Full Sail Partners Blog (52)

Full Sail Partners' VP of Sales and Marketing, Sarah Gonnella, spoke with Cathy Cushing, Office Manager; Malcolm Whyte, Executive Vice President; and Saul Macias, Vice President of Professional Services from SharedHR to discuss the human resources consulting services they provide to small- to medium-sized business and how having a project-based ERP system is critical to their success. 

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SharedHR is an experienced management consulting and human resource services firm. They believe the essence of an organization’s success rests with attracting, developing, and retaining the right talent. SharedHR takes the time to learn about your company and its culture in order to provide customized, service-orient- ed support to foster your success. SharedHR can supplement your payroll, benefits, and HR team or fully outsource your HR function. The SharedHR methodology streamlines your administrative processes using our cloud-based HR platform. Their approach offers flexible solutions to match the needs of your small to mid-sized business. They pair each client with a dedicated and experienced associate who offers access to the combined knowledge and resources of our entire knowledge base and senior team. SharedHR leverages paperless, cloud-based technology to integrate and optimize your HR and administrative processes so you can focus on high-value business priorities. 

 

Successful professional services business development professionals often view themselves as hunters. Much like the cavemen or nomads, this group of professionals is responsible for learning how to navigate the dangers of the world to bring food back to the pack. This overly simplified analogy challenges us to view business development tools and efforts on a visceral level.

However, today’s competitive business environment requires business developers to be both hunters and farmers. Technology has drastically changed the way that relationships are cultivated. Our world is now more connected than ever before, therefore the ‘entry for admission’ to being a known entity is significantly higher than it has ever been before.

So what are the most essential hunter-farmer business development tools? Let’s take a look!

The Business Development Tools for Success

1. Customer Relationship Management (CRM) | CRM tools make it possible for everyone in your organization to work together to meet your clients’ needs by putting your clients at the center of your business. Real-time, holistic, competitive intelligence can provide you with everything needed to gain the competitive edge, win more business and increase customer satisfaction.
    
2. Mobile Technology | For years BD professionals went out in to the field, gathered information, and brought the newly found information back to their firm. In today’s competitive business market we cannot afford the lag-time from collecting business intelligence, to acting upon it. Mobile technology has bridged this gap and allows professionals the full functionality of working from the office via a remote or mobile device.
    
3. Social Collaboration Platform | Businesses that have more collaborative and engaged employees experience a higher rate of success. Social collaboration spaces are the virtual equivalent of an open office environment for your organization. Connect your out-of-office and internal staff through a platform that encourages employees to stay connected and share ideas more freely. Simplify file sharing, keep the entire project team informed and engage staff.
    
4. Engagement Through Feedback | We are all familiar with the saying ‘it doesn’t hurt to ask.’ This concept is often overlooked in the business world. Don’t be afraid to ask clients if the processes you are using works for them. Utilize feedback to validate successes and identify areas of improvement. Foster long and meaningful relationships by asking, listening and responding to feedback.

Operate Like the Company You Desire to Be

As mentioned earlier, these business development tools are really the basics for being competitive in today’s market. Ultimately what differentiates your firm in the eyes of the client is how you utilize these technologies. Perception is often reality -- Clarissa the Client doesn’t know the intimate details about your firm, but she is aware of the image your firm presents. Firms that effectively deploy and manage the above tools are able to establish a brand within their market as top tier business partner.

 

 

Deltek Vision CRM is uniquely designed for scalability within your organization. Whether you are a novice user, or a tenured pro, Deltek Vision CRM is designed to allow you quick and easy access to the relationship data that will separate your firm from the rest of the pack! However, regardless of the capabilities of the software, the success of your firm’s rollout is affected heavily by your past experiences with services management platforms, the firm’s overall culture and philosophies of client management, and your users’ level of buy-in. Maximizing the value that the system brings to your firm requires careful planning and strong commitments to the implementation. 

Initially, you really need to have your act together regarding the overall objectives for improving the firm’s information management. It requires a core group of people to roll up their sleeves and connect the dots between business process and software tools. Once you have these important objectives defined, you can move forward with tailoring the system to support them.

In this discussion, we’ll focus on the following basic elements of handling critical information: collection, accessibility, management and lifecycle.

