Full Sail Partners Blog | Amanda Roussel (2)

Those in marketing for professional services have a level of knowledge they had to build, likely for a field they did not pursue, and use that knowledge of services to build a brand. In doing so, marketers paint a picture of the firm that they promote. Usually marketing professionals find themselves helping many departments throughout the firm. Not only is collateral client-facing, but marketers often have a responsibility to market to the firm internally. Over the years, I have found many marketers to be integrators in a firm so let’s check out how marketing plays well with others:

Know the Brand

The brand is more than the firm’s identity and reputation. According to an SMPS article, “…strong branding is viewed through three lenses: overall firm branding, personal branding, and employer branding. All three are crucial to a strong brand foundation—and all three are connected in important ways that contribute directly to your firm’s success.”

Marketing has the fun responsibility of viewing the firm with a broader lens and shining the best light on firm strengths. As marketers believe in the services the firm can provide, they can use various channels to get the right message to the right audience. Therefore, knowing internal teams is just as integral as knowing clients.

A lot can change in a firm, whether it be people, services, or goals, and marketers need to be in the know of company happenings to properly communicate the appropriate message. After all, the only constant is change. Marketers find themselves having to be very flexible with messaging as well as keeping up with the dynamic structure of the firm.

Master the Service Lineup

Professional services firms typically have printed material, a digital footprint, and many proposals created for specific clients. Marketers must have knowledge of the firm’s services and a strong bond with technical staff to collaborate and create content. While a majority of technical staff has vast knowledge of what services its group offers, it’s important to educate everyone on all of the firm’s offerings, even if at a very high level. This can lead to more aware project managers as well as cross selling. All marketers should take advantage of education opportunities.

Knowing that many marketers have a great understanding of the firm’s services, they can become integrators within the firm, matching up employees that can benefit from bigger discussions. Collaborations do not stop with technical departments.

Recruit Like a Pro

Great minds come together for the greater good when human resources and marketing collaborate. Recruiting can be quite time-consuming; however, attracting top talent can tighten the candidate funnel. Pulling together human resources’ knowledge, the firm’s brand, and creatively crafting the right message can yield strong new recruits for consideration.

To that note, a firm’s digital footprint can play a huge role in a candidate’s interest. Using social media as a recruiting strategy can have phenomenal results. According to harver.com, 92% of recruiters use social media in their efforts. It is a way to engage passive candidates and employees, make connections, and share quality content.

Naturally, recruits or potential candidates google the firm and can be quick to judge on initial findings. It is imperative that a firm’s brand stand out on social media, such as LinkedIn, and on the firm’s website and network.

Set Standards from the Start

After an offer is accepted, it is also beneficial to include marketing in onboarding efforts to educate the new hire on the following, at a minimum:

• Branding guidelines (colors, logos, firm names, and more)
• Branded swag
• Proposal resume building
• Email signature
• Collateral that covers all firm services

As marketers share branding guidelines and set brand expectations from the start, new hires are immediately in the know when it comes to firm resources that are client-facing.

Own that Hat Closet

Marketers may notice that they wear many hats as time passes at a professional services firm. Each hat will give different insight into the firm and potentially challenge the “norm.” There are conversations with all roles of the firm, from C-suite to staff level. All of these collaborations help build the firm’s message that is distributed through email campaigns, mailers, proposals, onboarding, and both digital and social content. With each hat that is worn, many areas are weaved together for a more cohesive firm and a stronger brand.  

As a Deltek Partner, Full Sail Partners looks forward to networking, teaching, and learning at Deltek Insight each year. However, due to current circumstances, this year’s Deltek Insight conference will be VIRTUAL and held on September 15^th and 16^th. Though the conference will look different as a virtual event, we know it will be a success. You may also notice that the dates are slightly earlier in the year than in years past. One benefit to that is having more time to incorporate new initiatives as 2021 nears. Even if your home or office may not look like a Gaylord resort, you will want to participate in all aspects of this FREE virtual experience. Let’s take a look at some of the incredible reasons why you should attend Deltek Insight this year.

