A Marketing Lesson for the Enterprise PMO

Michelle Stronach has over 20 years of experience in the project management field, with experience creating successful PMOs and implementing project, portfolio management and IT governance frameworks. Michelle truly appreciates the value of feedback and welcomes comments on her articles. https://twitter.com/mlstronach

  Marketing and Sales   PMO   Strategy  

Thanks to the success of departmental Project Management Offices, a continuing evolution is occurring for the Enterprise PMOs (EPMOs) in many industries.

Any business needing incessant innovation to be competitive and to achieve the right results must have strong project and portfolio management capabilities to support the constant churn of new ideas to the right projects at the right time and with the right resources. Like its lesser departmental cousin, the Enterprise Project Management Office supports project decision-making. But operating at the executive level creates a conundrum of perception and political challenges over and above those faced by departmental PMOs. Looking to establish an EPMO or elevate your existing PMO to the C-level? Why not take a few notes from the marketing textbook on how to position your unit in the organization for sustainable success?

Market Positioning
In marketing, the term positioning is the process used to ensure customers and others perceive a product, service or business in a way intended by the business. It's about claiming a reputation for a brand and differentiating it from competitors, if you will. Positioning is not the same as branding, although related. The brand is the mental picture or emotion that is evoked when people think about a specific product or service, whereas positioning is how the company …

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