Full Sail Partners Blog | Professional Services (6)

Projects are the lifeline for professional services firms. Deltek Vantagepoint provides applications to support the project planning and resource management activities—Project Planning, Resource Management and Plan Reporting. For those firms who are familiar with Deltek Vision planning, you’re in for a real treat with the enhancements added to Vantagepoint.

The enhancements include the ability to Change Planned Hours, select the ETC / JTD basis in system settings, save Resource View searches for roles, and use Spread Variance to push unused plan hours forward. Let’s dig deeper into these improvements.

Set Plan Inclusion System-Wide

Deltek administrators now have the ability from a system-level to set the inclusion of “in pursuit” project plans on some sort of objective basis. The screenshot below shows how these are automatically set based on the pursuit stages. Keep in mind when the project is awarded, it’s included in those calculations. The beautiful part about Vantagepoint is firms have complete visibility into all the plans, even if the project was not included in those utilization calculations and reports.

The administrator can set different options based on the firm’s preferences. Those include:

• Never – This means that users can plan but the plan won't be included in the calculations.
• Always – Selecting this option will always include the plans, regardless of the degree of seriousness or clarity that you have.
• Set by Project – This is not recommended because it relies on the plan creator to remember to mark the plan for inclusion.
• Automatically Set Based on Selected in Pursuit Stages – This is the recommended option because it leverages the intelligence of the software to determine the stage of the project and then to automatically determine inclusion into those calculations.
• Automatically Set Based on Probability – This uses the probabilities set up in the system. Preferences can be set to say anything greater than 50% probability, for example, will be included. Vantagepoint provides a lot of flexibility with this, but this flexibility is from the system standpoint and not each individual plan.

Set Estimate to Complete (ETC) and Job to Date (JTD) Basis System-Wide

While the ability to set and/or change the ETC and JTD was available in Deltek Vision Planning, it was often changed for one purpose or another and could be forgotten to be put back. In Vantagepoint, this is a system setting so that every plan is using the same ETC and JTD basis as shown in the screenshot below.

Firms can select the system settings and the basis that works best for them. For example, a firm has a JTD basis through Last Week’s End Date, and that is last Saturday. All the JTD is shown through that date and the ETC date starts the next business day. That allows the firm to have certainty about the JTD figures. If the firm customarily has weekly timesheets that are always completed by the end of the week, this may be a great system setting.

Alternatively, firms can use the Last Timesheet Period’s End Date. If the firm lags a little bit on timesheet entries, utilizing this option so that the JTD information being shown in the plan is that of the last timesheet period will most likely work better. Firms can use this option so that the JTD information shown in the plan is as of that last timesheet week. So, for the first few days of the timesheet period, it's not as accurate, but it's more accurate once that timesheet period is posted and closed.

Rescheduling Plans

Vantagepoint Planning is further enhanced with the ability to reschedule plans. The reschedule ability allows users to either shift or change the duration for the labor tab. This is only for the labor tab in Vantagepoint Planning. Users can pick up the entire date range and move the start date or move it to the finish date.

Like Vision Planning, if the duration is the same, the hours can use the same proportions from the time period. When the duration length is increased, it keeps the same pattern. Conversely, when the duration length is decreased, the system can respread it evenly. But, if the duration shrinks, the system will not like it if unplanned hours fall outside the new duration. In Vantagepoint, this becomes very clear with well-written error messages that pop up for the user.

Change Planned Hours

Changing planned hours is a new function in Deltek Vantagepoint. Project managers can use this functionality to update the planned hours in any timeframe. They can choose to spread the hours proportionally or evenly. For example, a user can take all the hours at the project level or work breakdown structure (WBS) level two and change the planned hours from A to B. This can be done in any timeframe. It can also be done backward and forward using the ETC day. There are a lot of options to change planned hours in Vantagepoint Planning.

The screenshot below shows the new Redistribute Hours menu in Vantagepoint where users can change the planned hours.

Replace Planned Hours with Actual Hours

The next enhancement is the ability to replace planned hours with actual hours. This functionality allows users to choose the replacement of hours for a specific date range or across all dates as well as choose to calculate on a weekly, monthly, or total basis. An example is shown below.

Spread Variance

The ability to spread the variance between planned and actual hours can be done in several ways over the time periods selected. It allows the user to control how they spread the differences between actual and planned as well as choose different date ranges. The date range can be a specific date range, an entire date range, or just a short amount of time. The project manager can choose to spread the hours including the negatives or just limit to the positive differences. The variance can be spread evenly or proportionately.

The biggest enhancement is that now this setting is directly available in the plans in Vantagepoint as opposed to another menu or area of the system, providing better visibility, as shown below.

Vantagepoint Planning is Reimagined for Project-Based Firms

With these enhancements to Vantagepoint Planning, project-based firms can not only quickly create project plans but adjust them to the unpredictable nature of the projects. It’s the right project management tool to control project delivery. Do you want to see these Deltek Vantagepoint Planning enhancements in action? Use the button below to see Rana Blair demonstrate each of them.

QuickBooks serves as a logical starting point for SMB professional services firms. For good reason - it’s affordable, popular, and easy to use accounting software. Though, on the downside, it provides very little flexibility and accommodation for how a business actually needs to run.  

