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VI-82: Meeting Marketing Challenges with
Vision CRM
Laura L. Poole, President, Poole Fire Protection, Inc.
Jennifer Berks Blake, CPA, Jennifer Blake Consulting Services LLC
VI-82: Meeting Marketing
Challenges with Vision CRM
Laura L. Poole, President, Poole Fire Protection, Inc.
Jennifer Berks Blake, CPA, Jennifer Blake Consulting Services LLC
©2016 Deltek, Inc. All Rights Reserved 3
Laura Poole
30+ years of business experience exclusively in the engineering industry
including time spent as a computer programmer/analyst
Vision user since 2009 and I consistently ask: “How can Vision help us
streamline our processes and enhance our data integrity?”
President of Poole Fire Protection, Inc.
www.poolefire.com
913-747-2040
©2016 Deltek, Inc. All Rights Reserved 4
Poole Fire Protection, Inc.
Woman-Owned, Small Business
In the industry since 1991
Staff of 15 with multiple offices
Licensed in 49 U.S. States and in all U.S. Territories (Guam, Virgin
Islands, Puerto Rico)
Perform services World Wide
Clients include both Private and Government
Perform complete range of Fire Protection Engineering and Code
Consulting Services
©2016 Deltek, Inc. All Rights Reserved 5
Jennifer Berks Blake, CPA
30+ years of experience exclusively in the engineering and architecture
industry
ERP system consultant since 1994
Vision consultant since 2002
Implementations, Reviews & Improvements to Existing Systems, Workflows
& Custom Reports
www.jenniferblakeconsulting.com
816-746-6797
©2016 Deltek, Inc. All Rights Reserved 6
Agenda
Centralized Client/Contact information
Opportunity Capture Management
Proposal Preparation
Monitoring Data
Critical Reporting
Marketing Campaigns
Centralize Client/Contact Information
Billable Clients
Owners
Team Members
General Contractors
Competitors
©2016 Deltek, Inc. All Rights Reserved 7
Clients/ContactsCentralized Data
©2016 Deltek, Inc. All Rights Reserved 8
Centralized Data accessed from anywhere with mobile tools for those who are not in the office
- Call from App
- Add Client Notes
- View Addresses
- View Contacts
- Add new contacts for the client
- Review Activities
- Add Activities
- View Project Listing
- Add Opportunities
- Associate Employees with the client
Similar functionality with Contacts
- Email from App
©2016 Deltek, Inc. All Rights Reserved 9
Client/ContactsCustom Fields Besides basic info,
capture key metrics that
are important to your firm
like:
Client Type
Annual Revenue
Employee Count
Specialty
Set overall payment
terms
Review & Update Status
Review & Update
Relationship
©2016 Deltek, Inc. All Rights Reserved 10
Client/Contacts Custom Grids Ability to customize to
meet the firm’s needs
Capture attendance at
Firm Presentations
and Seminars
Capture Bad Debt
incidents to help with
decision-making on
whether to do
business with the
client again
©2016 Deltek, Inc. All Rights Reserved 11
Clients/ContactsClient Feedback Survey client to determine
satisfaction
– Link to Project
– Provide questions &
answers on each project
Client Feedback is critical
to maintaining client
relationship
Follow up after survey
Enhance/Repair client
relationship
Utilize Survey Results in
Employee Performance
evaluations
Opportunity Capture Management
©2016 Deltek, Inc. All Rights Reserved 12
Required Fields
– Primary Client
– Stage
– Revenue
Custom Fields
– Multi-Client checkbox
– Newforma links
– Due Dates
– Submittal Dates
Workflows for QA/QC
– Create Newforma folders
– Create Activity logs
– Sync Stage & Probability
– Sync Stage, Status, Date Closed
Workflow Email Alerts
©2016 Deltek, Inc. All Rights Reserved 13
OpportunitiesCreation
©2016 Deltek, Inc. All Rights Reserved 14
OpportunitiesClient/Contacts Link Ability to track
entire project team
Ability to associate multiple primary clients
– Multiple client opportunities are indicated with an MC in the name to prevent double counting potential revenue
– Clients we provide bids to are denoted by checking the client box
©2016 Deltek, Inc. All Rights Reserved 15
OpportunitiesProject Codes Can customize your own list
of values and reduce the
standard list to work your firm
does
Track additional information
you know about the project
and scope of services
Trending and tracking can be
used to determine what type
of projects you bid on
throughout the year
Required for SF330 proposal
submissions (Federal work
as well as other
governmental entities)
©2016 Deltek, Inc. All Rights Reserved 16
OpportunitiesIQ Info
Are you doing Federal Work?
