In our many years in the interactive industry, we’ve witnessed more than a few projects become train wrecks. It’s happened in large and small advertising agencies, software companies, and digital agencies alike. Most of these wrecks could have been avoided.

In nearly every case, the problem was that nothing held the team together, which led to clashes between stakeholders. We’ve seen the client-side project manager who was relatively isolated try to manage the marketing and IT departments. Sometimes the IT department resented the marketing team over initiatives that IT felt they should either own or heavily influence. And other times the marketing team came to resent the IT department because IT controlled the product’s delivery, and ...

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