Collection

One of the most important, and obvious, things we must do with any successful information system is, oddly enough, collect information. When you consider all the data in your miscellaneous spreadsheets, business card piles, Outlook shared folders and “head knowledge” that you DON’T currently have in Vision, the task can be a little overwhelming. Develop capture processes that are efficient, consistent, and make the best use of the people resources you have available. Find any way possible to help unify your team around the belief that Vision is the firm’s single source of truth for the information it’s designed to collect.

Accessibility

It regularly boggles my mind that some users of an information tool as powerful as Deltek Vision take ten minutes or more to get logged in. There are plenty of reasons – I forgot my ID/password, lost the shortcut, can’t remember the URL, have to be at the office for it to work, and so on. Make Vision more accessible by:

• Creating Start Menu or Desktop shortcuts with Vision’s URL
• Using the Microsoft Office Desktop Integration utility (included with Deltek Vision CRM license
• Getting mobile with Touch CRM – Vision contact information literally at your fingertips!

As you gather tips and tricks from your power users, build internal training content and SHARE them. Do whatever you can to make “hard to get in” an unacceptable excuse for staying OUT of Vision. 

Management

Once you’ve paved the path into Vision, teach users how to quickly navigate, find what they’re looking for, and simplify the presentation of information that’s most critical. Mastering the art of searching in Vision is VERY important. The good news is that once you’ve figured it out, you can leverage the skill in any area. Remember that Standard Searches lookup records based on Vision’s basic individual fields. Advanced Searches allow you to construct multi-layered “AND/OR” parameters, search based on custom fields AND (Boolean pun intended) search across info centers! Help your users practice stating their searches out loud before building them in Vision. For those searches you seem to do over again every other week, set them up as Global Favorites. This will make your efforts to find all projects in the states of Idaho, Montana, and North Dakota, for which William Apple was Principal-in-Charge, the fee was greater than $100,000, and whose Long Name started with the letter Z, much more efficient. 

After creating a team of Search Gurus around your office, you can then help each become “Master of His/Her Dashboard.” Again, state out loud what lists, reports, or resources would be awesome to have available each time you log-in to Vision. Figure out which of these items can be displayed on Vision’s dashboard (unique to each Vision user account), choose some cool border colors, and off you go! 

Lifecycle

Typing information over again that already exists in a database is for people who have too much time on their hands. Once you have created a Lead named Bob Smith, who works for XYZ Company, which will soon build a New Headquarters Expansion, located in Nashville, Tennessee, wouldn’t you like Vision to simply pass this information forward through your phases of identifying, pursuing, winning and delivering the project? If so, your next “back to basics” move is to help your firm use Vision’s “Create From…” functionality. Vision can take data you already have and use it in new records in the following ways:

• Lead > “Convert” to Contact/Client/Opportunity
• Promotional and Regular Projects “Created from” < Opportunities
• Project Plans “Created from” < OpportunProject Plans “Created from” < Existing Promotional and Regular Projects
• Promotional and Regular Projects “Created from” < Project Plans

Before you go cross-eyed figuring out all this movement, understand that you need to first identify and sketch out your firm’s project lifecycle before effectively using Vision’s “Create From…” functionality. Think about the following questions:

• When do we want a prospective project to be "on the list" or counted in the sales forecast?
• When do we want to start tracking time and expense directly associated with a pursuit?
• When do we need to start planning and allocating staff resources to a likely project win?

Your answers will help determine points in your cycle where Vision can take much of the information already collected and continue using it in subsequent stages. This feature can be an incredible bridge-builder for interdepartmental relationships amongst the marketing, business development, accounting, and operations areas of your firm. 

It’s never too late to get Back to the Basics in your Deltek Vision CRM system. Remember that the system should support the successful business processes you’ve determined work best for your firm, not vice versa. Whether you’ve just been asked to join an internal discussion that started with “I think we need to get one of those CRM things,” or you’re a Deltek Vision CRM veteran looking to step it up a notch, revisit some of these concepts and help your firm ride into the sunset toward a more informed future.
 

