In a previous blog, we discussed many of the amazing features of Deltek 5.0. However, there are even more features of Deltek Vantagepoint 5.0 available to include new mobile capabilities and ways to manage contacts. Here we will review those additional features and see the improvements made particularly in resource planning. 

Multiple Rows in Labor Grid for Resource Planning 

This enhancement provides more parity to the Deltek Vision Resource Planning. With this enhancement, users can change the view of the resource plan itself. The project manager can add multiple sub rows (as shown below) to the labor grid in planning. Choices include: 

Note: The Resource Planning Module is required for this feature. 

The ability to be able to change this view and select sub-row settings is set up on a global level. The firm can decide what’s allowed in Resource Planning Settings. Meaning if the firm doesn’t want to use baseline, for instance, this sub-row could be turned off in Settings.   

Add Assignments Under Inactive Levels in Resource Planning 

This new feature allows firms to add resource or generic assignments to inactive project levels and their respective “child row” if it’s not dormant. The dormant levels will remain closed for adding resources and their respective “child rows” and will keep the “no add” icon.  

Firms do not need to have the Resource Planning module to take advantage of this new feature. 

Expanded Resource View in Resource Management 

In Deltek Vantagepoint 5.0, users can search for resources with additional field options inside Resource View. This feature does require the Resource Planning module.  

The additional fields that are now available in Resource View are any standard drop-down or look-up fields in the Employee Hub as well as any user-defined drop-down or look-up fields.  

Controlling which fields are allowed is a Global option that is configured in the Resource Planning settings. However, Hub Security is not honored. So, for example, if a user doesn’t have access to the Travel Preferences field in the Employee Hub, but it’s made available in Resource View, that user will be able to see that information.  

New Projects Filter and Expanded Column Options in Resource Management 

In Resource View, users now have the ability to filter projects at the very top of the grid itself. There are several options to filter the projects including: 

• Project status
• Charge type
• Project manager
• Project organization
• Stage
• Stage step
• Probability 

Note: The Resource Planning Module is required for this feature. 

Mobile Enhancements 

There have been enhancements to both the CRM and Time & Expense (T&E) mobile apps in Deltek Vantagepoint 5.0. Those enhancements include: 

• Business card scanner – A contact can be created by snapping a photo of a business card in the CRM app. The contact will be created with the data from the card using ICR (Intelligent Character Recognition) makes entering contacts on the fly even easier.  

• Updated Login Assistance – Both the T&E and CRM apps now have a new “forgot password” assistance button.  
• Enter time and dates using the keypad – Stop the endless scrolling with this new feature! Users of both the T&E and CRM apps now can enter the time or date using the keypad.  

Pipeline Dashpart Enhanced 

In the pipeline dashpart, firms now have the ability to show the pipeline forecast based on the method of the project, only spread evenly across the timescale. It also introduces the Revenue Forecast values.  

Note: Both resource planning and CRM modules are required. 

My Upcoming Assignments Dashpart 

It is strongly recommended to add the “My Upcoming Assignments” dashpart to each employee’s dashboard if the firm uses Resource Management. If the employee is planned on any project, that employee can automatically see what assignments they have upcoming using this dashpart.  

The employee can see the upcoming assignments in three different views – by planning hours, scheduled %, or utilization %. The employee can also change the forecast range from the next four weeks and up to 20 weeks into the future.  

This dashpart acts as a mini resource management view for the employee to see including the “Heat Map” features.  

Note: The Resource Planning Module is required for this feature. 

Utilize More New Features in Deltek Vantagepoint 5.0 

Who knew how many features would now be available with this newest version of Vantagepoint? The mobile enhancements and resource planning features in Deltek Vantagepoint 5.0 now enable even more efficiency in the system. Why wait, start using them now! 

Click the button below to see how Deltek Vantagepoint can support your project-based firm. 

While A&E firms are struggling with staffing challenges, business process automation, and managing a strong backlog pipeline, the discipline of project management and project delivery performance has improved. According to the 43rd Annual Deltek Clarity A&E Study, more firms are increasing internal project financial reviews and installing a project management center of excellence.  

How does your firm compare to the A&E industry when it comes to project delivery? Below is a summary of the findings from the study and read to the end to find out how to get a free copy of the report.  

Staff Shortages Affecting Project Management 

Looking at the challenges, especially compared to the prior year, it’s not surprising that staffing shortages and competing priorities are high on the list. However, staffing shortages were 40% last year and now are at 64%.  

The respondents were asked to rank their top three challenges. Those top three centered all-around staffing – 1) staffing shortages, 2) competing priorities, and 3) inexperienced project managers. These challenges may lead to burnout, more frustration or other challenges for the teams. Project managers are not focused on proactively managing their project because they are spending time figuring out how to get the work done.  

Improved Project Delivery Performance, in Some Areas 

Project delivery performance has improved with projects that are at or under budget. Those projects currently being reported as under budget went up almost six percentage points from prior year to 67.8%. However, the eight-year trend is showing a move in the wrong direction. Plus, on the schedule side, things aren’t looking as great with a decrease of more than six percentage points from prior year. The common theme from the project managers seems to be they are struggling the most when it comes to managing schedules. Schedule is the metric that is tracked the least and doesn’t have much visibility.  

These gaps in staffing and lack of visibility into project performance are affecting not only project managers, but the firms’ bottom lines. What new challenges are your project managers facing today? What’s being driven by clients and what internal processes or technology can be deployed to improve visibility and efficiency? 

Increased Emphasis on Project Management as a Discipline 

There were huge gains in the percentage of projects that follow a clearly defined project management process. In this year’s report, 44% of the respondents indicated that 75%-100% of their projects used a clearly defined project management process. Whereas, last year only 14% were in that upper tier of the majority of their projects.  

Another item the Deltek Clarity Study looks at is the project management office (PMO) or center of excellence. This year’s report indicates that this trend is moving in a positive direction. Overall, 15.4% of respondents have a PMO and that’s an increase of 5.4 percentage points over prior year. Leading the way are the large firms with 50% of them indicating they have a PMO up 20 percentage points from prior year. Though at 15.4%, that’s still less than a quarter of the companies that are using some kind of PMO or center of excellence to treat project management truly as a discipline. 

One of the things that’s important when it comes to project management is to celebrate when projects are going well. Firms often get wrapped up in the projects that get off course or fall behind schedule. Fortunately, the study does measure what’s going well in project management, and at the top of that list is managing client relationships with collaboration and communication.  

However, there’s still a majority of the respondents that don’t have a clearly defined project management process for all or even most of their projects. It’s a good opportunity to ask internally why aren’t processes being followed? Is there not a clearly defined process? Are the processes not aligned with the different types of projects the firm does such as small vs. large or task-order vs. lump sum? 

Proactive and Accountable Project Management Metrics  

What gets measured gets done, correct? The Deltek A&E Clarity report asks what project management KPIs are being tracked at the firm.  

