Change, communications and sponsorship

Since the Project Workout was first published, I have advocated projects as the vehicles for achieving strategic objectives or as I often say, projects are the vehicles of change. When I first wrote this in the late 90s, most people were still focused on deliverables and outputs, but, I am pleased to say the drive to towards benefits driven project management as standard is gaining momentum. This blog picks up on Steve Delgrosso’s views.
PMI’s Pulse of the Profession reviews are really starting to focus on the outcomes from projects being the most critical thing from senior management a senior management viewpoint (hurray!). Steve DelGrosso, from PMI, gives his views on what the priorities need to be, if organisations are to keep pace with the escalating rate of change. In his view, these are:

  • Priority One – communications
  • Priority Two – sponsor engagement

This mirrors McKinsey’s Colin Price’s findings about the essential role of the project sponsor in his book, Beyond Performance Management. It also mirrors the view that to be effective, senior management must not only have a vision, but also be able to communicate it.
A look at PMI’s research shows that organizations report that only 52 percent of their strategic initiatives are successful. The failure of strategic initiatives has a significantly greater financial impact than just project failure: they say that nearly 15 percent of every dollar spent on strategic initiatives is wasted–US$149 million for every US$1 billion spent. By comparison, PMI’s 2014 Pulse of the Profession® study finds that US$109 million is wasted for every US$1 billion invested in projects.

So, not much seems to have changed since David Munt, founder of GenSight, did a similar study in 2002. His research suggested between 35 and 50 per cent of all investment is directed to unsuccessful projects and that about 30 per cent of project investment by FTSE 100 organisations in 2000 actually destroyed shareholder value!
Strategic initiatives are the programmes and projects though which an organization’s strategy is implemented. By their nature, strategic initiatives drive change to transform an organization from current state to future state.
Failed projects can result in huge financial losses for an organization, but a failed strategic initiative has an impact far beyond just the costs of the initiative. When an organization embarks on change, it’s likely that systems, processes, vendors and perhaps even the overall organizational mindset (or mission) will be impacted. Failure to successfully enable sustainable change can lead to an organization losing its competitive advantage.

Select the right projects to support your strategy Selecting the right projects will help you achieve your objectives by realising benefits which support your strategy.

Select the right projects to support your strategy

I have a feeling there will be a lot more blogs on this topic as it challenges the prevalent “iron triangle” or “triple constraint” view of project management, and builds on it. Developers of standard and proprietary methods take note! In the meantime, have a look at The Project Workout, Chapter 3, page 50 and Chapter 15, page 198, in particular.

About Robert Buttrick
Robert Buttrick is the author of the Project Workout. He has been providing advice and guidance since the publication of the first edition of his best-selling “flagship” book, the Project Workout in 1997 and now its 4th edition. The principles laid out in the publications, take a holistic view, ensuring that culture, systems, processes and accountabilities are mutually compatible. The book has been translated into French, Korean, Chinese, Russian and Romanian . . . but not yet into Latin! Robert received a Distinguished Service Certificate from BSI for services to national and international project management standards; he is a Member of the Chartered Institute of Marketing, Chartered Engineer and an Honorary Fellow of the Association for Project Management. He currently works as a consultant and is a Visiting Teaching Fellow at the University of Warwick.

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