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Deltek Vision CRM is uniquely designed for scalability within your organization. Whether you are a novice user, or a tenured pro, Deltek Vision CRM is designed to allow you quick and easy access to the relationship data that will separate your firm from the rest of the pack! However, regardless of the capabilities of the software, the success of your firm’s rollout is affected heavily by your past experiences with services management platforms, the firm’s overall culture and philosophies of client management, and your users’ level of buy-in. Maximizing the value that the system brings to your firm requires careful planning and strong commitments to the implementation.

I don’t know of a single Professional Service firm without a formal contract management process. Firms spend significant dollars purchasing contract templates and some even retain legal counsel for review. Everyone knows that the contract is an important document in any project undertaking.

Nevertheless, those same firms often begin work without getting the document signed!

Does the importance of the document cease once work has begun? Of course not. But what happens is that the production machine must and does begin before the administration machine can catch up. The contract seems to be subjugated to more pressing needs and the team begins operating on ‘Good Faith’.

External stakeholders have a vested interest in the firm’s contract habits. Professional Liability Insurance applications have at least a few questions relating to whether or not a contract is required, how much work is performed without a contract, and so on. Even the bank wants to know about the status of firm’s contracts and the processes employed. Banks analyze aging or large Accounts Receivable (AR) and next ask about the project’s contracts status. Both want to assess the risk inherent in providing their products to the firm.

It’s All About the Risk

Business is risky. There is no way to eliminate it, only to reduce. Written contracts certainly mitigate risks. Signed ones reduce it further.

Having a signed contract doesn’t guarantee against litigation. There are always competing interpretations of the language after the fact. Better contracts decrease collection time and reduce disputes.

Not having a signed contract does not mean that the firm will not be paid. As long as it is clear that money was to be exchanged for services, there will be some value exchanged. However, the firm might have to perform more work than intended for the stated amount. Additionally, it might mean considerable expense or time attempting to get those dollars.

The truth is, all Professional Services firms have a tendency to do some work without a contract. How much, how often, and with whom is important information that should be assembled and available for review by stakeholders to stay informed about the risks of the firm.

Leveraging the Deltek Vision Contract Management Feature

The Contract Management feature included in Deltek Vision’s Finance Core is one such tool that can be used to assist in accumulating information on this risk factor in the firm. The tool and system are designed specifically with project-based firms in mind. Let’s take a look at how this feature can help:

Track It

Deltek Vision Contract Management allows users to track multiple contract documents, their origination and approval dates, status, and fees requested per document. Because the information is entered on each project, it makes a variety of reports and workflows available allowing for efficient and integrated contract tracking. Optionally, information can be extended neatly into the Project’s Work Breakdown Structure which will allow users to easily see which documents created and amended the fee on each level.

Identify It

By using the Contract Management area of the Project Info Center, users can add the information to reports already in use. Both the Project Summary and Office Earnings allow the Contract Management fields to be selected as columns to appear along-side the existing data on firm reports. Contract statistical data can also be used as a filter on other reports.

Manage It

Integrating project contract information into Deltek Vision allows users to employ the powerful workflow engine in the software. Vision Workflows enables Contract Management users to automate the reporting and informing process around Contracts.

Consider these workflows:

• Notify Project Manager and/or Principal when a contract has been marked as Approved
• Remind a user of special handling when a contract exceeding $XXX,XXX has been created
• Update a column on the Project record when a contract record has been inserted

Use It

Deltek Vision Contract Management users can leverage the information about contract status in other organizational processes. The Contract Management fields are available as filters on any project-based report. This allows the contract status to become a part of the firm’s management process.

Consider using Contract Management data and filters in these activities:

• Client Management – Create a Project List report for active projects and sorted by Client. Include Contract creation date and status as columns to get the most from the client check-in call.
• Collections Management – Create a scheduled report for outstanding AR where contract documents are in ‘Pending’ status. Create an AR alert for projects with certain contract status’.
• Employee Management – Use the Optional Sales Credit feature to measure employees’ participation on specific contract documents. Use in reviews or statistical reporting.

Know the Risk and Accept It

None of us live in a perfect world where a single project meeting hasn’t been had until the contract is signed. However, our focus should turn to understanding and measuring the risk that will be taken on. Firm management should be well informed of the status of the firm’s contracts and have the necessary information on hand should they need to intervene. To support this, contract tracking and management should be integrated with the projects to which they relate. Your Vision software is already well equipped to assist you in the mechanics.