Simply put, QuickBooks isn’t designed for project-based companies. It’s an entry-level accounting system, with purposefully generic functionality, intended to serve a diverse client base that spans various industry types. Consequently, the basic and straightforward nature of the product, which perhaps is viewed as a positive, can quickly become the opposite. Many professional services firms will eventually reach a point where the limitations of QuickBooks can hinder future growth. 

When might a firm reach that point? Below are 5 top reasons clients are choosing to trade in QuickBooks for an industry specific ERP that is purpose-built to meet the needs of a growing project-based business.     

Cumbersome Invoice Creation 

For a project-focused professional services firm, getting client invoices created and out the door can be considered one of the most critical functions. This process may have once been easy, but as the business has grown, projects have likely become more complex. With that means more complicated, multi-part, client invoice requirements.  

What used to take a couple of hours is now taking over a week, and accounting staff is burdened with cobbling together invoice-supporting data from various disconnected, error-prone sources. Not to mention the challenges of even getting the project management team to complete their timesheets in the first place. Once those bills have finally been painstakingly created and issued to clients, they still may not be correct.   

Incorrect invoices going out the door can slowly erode the trust of clients and lead to unnecessary, time-consuming, back-and-forth. On the other hand, accurate invoices, which are processed and paid quickly by clients, can provide various benefits to include reduction in DSO (days sales outstanding) and increased cash flow.  

Limited Visibility into Project Reporting

Do Project Managers and professional services firm leaders have a consistent and reliable source of truth to monitor the overall health and status of projects? For many who rely on QuickBooks, the answer is no. Just like on the invoice creation side, the necessary data to support project reporting is scattered among various spreadsheets. Answering what should be a simple question related to project status could take days to assemble a response. By the time of that response – odds are, the data is already out-of-date, and often irrelevant. The thought of any ‘real time’ project status, to include capturing data such as committed costs, may likely seem impossible when operating within these sorts of system-related confines.  

Not having a proper visibility into project timeline, budget, and other KPIs has consequences. It can quickly eat into profit margin and limit a professional services firm’s ability to make informed decisions in support of its projects and business.   

QuickBooks Lacks Support for the Entire Project Lifecycle 

Everyone needs an accounting system. However, even a relatively small, basic operation may quickly find that it needs more tools at its disposal. There are obvious functions like time keeping & employee expense reports, providing the ability to seamlessly allocate those costs to projects in support of invoice creation and project reporting. Additionally, perhaps there is a need to link the front and back-office operations to better manage the complete ‘project lifecycle’ (from initial lead pursuit through to project close-out). This includes a CRM (customer relationship management) module, or the ability to do more detailed project planning and resource scheduling.  

These are all areas and functions that a professional services firm is undoubtedly already actively performing, but just manually and “offline,” using spreadsheets and email to manage. The purpose of an ERP is to combine multiple functions within a single fully integrated solution that spans the entire business. More specifically, a project-based ERP is designed to do the same, but with functionality specifically geared towards a project-oriented company. 

Sure, QuickBooks capabilities can be expanded using external and 3rd party add-on tools that make initial claims around 'integration'. Yet, the result for many who go down that path can be a clunky, frustrating software experience – leaving many wishing they instead invested their time and resources into the lower-risk approach of just implementing a Deltek product.   

QuickBooks Can Limit the Ability to Pursue Projects

For many of the reasons already stated, professional services firms shy away from pursuing new projects they fear may be too taxing and burdensome on their existing accounting system. Simply stated, they don’t have the tools in place to responsibly graduate to the next level. Passing up new business opportunities can be painful, but unfortunately necessary, for those firms who are not equipped with the internal systems to support growth. 

Take WBS (work breakdown structure) requirements, for example. This means breaking down a more complex project into smaller components and deliverables. Many times projects require an invoice to reflect the way the project was bid. Providing a WBS ensures the estimate is managed and billed the way it was proposed. Unfortunately, QuickBooks limits the ability to pursue projects with more advanced requirements because it cannot easily track efforts in this manner. For many professional services firms, this is essential functionality needed to initially price/propose, manage, deliver, and invoice these projects.   

QuickBooks Hinders Growth 

The idea of a more ‘open ended’ system experience that can truly conform and adapt to evolving business requirements becomes more appealing. Those cascading menu options, check boxes, and configuration screens that may have once been viewed as intimidating and inaccessible may quickly start to make more sense. Deltek can easily accommodate growing firms. This is why 80% of AEC firms use Deltek. It has all the utilities, under the hood to handle the needs of future growth. As a professional services firm grows, its bookkeeping system should be able to scale and enable that progress, versus introducing hurdles and limitations.  

Grow Quicker with Deltek 

To reiterate, there is nothing inherently wrong with QuickBooks. If there were, it probably wouldn’t be the widest-deployed entry-level accounting system in the market. But the unique requirements of a professional services firm can still quickly create situations where to bring a firm to the next level, it needs to be re-tooled with industry specific solutions.  

ERP is not just for the ‘big guys’ anymore. The introduction of cloud-based applications (relieving clients of internal IT requirements), and also packaging and implementations catering to small firms, has opened many doors over the last several years. In fact, a majority of current day Deltek clients could be considered SMBs, who previously came from QuickBooks.  

