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2015 COUNSELORS ACADEMY AGENCY TECHNOLOGY
BENCHMARK STUDY
TECHNOLOGY Keeping up with technology is important to agency leaders. How important?
Very Important
Important
Somewhat important
8%
28%
64%
The vase majority of firm leaders say technology has aided in increase agency revenue. How great has the bottom-line impact been?
Increased greatly
Increased slightly
Stay the same 24%
26%
50%
TECHNOLOGY The technology issues challenging firms today are:
50% Maintenance
45% Reliability
45% Security
41% Complexity
39% Employee training
6% Employees wanting to bring their own devices to use at work !"#$#%&'()*+,-.$&/%*(01$*&/%$*2#3
70% Costs
How knowledgeable agency leaders on cloud technology?
37% 46% 8%
9%
9% Very knowledgeable
46% Knowledgeable about
37% Somewhat knowledgeable
8% Not knowledgeable
STAFFING
Outsource
How do agencies staff IT?
50%
Of those that have in-house IT the magic number of IT employees they have is ONE!
Do not have dedicated IT support
Combination of in-house and outsourcing
In-house position(s) (full-time)
20%
18%
12%
SPENDING
The 2014 spend on outsourced IT services by agencies was:
$0
$1 - $2,499
$2,500 - $4,999
$5,000 - $9,999
$10,000 - $14,999
$15,000 - $19,999
$20,000 or more
8%
8%
16% 13%
29%
12%
14%
SPENDING
$10,000 or less
$10,001 - $25,000
$25,001 - $50,000
$50,001 - $99,999
$100,000 or more Increase
11-15%
Increase 6-10%
Increase 1-5%
Remain Flat
Decrease 1-5%
Decrease 6-10% Decrease
11-15%
2014 overall technology spend (outsourced services, subscriptions, software and hardware) by agencies was:
Tech budgets are up in 2015. Agency leaders report 2014 technology spend verses 2015 technology budgets as follows.
14%
49%
20%
11%
6%
3%
2% 2%
13%
19%
29%
31%
SPENDING The technology issues challenging firms today are:
1% 4$%,(5$%67%*$2,.-1-89%".5$&*'$.*&%+1(.$:%;-)%<=>?%
64% Computer hardware
(i.e. desktop, laptops)
43% IT infrastructure (i.e. servers or cloud storage)
30% Mobile hardware
(i.e. tables, smartphones)
22% Customer relationship management (CRM)
systems
21% Accounting system
12% Marketing
automation tools
50% Media monitoring services and tools
44% Social media
management tools
45% Agency management tools
(i.e. timesheets, accounting, project management)
AGENCY TECHNOLOGY
17%
We do not use agency
management tools
38% 13% 13% 8% 7%
LiquidPlanner WorkFront (formerly At Task)
Wrinkel
2% Asana
ClickTime Trello
The agency management tools reported to be in use by agencies include:
5% Workamajig
3% Mavenlink
1% AccountWorks Act Admin Function Point
AGENCY TECHNOLOGY
4%
We do not use an accounting system
67% 19% 15%
2%
2%
Agency leader say the accounting systems most often in use include:
My Agency Management System is my
accounting system
Peachtree Software SAP Timeslips
1% Accpacc FreshBooks Juris MYOB
AGENCY TECHNOLOGY
38% 21% 10% 4% 3%
Pipedrive Sage SharpSpring Sugar
The Customer Relations Management systems (CRM) most used by firms are:
1% Hatchbuck Highrise Insightly Outraport
My Agency Management System is my CRM system
My Agency
AGENCY TECHNOLOGY
73%
We do not use a marketing automation
system
10% 4% 3%
Nearly three-out-of-four agencies say they don’t use marketing automation technology inside their firms. The tools that are in use include:
7.*)(+-)*%@"15$)+-+%@+)-A*%@-2"(1%
1% B2*C-.%D-.&*(.*%D-.*(2*%E(*2,0A2F%
G.;A&"-.&-H%I("1D,"'+%I()F$*-%
4%
SHAME ON YOU…
AGENCY TECHNOLOGY
27%
14%
10%
4%
61%
50%
36%
19%
12%
31%
47%
67%
6%
2%
4%
5%
6%
Across the board, satisfaction with the back-end technologies use to run agencies is high. How satisfied are agency leaders with these technologies?
