From marketing to project management

a study of project managers in a large ICT organization

Article Skill Development December 2006

Project Management Journal

Lecoeuvre-Soudain, Laurence

How to cite this article:

Lecoeuvre-Soudain, L. (2006). From marketing to project management: a study of project managers in a large ICT organization. Project Management Journal, 37(5), 103–112.
Although many previous studies have identified the project manager skills that facilitate project success, the field lacks sufficient information on one essential practitioner skill: knowing how to sell projects internally to executives and externally to stakeholders. This article examines how project managers can integrate a marketing perspective into their project management approach. In doing so, it identifies six elements that informed this paper's examination of how three companies use marketing techniques when managing projects; it overviews the study's methodology and summarizes the two axes shaping project marketing as well as the four elements influencing a project environment. It describes a four-part framework and two approaches--solution selling and creative offer--for synthesizing project marketing. It then analyzes the three case studies on business-to-business project marketing.
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