Expand Your Understanding

Deltek’s product line up is beneficial to professional services firms. Technology has truly helped firms continue operations and keep business flowing this year. Deltek products have played a vital role in that. The robust systems can streamline processes and increase efficiency for your teams. Conference sessions will help you better understand the many areas of Deltek. In addition, you will learn about many exciting features as firms upgrade from Deltek Vision to Vantagepoint and as Deltek enhances other products.

You will have ample opportunities to meet with Deltek experts throughout the conference. In addition, our experts at Full Sail Partners will be available at our virtual kiosk. We will have Rick Childs, Scott Seal, Scott Gailhouse and more to answer your questions about the finance side of Deltek; Kevin Hebblethwaite and Lindsay Diven will be online to cover CRM topics; and Rana Blair will have Resource Planning covered! Additionally, if you have questions about the transition from Deltek Vision to Vantagepoint, we have that covered as well.

If you need a little more help with a certain area, you can meet with a Deltek expert who can assist you. “Meet the Experts” is a 30-minute 1 on 1 session with a Deltek expert. These meetings are first come first serve and the slots fill up fast. Getting one on one expert advice provides new insight on your products and is another great reason to participate in Deltek Insight. For more information about these sessions click here.

Be Inspired

Deltek has secured some strong keynote speakers. As our business environments shift, you will want to hear the experiences and advice of Dr. Shirley Davis, Mike Robbins, and Mike Corkery. Here is a little about each:

• Shirley Davis is a diversity & inclusion thought leader who will talk about embracing workplace diversity. She will share tips on how to work effectively in a diverse environment and manage workplace conflict.
• Mike Robbins, host of this year’s Deltek Insight, will take the reign on navigating attendees through Deltek’s first-ever virtual Insight. He will also share his perspective on managing stress and enhancing mental and emotional well-being.
• Mike Corkery, President and CEO of Deltek, will speak about persevering through uncertainty. He will share how Deltek has enabled customers to continue their success and address questions from attendees.

Network the 2020 Way

Everyone has had a different business experience than originally planned for 2020. Learn from each other and grow your skillsets as you talk with industry peers. Sponsors will have virtual kiosks so be sure to stop by each one! Be on the lookout for other networking opportunities as Deltek Insight nears.

One way to get some visibility is to shine on Deltek Project Nation’s Got Talent. This attendee participation event gives you the microphone and an opportunity to showcase your skills for a chance to win a $2,500 cash prize plus a $2,500 donation to a Deltek charity of your choice. Bring your talent on this one - singers, dancers, comedians, contortionists, and more! Submission deadline is August 21^st, so get your acts in!

Register Now for Deltek Insight 2020

There’s so much to look forward to with this year’s virtual Deltek Insight. Be sure to register NOW for this FREE event! You can network with industry users, learn from the experts, collaborate with peers, and get a stronger grip on the Deltek ecosystem.

There have likely been times where you desired to get healthier and stronger. You cannot just wake up one day, eat well, exercise, and see the results of your efforts instantaneously. You must have the desire to change, recognize the benefits of doing so, keep your WHY at the top of your mind, and identify long-term goals. Just like in your personal life, lifestyle changes are necessary on the business front to see real success, and client relationship management (CRM) is a large part of making that happen.

Professional services firms offer services, and it is all about the knowledge and expertise of a firm’s professionals and trust in the brand. The art of building relationships and earning trust takes time, thought, and coordination within your team. CRM tools keep track of these communications, and consistency is what builds the data. With this data, you can establish long-term goals that you strive to meet. The positive results from choosing to use an effective CRM make it worth your while to change your work lifestyle.  

Accomplish More

The benefits of a personal healthier lifestyle may be having more energy, feeling more confident, and accomplishing goals that have felt distant. Likewise, for businesses, process and habit improvements offer benefits such as boosting productivity, increasing communication with clients, and crushing sales goals. Implementing a CRM helps you work more effectively as a team while adding productivity time back to your schedule. If CRM data is captured timely and correctly, it takes significantly less time to “research” what the latest communications and outcomes were with clients.