At the bottom of what is being tracked are some of the scheduling metrics including estimate at complete, on-time delivery, and earned value management. At the top of the list are those KPIs often tracked by the financial leaders and include net revenue, profitability, average collection period for A/R aged and multipliers. Yet the financial metrics are retroactive. This might indicate that the lack of visibility or tracking for schedule and schedule variances might correlate with the increase in projects going behind schedule.  

Firms should be asking what metrics they should be tracking that can help them to right size or fix what may be going wrong in a project. How can firms make sure the project managers have the information they need to see where their projects stand at any given time? How can the information be visible and accurate? 

Making the Case for Project Management Technology 

While firms are moving more and more towards technology, the reliance of manual data entry and spreadsheets is going in the wrong direction, specifically when it comes to project management. At the top of the list of departments relying on manual entry is operations and resource management.  

The Clarity Study found that 61% of firms say that they’re still using Excel for planning projects and resources. 75% are using email as their primary project collaboration tool, and 88% are still using email as a primary method to share large files both internally and externally. 49% are not using construction specifications technology.  

All of these are ripe for business process improvement and better leveraging of technology for efficiency, but just where are firms planning to invest in this technology? Project management is at the top of the list, with nearly half of the respondents indicating that they will invest in project management technology in the next 12 months. 

Top Initiatives for Project Management 

When you look at the challenges and top initiatives for project management at A&E firms, issues such as hiring more qualified staff, defining capabilities and responsibilities as well as defining internal best practices and investing in internal project manager training are not surprising. Firms know they need to have great project managers.  

Use These Findings to Improve Your Firm 

The immediate next step is to download the full Deltek A&E Clarity report. Click the image below to grab a free copy of the report along with a scorecard to chart the firm’s results. Then use that to begin discussions around the firm’s net revenue forecasts, project budgets and schedules, etc. Ask about where the firm is struggling, where it’s doing well, and what are the opportunities for improvement. Finally, make sure that you’re reaching out to a Full Sail Partners’ consultant so that we can help you keep your business on course. 

From project managers to accountants to business developers, almost every role at project-based firms will benefit from the new features in Deltek Vantagepoint 5.0. The new features go beyond usability enhancements like drill-down capabilities for dashboards to entirely new ways to manage timesheets. Let’s take a look at some of these new features of Deltek Vantagepoint 5.0.

Search Navigation Improvements

The search navigation bar for top-level searches has been redesigned. Users can now find any record without needing to select a search criterion such as “active.” This is different than in Vantagepoint 4.5 when a user wanted to find a record. Deltek has revamped the new search navigation to be closer to how the Quick Search function was in Vision.

A new filtering option was added as shown below to the right of the search field. Users can filter by the saved searches. A user can select a saved search, and a preview of the project records meeting those criteria is displayed. From this view, a user can either select multiple projects, or all projects can be selected by clicking “Done.”

To learn more about the redesign of the search improvements, watch this mini-demo.

Saved Grid Views

Another general enhancement is the ability to save grid views. If records are displayed in a list view, as shown below, the order and type of columns displayed can be saved. Then users can toggle between different views based on their preferences.

The types of views that can be saved are:

• Columns selected in the grid
• Order of the columns selected
• Column width
• Pinned columns

Saved grid views are currently available in:

• Hub records in list view
• Edit Project Structure grid
• Transaction Center lists
• Transaction Entry grids such as AP vouchers
• Interactive billing grids

Saving grid views has been added to the “Save Rights” section with Reports, Search & Options in User Security. These security settings allow for users to save grid views for themselves, their role, or globally.

See how grid views are saved in an upcoming mini demo in September. Check this page to sign up when it’s available.

My Preferences Option

The next general enhancement is in the My Preferences area. There is a new feature that was added at the bottom right of the My Preference box (shown below).

Users can now decide how they want the General Ledger accounts to be sorted – by account name or account number. This is going to be helpful for those people who enter GL accounts, such as the accounts payable professionals. It’s helpful when that user is in the transaction area because they now can search lists sorted by account name or account number.

Sorting of Timesheet Line Items

This enhancement has been highly requested and it’s finally in Deltek Vantagepoint 5.0. It was a feature in Vision, but not only did Deltek bring it back, but it greatly improved the functionality. Now employees will be able to sort their timesheet line entries by project name, client name, and project number or have no sort at all. No sorting will leave the timesheet lines in the order in which they are entered on the timesheet.

When there are multiple lines for the same project, they will be sorted by Phase, Tasks, and then Labor Code (as applicable).

In addition, when the employee adds a new timesheet line item, the timesheet will automatically sort based on the sort option chosen.

Timesheet and Floor Check – User Options

Another efficiency enhancement with timesheets is the ability to sort or see employees by first, last name, employee name or period ending. This is especially helpful for those approvers who have many employees to approve. This is available in both the timesheets and floor check.

Expanded Use of Accounting Email Templates

Vantagepoint 5.0 has expanded the use of the email templates, specifically for interactive billing, draft invoice approvals, and in the invoice history area. Users can create invoice templates and save them to use again.

Sharing saved templates is controlled by Role Security under the “Save Rights” section. Users can preformat any of the email items including the To, CC, subject line, and body message. Fields can also be inserted into the subject line and body of the email to make it more personalized.

Billing Clients Can Change Over the Project Lifecycle

Vantagepoint 5.0 now allows for the billing client to change over the project lifecycle and maintain its invoicing history. Now, when a billing client is changed on the accounting tab in the Projects Hub, it’s updated on the Team and Invoices tabs.

In addition, the history of the billing client at the time of any previous invoice remains the same. This means if a previous invoice needs to be reprinted, the initial original billing client will stay intact. Any detail reports, dashboard statements, etc. are also going to now retain the history of whatever the billing client was.

Other Accounting Updates

The other accounting updates in Deltek Vantagepoint 5.0 include:

• The automatic bank feed is available for on-premise clients. This allows the firm to import transactions from a bank directly to reconciliation. Cloud clients had this ability beginning in Vantagepoint 4.5.
• Automatic creation of cash receipts from bank reconciliation imported receipts that are not already entered. However, posting is not yet supported directly from bank reconciliation.
• The integration between Vantagepoint and Corpay (previously Nvoicepay). This simplifies and automates payments to the vendors. The integration processes payments in Vantagepoint and sends the file to Corpay to issue the payment. It does require initial onboarding with Corpay, a 3^rd party application.

AR Detail Base Dashpart Update

This is another great enhancement to Deltek Vantagepoint 5.0. While previous versions of Vantagepoint had the AR Detail Base dashpart, this latest version has added the AR Comments column. Not only does this column show the latest comments, but it gives the ability to add new comments directly from the dashboard.

Other Dashboard Enhancements

Other enhancements to Vantagepoint dashboards are listed below.

