Decideware: An End-to-End Agency Lifecycle Management Solution Part II
In our last post, we re-introduced you to Decideware, global providers of an end-to-end Agency Lifecycle Management (ALM) solution, with offices on three continents (in Sydney, San Francisco, and London). We quickly overviewed the five core modules of the integrated ALM solution that they offer, and indicated that we would dive into them in the next two posts. So without further ado, here we go.
The capability module walks you through the six-step process of gathering appropriate information and approving the Agency as a potential supplier to the organization.
The first step is to gather the firmographic data, including the geography, the number of employees, the administrative and legal contacts, the revenues, the primary office locations, and vendor status information
The next step is to determine the primary, secondary, and tertiary type of the agency. Is it creative, digital/interactive/social media, planning, relationship marketing, public relations, branding, investor relations, etc? An agency can only have one primary focus, and that focus must contribute to 50% or more of revenues to be primary. Similarly, it can only have one secondary focus, and that focus should contribute to 25% or more of revenues. Any additional focii are tertiary.
In this step, a more complete picture of the Agency capability is created through the gathering of supporting data related to market segments, experience, media creation, etc. to fill in a more complete picture of the suitableness of the Agency for the company.
The next step is to determine if there are any potential categories of conflict for the company. If you're in Pharma, and they are currently working on a campaign for a new heart disease prevention drug for your competitor, then you don't want them working on a campaign for your heart disease prevention drug.
What engagements for your company has the Agency worked on, and what engagements is the Agency currently working on? (It's not uncommon to find out that another Marketing division in another geography is already using another office of the Agency for their campaign!)
Once all of the data has been gathered, and an individual with decision authority has decided that the Agency is qualified to work on (select) marketing campaigns for the organization (subject to no conflict), the Agency is approved as a potential vendor.
Scope of Work
The scope of work module walks you through the six-step process of creating a scope of work and approving the scope of work for execution by the Agency.
Defines the scope of the project being undertaken - duration, geography, contractual details, and summary.
What are the objectives? More visibility? Market share? Better brand ratings? And how will they be measured.
The specific deliverables - tv commercial, print advertising, radio segments, etc.
The staff available to work on the projects.
The costs, according to the costing model specified. This is one of the highlights of the Decideware Scope of Work solution. With a custom Excel-like spreadsheet interface, costs can be captured by resource, by function, by campaign, or by deliverable to the desired degree of detail. This not only lets the organization get a grip on what the main cost components are, but how one agency compares in fees and rates to another.
Once all of the data has been gathered, and an individual with decision authority has decided that the scope of work is complete, a contract is cut and the work can begin.
One of Decideware's newest Agency Lifecycle Management module, this module is designed to capture the day-to-day interactions with the Agency. It's like a Community Communications Management and Balanced Scorecard rolled into one. Since this is still in beta with select customers, we'll cover it at a later time once the first version is finalized and we've dived deeper into the nuances of Agency Relationship Management.
Tomorrow we'll cover the Evaluation and Dashboard modules and talk about some unique capabilities of the Decideware platform.