To get started today you can:

• Review our technical webinar on the Contract Management feature
• Enter a test contract or two to understand how the feature works

Later you can:

• Identify how your current process can improve with automation, integration and reporting
• Backfill existing contract data
• Contact a Full Sail Partners consultant for more advanced training to customize menus, write workflows and complex reports.

Marketing is tough. Marketers are expected to be jacks of all trades:  Brand manager, technology expert,social butterfly and head collaborator. Yet at the end of the day marketing is often a thankless job. However, the fruits of our labors are often six degrees of separation removed from our actual efforts. We do not directly sell and there is no physical doo-dad at the end of the day that we can point to in order to justify our existence. Enter the world of ‘marketing analytics.’

What the heck are marketing analytics? Marketing analytics are the lifeblood of your efforts. You spend countless hours working on integrated marketing content – blogs, newsletters, infographics, proposals and much more! Yet at the end of the day can you honestly claim to understand the impact of these efforts? Marketing analytics are not only the indicators of our successes but the learning blocks of our mistakes.

Don’t fool yourself! Know what marketing analytics are worth tracking.

Like many things in life, we can often get caught focusing too much on the nice-pretty red herring rather than digging deep and identifying what truly matters. Metrics are no different! Marketers often get caught looking at superficial statistics rather than focusing in on metrics strengthen our business case. To better understand what kind of metrics you should focus on let’s identify the two main data types:

Vanity Metrics | these metrics often look good – and make you feel good – at first glance. Unfortunately, vanity metrics focus on pumping up our ego – not our business. I often equate these metrics to a high school popularity contest: All that matters is how many people sign my yearbook. But don’t be fooled, these metrics are not your friends. So what are some examples of these metrics?

• Total website visits
• Page views
• Number of subscribers or followers

As you can see, these metrics look good at first. But do they actually provide actionable data that allows you to drive your business case forward? The ambiguity of these analytics leaves your marketing efforts reactive rather than proactive.

Action Metrics | meaningful metrics are the bread and butter of your efforts. To be able to leverage marketing analytics to improve your marketing campaigns you must be able to understand the customer behavior represented by these metrics. Using the above high school analogy, these action metrics are representative of the number of people that invite you to their party. These metrics do not only want to know you – they want to hang out with you! Examples include:

• Site behaviors – what are people actually viewing and consuming on your website
• Who is converting; is there a common buyer persona?
• Customer acquisition costs

These metrics actually mean something to your business. They are not only indicative of your efforts, but reflective of your results.

How do we track marketing analytics?

So now that we understand what we want to track we must figure out how to track our desired marketing analytics. Luckily for you, there are hundreds of tools out there. Highlighted below are examples of each type of tool you will want to add to your marketing arsenal.

Content Management System (CMS) | a content management system will allow you to seamlessly optimize all of your integrated marketing efforts within your website. Gone are the days of fumbling with html and css codes. While in the day-to-day trenches of marketing you need the ability to quickly and easily access the living data regarding your marketing campaigns – and this is precisely what a CMS allows you to do.

Examples of CMS include:

• Act-On
• Hubspot
• Marketo

Whatever CMS you decide is right for you, make sure that it integrated with all of your other business systems and processes to provide you with maximum visibility.

Web Analytics Platform | integrating your website with a Web analytics platform is essential for taking the step from analytics-shmoe to analytics-pro. Yes, you already get analytics from your CMS. However, think of a CMS as fast food and a full Web analytics platform as a five-course meal. Your Web analytics platform is your go-to asset when you need the full meat and potatoes of reporting.

Examples of Web analytics platforms include:

• Google analytics
• Mixpanel
• Webtrends

Understanding a full Web analytics platform can be intimidating. Luckily you can often find free training. For example, Google offers a free analytics certification course that you can complete at your own leisure!

Customer Relationship Management (CRM) System | what good are all of these marketing analytics if you can’t actually do anything with them? A CRM system will allow you to better understand your leads, holistically track your marketing campaigns and most importantly provide you with the tools needed to build meaningful relationships. Our CRM recommendation for professional services firms is Deltek Vision.

Go forth and spread your analytical marketing wings!