• New feature to schedule daily dashpart updates. This reduces the need to have “always rebuild” checked on the dashpart.
• The calculated fields on dashparts now support date ranges!

Start Using These New Features in Deltek Vantagepoint 5.0

The new features in Deltek Vantagepoint 5.0 touched nearly all of the areas of the system. From usability enhancements for dashboards to entirely new ways to manage timesheets, many improvements have been made. Start using these new features today! Additionally, be on the lookout for the next blog regarding more 5.0 enhancements pertaining to resource planning and CRM.

Click the button below to see how Deltek Vantagepoint can support your project-based firm.

With Vantagepoint, Deltek has completely reimagined Vision, but what truly are the most liked features of Vantagepoint? Don’t just rely on the thoughts of Full Sail Partners, hear directly from your peers about what they consider to be the best features. In this second article of a three-part series, architecture and engineering firms were asked what their most liked features of Deltek Vantagepoint are for their firm’s users.  

Featured Firms  

The clients that are featured in this series are a mix of small, medium, and large firms. Also highlighted are specific contacts who serve in different roles within their firms. They each were in a different phase of the upgrade process when we met with them. The clients providing their feedback include the following: 

Argus Consulting, Inc. 
Nancy Smith, Project Controls 
Karen Pattison, Controller  

CSHQA
Andrea Kier, Business Development 

RIOS 
Jessamyn Davis, Chief Operating Officer 

Structural Integrity Associates, Inc. 
Paul Arnone, Applications Support Manager 

Ware Malcomb 
Brad Mathias, Director, Financial Planning & Analysis 

Easy-to Navigate, Modern User Interface 

A user interface (UI) guides users – it’s a chain of screens, pages, buttons or any visual element that interacts with a user. Having a good user interface can ultimately change the way users work and process information for the firm. With Vantagepoint, Deltek completely re-imagined the Vision interface making things more efficient, quicker, and it easier to find and analyze information. It’s not going unnoticed.  

Andrea – What I noticed right away [in Deltek Vantagepoint] is there’s a much more user-friendly, visual with the interface. It seems more appealing. I think a lot of our staff were avoiding Vision because it looks like something that’s difficult to figure out or something that is, you know, very techy. Vantagepoint now is a web-based interface. It just changes the feel of what you’re dealing with. For me, that was really encouraging.  

Jessamyn – For some reason for the casual user, it being a web interface really changes how often they’re willing to jump in Vantagepoint. I can’t relate to that, but it’s really made a huge difference rapidly.  

Intuitive Dashboards 

Dashboards are one of the most beneficial and functional parts of an ERP system, like Deltek Vantagepoint, and yet are often the most underutilized. As part of Deltek’s re-imagination of Vision, a lot of thought was placed into the ease of use and design of the Vantagepoint dashboards including pre-built dashboards ready for new users. Here’s what a peer had to say: 

Jessamyn – For our everyday users, the visual nature of the dashboards and how easy it is to create and customize them from the dashboard library is a great feature. It’s just fantastic. It’s a total game changer for getting people in the system and using it every day. 

It’s not just dashboards but saved searches and reporting that gets improved in Deltek Vantagepoint. Watch this webinar to explore the changes related to the system visuals and what firms should do to prepare for the change.  

One Project Record for the Entire Project Lifecycle 

For project-based firms, managing the project lifecycle efficiently is essential to having a profitable business. Even more, the processes that drive the firm’s project lifecycle must be in sync with the systems used to manage it. Deltek Vantagepoint meets this challenge with the creation of the Projects hub, which allows firms to track everything from project identification through project closeout in one record. Users agree this process is simpler and more efficient when managing their project lifecycles.  

Brad – The combination of opportunities and projects into one project lifecycle is an insanely great improvement.  

Jessamyn – The combination of opportunities, projects, and project plans into one record and not constantly trying to link one thing or a project, etc. has been a big change. It’s a very big improvement in logic of the system.  

Nancy – The new Projects hub is different than in Vision. Projects are now in their own hub with everything in the same project record.  

See how Deltek Vantagepoint supports the entire project lifecycle from lead identification to pursuit and final project execution in this webinar.  

Full Sail Partners’ Input on Best Features 

Even though this article focuses on what peers most liked about Deltek Vantagepoint, we couldn’t leave you without sharing the Crew’s most liked features. Check out this webinar to see what sets Vantagepoint apart from Vision and why you should be excited. It covers the Top 10 features along with some honorable mentions.  

Want to Hear More From Your Peers? 

This article is the second in a three-part series, so be sure to check out part one where different project-based firms share their Deltek Vision to Vantagepoint upgrade experience. Whereas the first article covered how the firms prepared for the upgrade, the last article in the series will share some of their upgrade best practices.  

To listen to their upgrade experience, watch the webinar that is linked below. 

The Deltek Clarity report is the longest running, most comprehensive study in the architecture and engineering (A&E) industry for North America. The report digs into benchmarks, market outlook, and industry trends to help A&E firms identify where they are and how they compare to other firms in the industry. The 43rd Annual Report provides both surprising and not so surprising findings, as well as positive firm indicators for financial strength and project management excellence.  

Deltek Clarity has participation from more than 540 companies and delivers more than 100 benchmarks and industry insights across the business. The study focuses specifically on architecture and engineering firms and other firms who support the design firms. The 43rd Annual Deltek Clarity Study collected responses from A&E firms of all sizes in North America based on 2021 fiscal data. Here is an overall look at what was reported this year, but for more detail, the 43rd Clarity Study can be reviewed in its entirety. 

Consistent Challenges Across Departments 

This was one of the report findings that was not surprising. The two biggest challenges across company departments were related to staffing and time. Business development is challenged to find the time to nurture client relationships while technology departments have a lack of time to invest in learning. Moreover, project management, human resources, and finance departments all cited staff shortages, finding, and retaining qualified staff as their top challenge.  

In fact, 78% of the financial leaders identified that finding and retaining qualified staff is the number one financial challenge. This has been very different than what previous Clarity reports have shown in the past few years. In addition to staffing challenges, other consistent themes included business process automation and managing strong backlog and pipeline. All of these have an underlying theme of technology and how best to leverage technology to address some of the challenges companies are facing. 

Purposeful Investment in Technology 

This begins by measuring the digital transformation and maturity levels now and in the next five years, and how this aligns with the goals of the business. Then aligning business goals and IT goals to have that culture of efficiency and culture of innovation. According to the report, most firms identify themselves in that early or exploratory phase of maturity but nearly 70% of firms expect to be mature or advanced within the next five years. This is less optimistic than the previous year’s study. Some factors attributing to this may be that the pace of technology is moving so fast that the ultimate end goal seems to be constantly changing and/or not attainable.  

The top three challenges related to technology were lack of time to invest in learning, cost of technology, and prioritizing which trends are most applicable. Companies are struggling to understand not only what the new technologies are, but how to apply them in projects and business improvements. Top emerging technology cited by the firms were geolocation, augmented reality, and Internet of Things.  

