Full Sail Partners Blog | CRM (3)

When you are determining what marketing techniques are going to be the best for your company, there are some important things to consider. It’s common for business owners to cast a wide net in their initial marketing plan, throwing everything they can against the wall to see what sticks. However, continuing to throw money at a marketing strategy that is not generating conversation will result in loss of revenue and time. Fortunately, there are ways that you can avoid this by tracking the success of your marketing techniques and being able to adjust the ones not yielding results.

Website Analytics

Let’s start with one of the easiest and most common methods of tracking marketing success: website analytics. Utilizing this method, you can see who is coming to your site and from what sources. This lets you know which marketing tactics are creating the most clicks and how those clicks could be converted into leads or sales. A lot of website analytic tools are easy to setup and simple to use.

Email Outreach

Email marketing is easy to track and measure. Most email marketing platforms offer a host of data that will help you gauge the efficiency of your email campaigns. Your task is to find those metrics that best suit your email marketing goals and to keep an eye on them. There are many different things that are important to look at when it comes to the success of email marketing. Deliverability, open rates, click-through rates, conversation and bounce rates. These all can give you a better idea of how your email marketing campaign is going.

Phone Tracking

Call tracking is one of the most effective ways to evaluate lead generation sources. By taking advantage of call tracking technology, you can see what marketing ventures are generating the highest number of phone calls. This gives you the opportunity to keep track of who is calling from where and gauge where your budget is best spent.

CRM Tracking

Customer Relationship Management (CRM) helps sales staff stay organized and track marketing campaign results. Using a CRM software, sales professionals create profiles for each prospect including name, company, phone number, lead source, and any other relevant information. CRM platforms not only lead the way in tracking initial marketing efforts but continue to serve in following the future of client dealings.

Save Time and Effort by Tracking Marketing Success

Tracking marketing success is quite effective when using the right techniques. You can learn what works and what doesn’t when marketing to contacts to create more business and ultimately generate more income for your firm. Using a tool like the Deltek CRM, you can easily.

You’ve probably heard the saying, “bad data in – bad data out.” Well, bad data is outdated, incorrect, incomplete or duplicated information, and according to the Harvard Business Review, workers waste 50% of their time dealing with it. Now ask yourself, when was the last time someone at your firm took a deep dive into the data in your enterprise resource planning (ERP) system?  While the process of cleaning company data is time consuming, it is something all firms should do on regular basis. Businesses can achieve numerous benefits by fixing bad data. Here’s a look at some of the top benefits.

Improves Employee Productivity

Spending the day combing through a bunch of bad data is tedious work and a major time waster. Furthermore, the result of this extensive effort might be little to no actionable information. Also, with finding inaccurate information, employees may be led down the wrong path and not towards the goal. However, with clean company data, businesses can be sure employees are making the best use of their work hours and accomplishing goals.

Improves Marketing Efficiency

Building a pipeline of new revenue requires having accurate data about customers you want to target for your marketing efforts. Having the correct email address, mailing address and phone number is critical to ensure the highest rate of return for your marketing efforts. Regularly cleaning customer data ensures information is up-to-date and marketers can realize a higher return on investment and a larger pipeline of new opportunities.

Improves Decision-Making

Effective decision-making is critical to the success of a firm and requires having accurate data. Business intelligence (BI) is a hot topic in all industries right now. For your firm to be able to jump on the BI bandwagon, the data you are using to make decisions must be accurate. Having clean data can support better analytics and improve your firm’s decision-making process.

Prevents Fraud and Billing Mistakes

Having clean company data can also reduce fraud and billing mistakes. In many cases, vendors may send multiple invoices for the same service to encourage firms to pay them faster and more often. They are not trying to be malicious. Accurately tracking invoices to see which ones have been paid will reduce double paying vendors.

Get Your Firm’s Data Clean

The task of going through your firm’s data can be daunting, but the benefits of clean company data are worth it. To begin the cleaning process, you’ll want to define goals and assign ownership to the different steps required to obtain your goals. You can also automate several of these steps using the different software solutions, or you can seek help from a trusted outside company that is familiar with the ERP system your firm uses.

Many Deltek Vision users are unaware of the vast capabilities of workflows. From managing repetitive tasks to ensuring information is updated, workflows are extremely versatile and easy to setup. Let’s take a look at some Vision CRM workflows.

