Esto te ayudará a comparar y evaluar rápidamente el mejor software de administración de agencias de publicidad y otro software de planificación para los medios de comunicación.
Recomendaré algunos de los mejores programas de gestión de proyectos de agencias creativas para que lo contrastes con las necesidades de tu empresa. También explicaré cómo los diferentes programas de gestión de proyectos de marketing pueden ayudarte a automatizar algunas tareas administrativas para aumentar la productividad. Encontrarás criterios de evaluación para el mejor sistema de gestión de agencias; junto con resúmenes fáciles de digerir para ayudarte con la comparación.
Compara y Evalúa Rápidamente los 15 Mejores Programas Para Agencias de Marketing
Las empresas publicitarias siempre están muy ocupadas. Desde la dirección de arte hasta la contabilidad, son responsables de todos los aspectos del plan de publicidad y marketing. No es de extrañar que muchas agencias de publicidad digital estén buscando un software de planificación de medios para aligerar un poco la carga de trabajo.
A menudo, las agencias están estancadas en problemas muy comunes, como un alto número de informes sin la suficiente optimización. O reconstruir la credibilidad y luchar por el espacio en un mercado demasiado competitivo. El software para agencias de marketing puede ayudarte a poner todo en orden.
Sin más demora, aquí tienes algunos de los mejores programas para agencias de marketing del mercado en la actualidad.
Criterios Comparativos de Software de Administración de Agencias de Marketing
¿Qué buscamos en el software de administración de agencias de marketing? Las siguientes pautas te ayudarán a comprender partes de nuestro proceso.
- Interfaz de usuario (UI): ¿Qué tan bien diseñada está? ¿Ofrece visuales claras y navegación intuitiva? Interfaz multiusuario: habilita numerosos usuarios en el mismo sistema.
- Usabilidad: ¿Es fácil de aprender y dominar? ¿Hay tutoriales y capacitación? ¿La empresa ofrece buena tecnología y soporte al usuario? Proporciona diferentes inicios de sesión para cada usuario. Personaliza los permisos y la funcionalidad disponible para diferentes grupos de usuarios.
- Características y funcionalidad: ¿Cuántas de las características y funcionalidad clave del software de planificación de medios de comunicación ofrece, y qué tan potentes son? Específicamente, busqué:
- Gestión de proyectos: esto incluye la gestión de tareas tanto para el equipo como para las tareas orientadas al cliente, paneles de proyectos para hacerle seguimiento al progreso y compartir archivos y colaborar fácilmente. También puede incluir el control del tiempo (aunque algunas herramientas lo hacen a través de una integración de terceros).
- Gestión de recursos: debe permitirte buscar fácilmente recursos y habilidades para asignarlos a tareas y proyectos. Incluye funciones de programación que permiten establecer hitos, fechas límite y dependencias entre tareas.
- Administración de clientes y prospectos: incluye herramientas de comunicación, divulgación e informes que permiten administrar la prospección y los clientes de la agencia. Esto puede incluir un portal de clientes, así como la capacidad de tomar capturas de los datos de los proyectos, como las horas y los gastos, para entregar informes a clientes.
- Gestión financiera: el software de facturación de la agencia de marketing debe capitalizar todos los datos de proyectos y recursos para ofrecer previsiones y estimaciones precisas. También puede incluir funciones de facturación para agilizar el flujo desde el inicio del proyecto hasta la última factura. En algunos casos, un módulo para la gestión de medios y compras es útil, ya que ayuda a gestionar cosas como órdenes de compra e inserción.
- Informes: ¿Los programas de planificación de medios de comunicación tienen sistemas de informes adecuados con respecto al registro de horas, finanzas, administración de recursos y otras opciones? ¿La recopilación y organización de datos es fácil y útil?
- Integraciones: ¿Es fácil conectarse con otras herramientas? ¿Hay integraciones por defecto?
- Relación calidad-precio: ¿Cuán apropiado es el precio según sus características, capacidades y caso de uso? ¿Los precios son claros, transparentes y flexibles?
Descripciones de los 15 Mejores Programas Para Agencias de Marketing
monday.com is a great advertising agency software because of the way the tool has done away with a lot of the trimmings of typical management tools and focused on simple, visually intuitive layouts that help clarify the sequence of work.
monday.com features for managing advertising projects include resource and project management modules with some great collaboration tools. For example, users can upload and attach files to cards, make comments, mention teammates, and more. It also offers a great project reporting dashboard that can collect data from multiple boards, allowing better tracking abilities of progress. And while monday.com doesn’t offer a complete set of tools for project accounting and invoicing solution as other tools, you can use monday.com to track hours, timelines, and invoices.