Think of employee-client interactions and the information that is gathered as a firm resource. Business resources are meant to be shared efficiently, and that information should be available when others need it. Furthermore, new information is constantly coming in and a CRM tool provides your teams a platform to document and share this information, keeping everyone informed.

Use the Technology at your Fingertips

As new information comes in from various sources, real-time data is crucial. This is achievable with the mobile capabilities of a strong CRM. Therefore, documenting information after each engagement brings consistency and a positive habit. With a firm-wide CRM, you can stay on top of your communications and proactively reach out to clients.

Additionally, as there are web-based apps to track exercise stats, sleep habits, and food intake, there are also apps that streamline business matters. All data from these apps, such as email, can be incorporated and captured into your firm CRM. While technology can help guide us, we are ultimately responsible for holding ourselves accountable for the improvements. 

Use Accountability to Create Consistency 

Just like having an accountability partner in an exercise or health program, employees should be accountable for keeping their colleagues informed. When we have dated action items as a CRM may show, the transparency should drive employees to stay on top of their tasks. However, there needs to be support and enforcement from all levels of leadership to make sure this happens. Consistency is crucial to success.

Get Over the Hurdle

According to the 40^th Annual Deltek Clarity Architecture Engineering Industry Study, only 14% of firms planned to invest in marketing intel and CRM systems. Is your firm part of that 14%? CRMs have advanced greatly, and the capabilities of an effective CRM support and encourage accountability, teamwork, outreach, and relationships. After some time, your firm will not remember business without an efficient tool like a CRM. These positive habits will stick with the firm for years to come, just like a lifestyle change for a healthier you.

Leadership teams and firm owners have countless business elements to focus on and decisions to make. Some decisions are no-brainers, others are hard, and some just need to wait for the “right time.” There are often firm improvements pitched for consideration that may not make it to the priority list, or that are labeled as a luxury rather than a need. The word “value” can often determine where an initiative may fall on that labeling scale. One initiative that is proving to be a need is moving your firm’s ERP solution like Deltek Vantagepoint or Vision to the cloud. Now is the time, and it should be an easy decision. Let us identify some of the many advantages of moving your ERP solution to the cloud.

Make it Easy for Your Teams

Professional services firms have data… lots of data. Much of this data is centered around your people and projects and should be safely stored and easily accessible. With a device and an internet connection, teams can securely access their solution from anywhere. This allows for great flexibility with office, remote, and field team members. The cloud is not only flexible with location, but it is also flexible with firm size. Growth is a leading driver for many firms, and it is important that systems put in place now allow for scaling up when the time is right. The cloud offering makes it easy for teams to get their work done, providing value for the firm.

Reduce IT Burdens

Another benefit the cloud offers is removing the burden on your IT team, whether internal or external. On-premise hardware requires system maintenance and server upgrades which take time and money. Moving to the cloud, IT resources can be reallocated, and your firm will have confidence knowing that your ERP system is running on enhanced security, using updated hardware and software, and requiring zero maintenance from your IT team. You can also rest assured that a disaster recovery plan has been established and is ready to be deployed, if needed. The value of the cloud ultimately improves firm efficiency because you can now focus on what you do best, providing value to your own clients.

Fixed Costs vs Unexpected Costs

Planning for and managing expenses is a significant part of a firm’s financial health. Opting for a subscription-based fee for cloud services, firms can have confidence in budgeting a fixed cost. Otherwise, a best-guess amount would be budgeted for on-premise hardware needs. Another factor that should be considered is potential downtime. On average, downtime with a traditional IT system can be four times longer than the cloud alternative. Unexpected expenses and downtime can put an unfortunate burden on a firm. Choosing to be in the cloud ensures value with increasing reliability and reducing operating expenses.