Workflow Examples for Deltek Vision CRM Users

Contacts - Track companies where your contacts have previously worked and automatically update a user defined grid when the Client field is changed on the contact record allowing information to stay up-to-date.

Marketing Campaigns – Automatically add predefined activities for Marketing Campaign follow-ups to ensure follow-through on your marketing efforts.

Opportunities – Make sure the business development team is following up on opportunities by creating Actions and Alerts that are prompted when an Opportunity is opened, a stage is changed and when the Opportunity is closed.

Warning Notifications - Give a gentle reminder to fill in a field value using a workflow to display a warning message. When a user changes the value of one field, a workflow can trigger a warning to indicate another field requires more information only when a specific value is chosen.

Error Notification - Use a workflow to display an error message instead of making all fields required. When a user changes the value of one field, a workflow can trigger an error message requiring an update to another field before being able to save when a specific value is chosen.

Contact Record Verification - Provide employees further insight on the validity of contact information by creating a workflow using custom fields. Employees simply check a checkbox, and through a workflow, the modified user and the date the checkbox was checked can populate reducing the number of fields the end user has to fill in.

Let Deltek Vision Workflows Work for You

These are just a few examples of things you can do with CRM workflows in Deltek Vision. Setting these workflows up is actually easier than you think and will save you and your firm lots of time. Checkout “Navigating Workflows: Standard and Advanced” and “Oh the Places You Can Go with Workflows, Alerts, and Stored Procedures” to learn more about workflows!

If you’re a marketing professional that uses Deltek Vision, you should definitely be taking advantage of the marketing campaigns Info Center available in Vision. First and foremost, any marketing effort from email blasts to clients to attending a conference can and should be tracked in a marketing campaign. Also, marketing campaigns in Vision provide visibility into the success of your marketing efforts and people within your firm can see prospects that were targeted for a specific campaign. Here are some ways you can use marketing campaigns to improve your firm’s marketing efforts.

Targeted Marketing Campaigns

Let’s say you have a segment of an industry you want to market your services to - how does Deltek Vision and the marketing campaigns help you? Using Vision’s advanced search functionality, you can drill down in your CRM system to identify prospects you want to reach with your campaign. Even more, you can associate them to a marketing campaign in Vision to allow you to track these prospects and easily create lists.

Want to create an email blast to send to your identified prospects to promote your services? If you use marketing campaigns in Vision and a third-party email marketing platform like Constant Contact or MailChimp, there’s an integration to make this happen. You create the email in the automated marketing platform you use and then quickly associate the targets in your Vision marketing campaign to the email you created. The need to export and import contacts is eliminated.

Furthermore, in the Vision marketing campaign, you can see your email stats such as clicks, bounces and unsubscribes. All of this data allows you to evaluate the success of your effort. If it sounds too good to be true, learn more here.

Industry Conferences

At industry conferences, you’re likely to attend educational seminars and social events in the expo hall. You’ll have many opportunities to network with existing clients and prospects, as well as find new leads. So, what do you do with all those notes and new business cards? If you created a marketing campaign prior to the conference, you can simply add these people with notes to the marketing campaign in your spare time at the conference.

Additionally, if you attend the same conferences every year, marketing campaigns can track who was there in prior years. The campaign notes also show which people are consistently spoken to at each event. This allows you to preplan who you want to target and what you want to talk to them about next time.

Wait, there’s more! If you are an event sponsor, you may also be able to get a list of who is registered for the conference. These people can be added to the marketing campaign prior to the event which makes adding notes on the targets easier since they are already associated to the campaign you created. You can also choose your targets knowing with near certainty that they are attending the conference.  

Event Hosting

Does your firm host webinars or client events? If the answer is yes, you probably target a specific segment of your clients and prospects to market your events. Like the targeted campaigns mentioned above, you can quickly segment your contacts to identify who you want to invite to your event. When using a marketing campaign in Deltek Vision to assist you, you can easily add these contacts to your campaign and track who attended. This information will help your firm evaluate the success of the events you do.

More Benefits to Using Deltek Vision Marketing Campaigns

By using Deltek Vision marketing campaigns, you’ve seen that you can easily track touchpoints with leads, prospects and clients to gain visibility into the entire lifecycle of developing business. Furthermore, you can learn what works and what doesn’t work when marketing to contacts to create more business. However, once you create a marketing campaign, you can also create a project in Vision for that marketing campaign. You can bill your time and expenses associated with it to better improve your ability to track the ROI of your marketing efforts. So, what are you waiting for? Start using marketing campaigns in Vision today to show the success of your marketing efforts.

