What is Agency Management Software?

In the complex world of agency operations, understanding the processes that contribute to business and customer success is key.  At its core, agency management isn’t just about tools or systems; it’s about people, processes, and the innovative solutions that weave them together. Let’s take a look at the components that truly define agency management.

• Agency Customer Services (Account Management): As an agency’s lifeline to its customers, Account Directors and Account Executives play a pivotal role in bridging visions. They’re not just the voices of customer desires but also the guardians ensuring that the solutions crafted truly align with the customer’s aspirations. As the vanguards of customer relationships, they work hand-in-hand with Traffic Management, Production, and creatives, forming an essential discipline that aligns sales with stellar deliveries.
• Agency Resource Management: Beyond timelines and spreadsheets, every agency is deeply rooted in its people – the creatives, the visionaries. Any effective agency resource management software solution must recognize this, ensuring not only that the right talent is matched to the right task, but that the flow of work, managed by Resource Management or Traffic Management leads, remains unhindered and optimized. Many resource management challenges stand in the way of optimal resource allocation, so agencies need to empower their resource management leaders with a clear charter and the right data and tools. 
• Agency Project Management: Project management is another essential aspect of agency management. In this realm, art meets science, as innovative strategies are balanced with creative collaboration with production and creatives. Meticulous management of every project is necessary to turn a customer’s vision into a tangible reality, with creativity balanced with structure to ensure the best results.
• Agency Human Resources: Beyond strategy and workflows lies the beating heart of an agency – its people. Human Resources is about understanding the skills, career goals, daily work needs, and personal circumstances of every team member and ensuring they thrive in a purposeful and empathetic environment.

In the agency landscape, the optimal combination of innovative tools and human-centric strategies is what drives success. By embracing purpose-built solutions, agencies can navigate the complexities of their specific domain and ensure that every project resonates with authenticity and excellence, delighting customers and driving lasting success. 

Navigating the landscape of agency software solutions can feel overwhelming. Yet, understanding what each can offer is essential. Many tools are built to streamline one key process or solve one problem that plagues agency operations – and do solve that problem well – but do not address the larger operational needs of an agency. And while some tools promise comprehensive solutions, the key is discerning between generic platforms and those that are truly tailored for agency success. Let’s look deeper into the available tools and their real-world applications.

TASK MANAGEMENT SOFTWARE

Task management software provides structure to daily agency operations, allowing teams to break down projects into tangible, manageable units. By prioritizing tasks, these tools boost productivity and help ensure that deadlines are met. However, while they may excel in task delineation, they may not fully comprehend the complex interplay of agency tasks or the creative synergy of team members. While these tools may be helpful in keeping the team organized, they may not provide the necessary solutions to understand the intricate weave of creativity, strategy, and profitability needed to drive long-term success.

PROJECT MANAGEMENT SOFTWARE

Project management software is a popular tool that helps agencies deliver projects on time and with precision. These solutions excel at mapping out project timelines, tracking critical milestones, and providing statistical insights that help gauge progress. This structural integrity is crucial in managing workloads and deadlines. However, within the dynamic environment of an agency, these tools can be limiting. Project management software tools are excellent at managing timelines and numbers, but they may fall short in nurturing the creative soul of agency work. Agencies need a system that not only keeps pro but also curates the creative process, fostering collaboration and innovation. Project management solutions also often miss the larger business context of the types of customer-facing, revenue generating projects agencies run, making it hard to see the impact decisions have on customer satisfaction and on the bottom line.

COLLABORATIVE WORK MANAGEMENT SOFTWARE

Collaborative work management platforms are the modern response to the need for unified team effort, eliminating physical barriers and fostering a space of collective contribution for remote and asynchronous teams. While similar to project management software in its emphasis on project and task execution, collaborative work management software adds key collaboration tools like content creation and sharing that pure project management solutions lack. These tools are instrumental in corralling diverse inputs in real-time, which expedites decision-making and enhances communication. 

