Custom software development for agencies

Where custom software often helps

Spotting overservicing early

Agencies often discover overruns only when a job is invoiced and the margin has gone. If time logged is compared with budget as work progresses, account managers can see a job heading over and talk to the client about scope before it is too late. Retainers need the same visibility: how much of this month's allowance has been used, on what, and whether the pattern suggests the retainer is set at the wrong level.

Simple warnings at set thresholds, such as three-quarters of budget used, are often enough.

Approvals that protect the agency

• Scope sign-off

  Client approves the brief and estimate before work starts.

• Stage approvals

  Concepts or drafts approved before the next stage.

• Change requests

  Extra work estimated and approved separately.

• Final sign-off

  Recorded before delivery and invoicing.

Resource planning essentials

Working with existing tools

Many agencies already use a project management tool, a timesheet product and accounting software, and teams are attached to them. Custom software usually adds most value by connecting these, pulling time and project data together to show budget and capacity, and pushing approved work to invoicing. Replacing popular tools outright risks resistance and lost features. Check each product's integration options before deciding what to build.

A practical approach

1. 01

   Trace a job

   From brief to invoice, noting each tool used.

   Output: Job flow map

2. 02

   Find the gap

   Usually budget visibility, approvals or capacity.

   Output: First target

3. 03

   Connect data

   Time and project data brought together.

   Output: Budget view

4. 04

   Add workflow

   Approvals and change requests recorded.

   Output: Protected scope

5. 05

   Review margins

   Monthly view of margin by client and job type.

   Output: Better pricing

A view for clients

Some agencies give clients a simple portal showing project status, items awaiting approval and retainer use. This reduces status emails and makes approvals quicker. Keep internal notes and margins separate from anything clients can see.

Better briefs at the start

Many agency overruns start with a vague brief. A structured brief form asks for objectives, audience, deliverables, deadlines, budget and approvers before work is estimated. Account managers can then estimate consistently and spot gaps early. Briefs stored with the job also settle later questions about what was originally agreed, which helps when discussing change requests with clients.

Templates for common job types make briefs quicker to complete.

Understanding profitability

Once time, budgets and billing are connected, agencies can see margin by client, job type and team. That information informs pricing, shows which clients are most valuable and highlights work that is regularly underestimated. Reviewing it monthly, rather than once a year, allows quicker adjustments to estimates and retainers.

Making timesheets easier

Budget tracking depends on time being logged. Short, quick timesheet entry, reminders and pre-filled jobs from the resource plan make it more likely people record time accurately and promptly.

Freelancers and suppliers

Agencies often bring in freelancers, printers, photographers or media suppliers. Recording their costs against each job, alongside internal time, gives a true picture of job margin. Purchase approvals for larger supplier costs keep spending in line with the agreed budget, and supplier invoices can be matched to jobs before they are paid.