Searches/Report on the status of the
opportunity can be used for client
communication.
– For example if status is
awarded and opportunity is still
active, you can reach out to
your client to discuss
GOVWIN provides direct access to
updates on opportunity
©2016 Deltek, Inc. All Rights Reserved 17
OpportunitiesGovWin
©2016 Deltek, Inc. All Rights Reserved 18
OpportunitiesCompetition
New tab added in V 7.3
Can’t report on yet
using Standard or
Advanced Search
functionality
Can use SQL Where
Clause
Start using to enable
Trending & Tracking
of the Competition to
help improve win
record
©2016 Deltek, Inc. All Rights Reserved 19
OpportunitiesGo/No-Go
Created Custom Process to evaluate Go/No Go decision making tab to help determine best use of resources
Helps to associate points to determine an overall value as to whether firm should pursue the opportunity
While still somewhat subjective, by assigning values, it attempts to make it more objective
Forwards recommendation to Marketing Director for final approval
©2016 Deltek, Inc. All Rights Reserved 20
OpportunitiesClient Reachout/Scope Discussion Created Custom Process to
help ensure that Proposal staff were contacting client to clarify scope and maintain client communication
Proposal Coordinator (Responsible person on Proposals tab) is individual responsible for Client Contact and completion of row info
Scheduled Workflow fires 3 days prior to proposal due date for reminder
Give us ability to monitor staff involvement and help assure we complete proposal timely
Proposal Preparation
©2016 Deltek, Inc. All Rights Reserved 21
©2016 Deltek, Inc. All Rights Reserved 22
Proposal Preparation
Tracking proposal progress and time spent putting together a proposal is of utmost importance
– Capture Proposal due date and personnel assignment
– Enter date submitted and estimate date of award for follow-up
– Track time spent on proposal
– Incorporate Plan and Revenue
©2016 Deltek, Inc. All Rights Reserved 23
Proposal PreparationOpportunities – Personnel Assignment and Due Date
Assign Employee as the Responsible
Person for the opportunity
Due Date is needed to assure we meet
the clients deadline
Scheduled Workflows provide
reminders to the responsible person
that the due date is approaching
Scheduled Workflows provide
reminders to the proposal coordinator
to make sure no deadlines are missed
Once proposal is submitted, the
submittal date is updated which fires a
workflow to change Opportunity Stage
and put in an estimated award date
©2016 Deltek, Inc. All Rights Reserved 24
Proposal PreparationOpportunities – Proposal Time Estimate Person responsible for the
proposal needs to estimate a budget to do the proposal
Promotional Project created to track time to do the proposal directly from Opportunity, removing Accounting involvement
Hours added to project planning for proposal time so Resource Management takes into account proposal time
Workflow reviews estimate threshold & notifies Marketing if too much time is allotted
Promotional Time can be easily reviewed and transferred to the project upon award
©2016 Deltek, Inc. All Rights Reserved 25
Proposal PreparationProject Planning
All fee proposals are done using
project planning
Scheduled Workflows from
Opportunities update Opportunity
Revenue information using
Planning values for quick view
and reporting
Custom Reporting is used to
generate a professional looking
Fee Proposal which is attached
to our cover letter and scope of
work
Modifying plans for scope
changes is easy
Centralized plan allows
accessibility to all
©2016 Deltek, Inc. All Rights Reserved 26
Proposal PreparationProject Planning (con’t.)
Additional Custom Reports
were created for clients who
need additional breakdowns
with Hours and/or Rate detail
©2016 Deltek, Inc. All Rights Reserved 27
Proposal PreparationProject Planning (con’t.)
Report used for internal
processes to know Vendors
associated by WBS
Aids in creating the Purchase
Order to assure the proper
WBS and cost amounts are
incorporated once
opportunity is awarded
©2016 Deltek, Inc. All Rights Reserved 28
Proposal PreparationSF330
Created Templates for
different project types as well
as different clients
Fill in as much of the data
that doesn’t change as
possible.
