Understanding the Iron Triangle of Marketing

Working in marketing, especially in terms of web design, is like walking on a tightrope. You have to make sure to achieve perfect balance between Scope, Schedule, and Resources or problems with the project can arise. But not many people know this balance we refer to as the Iron Triangle of Marketing.

 

Imagine a triangle. The top corner you have Scope, which represents the features and functionality of your website, the left corner you have Schedule, which represents how long the project is going to take, and finally the right corner you have Resources, which represents the cost of your project. Currently, you have a dot right in the middle of the triangle. See illustration below.

Now, move the dot closer to the item you find most important, do you want a site that has every feature you can think of, or do you want a site that is released quickly?  Or do you want a cheap website?

As you can see, we moved the dot closer to Schedule. This means the site will have a tighter deadline and will be done fast, but the consequence is that it is further away from Scope and Resources. This means we’ll have to cut features to get the site done on time and you’ll likely have to pay more money to account for the additional man power going into your site.

For another example, we’ve moved our dot to Scope. This means our site will have all of the features and functionality we desire, but as a consequence it will take a lot longer to build and again, you’ll likely have to pay more money to account for the additional man power going into your site.

 

This is why it’s so important to make sure your project is balanced. You want to make sure that you are focusing only on the features that really are important and giving a deadline that gives the developer enough time to implement those features.