These are often externally focused and can be leveraged in managing and executing projects. Not far behind in the cited top technology was big data and data science. Both can help firms to provide greater visibility and insight into what’s happening inside the firm.  

What this all leads to is purposeful investment into technology. Firms are looking to invest in the right technology to meet firm goals, not necessarily the newest technology. Deltek calls this purposeful investment. It’s critical, with the challenges of lack of time and resources, to look at the firm’s current systems with the technology in place and make sure it’s using them to their maximum capacity.  

Strong Market Forecast 

As noted earlier, the report indicates a really strong market forecast for the North American A&E industry. However, there are limited resources to both pursue and perform work. With these issues in mind, firms are going to have to be more strategic about how best to capitalize.  

Fortunately, the report does show a net revenue growth forecast of 17.6%. This is the highest that growth has been in the last ten years, and this is very optimistic over last year at an increase of 13.4 percentage points. Small firms were drivers for a lot of this positive push. In last year’s report, small firms had a negative forecast but now are rebounding back to a 14.6% net revenue growth forecast.  

The overall percentage of firm revenue from the top three clients has decreased slightly from the previous year to 35%. This could show good or harmful trends. Firms may be strategically and purposefully diversifying their client base or competition may be winning work away from the top clients. This is a great time to lead these types of discussions internally to see how the firm compares. 

Thus, while the forecast remains optimistic, it doesn’t come without challenges. About half of the firms said they are struggling to find the time to nurture client relationships. Combined with increased competition, firm leaders are trying to keep existing client relationships healthy and strong while looking for new prospects and revenue sources.  

Project Delivery Keeps Improving 

Projects are the core of what architecture and engineering firms do. The 43rd Annual Deltek Clarity Study indicates that, overall, A&E firms are becoming more confident in their project performance. 67.8% of projects are on or under budget, more companies (59%) are doing internal performance evaluations based on projects not waiting for an annual review, and 15% of firms are sharing their best practices through either a center of excellence or a project management office. Firms are focusing on project management as a discipline.  

While more projects are staying on track or ahead when it comes to budget (67.8% of projects), they aren’t performing as well from a scheduling perspective. Just over half (58.5%) of projects are on or ahead of schedule according to the report. This number decreased by 6 percentage points from the previous year. These are areas that both firm leaders and project managers should evaluate to strategize, understand, and determine what is happening. Does the firm need additional training for project managers or is the schedule being driven by the clients but at the cost of the firm’s profitability? 

One challenge could be access to timely data around projects. When asked about visibility around schedule variance, half the firms report low or very low visibility for project managers and principals. It’s challenging for project managers to proactively manage and keep the project schedule on track if there is a lack of visibility. This is a good opportunity to ask the firm’s project managers how visible their project schedule variance is and how better to improve that visibility.  

Similar to other firm departments, top project management challenges include staff shortages, competing priorities, inexperienced project managers, and accurate project cost and timeline forecasting. When it comes to project management, how is the firm handling project schedules, are the schedule changes internally or client driven, how quickly can the firm train new project managers, how can technology improve the project delivery gaps, and do the project managers need more visibility and access to project data? Discussing these internally will help to continue to improve the firm’s project performance. 

A&E Talent Staying, but Not Enough 

While the talent shortage is not new news, the Deltek Clarity Study digs in a little deeper to see what’s exactly happening in the North American A&E Industry. One surprise finding was the employee turnover rate. This was expected to be high, but it’s 13.6% which is low compared to the 18-19% that is shown in the Deltek Clarity Global report. Additionally, the findings show that talent isn’t necessarily leaving the industry but rather moving to other A&E firms. This might be good for the industry, but maybe not for the firms struggling to refill the positions. 

Medium-sized firms experience the highest turnover at 14.7%. Large firms are just below at 14.4% with small firms even lower at 11.9%. This lower turnover might be because smaller firms could have better employee engagement or be able to give different opportunities to grow.  

Nonetheless, with the high turnover, firms are experiencing the biggest challenge with filling open positions. The majority of firms are seeing more open positions than they had last year (65% of firms) while a third (30%) have about the same number of open positions. For nearly half of the firms, it’s taking 60 to 90 days to fill a position.  

With this talent challenge, it might be a good time for the firm to look at external factors such as candidates available in the market. Firms could also look internally to make sure their processes are as efficient as possible. This would include leveraging technology to streamline the recruiting process.  

The top talent acquisition challenges noted in the study were the availability of good candidates in the marketplace, ability to offer competitive compensation to candidates, and matching qualified candidates to open positions. This is even trickling over to the finance department. Finance leaders are feeling the increase in labor costs, higher salary demands for candidates, and additional costs to keep employees engaged. These higher labor costs could affect the future profitability of projects.  

In last year’s Deltek Clarity Study, succession planning and performance management were the top human resources’ challenges. This year, the challenges and priorities have changed. Now the top challenges for managing human resources are retaining employees, employee engagement/experience, and workforce capacity and planning.  

Relatively Stable Financial Statements 

The financial management section of the Deltek Clarity report is the longest running section of the report, with many findings showing a 10-year trend line. Firm financial leaders should review this section and analyze the trends and changes. For this year’s report, the financials are relatively stable but there are a few noticeable declines to note.  

Operating profit on net revenue declined after a decade of growth to 12.8% from 19.0% from the previous year. Deltek Clarity sets a threshold of 15% operating profit on net revenue for its high performing firms. In this year’s study, high performing firms had 23.9% operating profit on net revenue and large firms were near that threshold at 14.6%.  

Net labor multiplier is another key financial metric of the Deltek Clarity Study. This year’s multiplier increased just slightly to 2.99. The high performer firms had an average of 3.41 net labor multiplier. Something also to note is the top quartile net labor multiplier of 3.36. 

Overall, the utilization rate has decreased but is hovering close to 60% at 58.5%. This is not a surprising finding because of the increased labor costs, number of open positions, and maybe the increase in business development or other non-billable activities. Small firms saw the biggest decrease from 63.9% last year to 60.9% this year.  

Firms are seeing a strong backlog of nearly nine months. Large firms saw the biggest increase last year from 8.3 months to 9.94 months, and the top quartile is nearly 12 months of backlog. So, this is positive news for firms, if they are making sure that they can actually deliver on the work with the right resources.  

44% of the reported top financial challenges listed finding and retaining qualified staff as the top challenge. This was a big jump from the prior year’s report. Other challenges for financial leaders were managing firm growth and increasing profitability. These top challenges are interdependent. Finding qualified staff and having to compensate for that top talent will affect the firm’s ability to increase profitability and grow the firm.  

Diving Deeper 

This has just been a glimpse of some of the findings in the 43rd Annual Deltek Clarity Study. Firms should download the report (click the image below) and dig into it to understand what’s happening in their business, how they are leveraging technology, and where there are opportunities for additional training and awareness. This will allow these firms to better educate their teams, make sure they understand what their process is, and how they contribute to the overall success of the firm. 