Have additional questions? Full Sail Partners and Deltek got it covered. Deltek Vantagepoint is an industry-leading project-based ERP designed to support the entire project lifecycle. Having extensive experience with new system implementations (to include data migration, system configuration, and product training), Full Sail Partners has helped hundreds of clients graduate from QuickBooks. Please contact us to start a discussion.  

Creating content that attracts the ideal client is a crucial part of a digital marketing program. This content educates the potential client through the process and highlights the firm as the best choice for the project.

Through the “Driving Growth with Digital Marketing” series, we’ve learned about creating personas (ideal client), setting goals, and outlining a content strategy. Now it’s time to create new content to fill in the gaps from the previously completed Content Audit.

Brainstorming with an Inbound Focus

Marketers may already have a sense of what type of topics to cover in their new content development. These ideas might have been thought of in proposal or presentation preparation, interactions with business developers or project managers, or observing industry trends.

However, take these ideas a few steps further by brainstorming with an inbound focus. Identifying what would attract an ideal client to the content draws them into the digital platforms like the firm’s website or social media channels. During the brainstorming sessions, ask the following questions when evaluating topic ideas:

• Who will be reading the content? For how many audiences will you be creating content? This goes back to the persona development and creating content that appeals to the persona(s).
• What problem will you be solving for the ideal client(s)? Ideally, your firm provides services to solve the clients’ challenges. The marketing content should educate this same audience as they begin to pinpoint and address their issues. Refer to the decision-making funnel to identify the questions for each step in the funnel.
• What makes your firm or point of view unique? How is your firm different from the other A/E/C firms in town? Do you have a unique offering, specialist, technology, or brand voice? Maybe it’s how or why your firm approaches a design challenge a certain way? If it’s difficult to decide what makes your firm unique, try taking a piece of industry news or trend then applying your firm’s point of view or opinion about it. This combines trending content, while allowing the firm to stand out.
• What content formats will be the focus? It’s not about what content format your firm WANTS to create but meeting the audience (ideal clients) where they are. That’s why the persona development work is so important. For example, marketers may be tempted to create a firm podcast, but learn that the targeted persona prefers to read. Knowing this before launching the podcast may save the firm time and resources.
• What channels will be used to share the content? Just like the content formats mentioned above, determining the social media channels should be based on where the ideal clients are, not where your firm wants to be.

This focused brainstorming technique will result in the content development plan.

Writing a Content Development Plan

Once the list of topics for new content is developed, now it’s time to get to work. Writing a content development plan and treating it just like any project or proposal plan is the best way to ensure it gets done.

Items to outline in a content development plan include:

• Who’s creating what piece?
• Who’s contributing to the piece (the subject matter expert)?
• What additional resources or skillsets are needed?
• What type of graphics or media is needed?
• Where is it going to be published?
• When it’s going live?

In smaller firms, this may all be completed by one or two people. In larger firms, this might be managed by an entire department. Either way, it eventually gets put into a plan and publishing schedule.

Keeping SEO in Mind

There is so much information about search-engine optimization (SEO). In fact, a future article in this series is going to be dedicated to SEO. But it’s worth thinking about SEO while brainstorming and creating new content.

One method for brainstorming new content ideas is to do keyword research. Ideal clients are most likely searching for answers on search engines, like Google. And those search engines along with tools like Moz and Semrush can provide marketers with keywords to help with new content ideas.

As the new content is being developed, make sure that those keywords and phrases are used in the content titles, body, images, etc. when it’s published.

Getting Started

Hopefully, you now have some ideas on how to create the right content to attract ideal A/E/C clients. You know how to brainstorm new content ideas, write a content development plan, and keep SEO in mind as new content is created. It can feel overwhelming, but firms don’t need to create a lot of content, just high-quality content that helps the ideal client move through the decision-making funnel. Focus on creating the amount of content your firm has the resources for. In the next installment of the “Driving Growth with Digital Marketing” series, you’ll learn ways to repurpose that content to extend its life. It’s about working smarter, not harder.

For all businesses, earning a nice profit is the expected goal. Yet for some AE firms, stagnant earnings, increasing costs and expenses, low new client acquisition, and deteriorating workplace culture may have become the new normal. What was once a business bursting at the seams and barely able to take on more work, has now become complacent and satisfied with mediocrity. However, there is something that can be done to change the current course. Take a quick read through the following tips to help create ideas for ways to get started.

Create and Stick to a Plan

Get SMART and create a strategic business plan that provides clear direction and expected results. For some AE firms, this may be as simple as reviewing the existing plan and making updates to meet current business needs. In other cases, it may be best to scrap the existing plan and start over from scratch. Either way, a solid business plan needs to be reinforced with SMART goals.

SMART is an acronym that stands for Specific, Measurable, Achievable, Realistic, and Time-based. To create SMART goals, begin by thinking about the entire firm and decide how to designate areas of responsibility and determine expected results. It is likely easiest to start at the department level and then work down from there. Additionally, goals need to focus on the desired result and need to be high level while remaining specific. If there seems to be an excessive number of goals, it is likely that they are too granular and focused on task level items and not the desired result. Lastly, goals need to be measurable and incorporated with time-based milestones.