Gone are the days where you fear that your marketing efforts will be glossed over. You now have the tools and knowledge needed to go out and make something of your marketing campaigns! We hope that you take this new found knowledge and prove your resolve by becoming an analytical marketing guru!
 

 

Have you ever thought about all the information a firm collects on a daily basis? Think about it, every department is collecting information all the time. More importantly, information collected impacts your firm’s strategy and directly correlates to how successful you are at winning and retaining business. So what should your firm be doing with all of this information? The following five concepts answer this question and are the future of marketing for professional services firms. 

1.    Multiple Marketer Personality (MMP) – I disagree with the philosophy that being a jack of all trades is a bad thing. In today's world of marketing, your career depends on the fact that you must juggle multiple tasks at one time and that you can quickly grasp concepts that you may know nothing about. This complex role of the marketer requires us to have a disease called Multiple Marketer Personality (MMP).

How can you tell if you have MMP? One way to tell is your role requires you to understand, decipher and extract data. One of our past articles talks more about this specific requirement that identifies someone who is equally passionate about marketing and savvy with technology to become the Marketing Technologist. Other key symptoms indicative of MMP are understanding how HR, finance and operations impact marketing. Understanding strength and weakness of employee talents, how communication occurs between client and employee, and the ROI of marketing are critical to establishing a firm’s growth plan. A marketing strategy becomes a pipe dream, instead of a realistic strategy, without a good grasp of these areas.

2.    ‘Necessity is the Mother of Invention’ Says Your iPhone – Mobile is no longer what will happen, it is happening. Having mobile access will no longer be a nice to have, but a necessity. We actually collect and share an infinite amount of information on mobile devices and the cloud is changing the way we conduct business. Can you submit expense receipts or document a new opportunity with a client in real-time on your phone? More and more of our life is on a mobile device and computers are not always available. If your firm is not able to access information on-the-go, you will fall behind your competition. To learn more about mobile CRM, read “Mobile CRM: A Day in the Life of a Business Developer.”

3.    Fusion of Data Tools – What do you get when you have visibility into your entire organization? Inquiring professional service minds would wish to know. Marketing data is so spread out between Client Relationship Management (CRM) systems, website forms, email systems, accounting systems, project management system, etc. that having one place to report is nearly impossible. Moving into the future, firms need to make a conscious effort to connect these autonomous information systems. Marketing automation + ERP integration is the future. Marketing automation tools connect inbound marketing, outbound marketing emails, social scheduling, SEO and lead nurturing. Where ERP connects all business functions, from your Finance, Management Accounting, Project Management, Client Relationship Management (CRM), Human Resources, Inventory and Purchasing. Each can be very powerful alone, but together they become a powerhouse.

4.    Gathering Feedback that Impact Your Client – 65% of a company's business is from existing customers. This means that a happy client equals future revenue, but do you really know what your clients think of your firm? You should and you can. Client feedback tools are changing the way professional services firms manage their clients. Other industries have called them, Voice of the Customer (VOC), Client Experience Management (CEM), and Enterprise Feedback Management (EFM). But professional services firms have different needs and research has found that only 5% of them utilize a customer/client feedback system. Firms no longer have to wait until the end of a project to know that their client is unsatisfied. With client feedback tools, quick two-minute surveys are sent to clients during the life-cycle of the project. This allows your firm to proactively manage your client's expectations by knowing what makes the client happy and also identify things they would like to see changed. As addressed in this blog, “Using Project Feedback to Increase Profitability,” feedback is the key to stopping profitability loss during a project. 

5.    Sharing Firm Knowledge with Social Collaboration Tools – Are you working with a team and still sending out group emails? Stop! Social media changed how we communicate in our private life and it has changed how we communicate in business. Business collaboration tools are designed to ensure that teams work more effectively. No longer do you need to send a group email and worry that you left someone off. Business collaboration tools allow team members to share project related information on one site. They can also be integrated with other business tools, such as ERP and CRM systems, and Outlook. Since business collaboration tools are designed to be user-friendly, they are easy to implement and people are more likely use them. Additionally, business collaboration tools are not just for internal communication, but can also be shared with the client. Interested in how your firm can start utilizing social collaboration, this blog further highlighting the “5 Key Reasons Why Business Collaboration Tools are the Future.”
 
