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Start Marketing Your Project: Why Project Leaders Should Rethink Stakeholder Engagement
Most project leaders focus on timelines, deliverables, and milestones. But what if that’s not enough to make a project truly successful?
Enter Marketing BY the project: a mindset shift that helps project professionals drive stakeholder engagement and perceived success from within the project itself.
At Quilyx, we believe this shift is overdue.
Success Is a Perception Game in Stakeholder Management
Too often, stakeholder engagement is treated as a support task. Many project professionals view it as something external to their core job. This blind spot creates disengagement and leads to a misalignment between what a project delivers and how it is perceived.
According to PMI research, over 50 percent of failed projects don’t miss the mark due to execution flaws. They fail because of unclear expectations and poor stakeholder relationships.
That finding shaped the foundation of Jeffry Turfboer’s thesis at University of Applied Sciences Utrecht and resulted in a framework that helps project leaders turn things around: Marketing BY the project.
What Is “Marketing BY the Project”?
This concept refers to using marketing tactics during the project lifecycle, not just in prep or post-delivery phases. It’s about creating visibility, encouraging involvement, and shaping perception as the project unfolds.
Based on my research, seven dimensions play a critical role:
Dimensions That Boost Engagement
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Awareness: Stakeholders should always know why the project exists.
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Feeling Heard: It’s not just about gathering feedback but acting on it.
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Involvement: Invite contribution, not just approval.
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Positivity: Momentum is built with energy and shared wins.
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Project Goal: Keep the “why” front and center.
Dimensions That Shape Perception
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Eco System: Projects live in broader organizational or societal environments.
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Perception: True success lies in the stakeholder’s experience.
This model empowers project leaders to become communication champions, not just task managers.
Project Marketing Is Not About Spin
If you think this sounds like PR, think again. Marketing BY the project is about honesty, transparency, and storytelling. It invites people into the process, instead of reporting back after decisions are made.
Whether you’re leading a complex IT migration or managing urban infrastructure, project marketing keeps everyone aligned and involved.
Organizations like Harvard Business Review have long pointed to the role of perception in project failure. Now it’s time to act on that insight.
At Quilyx, we support clients by embedding this marketing mindset into their delivery approach. Our interim professionals don’t just manage tasks, they drive engagement, clarify goals, and serve as stakeholder strategists.
Start from the Inside: A Call to Project Leaders
Success is no longer just about delivery. It’s about how people experience what you deliver.
By adopting Marketing BY the project, organizations open the door to stronger buy-in, better collaboration, and clearer alignment between intent and outcome. This is the future of project leadership.
Looking to elevate stakeholder engagement in your own organization?
Reach out to Quilyx for a strategic consultation and discover how we translate insight into execution. For more information on the topic of Marketing BY the project, Jeffry Turfboer’s peer-reviewed paper can be found in the Journal of Modern Project Management.
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