Get Friendly with the Firm Numbers

It’s time to stop avoiding that uncomfortable relationship people seem to have with numbers. We are not all accountants. However, numbers can tell the ugly truth even when someone doesn’t want to hear it. Like that one friend we all keep around that inevitably reminds us of what we are trying to avoid in an effort to minimize the realities of a situation. So, what numbers are important? All of them.

A good place to start is with cash flow. There’s no way around it, businesses with limited cash reserves and low cash flow will inevitably shut down. Also, get friendly with the firm’s overall net profit and the profit performance of the firm’s projects. Keep in mind that great profits don’t always equate to positive cash flow which is required to bill overhead expenses and salaries. Lastly, check the firm’s credit score to make sure the firm can get a loan with favorable terms if cash flow becomes a temporary issue or new assets need to be purchased. Many firms are finding that a solid business intelligence solution provides the best insights into numbers. Learn more in this past webinar.

Embrace the Multi-Generation Workforce

Move over generation MTV, the kids are entering the workforce. Seriously, there are now four generations in the modern workforce. To put this into perspective, there are employees that remember sharing work computers, and there are employees that got their first personal computer at eight years old. To say the least, there are some differences in expectations when it comes to the way work gets done.

Sure, it’s easiest to just say conform to our ways or else. But the reality is that the members of the younger generations are the leaders of the future. Therefore, it’s important for firms to start adjusting to accommodate these differences. For help, check out this white paper.

Engage and Interact with Clients in More Ways

Welcome to the 21^st century, where that must-have fancy technology is out of date before most of the world even knows that it exists. We are now in the digital era which has transformed the way we communicate and consume information. Now, we have personal computers in the form of mobile phones that mostly fit in our pockets. As a result, people have become accustomed to receiving notifications and obtaining information using these digital formats.

A lot, if not all AE firms, have websites, but some of these websites were created and last updated over a decade ago. Furthermore, even those firms that have a modern website still likely only have a small digital footprint. Therefore, AE firms need to evaluate their current digital marketing efforts to decide which areas need improvement. To help AE firms, Full Sail Partners is publishing a blog series titled “Driving Growth with Digital Marketing” that is specifically geared towards AEC companies. Find a listing for all the articles and signup for notifications about new articles and other content here.  

Take Your AE Firm to the Next Level

Ready to improve your AE firm? Putting SMART Goals in place, confronting the inevitable numbers, accommodating workplace differences, and engaging in the digital era will move firms from stagnant to reinvigorated. These efforts will result in a visible positive impact. Additionally, Full Sail Partners can aid in identifying areas of opportunity for improvement via a Navigational Analysis. Use the link button below to contact us to learn more.

For professional services firms to be successful, they need a client relationship management (CRM) system to help them focus their business development strategies to identify prospective projects and to nurture client relationships to ensure they win new projects. Furthermore, an effective CRM system requires firm employees to use the system and this is not just directed to the business development team. This requires the entire firm to be updating client records to ensure the most up-to-date information is available for business development. However, firms that have invested in a CRM system seem to have a common hurdle which is employee adoption. Here are a few things that can negatively impact user adoption at your firm.

The Lack of Defined Processes

Time and time again, firms roll out a new CRM system with the assumption that it’s just requires switching it on, and it’ll take care of itself. However, this is not the case. Firms need to first start off by identifying what goals they want to achieve so they can actually see results. Once they have their goals identified, a formal process needs to be outlined to ensure the CRM system is utilized in a way the benefits firm and aligns with current marketing and business development procedures. Here are some things to consider when defining a process:

• What is a lead and when does a lead become an opportunity?
• Who has the information at your firm that needs to be entered about a contact?
• Who can update contacts and what can they update?
• What role is responsible for cleaning up the CRM database?
• What reports are required for different roles?

Misguided Goals

Goal setting for business development teams are far too often focused on dollar amounts and win rates. However, this thought process ignores setting goals that align with the firm’s strategy for achieving their targeted dollar amounts and win rates. For example, the sales cycle to win a project for many professional services firms can be months to years depending on the industry. Therefore, having a goal that helps the business development team keep up with touchpoints helps ensure client relationships are being properly managed. So when considering goals, it’s important to develop goals that align with your firm’s strategic client management process.

Picking the Wrong CRM Solution for Your Firm

There are several things to consider when selecting a CRM solution for your firm. Firstly, not all CRM systems are the same and have different capabilities to support different industries. For instance, having a CRM system that integrates with your firm’s accounting and project management platforms is essential for professional services firms. Especially if you want all your firm’s data in one central location and your desire is for people to utilize the CRM system. An example of this is a firm that uses Deltek Vantagepoint or Vision for their accounting and project management, the obvious CRM system selection is Deltek CRM.

Additionally, system integration is great, but having a CRM system that has a friendly user interface is important as well to increase user adoption. By selecting a system that is intuitive and well designed, implementing a CRM adoption directive will most likely succeed across your firm.

Increase CRM Adoption

Many firms struggle with getting employees to adopt a new system. However, this does not have to be the case. By setting goals and processes for different teams within your organization to encourage use, your employees will be able to see the value of the CRM system. Lastly, make sure to point out the fact that a CRM system will help your firm continue to grow and be successful in the future.   