However, like project management software, most collaborative work management tools are focused on getting work done, and not on the larger business impact of that work. In a survey from S&P Market Intelligence, businesses using collaborative work management tools to manage client service delivery say their top three challenges with these tools are:

• Difficulty integrating financial information into how they manage their projects 
• Difficulty doing detailed resource management and capacity planning
• Lack of features specific to how professional services teams work

Using tools like these to manage revenue-generating, client-facing projects can leave project managers and team members clear on the next steps, but unclear on key performance indicators like utilization, burn rate, and margin.

RESOURCE MANAGEMENT SOFTWARE

Resource management software is pivotal for agencies as they navigate the tightrope of project deadlines, customer expectations, and team capabilities. By aligning available resources with ongoing projects, these tools help avoid overcommitment and underutilization. They’re the logistical answer to the complex equation of “who does what.” However, managing agency work is more than just assigning tasks; it’s about matching the right skill with the right challenge (at the right cost). Therefore, agencies need partners who understand the subtleties of creative work and the fluidity it demands, not just platforms that can organize task assignments.

TRAFFIC MANAGEMENT SOFTWARE

Traffic management software serves as a linchpin in agency operations, promising a structured pathway for tasks and responsibilities by streamlining workflows, a feature that agencies often find indispensable. This systematic approach ensures that projects move through designated channels efficiently, mitigating bottlenecks and enhancing productivity. However, the rhythm of creative agencies introduces layers of complexity that transcend standard routing protocols. While these tools proficiently direct the “where” and “when” of tasks, interpreting the “how” within the creative context becomes the challenge. They may facilitate the journey, but do they comprehend the nuances that characterize the destination? The true craft of traffic management within agencies is not just orchestrating task transitions; it’s conducting a symphony of strategic movements that resonate with the creative tempo of agency work.

TIME TRACKING SOFTWARE

In the fast-paced environment of agencies, time tracking tools are a sanctuary of accountability, helping monitor the hours spent on inventive endeavors. They provide a foundation of discipline, ensuring that projects adhere to budgeted hours and that customer billing remains transparent and justified. This meticulous documentation is crucial and, in many ways, the unsung hero of project profitability. Yet within an agency, time is more than numbers ticking away. Standard time tracking tools capture the length of commitment but may overlook the depth of engagement. Time tracking data tells a nuanced story about how projects are going that can often get lost in translation when time tracking technology is siloed from the larger context on current and upcoming resource and project commitments.

PURPOSE-BUILT AGENCY MANAGEMENT SOFTWARE

Agency management software solutions are specifically designed to orchestrate the full scope of agency operations across the professional services value chain, from resource planning and service delivery to time capture and project accounting. By bringing these processes that are typically managed in different point solutions like project management software and resource management software together in one consolidated solution, agency management software provides the accurate insights on historic and future performance agencies need to keep their skilled workforce and client-enabling work aligned.

Doing this requires vertical SaaS software that is purpose built to address the unique and nuanced operational needs of agencies. As we enter the age of the industry cloud, with Gartner predicting that by 2027 more than 70% of businesses will adopt industry cloud platforms that provide digital empowerment for their industry, many businesses are recognizing the limitations of generic, horizontal approaches to technology. Among professional services organizations like agencies, 78% of technology decision-makers report that they feel their organizations are limited when vendors provide generic (rather than industry-specific) tech solutions that require high customization, according to a study from Forrester Consulting commissioned by Kantata and Salesforce. For 81% of decision-makers, customizing solutions to meet essential use cases has been costly and difficult to maintain.

In the constantly evolving landscape of agency operations, having a clear grasp of key challenges is crucial for sustained growth and meaningful innovation. Kantata and Canam Research’s “The State of Agency Operations Survey” provides invaluable insights, revealing startling statistics:      

• 74% of agencies are rethinking their business strategies due to economic dynamics
• 58% cite new customer acquisition as a top challenge 
• 42% find resource capacity planning strenuous 
• 39% struggle with resource allocation

These challenges are often exacerbated by common technology challenges agencies face, symptoms of a fractured tech stack that is overly reliant on point solutions and spreadsheets – 72% of agencies say spreadsheets are important to client engagement management, outpacing the importance of any SaaS solution agencies employ. These challenges include integration (34.8%), too much manual effort due to spreadsheets (32.6%), workflow management (30.4%), data silos (26.1), and too many tools (21.7%).