Very satisfied
Satisfied
Can take it or leave it
Unhappy
Very unhappy
Accounting system
Agency management systems
CRM system
Marketing automation system
55% 52% 51%
18%
Finderbinder Gorkana Globe Vocus
2% DowJones
What’s the media contact or distribution tools used by agencies today?
9% MyMediaInfo
5% Meltwater
PitchEngine
1% CustomScoop Agility CNW Iris
CLIENT SERVICE TECHNOLOGY
15%
12%
What’s the media contact or distribution tools used by agencies today?
11%
We do not use contact/distribution
tools
73% 56% 34%
27%
Reputation.com Salesforce Trakker Vocus
2% CustomScoop
Hubspot Meltwater
Social media monitoring tools in play at agencies today include:
8% Sysomos
4% Social Mention
1% Dasheroo Netbase Nuvi Raventools
CLIENT SERVICE TECHNOLOGY
14%
12%
10% Buffer
13%
We do not use social media monitoring
tools
2% Talkwalker
Tveyes
The clipping and monitoring tools agencies rely on are:
4% MyMediaInfo
3% CustomScoop
CLIENT SERVICE TECHNOLOGY
1% Mediatracker.com
73% 21% 19%
10%
6%
The clipping and monitoring tools agencies rely on are:
13%
We do not use clipping/monitoring
tools
Computer hardware (i.e. desktop, laptops)
Mobile hardware (i.e. tables, smartphones)
IT infrastructure (i.e. servers or cloud storage)
Media monitoring services and tools
Social media management tools
Customer relationship management (CRM) systems
Agency management tools (i.e. timesheets, accounting, project management)
Accounting systems
Marketing automation tools
PURCHASE POWER
56%
56%
51%
40%
38%
62%
60%
57%
55%
11%
12%
12%
4%
3%
8%
24%
33%
7%
9%
9%
8%
21%
19%
20%
9%
7%
26%
22%
18%
27%
3%
5%
5%
1%
2%
4%
2%
4%
2%
30%
35%
5%
5%
1%
8%
Who’s responsible for researching and recommending agency technology?
President/CEO/Partner/Principal/
Owner or equivalent
CFO or
equivalent
VP-Level or equivalent
IT director or
equivalent
Account team
Computer hardware (i.e. desktop, laptops)
Mobile hardware (i.e. tables, smartphones)
IT infrastructure (i.e. servers or cloud storage)
Media monitoring services and tools
Social media management tools
Customer relationship management (CRM) systems
Agency management tools (i.e. timesheets, accounting, project management)
Accounting systems
Marketing automation tools
PURCHASE POWER
80%
81%
80%
71%
70%
75%
79%
75%
73%
9%
9%
8%
6%
6%
10%
16%
20%
9%
5%
7%
5%
20%
20%
13%
6%
5%
16%
5%
3%
8%
22%
5%
2%
2%
Who’s making the ultimate purchase decisions on agency technology?
President/CEO/Partner/ Principal/Owner or
equivalent
CFO or
equivalent
VP-Level or equivalent
IT director or equivalent
WHO ARE YOU 57% President/CEO
29% Principal/Partner
9% Vice President
1% Director
TITLE 8% none
40% 1-5
17% 6-10
16% 11-20
10% 21-50
10% 51+
FULL-TIME EMPLOYEES
$$30% $500K and under
19% $500,001-$999,999
22% $1M-$1,999,999
5% $2M-$2,999,999
6% $3M-$4,999,999
10% $5M-$9,999,999
9% $10M and higher
ANNUAL FEES
$ANNUAL FEES
$
WANT THIS DATA?
www.arketi.com/AgencyTechBenchmark
Use of this data or publishing of this data must include a citation note its source as the “2015 PRSA Counselors Academy Agency Technology Benchmark Study”
Mike Neumeier, APR Principal [email protected] 404.929.0091 x210