We are excited to celebrate our 10-year anniversary! Clients, partners, employees, and family have all embarked on this journey with us, and in so many ways, we have grown together. For this reason, we plan to recognize this big accomplishment and continue to make great strides together in 2022! Cheers to another amazing year full of fantastic projects and collaboration! We invite you to be the first to see our new 10-year anniversary logo and check out our new resource pages providing you content by role.

Since the creation of Full Sail Partners in 2012, the number of our employees has expanded 131% allowing us to become the technology provider when it comes to project-based solutions. Over those 10 years, our viewership has expanded 785% and we have received almost 23k website submissions. We have shared more than 540 blog articles, 293 web pages, and 132 webinars. So, in celebration, we are listing the top content based on viewership. Enjoy!

Most Viewed Thought Leadership Blog 

>>>7 Ways to Overcome Obstacles<<<

Maybe it shouldn’t be surprising that the most viewed thought leadership blog was about overcoming obstacles? These past several years brought many challenges to our work and personal lives. When faced with adversity, it sometimes can be hard to breakdown how to handle it. In this blog, we discussed 7 tips to overcome obstacles.

Most Downloaded Whitepaper 

>>>Deltek AE Clarity Report<<<

As a Deltek Platinum Partner, we promote Deltek’s annual survey focused on the Architecture and Engineering (A&E) industry. The report is one of the world’s most sought-after A&E research findings each year providing in-depth analysis about the industry’s financial condition and market outlook. 

Most Webinar Submissions 

>>>Things We Love About Deltek Vantagepoint So Far<<<

Our webinar with the most submissions was a presentation back in 2019. This webinar is still getting a lot of attention! Firms were excited about the release of Deltek Vantagepoint, and this still holds true today. During the webinar, we covered the Top 10 Features along with some honorable mentions. The webinar was so well attended, we were asked to do an updated version a year later: Deltek Vantagepoint: The Best All In One.

Webinar with the Largest Attendance 

>>>The Project Lifecycle of Deltek Vantagepoint<<<

Professional services firms need a system that takes them through the entire project lifecycle from lead identification to pursuit and final project execution. So, it makes sense that this webinar had the largest attendance in our 10-year history, especially with the enthusiasm surrounding Deltek Vantagepoint. The webinar took firms from beginning to end and compared the similarities and differences between Vantagepoint and Vision. 

Most Viewed Webpage 

>>>Our Crew<<<

Other than our home page, our most viewed webpage is about our crew. Just like with every professional services firm, our employees are the heart and soul of our company. More than 31,000 people have checked out our staff, which averages out to about 7 people a day. Everyone at our company believes we are the best at what we do! We have an amazing, collaborative, and talented team that also makes work fun. This is best illustrated by our professional and fun photos showing another side to our team.

Most Requested Blackbox Connector Solution

>>>Quick Insight to Maintain Contacts<<<

Everyone loves FREE stuff, which probably explains why our newest solution on our Blackbox Connector page sky rocketed to become our most requested page. Full Sail Partners presented on a contact and email management tool for Deltek Vantagepoint in December, 2021, to help firms clean-up their data. The tool searches for duplicate email addresses, duplicate names, and emails with bad formatting to help users target records needing clean-up. The best part is this tool can be used whether you have Vantagepoint CRM or not!

Most Time Spent on a Blog 

>>>Exception Reporting<<<

Research shows the average time spent on a website page is about 45 seconds. So, when you have a blog that users are spending on average 7.4 minutes reviewing, you know you have content worth reading. It might seem ironic that the blog that had the most time spent on it was about how to spend less time analyzing data. However, that doesn’t come as a revelation to us. The most common complaint amongst professionals is they don’t have time to analyze the data, since they need to just get the job done. If you haven’t checked it out yet, learn more about how exception reporting can save firm leaders and their employee’s valuable time.

Blog with the Most Social Media Shares

>>>9 Ways to Connect with Employees<<<

Each employee has different needs from a job and an employer. Sometimes those needs are in alignment with their employer and sometimes they aren’t. How can employers best connect and create a culture that empowers their employees? In this article, we discussed 9 ways to connect with employees to ensure they feel valued and enthusiastic about their position.

We hope you enjoyed being taken down memory lane or even discovered content that you may have missed. From the inception of Full Sail Partners, our goals were to ensure we had a passionate, dedicated, and collaborative team and to be known for valuable content amongst the project-based industry. Based on comments from our employees and clients, we think we have lived up to those goals. Thank you for joining us on our journey, and we look forward to continuing our endeavor with you and to see what the future holds.

Without marketing goals, it’s nearly impossible to develop a marketing plan let alone know if the marketing effort is working. And without clear, actionable, and achievable metrics, how does an A/E/C marketing team know what they’re working towards? Setting goals for digital marketing programs should always be the priority.

In this third installment of the Driving Growth with Digital Marketing series, let’s learn how to begin goals setting, what SMART goals are, goal examples, and best practices.

Start with the Firm’s Goals

An A/E/C firm’s strategic or business goals is a critical place to start identifying digital marketing goals. The business goals of the firm give the marketing team a purpose and define exactly what they want to achieve.