The future of marketing for professional services firms is based on the way we collect, share and use information. Is your firm taking the right steps to get ahead of the competition? Connect with us to discuss more about the future of your firm. 
 
*photo credit: http://www.business2community.com/  

 

Full Sail Partners, a Client Feedback Tool and Deltek Premier Partner, has been recognized by Deltek as a member of the Million Dollar Club. Additionally, Deltek has selected Full Sail Partners as a 2015 Premier Partner. Deltek Premier Partners provide sales, implementation, consulting, support and customization services for project-oriented Professional Services organizations and are required to meet and maintain a number of standards with respect to sales and marketing goals.

Deltek Vision is a leading enterprise software solution designed for project-based professional services firms to improve business performance, streamline operations and win new business. Deltek Vision uniquely integrates end-to-end business processes by automating the marketing, financial management, planning, tracking and administration of resources and projects.

“We are proud to be recognized by Deltek as a valued partner,” said Sarah Gonnella, VP of Marketing and Sales from Full Sail Partners. “Our success is a result of listening and developing a detailed understanding of our clients’ current and future needs and keeping their best interest first. Our dedicated team is focused on providing creative solutions, to extend Deltek Vision’s already robust ERP solution, to maximize our client’s investment.”

In 2015 Full Sail Partners will continue to partner with Deltek and the Client Feedback Tool to help businesses integrate their process in to one singular system, better understand and retain current customers, increase market share, and differentiate through targeted relevant and consistent conversations across systems and channels.

“Full Sail Partners successfully demonstrated its excellence in marketing, selling, implementing and supporting Deltek Vision, helping its customers successfully grow and manage their businesses with the Deltek solution,” said Andy Christenson, Deltek’s Senior Director of Global Alliances. “It is our great pleasure to have Full Sail Partners as a 2015 Deltek Premier Partner.”

 

As a virtual employee I often have a computer within arm’s reach. The need to access Deltek Vision on a mobile device has largely been non-existent for my work situation. However, recently I attended back-to-back conferences and I quickly found myself behind on my timesheets and desperately needing to submit an expense report. So one afternoon, as traffic died down while manning a tradeshow booth, I decided to install the Deltek Touch Time and Expense app on my phone.

The following blog outlines my thoughts and experiences using the app!

Deltek Touch Time and Expense:  What’s All the Buzz About?

This app is really easy to use! No seriously, it is. The clean smooth detailed design of the user experience shines through immediately. I quickly found myself navigating the menus and feeling a sense of insight regarding where I stood on past, present, and current timesheets and expense reports.

Expense reports have never been less of a hassle. I typically experience a lot of anxiety when it comes to doing expense reports. The idea of managing multiple, high value, expenses can be stressful to say the least. For me, Deltek’s Touch Time and Expense app took the stress out. I was able to quickly take a photo of my receipts with my smart phone, attach them to my expense report in Touch T&E, and voila – expense complete!

After long stints out of the office timesheets are no longer something I dread. Nothing sucks worse than being out of the office for days at a time. Oh wait – you know what sucks more? Trying to figure out how to bill all that time that you spent out of the office!

Managing my time on-site at these conferences with Deltek Touch Time and Expense could not have been easier. During down times I found myself quickly plugging my time in to Vision from my mobile device. No more sticky notes or emails to myself with logs of my time. This process was so easy that I now find myself using the application to log my day-to- day time after work while watching TV with my wife.

Like any application on a mobile device, Wi-Fi helps! The conference I was at had so many people using their phones that the 4G networks were basically useless. I quickly found a Wi-Fi hotspot and connected up and noticed a considerable increase in performance. Stay aware of the environment you are in and the technology you have available and make the most out of it!

This Deltek Touch Time and Expense App is Pretty Cool!

Overall I was extremely impressed with this application. The ability to instantly access my timesheets and expense reports on a mobile device was a life saver!  I’d encourage you to try the app out for yourself and let me know what you think.

Ready to start using the app? Watch this Deltek Touch Time and Expense Application tutorial and start doing more with your Vision system from a mobile device:

Have a cool story about how Deltek Touch Time and Expense has saved you time or frustrations? Respond to this blog and share your stories!