So far in the “Driving Revenue Growth with Digital Marketing Series,” firms have developed their content plan and created content. However, creating great content simply is not enough. AEC marketers need a promotional plan that strategically shares content with the people that benefit the most from it. This article shares some common and uncommon promotional tactics.  

Search Engine Optimization 

Search engine optimization or SEO is a series of techniques firms can deploy for their content and on their website to rank higher for certain keywords on search engines like Google. Click here for a basic introduction to SEO. 

SEO should be the first strategy to be used as part of the promotional plan and should be considered when the content is being created, especially if that content is a blog article. Marketers should optimize the piece of content for the specific topics or keywords it wants to be found for. Another way to look at it is to think about the person that marketers want to read or consume that piece of content. What types of phrases or questions would that person be typing into a search engine as that person searches for answers? Make sure that marketing content has those phrases and key words included naturally throughout the content piece.  

Email Marketing 

This is the most overlooked and underutilized promotional tactic in the AEC industry. As a Premier Partner for Deltek Vision and Vantagepoint CRM, Full Sail Partners works with hundreds of AEC firms across the country specifically advising them on CRM and marketing strategies. So many of these firms have databases full of thousands of contacts but fail to have a consistent email marketing strategy.  

By using email marketing, there is a real opportunity for AEC firms to easily, affordably, and routinely get in front of clients and prospects with the content that is often difficult and time consuming to create. With tools like the Blackbox Connector for Mailchimp or Constant Contact that connect Deltek Vision and Vantagepoint to those email marketing services seamlessly, AEC marketers can get a leg up on their competitors just by using email marketing.  

Social Media 

This is probably the most popular and utilized promotional tactic. AEC firms often promote blog articles, white papers and case studies through their social media channels including LinkedIn, Twitter and Facebook. Each social media channel has its own pros and cons in terms of reach and engagement as well as best practices when it comes to getting in front of the preferred audiences.  

Finding out the social media channels where the ideal clients and personas spend the majority of their time is key for AEC marketers to develop the content, and they should focus their time on that channel first. Once that channel or channels are identified, marketers can research hashtags to utilize and optimize the visual content plus write engaging captions that keep both the tone of the social media channel and the brand voice.  

Live Events 

With a digital marketing campaign, often the content that is created is online. This includes blog articles, videos, case studies or white papers, for example. So, it isn’t a surprise that promoting this type of content is often forgotten when attending or presenting at live events. If the firm has technical experts or subject matter experts (SMEs) who present or speak at industry events, it’s a great opportunity to also promote the online content.  

Most recently, presenters have been including a slide at the end of a presentation with a QR code. The audience can snap a photo of that QR code, and it takes them to either a specific piece of content or to a webpage/landing page that has links to several pieces of content. Below is an example of a slide with a QR code from a recent conference. 

It’s not just for in-person conferences or events either. If the firm’s SMEs are guests on podcasts or webinars, those can be other great opportunities to promote marketing content. AEC marketers should help SMEs prepare for these appearances, including identifying what marketing content to promote.  

Creating Great Marketing Content Simply Isn’t Enough 

Thinking about the content promotion while developing it is a great way to make sure that content performs well and meets the digital marketing goals. The content promotion plan should list the ways in which the content will be promoted including SEO, social media, email marketing, and live events.  

This article is part of the Driving Growth with Digital Marketing and will walk through how to gather and analyze the results for the digital marketing campaigns.  

Although not one of the most glamorous parts of Deltek Vantagepoint, the Approval Center has been designed to keep project-based firms’ business moving. The Approval Center allows supervisors to quickly access, review, and approve important business approvals including timesheets, expense reports, and absence requests. Users can visibly see any approval alerts outstanding and go directly to the records to approve.  

Let’s break down each approval area and type in the Approval Center so that project managers and supervisors can make quick approvals and keep the firm’s vital business moving forward. 

Easily See When Approvals Are Needed  

In Vantagepoint, there are two areas where Approval Notifications can be found. The first and easiest place is in the Notifications Center in the top right corner of the application. This Notification Center is used to notify users of many things, but for supervisors and managers, it shows an action item for each item awaiting approval. The user can easily go to that approval item by clicking on the hyperlinked blue text such as “Expense Reports” or “Absence Request” as shown below. 

Another area where approvers can see what needs to be approved is by selecting the Approval Center option in the My Stuff on the left-hand navigation. This takes them to the Approval Center where they can toggle between the different approval types, as dictated by the workflow set-up and role security. 

Quickly Review Each Approval Type 

Inside the Approval Center, when the drop-down is selected, each approval type will be displayed. Again, only timesheets, expense reports and absence requests are found in the Approval Center. Also, what is displayed will depend upon the users’ workflow setup and security role for the firm’s Deltek Vantagepoint instance. 

Approve Specific Lines or Entire Reports 

One option in Deltek Vantagepoint is to be able to approve specific line items and/or entire submissions for both timesheets and expense reports. The columns that are displayed in each approval area can also be customized to the approver’s preferences using the Grid Settings (the gear icon in the top right corner). All approval rows can be filtered to see certain items such as Employee Name or Project Name (if in the Line-Item Approvals). The approval lists can also be downloaded into .csv or Excel. 

When ready to approve, the approver can select each row individually, or all rows by clicking the checkbox in the top left. Once the check box is clicked, the reviewer can Approve, Reject or Reassign the selected rows using the buttons at the top or the reviewer can Approve, Reject or Reassign all records under the Approval Options button.  

The Approvals look and act the same for both timesheets and expense reports as for the individual line approvals. However, when in Timesheet or Expense Report view, not as many of the details will be available. To see the details, the user must click on the Period Ending Date. From there, the user can review all the timesheet and expense report details along with the same Approve, Reject or Reassign options.  

Review Expense Lines Without Opening the Reports 

With the Expense Report Lines approvals, all of the information needed to approve the expenses is shown without having to go into the actual expense report. The needed information is displayed in the columns including the Employee Name, Project Name, Report Name, Date, Category, Description, Amount if the expense line is billable and if a receipt is attached. If the reviewer clicks on the Detail icon for expense items like mileage, the actual mileage and the locations traveled will be displayed. If a receipt is attached, a paperclip icon will appear. The reviewer can click on that to access the receipt detail and view a photo of the receipt if provided. This makes it easy to approve expenses directly from this screen without having to go anywhere else. 

Similar to other approval functions, Expense Lines include the ability to select the columns to be displayed, filter the rows to show and download to a .csv or Excel file. In addition, there is the Print Lines Approval Report. This report shows us all expense lines grouped by expense reports and all lines not approved yet. 

The process of approving, rejecting or reassigning Expense Line is the same as above. 