The A/E/C firms that have strategic plans often have both long- and short-term goals. Some of those goals might not be relevant to the marketing team, but often they are. Some common strategic goals include:

• Expand geographically – This includes opening new offices, pursuing new clients, or acquiring firms in new geographic regions.
• Expand services – This includes adding new service offerings by acquiring firms, hiring new talent, or creating strategic partnerships.

Once the firm’s strategic goals are identified, the marketing team can begin to create digital marketing goals to align. This helps to ensure that the marketing efforts are contributing to the firm’s growth goals and gets buy-in for budget and resources.

Setting SMART Goals

Firms are most likely familiar with the “SMART” goal setting technique. This strategy is very popular to use in marketing and personal development goal setting. To apply these to digital marketing goals, be:

• Specific: Marketing objectives should be well defined. Rather than simply saying ‘more website traffic’ be more specific such as ‘increase web traffic from Texas.’ Ideally the specificity will align with the firm’s strategic goals.
• Measurable: To gauge the progress of the marketing effort, marketing teams need something to measure. This means the goal needs to be quantifiable. So, instead of ‘increase web traffic from Texas,’ the measurable goal would be ‘increase web traffic from Texas by 10%.’
• Attainable: When firms begin a digital marketing program, it’s often hard to determine what goal is attainable. An example of a better attainable goal would be ‘increase web traffic from Texas by 10%’ instead of setting an increase of 30% or 50%. That much of an increase might not be attainable. Sometimes the marketing team needs to start with some number and adjust after a certain period. It’s more important for the firm to base the goal off the firm’s own data first and then adjust from there.
• Relevant: The goals must be relevant to the firm’s strategic goals. For example, if the firm’s strategic goal is to expand into the Ohio transportation market, the Texas goal above would not be relevant.
• Time bound: Giving the marketing goals a deadline ensures that a goal will be given the attention it needs to be successful. Often, when there is no deadline, a project or initiative flounders.

Every time the marketing department at an A/E/C firm sets out a new digital marketing campaign, the team should go through this goal setting exercise. Then once the goal is set, it should be clearly communicated with the firm’s leadership and stakeholders. This gives leadership the opportunity to ensure it’s aligned with business goals and for marketing to get buy-in as early as possible.

Common Digital Marketing Goals

Below are a few examples of digital marketing goals.

• Acquire new leads or contacts. This is a common goal. Most firms cannot continue to grow without generating new leads, and eventually new clients and projects. Digital marketing can help attract new leads or contacts.
• Activate leads and contacts. A/E/C firms often have leads or contacts in their databases that they haven’t worked in months, if not years. The firms can use digital marketing campaigns to encourage engagement, as well as remind the past contacts about the value the firm has provided to them and other similar clients. The digital marketing campaign can reactivate dormant leads and contacts and help keep your firm top of mind.
• Cross-selling services. Acquiring new clients is often more expensive than getting repeat work from existing clients. And firms often provide many services to several different industries. Digital marketing campaigns can be used to educate existing clients on all the services the firm provides.
• Increase website traffic. Digital marketing strategies can be used to increase website viewers, either to the entire website or to targeted landing pages.
• Improve conversion rate. This is when a website visitor completes the webpage call-to-action. A popular example is when a website visitor completes a form on a website to get access to a white-paper or webinar, also known as gated content.

Digital Marketing Goal Setting Best Practices

Some digital marketing goal setting best practices are:

• Don’t set too many goals. This could spread the marketing team too thin and risk not achieving any goal.
• Begin with a pilot or test initiative. Identify one firm strategic goal and begin with that as a pilot initiative. Build the goals and a timeframe around that.
• Clearly communicate the goals. When the marketing team communicates the goals, it creates a wider understanding of what your digital marketing efforts have set out to deliver and how those efforts align with the firm’s strategic plan.
• Define who is accountable. Identify who is responsible for each goal. Making someone solely responsible for each goal makes it more likely to be achieved.

Don’t Skip Goal Setting

Setting goals can be intimidating when it’s the first time the firm is undertaking a digital marketing program. Don’t let that stop the marketing team from setting the goals. The goals will help keep the campaigns and marketing activities aligned towards achieving a common objective. They also help to set expectations and motivate the team.

If you haven’t already, be sure to check out the other articles in the Driving Growth with Digital Marketing series. Learn more about how A/E/C marketers and principals can develop a digital marketing program that is right for their firm. Sign up below to be notified when a new resource in the series becomes available.

Professional services firm leaders are often inclined to immediately use discipline or use corrective action to address an ongoing performance issue. However, that would be like medicating based on symptoms, without getting to the root cause of the illness. Instead, slowing down and thoroughly evaluating the situation can shed light on possible solutions that are likely more beneficial to the employee and for the firm as a whole.

When to Use a Skills Improvement Plan

Behavioral concerns and non-compliance issues can usually be directly impacted by progressive discipline. On the contrary, skill deficiencies or job performance concerns are usually best addressed with skills improvement plans and that includes more than just the technical skills required to perform the functions of the position. They can also incorporate the other skills essential and critical to the overall scope of the job.

For example, a manager may be a high performer based on their knowledge level and ability to perform the job duties. Yet, they may struggle in the areas of interpersonal communication or may not have had prior management experience and may need to work on developing their leadership skills. Which are areas not related to behavioral or compliance concerns.