After the ball drops every New Year’s Eve, the song “Auld Lang Syne” triggers everyone to begin a personal reflection of the past. Similarly, at the end of a year and on a professional level, business development and marketing professionals should look back at the previous year and evaluate the results of their efforts. How they use this information will help them strategize for the following year and improve upon performance. Here are some New Year’s resolutions that business development and marketing professionals should make to get the most out of next year.

New Year’s Resolutions for Business Development 

Improving client relationships is essential to generating more sales and revenue. Here are five ways to help nurture better client relationships.   

1. Streamline your client engagement/touchpoint activities. Distill your activities to the essentials to shorten sales cycles while providing high-value interactions with clients and prospects.
2. Get to know your clients better. Ask the right questions and actively listen to the client’s answers.
3. Coordinate and collaborate with the marketing team on a regular basis.
4. Embrace new technology. Communicate with prospects and clients and record information gained. Share this information with internal teams.
5. Stop checking in. Instead, use your database to connect with prospects using meaningful conversations or useful content. 

New Year’s Resolutions for Marketers 

While marketing requires evaluating the performance of efforts throughout the year, using this data to become more effective for the next year is a difficult task. Here are five ways marketers can increase the impact of marketing plans for the new year. 

1. Examine last year’s marketing campaigns and see which ones met your goals. Determine how you will use this information for next year’s planning.
2. Take a hard look at your process for collecting and maintaining your information/data. Make it a goal to get all your data centralized into one place.
3. Coordinate and collaborate with the business development/sales teams on a regular basis.
4. Create high-quality, value-based content that your clients and prospects need.
5. Understand the client experience journey from prospect to project delivery. How can you, as a marketer, improve your client experience to differentiate your firm? 

Increase Business and Revenue in 2018! 

With the New Year comes the potential to increase sales goals and revenue. This is the best time to make changes and adjustments to business development and marketing strategies. Follow these New Year’s resolutions to be more productive in your marketing and business development efforts for 2018.    

There has been an uptick in interest recently from C-Level financial leaders to become more involved with the CRM functions within Vision. You may ask yourself why this new trend is occurring since the CRM module of Vision is for marketing and business development functions. The reason must surely be based on an informational need so that actionable decisions can be made.

CRM Information for Financial Leaders 

CRM databases are full of information to help the marketing and business development team drive new business. So, what information can provide financial leaders the insight they need to make better decisions?  

1. The Life Cycle of Projects – More often than not, a project is born during the opportunity stage. More specifically, the opportunity can trigger a promotional project and/or a resource plan. As a result, there are financial considerations that must be taken into account: 

• The numbering of both the promo project and the plan
• Determining when the pursuit trigger will need to include resources in the staffing heat map
• Figuring out the rate tables and a multiplier that are going to be used in the plan 

2. Pipeline and Backlog – A conversation that often occurs between a CFO and director of business development is about the movement of future revenue from the pipeline to soft backlog to hard backlog. This can result in some level of double counting and is especially prevalent in task ordering agreements or infinite deliver/infinite quantity (IDIQ’s). C-Level financial people need to be involved in the definition stage of how future revenue is separated and quantified.
3. Cost of Winning and Losing Work – Opportunities afford us the ability to track hit rates. These are metrics showing win/loss ratios and can be filtered by unique attributes that are meaningful to your organization. One suggested attribute to track separately is sole source versus competitive wins. From this metric, financial managers can begin to quantify and measure the effort that goes into these wins and losses. However, this requires creating a promo project once the decision is made to bid on an opportunity.
4. Utilization – Having the fluidity to evaluate time spent on a proposal is a value add. Moreover, C-Level financial types are also aware of utilization. By moving time from a promo project to a regular type project, the time moves from non-productive to productive. When we use Vision functionality to isolate proposal time on utilization reports, it provides insight into why employees are not being productive. 

Sharing Information Firm Wide

It’s always best practice to share important firm data with key individuals from all teams, but those people should also be able to find the information on their own. Like this new trend for financial leaders to learn more about using the CRM module in Vision, marketing and business development people also need to know how to access information from the financial side of Vision. Most importantly, everyone should be involved in the implementation of all Vision modules to ensure the initial setup, data structure and reports are valuable to the firm.

