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For The Manager: Agency owners can't ignore their automation systems

I regularly encounter agency owners and managers who have relinquished management of their automation systems and, as a result, don't know how their systems work or how to use them effectively. Because most agency owners and managers are

By Chris Burand | Updated on August 31, 2005

I regularly encounter agency owners and managers who have relinquished management of their automation systems and, as a result, don’t know how their systems work or how to use them effectively. Because most agency owners and managers are experts in sales, not automation, it makes sense for them to delegate managing the technical aspects of their automation systems, provided they don’t give up overall management of them. At a minimum, they should maintain knowledge of and control over the following key areas:

1. Hiring professionals. When switching to a different system or upgrading an existing one, hiring outside help usually is a good idea. Find a consultant or other expert who specializes in information systems (a better term than “automation systems”). I am leery, though, of consultants whose practices cover procedures, operations, valuations, etc., in addition to information systems, since they tend to be “jacks of all trades and masters of none.” For automation, you need a true specialist.

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