Category: Management

Last year, I completed my PGDM course and with that its project work. Here, I am publishing my project report for anyone to have a look at it and benefit from same.
Note: All confidential data has been removed

An Assessment Framework for Strategic Digital Marketing Effectiveness from Saurabh Kaushik


IT companies are in process of reinventing themselves to adjust new scenario of competition. Traditionally, volume based growth was the only way to grow linearly, but with changing dynamics of market, where customer asking for value add, scarcity Good technical resource and competitive price pressure, are forcing companies to think “Alternatively Growth Plan”. That is about non-linear growth which can come from re-modeling existing business model around platform, product, Intellectual property and Automate processes. After refering few news articles, here are few offerings which could potentially drive new revenue growth.

  • Differentiated Service Offering
    • Using intellectual properties or domain expertize to solve client’s technology, business or operational challenge
  • Productized Solution
    • Platform or product into niche area to address replicable solutions across multiple customers.
  • Flex Delivery Models
    • Leveraging economy of scale by consolidating similar work across the clients through a well defined process, tools, interfaces and centralized scalable team.
  • Lifecycle Accelerators
    • Pre-developed software that automates particular business problem or an aspect of product development to reduce 30% to 70% of the code can be reused across clients
  • Alternate Commercial Models
    • Outcome based pricing models that ensure that client pay only for service which delivers business value. This allows IT companies to transform client relationship from mare technology partner/vendor to strategic business relationship.

I have been trying to manage my projects using wiki in my present organization but I am not getting enough attention from Sr management and unable to trigger cultural change in organization.

At this point, I sat down and thought about it. I came to an article on change Management in Organization. So here I am putting my take on Change management with Web 2.0 culture.

Pain Points:
To spread a new agenda, you have to address main pain points of organization.

  • Why? – Business Case
    • You should be able to justify why a person needs to blog?
  • How? – Adaptation
    • New tool should be have easy to install, start and use.
  • Where? – Fragmentation
    • You should be able to connect all these wiki in an organization process.

To have a successful launch, you have to hit the nails from top to bottom.

  1. Senior Management: They are the driving force and should be able to see benefits. Any thing you do, it has to be blessed by top management. They should include it into their mission statement.
  2. Communication: You should be able to do Marketing and advertisements across the company about new idea.
  3. Culture: It will be an more open and collaborative environment. You will have to re-tailore the basic values and process of organization.
  4. Incentives: A change attached with a reward can act as an catalyst to the success of new initiative.
  5. Infrastructure: Yes not to forget, to get best of the solution available for usage. I like Atlassian Confluence.

Launch Considerations:
Once you have above all addressed, you have to see that you can tie every one together for success.
Organization generally work in vertical silos. This web 2.0 effort should work across silos and tie them together horizontally. But you should ensures the integrity of silos while doing this. Example, you don’t want customer representative to know about patent research work in R&D department.

All this work of web 2.0 should be a process oriented otherwise it will loose its significance. It should be like an output of a Wiki update can become input for next stage silo.

With this platform set, you will be able to;

  • serve customer with more efficiency.
  • involve employees for collaboration.
  • manage suppliers better.

So the key to success of of Web 2.0 in your organization

  1. Align it with critical business processes.
  2. Get blessing from top management.

Here I am sharing my experience at PMP Conference 2007.

Mr. Prabhu Eswarla from HP has presented HP process to assess a project health. Actually, the five of stated checks are generally placed almost in all organizations, but to connect all of them for assessment is a new approach. I find this very interesting.

  • Project Management Review:
    • Objective: Assessment of project alignment with organization goals.
    • Involvement: Project Manager and Group Manager / Sr. Project Manager
    • Time Duration: Monthly
  • Quality Health Check:
    • Objective: Quality compliance assessment of project level of with Quality department standards.
    • Involvement: Project Manager and Quality Manager
    • Time Duration: Monthly
  • Customer Satisfaction:
    • Objective:Assessment of customer satisfaction using his feedback during project.
    • Involvement: Project Manager and Customer feedback
    • Time Duration: Monthly
  • Project Audit Council:
    • Objective: Assessment of peer review on all aspects.
    • Involvement: Project Manager and Peer Managers
    • Time Duration: Quarterly
  • Technology Management Review:
    • Objective: Assessment of optimal and efficient technology usage.
    • Involvement: Project Manager and architects.
    • Time Duration: Quarterly
  • 5+1 th view:
    • Circle graph with parameters:
      • Time, Cost, Cost/est
      • Quality, Resource, Communication,
      • Risk, Contracts, Client Satisfaction.

Here I am sharing my experience at PMP Conference 2007.

Ms. Sujatha Blakrishnan from Valtech India System has presented her view on Agile Development Management.

I find it fairy interesting as she gave a holistic view of methodology. In consider Agile is shorter release cycles with age-old methodology V shape model software life cycle.

Yes, it is good for both Product and Service companies. I generally know that companies just adopt this model to show customer. But real adaptation requires more work than generally perceived. She mentioned that ValTech has invested almost $ 20 million to establish. I certainly consider it is a heavy investment. I think most of the cost goes into basic setup like Cruise Control, Wiki (Confluence), Video Conference, Skype etc.

After that, it comes culture awareness and customer agreement to participate.

Certainly, it gives tremendous value to customers who can control the flow of development and gets what he wants at the end of project.

But it may not be good enough for a service company like Infosys, Wipro, etc, who wishes to drive it by themselves. Also it is very difficult to define the SLA in these terms. Even if you have come up with one, it will an open-ended SLA which will state to chase a moving target. Because, you have just signed off to changing requirements and adopting customer needs.

Yes, it will good bad new for developers. In this model, developers may have to sit tight all the times without any relaxed day.

But I have to say that this kind of play field give lots of room and flexibility for innovation and creativity amount team and product owner. It is good and bad news for both.

Three main roles in Agile PM:

  1. Product Owner: Defines the Sprint and participate with team to achieve goals.
  2. Scrum Master: Removes the hurdles for execution of project.
  3. Team: Performs the day-to-day and release-to-release tasks.

Here I am sharing my experience at PMP Conference 2007.

I have attended a penal discussion with Wg. Cmd. Patrawall and his panel. It was quite thought provoking. Here are some of the points, impressed me.

Organizational Success:

Integrating three main ingredients:

  • People
  • Process
  • Technology

Stages of innovation:

  1. Leadership
  2. Funding
  3. Incubation
  4. Walk the talk

Project Management success relies on understanding of following aspects of project.

  1. Vision
  2. Purpose
  3. Goals

Inspirations for innovation:

  • Innovation comes from hearts.
  • It is about getting most from least.
  • Free your mind. Tranquilize it.
  • Mistakes are stepping stones of innovation.
  • Innovations done not happen overnight.
  • Stay away from autocratic procedures.
  • Innovator has to think-outside-the-box.

Innovator should be aware about:

  • Value creation for stockholder.
  • Marketplace transition
  • Process to get there.

Circle of innovation for an organization:

  • Passion
  • Vision
  • Process
  • Values
  • Standard

Generally, Project Managers in IT industry think that after PM designation their engagement with technology is over rather they should just play organization and people game. This is where they kill innovation and core competency. It should not be encouraged either from organization or culture. It should be about keeping core business competency alive and contributing from all sides.

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