The digital age has revolutionized every aspect of our lives. If you want to know something, simply search for the answer on the internet. Email and social media are now prevalent ways to communicate, and are becoming increasingly effective marketing channels. This revolution has changed how we conduct business. More importantly, the way we market our business evolves daily and has created a new role called the marketing technologist. 

The Impact of More Data

A Forrester Research study found that 96% of CMOs surveyed agreed that the pace of change in technology and marketing will continue to accelerate. As a result, firms cannot rely on mass marketing techniques that provide little return on investment. A wealth of information about your prospects and their level of interest is readily available with the right tools and knowledge. This modern marketing world is becoming more strategic and performance-driven. So with the rise of performance-driven marketing, marketing decisions are based on extremely accurate data. This new era of marketing has given birth to a new breed of marketing professionals known as marketing technologist.

What is Required of a Marketing Technologist?

A marketing technologist is a unique individual that is characterized as analytic and creative. They have a background that is a blend between information technology and marketing. Furthermore, a marketing technologist is the secret to staying ahead the technology curve and your competition. They know how to analyze the data collected from marketing campaigns to gain a deeper understanding of your customers. In fact, they can use this data to determine the level of interest of a potential lead to create a nurturing campaign that guides the lead through the business development process. In addition to creating content and evaluating campaign performance, marketing technologist are tech savvy and understand how new marketing technologies work. This increased ability to collect accurate data in near real-time is the direct result of the digital age and the advent of new technologies.

Why the Growing Demand of the Marketing Technologist

The marketing technology software industry is booming. International Data Corporation (IDC) recently reported that organizations worldwide will spend over $130 billion on software over the next five years for marketing departments alone. Today, having a website and a few social media accounts is the norm for business. Now there is a never ending sea of content management and marketing automation platforms that allows for all types of new creative ways to engage customers. More importantly, these platforms can be integrated with internal CRM solutions to increase marketing effectiveness by:

• Enabling lead nurturing before the sales team gets involved in the sales process.
• Gathering data about potential leads by tracking their web activities, browsing habits, and responses to marketing efforts.
• Prioritizing leads by scoring them based on their recorded activities and recognizing when a lead is ready to be engaged by the sales team.

As more technologies enter the marketplace, the demand for marketing technologist will grow.

The Future of the Marketing Technologist

Even though SHRM, the leading organization for human resources professionals, does not recognize “Marketing Technologist” as a job title, there are job postings on employment websites with similar job descriptions across the country. According to a recent study by Gartner analyst Laura McLellan, CMOs will be spend more on information technology than their counterpart CIOs by 2017. Marketing departments are spending more on technology than information technology departments - that is saying a lot about the future of marketing and is indicative of the future growth of the marketing technologist role. As companies invest more into their marketing technology, having a qualified individuals will be a requirement.

A current trend in many organizations is to closely align the marketing and technology departments to work together as a team. Not because they do not want to hire a marketing technologist, but rather the result of having a limited amount of people to choose from with experience in both marketing and information technology. The title of a recent article posted on Forbes, “The Rise of the Unicorns – Why Marketing Technologists will Rule Modern Marketing” supports this assertion and supports the real growth in the marketing technologist role.

 

 

 

What’s the biggest nuisance of every company? What is that one activity that makes almost every employee groan with boredom?  Timesheet completion! Getting employees to complete timesheets on time and accurately is a thorny problem that plagues many firms.  While it can be a laborious process, it’s also an enormously important part of the accounting function.  

Full Sail Partners Mock Interview with Michael Scott of the Office

Wendy Gustafson oversees accounting and human resources at Full Sail Partners, Inc. With 25 years of accounting experience, including 12 years in the architectural and engineering industry, she is always prepared to guide clients developing financial solutions and best practices using Deltek Vision®.  As with many financial professionals, one of the biggest curses of Wendy’s existence is … you guessed it, timesheets!  Wendy decided to do some research and find out how “the best of the best” in the industry deals with this small, but vital, matter.   

Michael Scott is the co-manager of the wildly successful Scranton, Pennsylvania branch of Dunder Mifflin, the New York City-based regional paper and office supply distributor, and the central character on NBC’s mockumentary “The Office.”  Let’s see how Michael handles this.

Wendy:  So, Michael, what’s the key to getting your employees to complete their timesheets?