“I can’t find anything in our CRM system.”

“Our CRM system isn’t user friendly.”

“Our CRM system doesn’t provide me the data I need.”

The statements above can apply to any Client Relationship Management (CRM) system. Yep, you heard me right. These comments are shared with me daily by prospects and clients alike. These complaints may seem valid, but the truth behind why your CRM system sucks is much harder to swallow and admit. Deep down inside, you know the real reasons. Today I’m going to share with you why your CRM system doesn’t work and what you can do about it.

The main reason why CRM implementations usually fail isn’t because of the system, it’s because of you. I told you this was going to be hard to swallow. A CRM system is meant to provide a place to house all of the important information about your clients and opportunities. However, many firms purchase a CRM system thinking it will miraculously do the work for them with no effort required. 

A CRM system can work for you, but not if you haven’t set it up or implemented it with forethought. More importantly, it can’t work for you if you don’t actually touch or use it. So stop pointing your finger at the CRM system and placing the blame. As the saying goes, when you point one finger, there are three fingers pointing back at you. 

If you want a successful CRM implementation, here are some things to consider. 

Stop Focusing on the Wrong Things about Your CRM 

Your CRM system should focus on a few reports to make sure sales people are generating business for your firm. Each of those reports need to be automatically sent to you at the same time every week, month or quarter. As a Sales Manager, you need to know: 

1. Do we have enough pipeline?
2. What opportunities require follow-up?
3. How are we getting new deals?
4. Why are we losing deals?
5. Who previously spoke with the client?

No system in the world can save you if you haven’t set up a way of monitoring these core activities. No bells and whistles of a new system will accomplish this essential task. Stop whining and making excuses. The fact is, if you don’t have these key reports, you haven’t established your processes. Take a step back and identify what really matters first.

Whip It! Whip it Good!

Every system needs someone dedicated to managing it. In the AEC industry, QA/QC is a must with projects to avoid potential failure. Your CRM system is no different. Make sure each area of the system has someone that “owns” it to ensure there is integrity with the data. Give these people some whipping power! Management must stand behind them, it is expected that everyone will update their own clients, contacts and opportunities. Above all, these system “owners” should know the system inside and out and take full responsibility for its success.

Making Excuses, Excuses, Excuses

Firms that are successful at CRM make it a part of their culture. It’s not an option to use the system, but rather a requirement. Don’t let excuses stop your team from using the system. Provide them training and support to learn the system and expect in return that employees use the system as designed. Anyone can find a reason why they can’t or won’t. However, accepting excuses won’t provide your firm the information needed to make informed decisions about sales pursuits.

Don’t Let Your CRM Suck

So what are you going to do? Are you going to keep making excuses and blaming the system or are you going to take the necessary steps to whip your system into shape? We at Full Sail Partners are available to help firms successfully implement their CRM. We expect all of our employees to practice what we preach and will work hard with you to ensure that your CRM no longer sucks.

Recently, Beaudin Ganze Consulting Engineers, Inc. embarked on a rebranding initiative, officially becoming BG Buildingworks. A critical element of this rebranding effort was to notify the company’s key constituents to reaffirm that the rebranding was primarily a cosmetic change, and that BG Buildingworks would maintain their personnel and technical expertise.

Hear directly from Karen Crilly, BG Buildingworks’ Director of Marketing & Client Development, about this process. See how the firm was able to overcome challenges with their contact data in time to announce the rebranding prior to their 25^th anniversary.

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For BG Buildingworks, innovative solutions are at the core of their business. BG Buildingworks provides mechanical, electrical, lighting, technology, commissioning, energy analysis and LEED consulting services for projects ranging from those in higher education to government, commercial, hospitality, healthcare and more. They are experts in REVIT modeling, employing state-of-the art technology and tools to optimize energy-efficient building systems and improve the owner’s bottom line.

Through early program definition, focused project management, expert systems design and engineering and highly experienced construction phase services, BG Buildingworks provides owners with low-risk, high-return solutions for their facilities.

In this Deltek Vision How-To Video, we will demonstrate how to add custom fields to Deltek iAccess and the Touch CRM application. With Deltek Vision’s open architecture, adding custom fields is easy. While you are on-the-go, you can also access any custom field. Let us show you how.