Not all management systems are equal says director of Agency Leadership Assembly sponsor Synergist

In our report, six factors led the field:

• Increase Profitability
• Increase Control
• Improve Client Service
• Reduce Waste
• Increase Speed
• Improve Visability

Think of them as the Big Six Classic Wins that you can expect from good systems. So, when you invest in a system, can you guarantee it will deliver all these? It’s not quite as simple as that. The truth is that different systems focus on different things for different types of company. So, you need to be sure what kind of a business you are.

Before going any further, therefore, consider this - agencies and consultancies vary in their degree of commercial-focus. How much does yours have? For some companies it’s all about the financials. Others have less focus on those areas. Where on that spectrum does yours sit? And where do you want it to be? What are the biggest gaps between where you are and where you want to be?

To reach those six classic wins above there are several crucial considerations to take into account:

1. Flexibility

Much software today is very rigid. Users choosing such systems have to change the way they do things simply to fit the software they have bought. And when their circumstances alter later, as they almost always do, there is no easy way for such software to accommodate them. Some software, however, is flexible, so seek it out.

2. Complete Solution

Some systems are designed from the ground up to optimise the commercial aspects of running an agency or consultancy. It’s a specialised area affecting the way the features are written, collect just the right data, connect into an intelligent whole and report crucial information to staff and managers. So, if your firm scores commerciality highly, make sure you include vendors on your shortlist that have a good reputation for delivering on it.

3. Scalability

It’s hard to predict how your company might develop over the years. Growthmight not be your number one concern today. But why buy a system that restricts your future options? With some systems you would find one day that you have outgrown its capabilities, giving you no choice but to start all over again. Whereas others can grow with you, even handling hundreds of users.

4. Can you work with the supplier?

This is one important factor that’s impossible to verify from studying vendor websites. How well will your team get on with the consultant, the implementer and the trainer? How experienced is their team in working with your type of firm? Or in understanding your needs and listening to your concerns? Find out all you can about them. Ultimately, it’s only by talking with the vendor, engaging in social networking and following up on user testimonials that you can get answers here.

5. Stability of product and supplier

You want your system to serve you for years to come. What is the track record of the software and the supplier? How committed are they to this marketplace? Are they trading profitably? Is their reputation solid? These are important questions to resolve you deserve a system you can depend on.

So, with all of that in mind, here are Synergist’s six best practice steps when looking for a new system.

1. Define your key requirements and critical success factors

Consider what you need to be successful. Separate them from things that are important but not essential, and from mere nice-to-haves.

2. Get key people on board and select a system champion

Identify your key people. You want to capture their knowledge, gain their buy-in and select a system champion someone who knows the business, has the trust of staff, communicates well and will make the right decisions.

3. Resist the temptation to bring someone in temporarily

The system champion will end up knowing a great deal of your business processes and will be training new staff as they arrive. It’s not a job for a temp.

4. Create a list of potential suppliers

You can create this by web searches, asking new starters about systems from a previous firm, and from industry associations and business contacts. Word of mouth is alive and well in our industry. This includes seeing how vendors are rated in social media and whether one, for example, tries to hijack threads to their own ends. A reputable vendor will let their customers speak.

5. Initial demonstrations

Send your requirements to vendors and ask them to show how they match up.

Assess if each feature is fully or partially addressed, needs a simple workaround or is planned for the future. Then decide which to see in demos.

In those, focus on your key requirements. Ask for the demonstrator’s input on best working practices to see how well they grasp it. Be wary of vendors showing functions that look good but don’t show a benefit. Note that you can conduct these initial demos online to save time. They could take 1½ - 2 hours.

The purpose of the demos is to select a shortlist for investigation. You are looking to meet your specific needs, including usability, so don’t be sidetracked.

Does it feel like something you could use day to day? Don’t judge a system just on appearance. Just because it has a nice look does not mean it is easy to use.

6. Create a shortlist of serious contenders for detailed meetings, 2-3 max

Prepare sample scenarios that cause you problems today. Have vendors demo separate business

areas and invite key team members to each. If a vendor declines to give a detailed onsite demo, think very carefully about their likely level of service. It could also be an indication that they feel they are not a good solution for you in the first place. And always ask for reference sites.

Synergist is supporting the Agency Leadership Assembly in London on Weds 29th May and representatives from Synergist will be on hand to discuss the best system for your agency business. For more details visit the conference website.

To Download the full in-depth report by Synergist click the Download button below.