Breaking the Glass Wall How Understanding Corporate Strategy will help your PMO, your Projects & you PMI Baltimore Chapter PDE Saturday April 28, 2018 Breaking the Glass Wall Corporate Strategy & Tactics for PMs Goal 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.

2 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

3 Where are you in this equation?

P = R - C Where are you in this equation?

P = R - C r e o o v s f e t I n The Glass Wall t u e 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

7 Interpersonal (Tactical) Sales The Elevator Pitch

“I am a consulting Program Manager, System Implementation Coach, and Professional Speaker. • <60 seconds Folks come to me because I am • Why do customers hire one of the top experts in the country for implementing and improving the you? software that manages: • buildings • What makes you better • the maintenance of those buildings & different? • and the real estate portfolios of major organizations.”

- Sean Conner, PMP

9 Traditional Transactional Sales Process

1. Give ‘em Sizzle

2. Giving Benefits

3. Needs Assessment

4. Dealing with Objections

Image 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 5. Always Be Closing

10 Straight-line persuasion

First, 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 persuasion is a copyright of Jordan Belfort, et. al., used, under fair use, for instructional purposes. Straight Line 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

11 Business-to-business (Strategic) Sales The Sandler Sales Method

1. Bonding & Rapport

2. Set up an Up-Front Contract

3. Uncovering Pain

4. Talk about Budget

5. Review the Decision Process

6. Demonstrate Fulfillment

Image is Mr. David Mattsen, President and CEO of Sandler Training 7. Post-Sales playback is a fair use of the original, for instructional purposes, provided via sandler.com

13 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,.

14 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.

16 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

17 The Basic Proposal Process

Key Decisions: Midpoint Bid Submit Award Opportunity Post CAPTURE PHASES Positioning Proposal Development/Production Submittal

Customer Milestones DRFP Final RFP EN FPR Baseline Finalize Proposal 2nd Mat Proposal Rqmts & Strategy Plans Draft Review Proposal Actions

Staff Prep 1st Final Print & Draft Draft Deliver Team Storyboards Prep

Proposal Reviews

Black Gold Blue Pink Red EPP Lessons Hat Team Team Team Team Learned

The Lockheed RFP Process is copyright Lockheed Martin used, under fair use, The Lockheed for instructional purposes. RFI/RFP Response Methodology • Developed by Lockheed in the 50’s • Used widely in Federal/State/Local 18 Large-scale (Global) Business Development Strategy Situation Problem Implication Need-payoff

20 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

21 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

22 Thank you and good luck

If you need to contact me: [email protected] 443-966-0599 Supporting Slides Guy Kawaski’s 10-20-30 Rule

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

25 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 Guy Kawasaki’s 10-20-30 Rule is a copyright of Guy Kawasaki used, under fair use, for instructional purposes. Image is Guy Kawasaki, Board. Photographed at 2015 obtained via • Study of the art of effective https://commons.wikimedia.org/wiki/File:Guy_Kawasaki_at_Wikimania_2015_-_2.jpg under fair use, for instructional purposes. presentation and performance techniques

26 Traditional Transactional “Used Car” Sales

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

27 Straight-line persuasion aka "Sell Me This Pen"

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

28 The Sandler Sales Method

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

29 The Dale Carnegie Sales Process

Video is Warren Buffett praises Dale Carnegie Training FeaturingWarren Buffett, CEO of Berkshire Hathaway 30 playback is a fair use of the original, for instructional purposes provided via YouTube A More Useful View…

Kick-off within ~2 Days of FRFP Receipt

W/I 1st 7-10 Days By Day ~18-20

By Day Blue Team ~28-30

Pink Team

Red Team

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

The Lockheed RFP Process is copyright Lockheed Martin used, under fair use, The Lockheed for instructional purposes. RFI/RFP Response Methodology • Requires a substantial Level of Effort • Also requires Subject Matter Experts 31