View Employee Absence Requests 

Deltek Vantagepoint’s Approval Center has absence requests submitted by employees. An added benefit is that the approver can not only see each absence request but quickly review the time off remaining for each employee by clicking on his or her name. When clicking on the employee’s name, his or her Employee Card is displayed. From here, the supervisor can verify that the employee has enough hours to cover the time requested by clicking on the absence hours tab. This shows the current available balance by benefit type. 

Absence requests can be approved individually by checking the box in the row and clicking Approve or all requests can be approved at once by checking the box at the top to select all and clicking Approve. Another way to approve all is to click the Approval Options button and select either Approve All, Reject All or Reassign All without checking any boxes. 

At-a-Glance Absence Requests for Entire Firm 

The supervisor can view the absence requests for the entire firm using the Absence Request Schedule. This shows all the absence requests that have been submitted, approved or rejected. The statuses are color-coded so the reviewer can quickly identify each type. Yellow is for submitted. Approved is in green and red is rejected. The non-working days are displayed in gray and the holidays are in blue. Users can scroll back in time or into the future using the left and right arrows accordingly. See the screenshot below. 

Keep the Professional Services Firm Approvals Moving 

Using Deltek Vantagepoint’s Approval Center streamlines reviewing and approving vital business processes including timesheets, expense reports and absence requests. This fully integrated system reduces processing times and provides visibility into the status and conditions of these key areas. To see this in action, click below to watch the Powering Project Success with Deltek Vantagepoint – Approvals Center. 

Just how was the Deltek Vision to Vantagepoint upgrade for project-based firms? As consultants, Full Sail Partners can speculate on how the process will be for firms but feel it’s better coming from the clients who have been through it.  

This article is the first in a three-part series where clients, in different stages of their upgrade journey, share different aspects including how to prepare for the upgrade, the Vantagepoint features that are most liked by users, and best practices that other firms can use as they upgrade. Hear from clients who work at small, medium, and large professional services firms throughout the series. 

Featured Clients 

The clients that are featured in this series are a mix of small, medium, and large firms. Also highlighted are specific contacts who serve in different roles within their firms. They each were in a different phase of the upgrade process when we met with them. The clients providing their feedback include the following: 

Argus Consulting, Inc.  
Nancy Smith, Project Controls 
Karen Pattison, Controller  

CSHQA 
Andrea Kier, Business Development  

RIOS 
Jessamyn Davis, Chief Operating Officer 

Structural Integrity Associates, Inc. 
Paul Arnone, Applications Support Manager 

Ware Malcomb 
Brad Mathias, Director, Financial Planning & Analysis 

When Should Our Firm Upgrade to Deltek Vantagepoint? 

A common question that Full Sail Partners gets asked by clients is when their firm should upgrade to Deltek Vantagepoint. Here are a few perspectives from Deltek clients. 

Jessamyn – We first learned about Vantagepoint and how it is a vast improvement to Vision at the Deltek conference a few years ago when it was in Florida. It was then that I realized that we needed to get on a path to upgrade. But for us, the question about when the upgrade would take place was when Vantagepoint had enough functionality to make it worthwhile, and we made the upgrade in March 2021 after working with Full Sail Partners for about four to five months to prepare. 

Karen – We started looking at Vantagepoint about three years ago at the Deltek Insight [now ProjectCon] conference. Similar to Jessamyn, we were waiting for more functionality, especially with the accounting features. We got serious about the upgrade process in 2021 and that is when I selected Nancy to be the project manager for this effort.  

Andrea – We decided that because Vantagepoint had been out for a while already, the major kinks were worked out. So, our firm made the decision to move forward.  

Paul – The upgrade was on our radar beginning the spring of 2020 and by that summer we had a test environment set up. We had established a task force and were meeting regularly, mostly weekly, to get the Vantagepoint preview environment set up the way we wanted it. However, things got put on hold when we decided to wait for newer features to be added to Vantagepoint.  

Brad – We were in a very similar situation to Paul, waiting for the features that we needed to be available in Vantagepoint. We utilized Full Sail Partners’ Vantagepoint Readiness Report to identify all the things that we needed to pay attention to. We were originally supposed to go live in April 2021 but based on that report we had a massive data issue that we needed to clean up. We decided to focus on that before the upgrade. We also decided to bring CRM into Vantagepoint after using another CRM system for a couple of years. So that combined with the data cleanup has delayed our upgrade a bit.  

Who Was Involved in the Upgrade Process? 

Once the firms decided it was time to begin upgrading to Vantagepoint, the next step was to determine who in the firm and other outside resources, if any, to involve in this effort. 

Nancy – We established a core team with a representative from each user group. My recommendation would be for each of those people to be positive and tech-savvy.  

Andrea – We have three accounting people and three marketing people. Vision wasn’t widely used by a lot of people at our firm. It was seen as more of an accounting tool and the upgrade to Vantagepoint was seen as a marketing thing because it was very CRM-focused. I would agree with Nancy to have a representative from each user group because having only accounting and marketing limited our transition to just the training on the CRM and accounting aspects. Because we were the only ones involved, we were the champions and were the people who could ask questions. So, I think the level to which our staff embraces Vantagepoint would have been boosted more if we had had project managers and principals as part of the core team involved from the beginning.  

I think our challenge is that the project managers and principals did not really use Vision before. So having them on the transition team did not really make any sense for us. However, I would recommend that if you can include them, that do you include them, especially if you are creating new processes. We basically took this opportunity to start over and do a lot of new stuff that we never really did before. So having users be able to contribute to those new processes and provide additional insight would have been even more helpful for us.  

I have been involved in migrations and upgrades in other past positions outside the AEC industry. I have seen a number of times when you do not involve the right people, you end up with this giant mess afterward. Then it takes a lot more time and money to fix and you end up getting frustrated and burnt out.  

So, I would recommend involving a small group but trying to get equal representation from different user roles.  

Paul – Over at Structural Integrity, we established a task force of about 15 people representing all the different departments. We tried to identify all the processes in Vision that we have now. Then the goal was to make all those same processes continue to work in Vantagepoint.  

Brad – This upgrade was handled a little bit differently than what we did for the last upgrade in Vision. The upgrade when we went from the earlier Vision version to Vision 7.6 was a heavy lifting exercise that we did all by ourselves.  

Like a lot of companies, marketing is a very powerful piece of your operation, and marketers tend to have their own tools and software that gets connected to Vision. Part of the exercise this time was bringing marketing into Vantagepoint which brought in a whole new team and a whole lot more mojo. If you can find a way to embrace Vantagepoint as an option for CRM, in addition to your backbone of accounting, you are going to get a lot more attention and a lot more buy-in. That is what I can suggest – having marketing and accounting being on the same team and working on the same initiative was refreshing.  