Overall, it’s a highly customizable tool that lets you work in whatever methodology—kanban or otherwise—that fits your project and team. You’ll also find some useful workflow tools for automating parts of your process.
monday.com’s integrations include project management apps like Slack, Google Drive, Gmail, Google Calendar, Jira, GitHub, Trello, Dropbox, Typeform and many more, accessible via Zapier.
monday.com costs from $17/month for two users. The company’s customer support is available 24/7 by phone or email.
Screendragon - Best advertising agency software to manage projects, profits, people and content in one place
Screendragon is an advertising agency management software designed to manage projects, processes, people, and profitability in one place. The world’s top agency groups like Omnicom, WPP, and IPG rely on Screendragon to power their agency operations.
Screendragon’s user interface is easy-to-use and allows users to custom brand the interface. The tool provides functionality for project management, workflow management, resource management and forecasting, time-tracking, budget management, and asset management.
Users can leverage Screendragon’s integrated budget module to build SOW’s and estimates, as well as forecast future revenues and resourcing needs. Screendragon is also highly configurable, giving users the ability to customize forms, dashboards, templates, workflow rules, permissions, notifications, reports, and even the terminology used on the platform.
Screendragon also includes intuitive task management features that enable users to switch between different interfaces like visual Kanban boards, interactive Gantt charts, and list views. Reviews and approvals are made simple with features for visual proofing, real-time collaboration, version control, and granular permissions. Automated approvals facilitate the secure and efficient approval of assets. Screendragon’s robust offering in the area of advertising agency software tends to make it more suited to mid to large-sized agencies.
Screendragon offers native integrations with ERP systems such as SAP and PeopleSoft and can integrate with thousands of apps through Zapier like Slack, Trello, Google Drive, Office 365, and Microsoft Dynamics. It also has an open API, allowing custom integrations with any solution.
Screendragon starts from $20/user/month and a free demo is available.
Productive can handle all your business processes, including sales, invoicing and billing, resource planning, and project management.
The Sales Pipeline functionality lets you keep track of sales and your deal flow with sales reports and tracking for lost contracts. This is also great for keeping your sales process organized.
Productive has a built-in time tracker as well, which makes it easy for your team to track their time, and communication and task management functionalities make collaboration on tasks simple. Also included are resource planning features, as well as profitability tracking features for keeping track of project costs, key metrics, budgets, and invoicing.
Productive starts from $15/user/month with a free 14 day trial, no credit card required.
Forecast is a platform for advertising agencies to manage resources and projects used in 40+ countries worldwide. The tool includes capabilities for managing the project life cycle from quote to invoice, as well as intelligent automation for predicting project delivery dates and forecasting capacity needs.
Users can create project plans with Forecast’s auto-schedule. The powerful AI automatically estimates tasks, assigns and optimizes workload across resources, and sets a project delivery date. The tool also provides dashboards with overviews of the organization to allow for informed adjustments to time and resource allocation.
Forecast also introduced a unique feature for managing projects in a retainer setup. A dashboard with retainer periods and totals lets you track the financials of ongoing projects in addition to staff workloads and time spent on delivery.
Forecast integrates natively with Slack, Google Drive, QuickBooks Online, Salesforce, and Xero. Other integrations are available through Zapier.
Forecast has Lite, Pro, and Enterprise options that cost from $29/user/month (14-day free trial).
Mavenlink has tools for resource management, project management, team collaboration, project accounting, and business intelligence. As far as advertising agency software goes, this tool is one of the most robust.
Mavenlink also features file sharing, email integration, custom branding, time and expense tracking, project/job costing, invoicing and online payments, personnel planning, and more. Product plans include access to 24/7 customer support and a resource library.
A single, easy dashboard lets you monitor all of your Mavenlink integrations, which can include Netsuite, Quickbooks, Salesforce, G Suite, Jira, Expensify, Xero, Concur, Sage Intacct, Slack, Hubspot, Microsoft and more.
The visual appeal of the interface is a bit convoluted and the aesthetics leave a bit to be desired, which may be a turn off for some users, particularly those tech-adverse. Locating passed posts and projects can be a bit of a drag and search functions could be improved for better archiving.
Mavenlink costs from $19/month for up to 5 users and offers a freemium version of the software as well.
