Your project scope doesn't match the client's digital goals. How will you realign for success?

The most important outcome for any project is for it to meet the client's "needs". Many times, the clients know exactly what they "need". But in equal number of instances, if not more, they have a good idea about what they "desire" but they themselves are not clear about the specifics of what they "need". This is where YOU, the expert and the strategist, come in. It is your job to ensure that you take every possible measure to help your client clearly define what they really "need" to meet their business objectives as opposed to what they "want". Irrespective of whenever this reassessment happens, you should clearly document the client's "needs", make sure to explain it to them in-depth and get their buy-in before proceeding further!

In my experience, when project scope client goals diverge, there is usually a misalignment between the client's vision and the tactical steps we've chosen. To bridge this "expectation" gap, I usually facilitate a short workshop where we try to 'uproot' the underlying goals that lay beneath the apparent ones. This helps surface any misconceptions or buried goals and fosters a tighter mutual understanding of what success looks like. I find that these 'conflicts' are actually opportunities for deeper, more strategic alignment.

At GROW, we noticed our plan for our customer (Bounty Bid) wasn't working well. Indeed, we were looking for to get more followers, but we saw that wasn't what they really needed. A few weeks after, we made a meeting with the Bounty Bid team to figure things out. What they really require what not only “followers” (quantitative) but leads who were really interested in their product (qualitative). Finally, we changed our approach and stopped trying to get lots of followers too fast. Instead, we focused on approaching people to really talk about Bounty Bid's content. We held some interviews aend we analyzed wanted to see comments, shares, and real conversations.

When a project's scope doesn't align with the client's digital goals, realignment is crucial for success. Start by initiating a candid discussion with the client to fully understand their objectives, priorities, and KPIs. Reevaluate the project scope and identify discrepancies. Propose adjustments that directly address the client's goals, whether it's shifting focus, reallocating resources, or redefining deliverables. Maintain flexibility and collaborate closely with the client to ensure their vision is central to the strategy. Regularly update and review the project's progress to stay aligned and make necessary adjustments swiftly. This approach ensures the project remains relevant and delivers meaningful results.

Start by holding a detailed discussion with the client to clearly understand their digital goals and expectations. Identify any discrepancies between their objectives and the current project scope. Use this conversation to align on key performance indicators (KPIs) and desired outcomes. Ensure you comprehend the client's business priorities, target audience, and market dynamics. By gaining a comprehensive understanding of the client's goals, you can better adjust the project scope to meet their needs effectively.

Once you have reassessed the client's goals, update the project scope to reflect the new alignment. Draft a revised scope document that includes adjusted objectives, timelines, deliverables, and resource allocations. Communicate these changes clearly to all stakeholders and obtain their buy-in. Make sure to document any agreed-upon adjustments and maintain an open line of communication with the client throughout the project. This proactive approach will help manage expectations and ensure that the project stays on track to meet the client's digital goals.

If the project scope and the client's digital goals are not aligned, the project is destined to fail. To prevent this, I prioritize gaining crystal clear clarity from the start. First, I use a whiteboard to create two columns. In the first column, I list: 1.What exactly the client wants 2. What they need 3. What they would love to have In the second column, I note the actions we can take to meet these wants, needs, and rewards. Next, I set practical actions and deadlines to achieve these goals. Before we begin, I ensure that this entire exercise aligns with the client's main objective, their "WHY." If there is any misalignment, I delve deeper to understand the gaps and revise the plan accordingly.

Teams must be aligned with the goals must be empowered and always be open to discuss anything and get that support . The communication must be crystal clear amongst the members

Transparency in the project is crucial for the team's collective effort towards achieving the goal. It's essential to inform the team of any changes to the plan, no matter how minor. For complex changes, I typically hold an "Ask Me Anything" session to ensure everyone fully understands the new direction. Documenting these changes provides valuable reference material, helping maintain clarity and consistency.

Se perceber que o escopo não está alinhado às expectativas, o ideal é confrontar os dados utilizados para se chegar a cada parte (expectativas e escopo). Pode ser que alguma informação não ficou clara na reunião de briefing ou no kickoff e gerou essa discrepância. Então cruze estes dados e explique ao cliente que, baseado nas suas pesquisas e no que ele disse, será necessário realinhar o escopo. Se durante o processo você perceber que cometeu algum erro por falta de dados ou interpretação destes, volte atrás, registre tudo e realinhe seu escopo às expectativas do cliente.