Jessamyn – We had a core team that was our project accountants and our project planner because we use resource planning heavily. Since we also use CRM, we also had three people from our marketing team. We held some workshops with our project planners and project managers to understand what they would like to see out of dashboards and what they felt they were not getting now. We did not include them on our core team, and I think that was for the best. We delivered Vantagepoint to the project managers as a finished product rather than including them in the “making of the sausage.” I think it went really well. I think it was very successful, and then we did a lot of training when we went live.  

What Resources or Support Did You Need for the Upgrade? 

Having helped over 200 firms make the upgrade from Vision to Vantagepoint, Full Sail Partners understands that there can be different levels of support and resources that firms need. This can be due to the unique modules or features which the firm uses or to the amount of customization the firm has built into Vision. Hear from a few clients about what resources and/or support they utilized, if any, to make the upgrade. 

Brad – There was no way we could do this upgrade on our own. We are a large firm with over 600 employees. Accounting, marketing and HR, plus our support teams, are always understaffed. We also have customized Vision quite a bit. It would be very difficult for us to make any type of upgrade alone. We utilized the Vantagepoint Readiness Report and help from Full Sail Partners because of this. 

Jessamyn – The Vantagepoint Readiness Report shows you the exceptions or areas in your system where something is going to throw back a problem. Things like duplicate records for vendors and clients, project plans that have something wrong with them or all the customized reports and when the last time they were used - All these types of information. The first time we ran the report, it was overwhelming because we had years of data that had probably never been cleaned. We had two interns work full-time for four months cleaning up the data. Then we ran the report again and just kept doing that until we felt like we were at a manageable place.  

Andrea – We set up significant training time beforehand. We really didn’t understand Vision very well, and we didn’t use it in the way that it was designed to be used. We had years of different processes and data with different people in and out who decided they wanted to do something one way, and there wasn’t global communication. So, we had a lot of training before the upgrade. I was focused on the CRM stuff. I worked with the CRM specialists at Full Sail Partners for a while because we really needed to transform how we use the database. I wanted to make sure that I understood the logic behind how the system was supposed to work. If your organization is really organized, you have clean data, and you’ve got someone who has time to lead the efforts, then it’s totally possible to do this on your own. Yet even with the skills and having a strong foundation that would normally make this kind of transition seamless, it was helpful and time-saving (which can also be money saving) to have a team of Full Sail Partners’ people to help us.  

Just looking at the Readiness Report can be overwhelming. You realize that maybe the data is not as good as you thought. You spend a lot of time on that cleanup, and with so much time you are investing, you want to get it right. So having a team of experienced people to help guide us through was definitely useful for us.  

Paul – We are a firm of about 300 people, and I cannot imagine going through this on our own without the help of a company like Full Sail Partners. I have worked with Full Sail Partners in the past on several different customizations and we have always been happy with them. When Vantagepoint got on our radar, it just seemed like a great fit to just work with them and use the tools to help make this upgrade an easier process.  

Karen – I would highly recommend getting support. There is just no way we could have upgraded on our own even though we are only a 70-person firm. We needed the help of Full Sail Partners. We have used them a lot. We get all our questions put together. Then Nancy and I worked with a Full Sail Partners’ consultant to help us answer the questions. There are a lot of things that we just would not be able to figure out on our own to make this happen in our timeframe. 

Hear More from Your Peers 

This article is the first in this series where different project-based firms share their Deltek Vision to Vantagepoint upgrade experience. Future articles will include topics like the favorite Vantagepoint features of users and upgrade best practices.  

To learn more about upgrading to Deltek Vantagepoint visit the page linked below. 

IIn life, the good news must always be taken with the bad. In the architectural, engineering and construction (AEC) industry, the good news is that a massive federal infrastructure bill was signed into law that will help keep the industry growing in 2022. The question, though, is whether bad news will outweigh that good news for the AEC industry. Much like the impacts of the 2008 recession, according to an article in Civil Engineering Source, throughout 2021, supply chains, high prices for construction materials and labor shortages were affecting the entire AEC sector. So how can Human Resources departments address some of the trends that are being seen?   

AEC Trends and Tackling the Challenges 

Many leaders in professional services firms are tackling labor-related obstacles by evaluating their retention and talent acquisition programs. With the ongoing retirement of Baby Boomers, the increasingly technical (and digital) nature of work, rising wages and the “Great Resignation” of 2022, many employers at professional services firms are faced with skill gaps, problems attracting and hiring top job candidates and employee engagement retention problems.  

 Let’s take a closer look at each of these challenges:  

• Feeling the Boom: With the departure of Baby Boomers, replacing the most senior and experienced professionals is an overwhelming challenge facing the industry. Most firms agree they can find new graduates, but their employment doesn’t replace those with 40 years of experience.   
• Transform or Die: The pandemic required firms to rethink their digital adoption, but much of the AEC industry is still managed on paper including blueprints, design drawings, supply-chain orders, progress reports, punch lists, etc.  
• Under Pressure: In the past, the main challenge was finding the work. Now one of the main challenges is how to keep the workers. Employers are feeling the pressure to raise wages or be forced with losing key talent. 
• Gap-o-Rama: Graduates unfortunately don’t learn all of the necessary skills required for real-life work in the AEC industry. Additionally, with the constant change in technology, existing employees require learning new technology skills to stay competitive.  
• Retaining Talent: During the pandemic, many employees re-evaluated what they wanted in life and from their employers. Many firms learned this lesson the hard way.  

Despite these talent woes, there is a solution for Human Resources professionals that is right up under their noses. Reskilling and upskilling are trending talent management tools that are being explored and implemented to address these challenges and ensure that growth stays consistent and progressive. Let’s take a deeper dive into what reskilling and upskilling are and the benefits each can bring to the professional services industry.   

Reskilling Versus Upskilling  

Reskilling is the process of employees learning new skills to move onto new roles within their current company while upskilling is a workplace trend that facilitates continuous learning by providing training programs and development opportunities that expand an employee's abilities and minimize skill gaps. The primary difference is that reskilling prepares an employee for movement into a new role within the company whereas upskilling prepares an employee for movement in their current career track within the company. Reskilling and upskilling are not just trendy or popular remedies. The professional services industry has found benefits for both the employers and employees, so it ultimately is a win/win.  

Benefits to Leaders  

• Improves retention. Employees stay longer when they see evidence that their company is invested in learning and development.  
• Keeps up with the industry. Maintaining highly skilled and knowledgeable employees keeps the organization competitive in the industry.  
• Moderates recruiting costs. With the increasing costs of backfilling positions, reskilling might be a good alternative to letting go of current employees and hiring new ones with a different skill set, if the needs of the organization change.  

• Attracts desired talent. Offering continuous staff training enhances the company’s reputation and brand image as an employer.  
• Improves employee engagement. Potential and current employees want professional development and training opportunities in their job, and they will look for opportunities that provide these options. Upskilling satisfies these employee demands.  
• Optimizes employee productivity. Improving employee engagement will ultimately increase productivity.  
• Bridges the age gap. While generational differences can sometimes be a source of conflict in the workplace, when managed effectively, they can be a powerful source of innovation and adaptability.  