These figures, drawn directly from the core experiences of agency leaders, not only highlight the hurdles agencies face but also emphasize the depth and intricacy of these challenges. Such revelations prompt an urgent discourse on how vertical SaaS software solutions like agency management software that bring disparate workflows together into one industry cloud platform could be the transformative catalyst agencies have been eagerly seeking.

CHALLENGES THAT AGENCIES COMMONLY FACE

Agencies are often perceived as the center of creativity and strategy and must navigate an environment that is brimming with intricate challenges. The competition is fierce. With each agency promising unparalleled brilliance, standing out and securing customers has become a Herculean task. However, the journey doesn’t end at merely attracting new clientele. It extends into cultivating and growing these relationships, setting the gold standard for customer experiences that not only satisfy but inspire loyalty.

Operational agility is another battlefront. The allure of lean operations, with their promise of efficiency, requires an agency to demonstrate dexterity in planning and rapid adaptability. The balancing act gets even more delicate when pricing pressures, a byproduct of intense market competition, force these hubs of creativity to continually innovate without inflating costs.

There are many different complexities that arise on the human resources front. Employee retention has evolved into an art, demanding a harmonious alignment between individual aspirations and the overarching vision of the agency. Ensuring that the right talents are optimally utilized and projects run without hiccups is vital. 

Agencies today aren’t merely navigating standard business challenges. They are charting their course through an elaborate maze, where challenges are as diverse as the solutions they seek. Each obstacle demands a response tailored to the agency’s unique culture and vision.

HOW AGENCIES CAN ADDRESS THESE CHALLENGES

For agencies to truly thrive in an industry that’s constantly in flux, they must reinvent their approach while staying true to their guiding vision as a business. Addressing the daunting challenge of customer acquisition and retention requires more than just great projects; it demands crafting memorable experiences. Agencies can foster trust and build enduring relationships with their customers by adopting a proactive approach, predicting potential roadblocks, and ensuring transparent, customer-inclusive projects.

Operational challenges call for embracing technologies that eliminate silos and create a seamless flow of information. Solutions prioritizing resource visibility can help assign the right talent to projects, ensuring both employee satisfaction and optimal project outcomes. This approach not only streamlines operations but also addresses the challenge of employee retention, making staff feel valued and in alignment with the agency’s vision.

To combat the competitive pricing pressure, agencies must prioritize value over cost, underscoring the unique benefits they bring to the table. By recognizing challenges as opportunities and leveraging the right tools, agencies can sculpt a future where they’re not just surviving but thriving.

Navigating the ever-evolving landscape of the agency world demands tailored tools. While each agency type boasts its own unique rhythm and requirements, the need for streamlined, efficient management remains universal. Here, we will take a look at how specialized software can be the cornerstone for distinct agency genres, sparking advanced growth and innovation.

• Advertising Agency: Advertising agencies constantly evolve, crafting campaigns that resonate with audiences. Effective project and task management tools help these agencies streamline their creative processes, ensuring that innovative ideas are translated into compelling campaigns promptly and precisely.
• Branding Agency: As the architects of brand identity, branding agencies require tools that balance creative storytelling with detailed project management. With purpose-built software, they can efficiently manage resources and ensure a smooth evolution of brand narratives that distinguish them in crowded markets.
• Creative Agency: Beyond imagination, creative agencies hinge on turning concepts into tangible outputs. Practical task management tools empower creative agencies to consistently deliver creations that resonate, ensuring project milestones align with the overarching vision.
• Digital Agency: Digital agencies craft immersive online experiences, requiring tools that marry tech with creativity. By leveraging project management software, they can navigate the fast-paced digital landscape, ensuring each project is delivered on time and to specification.
• Marketing Agency: Marketing agencies strategize and execute. They need robust resource management software to align strategies with execution, turning insights into cohesive campaigns that amplify a brand’s voice effectively.
• Media Agency: Media agencies ensure strategic content placement in saturated landscapes. Practical project tools assist them in optimizing resources, ensuring that every campaign is positioned to resonate with its target audience.
• Public Relations Agency: PR agencies are the guardians of brand narratives. With robust task management tools, they can efficiently craft and manage communication strategies, bridging the gap between brands and their audiences.
• Full Service Agency: These agencies offer a gamut of services, from creative to digital to PR. Comprehensive agency management software aids them in coordinating diverse projects under one roof, ensuring that resources are aptly allocated and projects are executed in harmony, delivering a holistic brand experience.