Update templates annually
Part I, Sections A-D and Part
II don’t change much during
the year
Part I, Sections E, Personnel;
F, Projects; and H, Additional
Info, will change based upon
proposal
©2016 Deltek, Inc. All Rights Reserved 29
Proposal PreparationSF330
Used for Federal projects as well as
some state and other governmental
agencies
Copy appropriate template to create
individual SF330 proposal for
submission
Update proposal specific sections
– Part I, Section E, Personnel
– Part I, Section F, Projects
– Part I, Section H, Additional Info
Monitoring Data
©2016 Deltek, Inc. All Rights Reserved 30
©2016 Deltek, Inc. All Rights Reserved 31
Monitoring DataOpportunity – Error Checks
Data integrity is a BIG issue
We wanted to empower people to fix their own mistakes vs. having a person do the QA/QC (time saving issue also)
We were also overwhelmed with emails alerts to do the QA/QC
Created an Error Checks tab for a stored procedure that does multiple checks and provides one easy place for the person to go to fix all issues with their opportunities
Easy to monitor to make sure corrections are being performed
Scheduled Workflow runs daily at 5am
©2016 Deltek, Inc. All Rights Reserved 32
Monitoring DataOpportunity – Error Checks (con’t.)
©2016 Deltek, Inc. All Rights Reserved 33
Monitoring DataOpportunity - Activities
User Initiated Workflow can
create Activities to see the
progress of the opportunity
Quick access to see progress
by all those who need to
know is always available
Information can be used in
performance management if
desired
©2016 Deltek, Inc. All Rights Reserved 34
Monitoring DataUDIC – Opportunity Follow-ups
Opportunity Follow-up is a
time consuming task
Created a User Defined Info
Center to better evaluate
data quickly
Data pulled from
Opportunities with certain
criteria
If Multiple Clients in an
Opportunity, one record
created for each client
©2016 Deltek, Inc. All Rights Reserved 35
Monitoring DataUDIC – Opportunity Follow-ups (con’t.)
List View allows for
easy sorting
We email the client
contact all the
outstanding proposals
Clients are very
receptive and very
responsive to help get
the opportunities
cleaned up
Critical Reporting
©2016 Deltek, Inc. All Rights Reserved 36
©2016 Deltek, Inc. All Rights Reserved 37
Critical ReportingDue Dates
©2016 Deltek, Inc. All Rights Reserved 38
Critical ReportingUpdates to IQ Opportunities
Used to update and sync info in GovWin and Opportunities
©2016 Deltek, Inc. All Rights Reserved 39
Critical ReportingFollow-up on Go/No Go Decisions
Used to check for Opportunities created in the last week but Go/No Go information was not
forwarded to Marketing
©2016 Deltek, Inc. All Rights Reserved 40
Critical ReportingHit Rate
©2016 Deltek, Inc. All Rights Reserved 41
Critical ReportingForecast
Marketing Campaigns
©2016 Deltek, Inc. All Rights Reserved 42
©2016 Deltek, Inc. All Rights Reserved 43
Marketing Campaigns
Track where we have been and
who we have met with
Use Contacts tab to capture
involvement at events
Follow-up with contacts
See success of Marketing
Campaign based upon Projects
and Opportunities resulting from
them
Use Files tab to keep info about
events in one place where many
can access
Monitor actual costs to
determine ROI
©2016 Deltek, Inc. All Rights Reserved 44
Call To Action
Centralize data
QA/QC information
Develop Procedures for Opportunity Capture and
Proposal Preparation
– Don’t miss those deadlines
Monitor Data to keep it up to date and usable
Use Hit Report and Marketing Campaigns to determine if
Marketing dollars are being spent wisely
©2016 Deltek, Inc. All Rights Reserved 45
Jennifer Blake Consulting Services include:
Evaluates client’s needs in regards to new or existing Accounting and/or
Project Management systems
Selection of Accounting and/or Project Management systems that best fit
client’s requirements
Trains client staff on all areas of the software, stressing processes and
procedures to take advantage of automation and improve efficiencies
Creates Custom Reports & Workflows including stored procedures
Develops procedural documentation as well as training manuals for Project
Managers and Accounting
Assists clients with Federal Acquisition Regulation (FAR) compliance
©2016 Deltek, Inc. All Rights Reserved 46
Questions & Contacts
If you have any questions or need further assistance contact:
Jennifer Berks Blake, CPA
– Office: 816-746-6797
– www.jenniferblakeconsulting.com
Laura L. Poole (also Kansas City Area Vision User Group Coordinator)
– Office: 913-747-2040
– www.poolefire.com