Microsoft Word - management_software

Selecting a Co-op Advertising Software Solution

7250 Redwood Drive Ste. 105 Novato, CA 94945 www.CCIonline.biz

Selecting a Co-op Advertising Software Solution One of the most important decisions an organization can make regarding the management of their co-op advertising program is the software platform that funnels all activity through a central payment and tracking source. The nature of co-op advertising programs and accounting efforts demand a flexible system with powerful analytics that assist in decisionmaking and that correlates spending information for the program managers.

While it may seem simple, determining the right approach is a complex process. Organizations first need to understand specific business processes and take into account strategic goals, external partners, and required systems support — all of which deserve thorough investigation.

They also need to evaluate common business factors — such as project and business validation — before choosing the right solution.

Some of the core factors to consider in selecting a software solution for the management of a co-op advertising and other channel programs are outlined below.

System Capabilities The system should be web-enabled and built on proven architecture.

Co-op payments represent a substantial fiduciary responsibility that should be tracked with a complete audit trail that follow generally accepted accounting principles. Evaluate the system based on: Access Performance Speed

Data Recovery Security

Experience The provider of the software should have experience in co-op program management, either as a software developer or agency (e.g., outsourced program management). The experience should range across a number of industries to insure the software platform will be flexible to meet the needs of your co-op program, today and tomorrow.

Personnel The personnel that will support the software and users should include co-op program managers, financial professionals and technologists. As your needs grow it will be important to have a vendor with the necessary skill set in place to help support you and your program.

Proactivity The vendor should have a history of proactivity and a sense of urgency. The software solution should provide for additional updates and improvements beyond the configuration of today’s needs. Look for

www. CCIonline.biz

flexibility in integrating with existing systems and capabilities to extend the platform for other services.

Technology The vendor should understand technology and how to use it to deliver on the needs of co-op advertising programs. Technology can be an expensive investment and difficult to manage unless a very clear understanding of its purpose is communicated. Proven skills in the evolving area of web-based analytical processing and the ability to analyze data quickly to find relevant marketing information are crucial to good co-op program management.

Hardware and Software Investment An analysis should be conducted to determine the breakeven point and return on investment (ROI). Consider the capital investment needed for installing hardware and software including labor support requirements for maintenance and special reporting needs.

Evaluate In-house Skills It takes many skills to design and deploy a business solution that is both scaleable and extensible Does your company have in-house skills to support the software solution, or the resources to hire such people?

The major factor that significantly reduces the ROI of a software solution is the lack of available personnel with proper skill sets.

Unless one of your business areas is product development, there is an extremely high probability that your operations and maintenance technology resources do not include all of the skill sets necessary for a successful solution.

Remember, the first steps to determining the right software solution is understanding the co-op program and business characteristics, such as culture, long-term strategic goals, and customers. The long-term potential impact on your business warrants that you make the decision based on which software solution will ultimately have the most flexibility and positive effect on the entire company.

www. CCIonline.biz