Benefits to Employees  

• Feel more valued. When employees believe that the company is investing in them to improve their professional profile or give them new opportunities, it reinforces their loyalty.  
• Have more opportunities for career advancement. Upskilling focuses on improving current employees' skill sets, usually through training, so they can advance in their jobs and find different roles and opportunities within the company.  
• Increases their professional confidence. One of the primary benefits to employees is that upskilling can help to boost confidence and develop stronger, more capable teams in the business.  
• Builds better relationships between employees and managers. As managers and employees collaborate on their employees’ career paths and provide leadership and mentoring during the training and development process, knowledge sharing, trust, and respect evolve organically.  

Repurpose Talent  

The bottom line is professional services firms are in the best possible position with continuous technological advancement, growing leadership flexibility, and external financial resources to successfully develop and implement upskilling and reskilling programs. Executives, senior leaders, human resources professionals, talent acquisition professionals, training & development specialists, or even HRIS experts, should join the upcoming webinar “Rebounding and Staying Ahead of the Game:  Attract and Retain Top Talent using Reskilling and Upskilling” on June 9th. During this webinar, find out what the so-called “Great Resignation” of 2022 is, hear case studies about other firms (especially in the AEC industry) who have successfully implemented these programs, and learn steps that organizations can take to develop a program that caters to firms’ talent management needs and goals.  

If the results from the digital marketing campaign efforts are not tracked, how will the marketers know if it’s working or not? It seems simplistic when written like this, but for architecture, engineering, and construction (AEC) firms, collecting and analyzing the results of digital marketing efforts is often the hardest part. And, because the results are often not collected, not analyzed, or not presented to the firm’s leaders, it’s hard for marketing professionals get buy-in for additional digital marketing resources.  

This article is part of the Driving Growth with Digital Marketing and will walk through how to gather and analyze the results for the digital marketing campaigns.  

Select the Metrics During the Planning Phase 

At this point, the digital marketing campaign is created and has been promoted. At this point it’s time to analyze the results and compare them against the original goals to determine the performance of the campaign. 

The hardest part about selling digital marketing strategies to firm leadership is showing the results. And choosing what to measure and how to measure the results is where AEC marketers often get stuck.  

The best time to select the metrics to be used in analyzing the marketing campaign results, is in the planning stages. Thinking through this while in planning, allows the tracking software or infrastructure to be put into place to gather the correct results.  

Using the original campaign goals along with thinking through how those goals can be measured, is the best place to begin.  

For example, if the original goal was to increase brand awareness in the Texas market by increasing web traffic in Texas by 25% in the first 2 quarters of 2022. The marketing department will want to make sure that they can track web traffic, including geography, and have a baseline number for the web traffic from Texas before the campaign begins. 

If the marketing department doesn’t have that ability or information before they begin the campaign, it's going to be very difficult to gather and analyze the results.  

That's why having very SMART goals outlined and agreed upon by leadership is critical to be able to track, analyze, and progress to achieving goals.

Understand that AEC Metrics May be Different 

AEC is different than other industries when it comes to marketing. It isn’t e-commerce. The AEC industry doesn’t provide online stores. AEC firm clients typically don't buy their services through their websites. So, this means that typical marketing key performance indicators (KPIs) like Cost per Acquisition, Customer Attrition, or even marketing-originated customers really aren't relevant.  

That’s why it so important to get the marketing campaigns SMART Goals determined. When those goals are clear, written down, and agreed upon by firm leadership, the metrics to determine that campaign’s performance become more clear. 

Possible AEC Marketing Campaign Metrics   

So, what should AEC marketers measure? How should they measure the results of their digital marketing campaigns? 

Marketers should identify quantifiable metrics that aligns with the goals of the organization and the SMART goals as mentioned above. These metrics should be either new leads (new to the firm’s funnel) or more interaction with current contacts to “nurture” the relationship until that content needs the firm’s services.  

And because each AEC firm’s goals are all going to be different, this article cannot simply provide a list of 10 example metrics. However, listed below are some potential metrics (KPIs) that could be considered. They are listed to help AEC marketers brainstorm metrics that are relevant to their specific digital marketing campaigns and firm goals.  

Possible AEC Marketing Campaign Metrics: 

• Website traffic 
• Search traffic/keyword rankings 
• Backlinks 
• Click-through rate 
• Conversion rate 
• Email sign-up rate 
• Delivery, open, click rate 
• Engagement/interaction rate 
• Follower growth rate 
• Brand mentions 

Marketers can then take those metrics and compare the marketing performance to a previous time such as: 

• To the previous month, 
• A 3-month average, or 
• Specific goal(s). 

Metrics That Shouldn’t be Measured 

The things or results that the AEC marketer can’t impact should not be measured. If the marketer or firm can’t change it, there’s no point in tracking it or making it a KPI.  

Vanity metrics should also not be tracked, or at least, have too much weight or emphasis placed on them. Marketers are sometimes tempted to track vanity metrics like the Facebook page likes or Twitter followers, but if the marketing department is not currently implementing a social media campaign with the goal of getting more likes or followers, why track it? It’s not an effective KPI. 

Best Practices for Collecting and Analyzing Digital Marketing Campaign Results 

The following are some best practices that marketers should keep in mind as they plan for, implement, and analyze the results of their digital marketing campaigns.  

• Use the campaign goal as the basis for analyzing the results. Marketers should tie what the goal of the campaign is to what metrics they collect and analyze.  
• Connect marketing platforms. By starting with the goals, marketers can list what metrics they need to collect. But, this is also the time to evaluate what systems can be connected and automatically share information. A great example of this is the Blackbox Connector for Mailchimp or Constant Contact. These connect the email marketing statistics to the Deltek Vision and Vantagepoint CRM systems. A marketer can easily pull in the statistics for one email campaign or an email campaign series into the Deltek Marketing Campaign.  

• Limit KPIs to only those that are needed. Marketers might be tempted to collect more data or statistics than necessary to see how the campaign is performing. Especially when first getting started, limit to collecting and analyzing only those metrics or KPIs that are needed to see how the performance is measuring to the goal.  
• Tailor the KPIs to the audience. If the marketing campaign performance needs to be presented to firm leadership, make sure to tailor what is shown to that audience to just what they need to see how it’s performing to goal. For example, the marketing manager may be tracking email newsletter opt-in rates and email bounce rates. However, if that’s not a goal of the specific marketing campaign, don’t report those metrics in a presentation to the firm principals.  

How to Use the Digital Marketing Campaign Results to Improve Performance  

Collecting and analyzing the performance of the marketing campaigns is only half the battle! The next step is optimizing the campaign’s performance to get even better results. And the next article in this series share a few different areas to optimize when it comes to the firm’s digital marketing efforts. Subscribe to the series below to get the next article.