Therefore, these skills would be best addressed with coaching, guidance, and setting clear goals and expectations. Coaching can include suggested training, an outlined strategy for change, developed by both the manager and their director, as well as mediation between the manager and their reports. If there is a desire to thrive in the position the manager should be open to the plan laid out to help them improve. Usually, employees do accept and appreciate the assistance if they feel that the plan being presented is sincere and demonstrates that the company wants them to be successful.

When to Use a Corrective Action Plan

Sometimes firms have an employee that excels in their position but is also an employee that is consistently late to their shift, breaking company policy, or their behavior is causing disruption to the team or clients. In this case, a more targeted and direct approach needs to be applied for more immediate results. Cases like these are when corrective action needs to be taken using a progressive discipline plan. This technique provides the employee an opportunity to make improvements or adjustments while allowing the employer to implement corrective actions if there is no improvement.

Corrective actions can vary in severity and can include a verbal warning or a written warning as lighter punishments. Whereas suspending an employee or terminating them can be more severe. Furthermore, corrective action primarily addresses critical problems, recurring issues, and/or problems that endanger health or safety of others.

Employees are Investments

Remember that with both a skills improvement plan and a corrective action plan, the primary goal should be to identify the cause of the change and a solution that leads to positive results. Additionally, firm leaders and managers need to consider that an employee may have greatness in them and are an asset to the firm, but are apprehensive to reveal it for fear that it will set higher expectations of them that they aren’t confident they can achieve. These processes will reveal that and encourage them to embrace it and display it.

Finding helpful and insightful information just got easier for Deltek Vantagepoint clients. The Powering Project Success with Deltek Vantagepoint mini demonstration series is a growing library of video content for Vantagepoint users of all roles and skill levels. Each video is five to twenty minutes long and about a specific feature and function available in Vantagepoint that many are unaware exist or are unsure how to use.

Projects Start with Business Development

Winning work is the first step to initiating a project and Deltek Vantagepoint helps business development (BD) professionals generate and close opportunities. Even on the go! With the mobile CRM functionality, BD team members can easily access and update client information from anywhere using a mobile device. Check out this demo to see how simple it is to review and update client information right on your mobile smart device.

In addition to the great benefits of mobile CRM, tracking Outlook emails and calendar appointments in Vantagepoint CRM is seamless with Deltek Vantagepoint Connect for Outlook. With a few simple clicks, BD team members can conduct typical CRM tasks directly in Outlook. Watch this demo to see how easy it is to create contacts, manage appointments and schedule meetings directly in Outlook.

Simplify Project Startup and Creation

Before work can begin, a client must pay a retainer fee. As simple as this sounds, there can be many parties involved throughout the process. During this mini demo, Vantagepoint accounting professionals can learn how to easily process retainers using cash receipts all while automatically keeping the project manager in the loop through the entire process. As simple as this sounds, it’s a favorite obscure feature for many accounting professionals.

Setting up new project and plan can be a time-consuming process that can be avoided using Vantagepoint Project Templates and Plan Settings. Instead of starting each project from scratch, Project Templates and Plan Settings allow firms to use pre-defined work breakdown structures to quickly set up complex projects. Essentially, simplifying the project creation process and ensuring consistency of project records. Watch this demo to see a project set up in less than 10 minutes.

Track Time for Timesheets Easier

Managing projects and clients is already a lot of work for billable employees. On top of that, they are required to track and update their timesheets on a regular basis. Deltek can’t create more time in a day, but Vantagepoint can make updating timesheets easier. Using the Calendar feature, users can track their billable time and add it to their timesheet with a few clicks. Check out this mini demo to see how.

Manage Talent Acquisition and Learning

Growing firms need to hire quickly and onboard new talent fast. Attracting and recruiting new talent requires getting the message out about new open employment opportunities. During this demo, human resources (HR) professionals will see how to post open positions across multiple job listing platforms with a simple click.

Once a new employee is hired, getting them started and setting up their training needs to be as simple as advertising for the position. In this demo, HR staff will learn how to set up the new hire onboarding process in an online environment. Additionally, the demo covers how employees can submit required paperwork and info as well as complete self-guided online training.

Get Paid Easier

Before billing a client, it’s important to make sure the invoice is correct. This internal back and forth process between project managers and accounting can become time and paper consuming. After watching this demo, accounting professionals and project managers will both be relieved once they see how easy it is to digitally markup invoices and resubmit them to accounting.

The ugly side of accounting is having to bill and collect interest from clients. Well, Deltek Vantagepoint can’t talk with clients about late payments, but it can make charging interest easier. Learn how to set up billing terms in Vantagepoint to make collecting and tracking past due balances easier in this demo.

Deltek Vantagepoint Provides Answers

Reports after report, Deltek Vantagepoint as them which is great. However, picking the right report can be confusing which is not Deltek’s intentions. In this demo, picking the right project planning related report is thoroughly explained along with the context about how each report is created. This demo is great for those tasked with forecasting project performance.

What seemed like a dream for project managers is a reality in Vantagepoint. With the combination of project planning and budgeting in one hub, project managers can quickly review project success based on both of these data inputs. The Project Review demo shows how Vantagepoints pulls from both these data sources to help ensure projects are profitable.  

