What Metrics are Important for Your Firm to Track?
“What gets measured gets done” is a common phrase heard in the business world. This thought process relies on business metrics that can be tracked and focused on within an organization. Key Performance Indicators (KPIs) are the critical measurements which business leaders pay close attention to consistently. There are many leading and lagging indicators that can be analyzed to gauge a company’s health and employee productivity. So, what are KPIs that leaders and employees use to determine if their firm is operating effectively?
Leading Indicators Look Forward
Firm leaders must always be looking to the future. New business is crucial to maintain a successful operation of a company. Likewise, appropriate staffing is necessary to ensure employee productivity.
New Business Pipeline – This measures the opportunities in the pipeline throughout the business development or sales process. The process typically covers efforts to attract clients, engage clients, then secure clients. How is a pipeline goal determined? Look at the firm’s hit rate – the ratio of wins to the number of projects pursued – and work backwards to determine the number of calls, meetings, and proposals needed to meet pipeline goals. Other metrics include client touch points, new leads, web visits, blog views, and dollar of proposals submitted, which all feed into the new business pipeline.
Full-Time Equivalent – This number shows if a firm is properly staffed for current and future work. The concept includes hours worked by part-time employees and full-time employees to determine the full-time equivalent (FTE). A firm can look at the total number of hours worked by all staff combined for a given time period and divide it by the number of working hours in that same time period. The FTE metric could trigger human resources to ramp up recruiting efforts or signal to business developers to target work for a specific time to keep utilization where it should be.
Lagging Indicators Evaluate the Past
To keep a firm running successfully, business leaders must constantly measure results against goals. Were the goals met? Why or why not? There are a number of factors leaders analyze here.
Utilization Rate – Many firms use utilization goals as the benchmark for employee productivity. These goals are usually set by team managers and consider billable time, employee development, and administrative time. Employees can bring their highest value to the firm when they are operating at their optimal billable utilization goal. This metric is widely used at the individual employee level and group level.
Overhead Rate – This measures a firm’s non-billable costs compared to billable costs. Overhead expenses can be monitored and adjusted if this number is higher than desired. Examples of non-billable, or overhead, costs include leases, supplies, and non-billable professional hours, to name a few.
Revenue – This popular metric is the number that sits at the top of the income statement and measures the income a firm generates before subtracting expenses. This can be measured against revenue goals to determine how the company is performing. This number is important, but it should not be the only source of motivation.
Gross Profit Margin – This metric tells the firm’s process efficiency. The higher the number, the more efficiently the work is being completed. This can be measured overall for the firm as well as at the project level.
Revenue Growth – Is your firm on the desired growth path? This comprehensive view shows leaders the growth trajectory year-over-year. If it’s not on the desired path, course corrections can be made to get back on track.
Ongoing Pulse Checks Monitor the Present
It is also important to keep abreast of the general attitude towards your firm by both clients and employees. Both clients and employees contribute to the ultimate success of your firm. Thus, both should be assessed for current satisfaction levels.
Client retention and satisfaction – Repeat clients are vital to a firm’s success and can be tracked against new clients. Keeping clients satisfied helps ensure they will continue using the firm’s services. Tools such as the Client Feedback Tool can be used to gauge how satisfied clients are with the firm’s work and communication. The Client Feedback Tool can also be used to the employee’s advantage, learning where improvements can be made, or assistance requested.
Employee satisfaction – The employee experience is just as important as the client experience. Satisfied employees are typically more productive, resulting in a stronger bottom line. It is best to keep lines of communication open and engage with, survey, and collaborate with employees regularly.
Using Metrics Ensures Firm Success
There are hundreds of metrics that can be tracked on a daily, weekly, monthly, and annual basis. It is key to find the proper balance of metrics that works for your firm type and structure. Knowing how to get the right data is also important. Solutions such as Deltek Vision, Vantagepoint, and Informer can provide business intelligence showing real-time KPIs, giving leadership teams the data necessary for effective decision making and business management. Clear data can be used to identify the most successful areas as well as those that need attention and improvement. This is the most effective way to regularly stay on top of your firm’s performance.
Business analytics has become increasingly important for professional services firms. However, finding a business intelligence (BI) tool that works with Deltek Vision and gives us the analytics we want has been challenging. We need flexibility, customization and ease of use to answer important questions about our firms yet often we find that this type of analysis is not accessible in Vision. Thus, we are faced with the export/import/number crunch process in an external tool like Excel plus countless hours spent doing the calculations over and over. We need a better solution, instant access, and easy updates.