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The industry at present

As technological development becomes more and more important, the demand for companies that provide services or products related to this increases. Within these requirements, the need for implementing systems or software programs as well as their management arises in all companies. 

In this case, we'll deal with companies devoted to technological solutions within the software industry, especially those which develop, implement or sell programs for computers for other companies. These solutions can involve the creation, implementation, research, or integration of software tools for companies when they already have a tool or in case they need to develop one from scratch. 

Because of the nature of this type of service, as opposed to the hardware industry, for example, customers and employees working in this industry are not limited by geographic boundaries; therefore, it's very common for a company related to the software industry to work or have customers from different parts of the world.


Main problems

In this industry, as in all we've worked with, we find some common problems and challenges that all companies have and need to be addressed to avoid a sharp fall. Next, we'll mention the 4 main problems we were able to identify thanks to our experience working with companies in this sector. 

software_cómo fidelizar a tus colaboradores

For companies belonging to this industry, the main tools to carry out tasks are a computer and a good internet connection. In general, it's a challenge because, most times, companies want their employees to be together in the same physical space (an office, a coworking office, etc.) in which interpersonal exchange is fostered to embrace the company's values and mission, teamwork, among others. 

Even though virtuality is sometimes an advantage because you can have employees and customers from all parts of the world, it's also a disadvantage when the company wants to make its employees loyal to its mission and values; it's also a disadvantage when employee turnover is high and you need to have more direct contact with them since it's harder to do it when they're not in the same place (harder than it would be with in-office work or a hybrid modality). 

Because of the business model these companies use and how their history is developed, usually, in their organizational structure, there's no need to have a commercial area, at least in the beginning. This becomes a problem when the company wants to expand and has the need to sell its products or services: employees, and even managers, don't have the necessary experience to do it and they can even lose customers or be obliged to change their business goal because of not having an area devoted to that task. 

Because of the nature of the product (or service) these companies develop or sell, it's very difficult to show their true value and be able to make potential customers understand it. Selling an intangible service (such as integration between two big tools) that takes many hours to be developed and it's very important for the companies within the industry may not be appreciated by the customers who don't know the sector. 

There's a high demand for IT profiles and it's not met. Even though there are many companies that do the same in this industry, the real challenge isn't outstanding in the market to attract more customers but to stand out because of human resources policies to recruit and build loyalty among employees. 

High employee rotation also has an impact on this challenge since a company invests money to keep employees by training them, for example, but because of the market dynamics, employees can change jobs at any time so recruitment and loyalty are very important challenges. 

Our analysis

Together with technological development, virtuality, and digitization of different actions in daily life, there are more and more requirements for services from companies that aren't digitized towards companies devoted to technology. Within the technological industry, we can find different types of businesses devoted to a specific area. On the one hand, we can talk about technological companies devoted to hardware (sale, repair, and the implementation of technological elements); we can also talk about technological companies devoted to software (its development or sale) which are those we will discuss in this article; companies devoted to cybersecurity (devoted to strengthening information systems to avoid cyberattacks and information leaks); there are also companies devoted only to the recruitment of IT profiles (that could be included also within HR companies), among others. 

EN_Technological companies

Within the software industry, we can find several companies that have different ways to carry out their business. Even though we know that each company is unique and has its methodology, we can distinguish two big groups of companies in the market that, at least, know about these problems: 

  • On the one hand, we can find the companies devoted to developing products or solutions for other companies; they develop custom-made products for a particular customer: they are called software factories and, in general, they work for a few customers in big projects that involve particular employees and a lot of time. 
  • On the other hand, some companies already have developed projects (that may be the result of previous work for other customers and, since the result was good, they were standardized to be sold as products). These types of companies, usually, have more employees and customers; the projects they manage are not as time-consuming as those that require creation and implementation, and, at the same time, they need more sales strategies to sell their products to more customers. 

EN_Companies belonging to the software industry

How does a software company start to operate? In general, they emerge as a group of people linked by their interest and study of computer issues (engineering or software development, for example) who start working on small projects; the company, then, gains recognition in the market and, becomes bigger and bigger thanks to other people's recommendations. Once this growth becomes strong enough to add new employees, this company which was born thanks to two college friends, starts to broaden its horizons: to define its business model and hire new employees, always according to the general goals of each one.

The business model of companies devoted to software is based on fulfilling the requirements of customers who are close to buying their products or services. In general, the structure of these companies is very solid as regards their operations area, with employees and managers that are trained accordingly and continue looking for ways to provide solutions according to their proposals; these companies usually don't have a commercial area that encourages and supports the necessary actions to optimize the sales and marketing processes. Many times, these types of companies tend to believe that a commercial area isn't necessary since they attract customers without using advertisements or having sellers looking for them. From our experience working with companies in this sector, we believe that adding a commercial area is something to be taken into account since it can manage marketing actions to make products known in case companies want to broaden their horizons; it can also implement marketing actions to attract employees if the company doesn't need customers. On the other hand, having a sales area doesn't imply getting new customers every day, but helping show the true value of the products that the company sells. This area is in charge of creating strategies that give visibility through actions that show the efficiency of the operations area, providing services as agreed to, and the objectives it previously achieved with other companies. 


How do we help?

Thanks to our 5-year experience working with software companies in Argentina and Latin America, we were able to recognize the previously mentioned problems as the most common ones in this sector, although we know they're not the only ones.

In the case of companies belonging to the technology industry and, of course, companies focused on software, solutions, in general, are oriented to structuring or restructuring the commercial area and its processes since, as regards technology, these companies are experts. 

Every time a company contacts us and lets us know its problems, our company proposes to create primary instances of approaching it through meetings that allow us to know the organization and its way of working. From our experience working with companies in this industry, what we identify is usually the lack of a commercial area that integrates the marketing and the sales areas. From these meetings, we make a diagnosis with the main problems and needs we have identified and, then, once everything is checked with the company, we present a project to work on together, with goals and objectives that will allow us to see the improvement process. 

The definition and formalization of a commercial process tend to be one of the main tasks these companies have to carry out; this allows them to have traceability and metrics that guide the future actions of the company. 

In general, the solutions we suggest for the marketing area include an action plan that involves strategies to give visibility to the product the company is offering or to show their way of work and, therefore, attract new employees. As regards the sales area, we suggest creating new strategies that allow the company to get to a new audience and that are beneficial to "train customers" so they can understand the true value of the service. We've also dealt with cases where the solution we offered was the organization of the internal processes of the company (in those companies where the commercial area was poorly developed and wasn't in contact with the operations area): a very important problem that companies need to face to become scalable and optimize their resources. 

After agreeing on the improvement process we'll implement by working together, we carry it out. By getting together weekly, we work together with the company (our customer) to achieve the acceptance of different changes. At Drew, we also offer digital solutions through the implementation of software to produce exchange, foster communication among teams, and increase efficiency. 

Once we confirm that changes have been absorbed correctly and employees know their role in each process and task, we provide training for them to let them know the new processes that can be implemented to reduce errors. Adding an account manager to the team in charge of upselling and cross-selling management is usually very good in this type of intervention. Our mission is to help companies and their employees apply the knowledge they acquire during the implementation of the process we design so that, then, they can manage themselves without our help. 

To conclude, we can say that at Drew, we know the challenge companies face to adapt to technology; that's why we become strategic allies of our customers and offer them the most thorough tools so that challenges can be overcome.