which tools do we use?
• How are we going to use them?
• What do we want to communicate?
• Are we being consistent across
platforms and messaging?
Tactics

30. • Which tools do we use?
• How are we going to use them?
• What do we want to communicate?
• Are we being consistent across
platforms and messaging?
Tactics

31. PMO Calendar
• Create a Rolling 12-month calendar
• Share the plan

32. • What are we doing?
• What have been the results?
• Survey your audience…
• Awareness
• Advocacy
• Engagement
Measure… Report… Improve

33. • Understand your Why?
• Live it consistently
• Tailor your message to your audience
• Communicate across multiple platforms
• Be relevant
• Be customer obsessed
• Measure and improve
Key Takeaways

34. THANK YOU
Jon Burke
E: jb_creativity@hotmail.com
M: 07773 909517
linkedin.com/in/jonpburke/

35. This presentation was delivered
at an APM webinar
To find out more about upcoming webinars please
visit our website www.apm.org.uk/events