BACK-OFFICE SOFTWARE
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options on the market, it can be difficult for customers to know what features they need, and which solutions are best suited for their business needs,” he says. Different business departments can require different sorts of back-office software too. For instance, the financial department, which is there to look after the flow of money – take it in, pay it out, reconcile it and ensure there is enough to cover costs and produce a healthy profit – is well served, no matter what the size of businesses, David says. “Xero and QuickBooks are inexpensive and very effective for micro businesses and medium- sized enterprises. Meanwhile, SAP, Netsuite, Oracle and many industry-specific finance systems support larger and multi-national enterprises well.” David adds that most businesses, of any size, are aware of back-office systems that support their industry. “These systems are designed to manage inventory, warehousing and customer service,” he says. “For example, a retail business will have an ERP system that supports its needs in terms of stock management, and orders being tracked through warehouses and into customers’ hands. Whereas a manufacturing operation may use an MRP or MES-type system that is designed to track production. A professional services organisation may utilise a CRM system for managing customer information, and even project management or workflows. “Businesses usually prioritise adjusting their operational back-office systems, which they are familiar with, and which form the core of their business. This is why it is important for resellers to understand the industry-specific back-office systems that are available. Resellers need to understand their customer’s operational problems and needs.” David adds that not all areas of business are well served by back-office software, such as marketing and sales departments. “The functional requirements of back- office software vary quite significantly with enterprise size,” he notes. “Big marketing departments want to manage expenses effectively and evaluate the outcome of their spending. Sales departments aim to monitor the progress of each opportunity at an individual level. “Although there are numerous CRM solutions, some businesses opt for vendors of operational systems to install a ‘marketing module’. However, these modules are often inadequately designed since the developers lack expertise
David Holland chief strategist
exela.co.uk
in marketing. It is not simply the functional efficiencies that marketers need. They also need inspiration, insights and innovation. “Many small to medium-sized businesses may be unaware of available technology and its potential benefits. For instance, using a CRM system with marketing automation can greatly enhance their marketing strategies, surpassing what can be achieved manually. “Giving a small sales team well-targeted leads generated from effective marketing strategies can significantly enhance their success rate. “It is in this area of a smaller business that the back-office system can have the most impact on a business. Resellers who distribute marketing and sales systems must possess advanced marketing knowledge in addition to technological expertise.
Using a CRM system “
with marketing automation can greatly enhance their marketing strategies, surpassing what can be achieved manually.
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