Everyone is Invited to the Cloud

Small and large businesses alike have the same access to the cloud. The cloud can give businesses a competitive edge as they use the latest ERP solution like Deltek Vantagepoint for project management, financial management, and other streamlined processes. With proven tools accessed easily from the cloud, project managers, accounting teams, marketing groups, and executives can stay integrated and informed, no matter the firm size. The cloud does not discriminate on who gets value.

Continuity is a Necessity

Now is the time to make the move. Firms should be proactive in protecting their valuable data and seamlessly move it to a safe place. Do not wait until something goes amiss with your traditional IT system. Because cloud solutions are reached via the internet, users have greater flexibility with computer upgrades and mobile devices, too. The cloud is the leading choice for data storage because it is secure, reliable, and always available. With all these benefits, it should be an easy decision that NOW is the time to move to the cloud.

In this digital age, project information management is crucial to efficiently maintain firm documentation. With projects that may have a duration of five or 10+ years, project files are plentiful, from large drawing files to Word documents and email correspondence. The organization of those files can be challenging for firms of any size. Therefore, established document management practices are necessary to keep projects running smoothly. So, let’s see what a great project information management (PIM) system would look like.

Challenges to Project Information Management

In order to ensure the setup of a great PIM system, let’s first evaluate the project information management challenges faced by firms:

No Two Projects are Alike - Projects are unique. They can be similar, but there will be at least one detail that sets each one apart. Firms need to create and save project files that contain the specific project details for the benefit of all team members and others in the firm that may need to reference a document, such as a contract or correspondence. The numerous drafts and revisions as a project progresses are important and should be saved in one place as well.

Many Hands on a Project - Team size can vary from a small few to over 50. No matter how much time team members spend on a project, they need access to the files that are applicable to their work and their hours should be recorded on a timesheet. It is also no secret that employees come, and employees go, so team members get added and others get shifted. If team members change, how can the project seamlessly be handed off with no interruption in service to the client without proper documentation in an accessible place?

Information Overload can be Overwhelming - We are all familiar with the yellow folders that you can sift through on the network as you hopelessly search for that one email from the client with a very particular request from three months ago. It is somewhere in there amongst the other documents - contracts, correspondence, drawings, scope of work, photos, reports, supporting data, deliverables, etc. While firms do have various ways to save their files, they are usually not saved in one cohesive location. Furthermore, varying naming conventions also create problems regarding files since not all team members have the same naming logic.

Overcoming Documentation Difficulties

Teams can better use their time executing a project rather than searching for the latest version of a file. So, it makes sense that all relevant project documentation should be easily accessible somehow. Now, what document management practices should be set up by firms to ensure all team members have the correct tools in their toolboxes?

Proactively Manage Emails – Email is a universal form of communication in project-centric businesses. It is communication, but it also can be considered important documentation. Therefore, email can be leveraged to improve productivity, and it should be managed in a secure central location with your project information.

Inclusion of all Project Documents – Project drawings, reports, deliverables, and any documents related to the project should be saved in one location. This includes contracts and change orders as well. Having all information in one place improves efficiency and can ultimately keep projects on track.

Tagging for Searchability - Tagging documents with the correct information allows a system’s search feature to retrieve related documents quickly. As a result, this saves you valuable time and allows you to easily find the document you need to continue your work.

Mobility is a Possibility – Project information management needs to happen from anywhere – office, home, or on site. Be certain that your teams can access the data they need no matter where they are. This is a vital component to a great document management system.

Auditability – Just like accounting data, your project documentation should be auditable as well. Allowing tracking helps keep the data safe and always available.

Investing in a Great Project Information Management System

A quality project information management system is a wise investment for the future of your firm. Having best practices in place regarding accurate and easily accessible project information ensures project data is an asset to the firm, rather than a liability. Even more, a well-planned system can boost team communication and collaboration as well as project efficiency, bringing your team to the next level of excellence.