Maximize the Benefits of Deltek Vantagepoint

Getting work done just got easier for Deltek Vantagepoint users! While these are just a few of the mini demos available in the Powering Project Success with Deltek Vantagepoint series, more are available using the link button below. Make sure to regularly check out the growing demo library for updates and share these with coworkers.

Professional services firms don’t just make a product that one consumer is going to purchase. The services that the firms sell are complex and involve different decision makers who have different needs and goals. Successful firms don’t just know who those decision makers are, but rather, develop personas that guide their marketing strategies.

This article will dive deeper into what personas are, how to develop personas, and how they are used to help create marketing strategies This is the second article in the Driving Growth with Digital Marketing series.

What is a Persona?

According to HubSpot, a buyer persona is a fictional, generalized representation of an ideal client. The persona helps firms understand their clients and prospective clients better making it easier for them to develop content to the specific needs, behaviors, and concerns of different groups.

Personas are based on insight gathered from existing clients and market research done by marketing, business development or outside resources. Due to the nature of project-based firms who pursue projects with multiple decision-makers, most firms will have multiple personas.

How to Create Personas

The first step in creating a persona is asking specific questions about current and ideal clients to find out as much as possible about who they are and how they interact with your firm. This can be completed through research, surveys, and interviews by a mix of clients, prospects, and those outside the CRM who might align with the target audience.

Potential methods for gathering information needed to develop personas are:

• Look through the contacts database (CRM) to uncover trends about how certain clients find and consume marketing content.
• Use form fields that capture persona information when creating website forms. For example, if the persona varies based agency role, ask each lead for information about their role at their agency on the website form.
• Ask for feedback from the business development team about the leads and contacts they’re interacting with the most. What generalizations can they make about the different types of contacts served by the firm?
• Ask for feedback from project managers and other project delivery teams. What generalizations can they make about the different types of client contacts they work with?
• Interview clients and prospective clients to discover what they like about the services the firm offers.

Some example questions to ask during the information gathering phase:

• What is their profession?
• What does a typical day in their life look like?
• Where do they go for information?
• How do they prefer to obtain services?
• What is important to them when choosing a firm?
• What do they value most?
• What are their goals?

Use this information to identify patterns and commonalities. Then the persona can begin to be recorded (written down!). This can include information such as:

• Basic demographic information – Age? Income? Location? Gender identity?
• Background – Job? Career path? Family? Lifestyle?
• Identifiers – Communication preferences? Social media platforms?
• Challenges – What does this person struggle in relation to meeting goals? What serves as a roadblock for this person’s success?
• What can we do – To help this persona achieve their goals? To help this persona overcome their challenges?
• Goals – Primary/secondary goals? Personal vs. professional goals? Role-related vs. company goals?

Once the persona is created share it with marketing, business development, executives, and operations to ensure the entire firm has the same view of the ideal client.

How are Personas Used to Guide Marketing Strategies?

Personas allow firms to personalize or target marketing for different segments. For example, instead of sending a monthly newsletter to all contacts in a CRM system, firms can segment by personas and tailor the newsletter content according to what is known about each persona.

Let’s say a firm called ACME Engineering has personas that include facilities directors, permitting coordinators, and prime architects. These personas have different specific needs, behaviors, and concerns, as one would assume. Sending a monthly newsletter that contains the same content to the entire list, wouldn’t be as well received as if ACME Engineering changed the newsletter content slightly that each project feature or blog article was written specifically with that persona in mind.

Other uses for personas for marketing include:

• Building effective content marketing strategies by focusing on keyword research efforts.
• Identifying and prioritizing the most relevant promotional activities.
• Timing marketing campaigns for peak engagement rates.
• Publishing content and advertisements on the channels (email, social media, etc.) most frequented by personas.
• Personalizing marketing automation efforts.
• Refining copywriting to reflect improved SEO strategies.

When the personas are used correctly, personas allow firms to produce highly targeted content that leads to better responses from new and repeat clients. And there is data to prove this. According to research from Single Grain, companies who used personas saw:

• Websites were 2-5 times more effective.
• Personalized emails had a 14% higher click-through rate (CRT).
• Conversion rates* were 10% higher.

Using Personas Throughout the Firm

While this article focuses on the persona for marketing’s use, once the personas are defined, they can be used throughout the project lifecycle.

• Business Development – Personas are valuable to anyone in the firm who is client facing. From crafting one-on-one message and building rapport to understanding the persona on a deeper level allows the business developer to be better prepared to address the client’s concerns.
• Project Delivery – Just because the firm won the project, the firm shouldn’t stop building the relationship with the client. Because of this, involve project management team members in the persona development process so that it can be tailored to the project delivery process in your firm.

Persona is the Foundation for Driving Revenue Growth

Having a deep understanding of the personas is the foundation for building a digital marketing strategy. It’s critical to driving content creation, seeking out new clients and prospects, building relationships, delivering the projects, and really anything that relates to client acquisition and retention.

This is the second article in the Driving Growth with Digital Marketing series. In this series, marketers and principals will learn how to develop a digital marketing program that is right for their firm. Sign up below to be notified when a new resource in the series becomes available.

*Conversion rates can mean that someone took an action on a call to action. This can be filling out a form, clicking a link, etc.