Michael Scott:  Here at the Scranton branch of Dunder Mifflin, we don’t believe in timesheets. Because then we would have to pay our employees based on the hours they actually worked.  And we don’t want to do that.  We find that paying our employees for their actual hours really hurts my numbers, and I end up looking bad.

Wendy:  You know, of course, that you still have to pay your employees, even if they don’t submit timesheets.

Michael Scott:  Oh…uh, of course was just joking – you need to lighten up [smiles and laughs uncomfortably].  We used to have a “timesheet trophy” that employees kept on their desk if they were the last to submit their timesheet.  Then we had David Wallace sit at employees’ desks until they completed their timesheets.  But he got mad at that, because I was calling him to drive from New York every week.

Wendy:  Now that many employees are virtual, what do you do?

Michael Scott:  I have found electronic shaming successful. I post pictures of my employees with little signs around their neck stating, “I was late submitting my timesheet” on their Facebook pages.  You’ve seen the dog shaming pictures …they always make me laugh [chuckling to himself for several minutes]!  Oh, and we got Ryan to set up a twitter account #timesheetyouarelateagain.  We are up to 9 followers!

Wendy:  Public shaming is probably not the most effective way.  You might want to look at your timesheet process:  maybe it’s too difficult or laborious.  Also, you could communicate the value and importance of timesheets which might help them understand the impact on your accounting process.  Or you could …

Michael Scott:  [Interupting] Blah, blah, blah … you corporate eggheads are all the same. Employee communication, streamlined processes … I don’t know what any of that stuff means.  You know [leaning forward] the best way to truly motivate employees? Buy them stuff!  I take most of my weekly paycheck and buy my employees things in order to get them to complete corporate forms.  Why just last week, I bought Stanley a refrigerator.  Sure, I don’t have much left over for my own needs, but it’s completely worth it.  I look like a corporate hero and my employees are happy! 

Wendy:  Well Michael, this has been an interesting and enlightening conversation!  

So why are timesheets so important?

Getting employees to complete timesheets on time and accurately is, as we’ve discussed, a difficult problem. In a professional services firm, we sell our consultant’s time which equates to the largest expense on your income statement. The importance must be conveyed from the top down and here are reasons why firms should be concerned:

• The sooner timesheets are in, the quicker your firm can get paid
• The sooner you can get paid, the more you have to invest in your firm
• Incomplete timesheets lead to inaccurate reporting and wasted time
• Delayed timesheets (especially 1-2 weeks) can lead to overruns

So how do you get timesheets submitted?

Once employees understand the importance of timesheets, there are a variety of ideas to get those timesheets submitted accurately and on-time.  Some have suggested withholding paychecks until a timesheet it submitted, but know that there are laws that protect employees for non-payment due to lack of timesheets.  There are other ways for companies to incentivize employees to take care of this function.  First, after you’ve explained the importance of timesheets, you could try some of these serious (and perhaps not so serious) ideas.

• Give late employees a paper check instead of the more convenient direct deposit.
• Make timely submission a portion of the performance review process.
• Incentivize positive behavior by offering awards for consistent timely submission – gift cards, paid days off, office lunch, etc.
• A lawyer, William Peacock, describes one solution he knew:

One firm installed a kegorator with a homemade card scanner that checked to see if the timeslip had been submitted. If so, employees could pull a pint, reported AdWeek.  Did it work? Oh yeah. Timesheet completion was up 90 percent.  People drinking in an ad agency -- that's a novel idea, [but] is there any way this is a Bad Idea? No. Heck no…In all seriousness though, a lot of businesses freak out when alcohol is involved. And it's for good reason: injuries, social host liability, sexual harassment, general stupidity -- whatever. We'd venture a guess that the automated dispenser only put out once per timesheet. Giving someone a single beer as an incentive is one thing -- throwing a full-on kegger is a whole different (and legally dangerous) matter.

Glad we’ve figured that out!

Despite all these ideas (including Michael Scott’s “buying them stuff”), the absolute best way to get employees to submit accurate and timely timesheets is to make sure you have the most efficient timesheet system in place.  Making the process clear, understandable, and efficient will ensure that you get those necessary timesheets making your firm, once again, a smooth sailing enterprise. 

Photo Credit: NBC