A continuación, te explicamos cómo puedes superar los retos más comunes como gestor de proyectos en el sector de las estrategias de marketing B2B.

As a Fractional CMO, it is extremely important for campaigns within a marketing strategy to support the overall vision, values, and goals of the firm. This helps each team member understand the impact their work has on the overall success of the firm. Hosting regular status meetings, sometimes even daily stand-ups, with the PMs allows me to help them by removing any barriers they have run into, identify opportunities to enhance their work, and communicate progress/outcomes to firm leaders.

Within any organization, goals are how everyone knows what they're working towards. Have you ever been asked, "I know my work contributes to the company's goals"? Many people would rank this answer pretty low because the business objectives haven't been properly communicated - or even worse, they're are so vague that it's difficult to even make a connection. If you're clear on the objectives, every department can easily align their own goals, but to stay on track revisiting the goal and reviewing KPIs are both imperative to make sure your train is moving in the right direction.

As someone who's been in the B2B marketing trenches for years, I can't stress enough how crucial it is to stay on top of industry trends. But here's the thing – it's not just about passively consuming information. The real magic happens when you actively experiment with new ideas. I've found that creating a personal "trend lab" can be incredibly valuable. Take a new strategy or tool you've learned about and test it out on a small scale, maybe on your own social media or a side project. This hands-on approach helps you truly understand the nuances and potential applications in a B2B context. Also, don't underestimate the power of cross-pollination. Some of the most innovative B2B strategies I've seen came from adapting non-marketing trends

Set realistic timelines and deliverables from the start. Regularly update stakeholders on progress and challenges. Use data to justify decisions and demonstrate ROI. Foster collaboration between different departments to ensure everyone's on the same page. Be flexible and ready to adapt strategies as market conditions or client needs change.

One aspect of expectations management that is often overlooked is timing. Clients often desire immediate revenue benefit. What we typically advise is that revenue is the final indicator that the marketing is working. Revenue growth is not causal, it is the result of the full marketing implementation, which can easily take 3 - 6 months. I always welcome revenue growth goals that are really ambitious, but also always spend time to get the timing of that happening realistic, before we begin. Taking that unrealistic pressure off helps you avoid a lot of common mistakes.

Misaligned expectations between stakeholders (clients, internal teams, and executives) can derail projects. Regularly communicate project goals, progress, and challenges. Set clear, measurable objectives from the outset and revisit them in meetings. Use project management tools like Microsoft Project and Power Bi to provide transparency, ensuring all stakeholders are on the same page.

As a project manager in B2B marketing, overcoming common challenges requires solid communication, prioritisation, and stakeholder management skills. Ensure that project scopes are clearly defined, timelines are realistic, and there’s alignment between marketing goals and business objectives. Regularly monitor progress and adjust resources as needed, using project management tools to track milestones. Flexibility is key, as unforeseen changes can impact timelines and budgets, and maintaining transparency with stakeholders helps mitigate concerns.

Within my own teams, everyone has a voice and is encouraged to speak up, but the magic happens when each one, captain of their own domain, are able to provide their own unique perspective on the same project or campaign. To keep everyone on track outline a clear agenda and outcome for the meeting.

Creative teams and analytical teams may have different approaches and priorities, leading to conflicts or delays. Foster cross-functional collaboration by creating integrated teams and holding regular meetings to align on goals. Encourage open communication and mutual respect for each team’s expertise. Facilitate workshops or brainstorming sessions to harmonize creative ideas with data-driven insights.

B2B marketing decisions must be data-driven, but interpreting data accurately and quickly can be challenging. Invest in the right tools and technology to gather and analyze data effectively. Provide training to your team on data literacy. Ensure that data insights are shared across teams to inform decision-making, and incorporate analytics into your regular project reviews.

By focusing on data-driven decisions, you transform guesswork into strategic actions. Dive deep into analytics to learn from past campaigns—what resonated, what fell flat, and why. These insights allow you to refine your tactics, ensuring that every move is more informed and impactful. Using data not only helps optimize future efforts but also strengthens your ability to justify strategies to stakeholders, fostering trust and alignment in your marketing endeavors.

To truly embrace flexibility in B2B project management, consider building a cross-functional team where diverse skill sets allow for quick shifts in strategy. Encouraging open communication and regular check-ins ensures that everyone is aligned and ready to adapt when needed. By fostering a mindset where change is seen as an opportunity rather than a setback, you create an environment where your team can thrive in the face of uncertainty.

Na minha experiência essa etapa é a mais importante, pois não damos conta de acompanhar a evolução das tecnologias e das ferramentas que vem surgindo para auxiliar no dia a dia, e no planejamento. Manter a equipe na mesma página, realizando treinamentos constantes, e diria até mesmo consultorias, pois eu tenho aprendido muito com os clientes e parceiros. As vezes um pensamento diferente, que te faça olhar fora da caixinha, trás insights interessantes.