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Why Don't Engineering and Marketing Get Along?
By Gary Hinkle
When project requirements are a moving target, or they're poorly defined, engineering work becomes even more difficult. It's easy to point fingers at Marketing as the problem. (They're selling features we haven't even designed yet!) Requirements grow and change, thanks to significant input from Marketing, who continue to insist that cost and schedule must be contained despite "requirements creep."
Of course, it's just as easy for Marketing to point fingers at Engineering, because it seems to them that engineers aren't grasping the importance of cost, schedule, and features. To Marketing, it may seem like engineers care only about creating technically superior solutions, regardless of cost or schedule.
If you have been an engineer for a while, you've no doubt encountered this conflict. Read more about the conflict: marketing vs. engineering.
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Quick Tip: Containing Scope Creep
In the everyday frenzy of monitoring progress, clearing roadblocks and re-calculating deadlines, project managers sometimes forget to revisit an important project control: the original Project Charter.
Of course first you have to have one. The Charter is essentially a document produced early on that describes the reason for the project, the expected outcome (product or service), the roles and responsibilities of key participants, as well as significant targets, anticipated constraints and any underlying assumptions. Everyone signs it at the outset authorizing the project to proceed. Projects that begin with a good Project Charter and hold to it are far more likely to complete on time and on budget than projects that do not.
Once you have a Charter, the project leader should re-examine it and align current project progress with the original Charter. If the project seems out of alignment with the Charter, that's a red flag. What functions and features did the Charter describe? Is the project still tracking to those, or have requirements outgrown the original plan?
If the original Charter doesn't map to the current requirements, circle the wagons and bring the stakeholders into the circle to decide whether to scale back on requirements or adjust the timeline and budget to accommodate them. |
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Auxilium Anywhere
We've grown the list of cities we visit regularly, but there are still parts of the world we can't get to (at least not yet!). But of course that's no reason we can't offer training courses and coaching services to you wherever you are.
We have two webinars coming up, and all you need is a headset and a computer to join us:
Helping Engineers Communicate
Slides for Technical Presentations
More virtual opportunities coming soon! Stay tuned.
Sincerely,
Gary Hinkle
President and CEO
Auxilium, Inc.
503-293-3557
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