A friend recently asked for my opinion on a staffing change at his digital marketing agency—they’ll be requiring strategists to do PM and requiring project managers to do client strategy and account management.
For most agencies, combining PM and client strategy (or PM and account management) is a terrible idea—here’s why.
Agency PMs and strategists have conflicting priorities
The strategist’s job is to ensure the project is done on-strategy for the client. The project manager’s job is to get the project done as quickly (and on-budget, and on-scope) as possible. Those priorities are typically at odds with each other. [Read more…]