“What gets measured gets done” is a common phrase heard in the business world. This thought process relies on business metrics that can be tracked and focused on within an organization. Key Performance Indicators (KPIs) are the critical measurements which business leaders pay close attention to consistently. There are many leading and lagging indicators that can be analyzed to gauge a company’s health and employee productivity. So, what are KPIs that leaders and employees use to determine if their firm is operating effectively?  

Leading Indicators Look Forward

Firm leaders must always be looking to the future. New business is crucial to maintain a successful operation of a company. Likewise, appropriate staffing is necessary to ensure employee productivity.

New Business Pipeline – This measures the opportunities in the pipeline throughout the business development or sales process. The process typically covers efforts to attract clients, engage clients, then secure clients. How is a pipeline goal determined? Look at the firm’s hit rate – the ratio of wins to the number of projects pursued – and work backwards to determine the number of calls, meetings, and proposals needed to meet pipeline goals. Other metrics include client touch points, new leads, web visits, blog views, and dollar of proposals submitted, which all feed into the new business pipeline.

Full-Time Equivalent – This number shows if a firm is properly staffed for current and future work. The concept includes hours worked by part-time employees and full-time employees to determine the full-time equivalent (FTE). A firm can look at the total number of hours worked by all staff combined for a given time period and divide it by the number of working hours in that same time period. The FTE metric could trigger human resources to ramp up recruiting efforts or signal to business developers to target work for a specific time to keep utilization where it should be.  

Lagging Indicators Evaluate the Past

To keep a firm running successfully, business leaders must constantly measure results against goals. Were the goals met? Why or why not? There are a number of factors leaders analyze here.

Utilization Rate – Many firms use utilization goals as the benchmark for employee productivity. These goals are usually set by team managers and consider billable time, employee development, and administrative time. Employees can bring their highest value to the firm when they are operating at their optimal billable utilization goal. This metric is widely used at the individual employee level and group level.

Overhead Rate – This measures a firm’s non-billable costs compared to billable costs. Overhead expenses can be monitored and adjusted if this number is higher than desired. Examples of non-billable, or overhead, costs include leases, supplies, and non-billable professional hours, to name a few.

Revenue – This popular metric is the number that sits at the top of the income statement and measures the income a firm generates before subtracting expenses. This can be measured against revenue goals to determine how the company is performing. This number is important, but it should not be the only source of motivation.

Gross Profit Margin – This metric tells the firm’s process efficiency. The higher the number, the more efficiently the work is being completed. This can be measured overall for the firm as well as at the project level.

Revenue Growth – Is your firm on the desired growth path? This comprehensive view shows leaders the growth trajectory year-over-year. If it’s not on the desired path, course corrections can be made to get back on track.

Ongoing Pulse Checks Monitor the Present

It is also important to keep abreast of the general attitude towards your firm by both clients and employees. Both clients and employees contribute to the ultimate success of your firm. Thus, both should be assessed for current satisfaction levels.

Client retention and satisfaction – Repeat clients are vital to a firm’s success and can be tracked against new clients. Keeping clients satisfied helps ensure they will continue using the firm’s services. Tools such as the Client Feedback Tool can be used to gauge how satisfied clients are with the firm’s work and communication. The Client Feedback Tool can also be used to the employee’s advantage, learning where improvements can be made, or assistance requested.  

Employee satisfaction – The employee experience is just as important as the client experience. Satisfied employees are typically more productive, resulting in a stronger bottom line. It is best to keep lines of communication open and engage with, survey, and collaborate with employees regularly.

Using Metrics Ensures Firm Success

There are hundreds of metrics that can be tracked on a daily, weekly, monthly, and annual basis. It is key to find the proper balance of metrics that works for your firm type and structure. Knowing how to get the right data is also important. Solutions such as Deltek Vision, Vantagepoint, and Informer can provide business intelligence showing real-time KPIs, giving leadership teams the data necessary for effective decision making and business management. Clear data can be used to identify the most successful areas as well as those that need attention and improvement. This is the most effective way to regularly stay on top of your firm’s performance.