In the dynamic landscape of modern marketing and communications, it’s increasingly common to find agencies that don’t fit neatly into one category. Many agencies adapt and diversify, wearing multiple hats and offering a blend of services to meet the intricate and varied needs of their customers. From digital marketing to public relations, from branding to media buying, agencies often overlap in their specialties. This evolution and overlap mean that one-size-fits-all software no longer cuts it. Agencies require more adaptive, multifaceted tools. The increasing demand is for software solutions that are not only comprehensive but also versatile, able to pivot and scale according to the unique and changing demands of a diversified agency environment.

In a rapidly evolving digital landscape, agencies need more than just tools; they require powerful allies. But with countless software options available, how can one truly discover which solution is the best for their unique needs?

Mere functionality is just the tip of the iceberg when it comes to agency management software. What truly sets exceptional software apart is how well it can organically integrate into the agency’s heartbeat. Rather than imposing itself, it must weave into daily operations, acting as a catalyst that enhances workflows and ensures that every project milestone is effortlessly met.

However, it’s essential to recognize that managing tasks is just one facet. An excellent agency management software’s true strength lies in its ability to enable innovation and consistency, a platform that nurtures ideas, facilitates brainstorming, and brings teams together in effective collaboration while also driving efficiency and profitability. It understands that every project, irrespective of its scale, holds the potential to be a masterpiece. Each task, each line of code, and each design element is a pixel in a larger picture, and the right agency management software ensures that each pixel is perfectly placed.

The best agency management software solution isn’t just a tool; it’s a partner that not only manages the nitty-gritty but uplifts every project, idea, and vision, amplifying the agency’s potential and letting its brilliance shine. 

TOP 5 AGENCY MANAGEMENT SOFTWARE SOLUTIONS

1. Kantata: Kantata stands out as a professional services cloud solution tailored to drive the PS lifecycle that animates agency operations. Offering robust features from project and task management to financial oversight ensures seamless collaboration and file sharing, making project management a breeze.
2. Productive: An all-in-one agency management system, Productive ensures scalability for both solo ventures and large teams. Its strength lies in advanced features like forecasting, making it a go-to for agencies seeking profitable operations.
3. Forecast: A comprehensive tool, Forecast is known for its robust user interface and stellar forecasting capabilities. It equips agencies with essential features such as resource scheduling, time tracking, and in-depth analytics to support data-driven decisions.
4. Scoro: An embodiment of efficiency, Scoro caters to services-focused businesses aiming for an integrated operational platform. Its many features include resource management, time tracking, and detailed reporting.
5. Accelo: Tailored for professional services, Accelo stands out with its CRM prowess. It is a solution that boosts customer communication and streamlines processes across sales cycles and project management.

Are you ready to go beyond just the surface? Enter Kanata’s world and unearth the compelling reasons behind its reputation as a top-tier agency management software solution. Encounter firsthand accounts, read transformative success stories, and immerse yourself in the diverse features that cater specifically to agency needs. With Kantata, it’s not just about managing your agency but elevating it to new heights. Join us on this journey and redefine your agency’s horizon. 

If you are ready to start evaluating agency management software, you can schedule a call with one of Kantata’s representatives to discuss your organization’s needs. We are also available to answer questions 24/7 by clicking the Live Chat button on the right. We look forward to speaking with you!