Wrike is an advertising agency software that is best for teams of five up to an unlimited number of team members. Wrike enables managers and teams to visualize projects on Kanban boards and drag-and-drop Gantt charts, as well as customize workflows, dashboards, reports, and request forms.
Wrike allows teams and individuals to arrange their dashboard and task list in a view that suits their working style, as well as offers automations for admin tasks. Wrike also features employee capacity monitoring, resource management, and onboarding templates.
Wrike also offers a dedicated help center with interactive training, videos, a ‘Getting Started’ guide, and a thriving community. The tool includes a variety of specific solutions for every type of team or organization, including marketing teams and professional service teams. Users also have access to a variety of templates for common organizational processes.
Wrike includes over 400 pre-built integrations with the most popular file management software from Microsoft, Slack, Google, and Dropbox, along with sales and marketing software like Salesforce and Marketo.
Pricing starts at $9.80/user/month. There are four different price points, including a free version and plans which offer the ability to invite free external collaborators to a paid account.
- 14 days free trial
- Premier plan starts at $50/month for the first user, plus $10 USD/month for each additional user
FunctionFox offers three different plans with features that range from basic time tracking and estimating, to project scheduling and gantt charts, to customized project intake forms. FunctionFox can support teams with five or five hundred members.
FunctionFox is entirely web-based and compatible with all up to date browsers, so users on both Mac and PC can work together seamlessly. FunctionFox allows for team collaboration through project scheduling, allows allocation of specific tasks through action assignments and to-do lists, and facilitates communication through the project blog. Another great feature is the availability tool, which project managers can use to monitor team capacity and utilize everyone’s time effectively.
FunctionFox is easy to use and made even easier with the tutorials and support provided. They offer dedicated onboarding and all customer support is unlimited, ongoing, and included in the subscription cost. Their website also includes a help center, and there are detailed help files included within the software itself.
Pricing for the FunctionFox Premier plan starts at $50 per month.
- Well-suited for creative teams and agencies
- Extensive standard and custom reporting options
- Built-in quotes and invoicing features
- Does not integrate with external programs like QuickBooks
- Gantt charts and availability features only included with the Premier and In-House plans
VOGSY automates and streamlines business operations, and integrates natively with Google Workspace to provide advertising agencies with real-time data and collaboration. The tool includes project management, resource planning, a CRM, time and expense tracking, reporting, finance management, and billing, and it’s built on Google Cloud.
Users can track the status and progress of opportunities and projects in attractive dashboards. Everything is organized in one spot: files in an automated Drive structure, tasks, estimated vs. actual budgets and margins, emails, automated invoices in Docs, communications, and notes. Planning and forecasting are easy with automated resource suggestions, resource availability heat maps, and placeholder resources.
Tasks can be assigned to anyone at any point in the service cycle, even from Gmail. Users can complete workflows directly from Gmail, perform approvals, and quickly follow up with prospects and customers with the Gmail Add-on, which pulls relevant information into emails.
VOGSY’s visual charts show real-time metrics like employee billability, sales pipeline, revenue forecast, and customer profitability. For more in-depth data, VOGSY provides out-of-the-box Google Sheets reports that are highly configurable and exportable.
VOGSY has a clear and easy Google Material Design interface. In addition to Google Workspace, VOGSY integrates with business tools like QuickBooks, Copper, Salesforce, Xero, Zapier, HubSpot, and Jira.
VOGSY starts at $9/user/month and offers a 30-day free trial. It also offers a free version limited to one user.
Advertising agency teams and specialists can use ProWorkflow to manage their wide variety of projects by allowing their designers, developers, project managers, and freelancers to collaborate in a central hub where progress can be easily monitored and reported on.
In the Features & Functionality evaluation review, I pointed to both project management and resource management being key; ProWorkflow is uniquely positioned to excel in these areas, particularly because of the sheer amount of projects teams can add as well as easy logging of all current and past jobs.
Integrations include Xero, QuickBooks Online, QuickBooks Desktop, KashFlow, FreshBooks, MYOB AccountRight, File Storage Integrations, Box Storage, Dropbox, Google Drive, Microsoft OneDrive, and over a thousand more using Zapier.
One small con is that the storage space associated with a ProWorkflow subscription is quite minimal; this wouldn’t be a huge drawback, except their integration with Dropbox is slightly clumsy. I’d say this is only a minor drawback, as it’s a small glitch that’s likely to improve over time, and there are plenty of other integrations to expand the storage space.
ProWorkflow starts at $10/user/month and has a free trial.
Intervals is a great tool for agencies that need to manage work, track its value, and quickly prepare invoices for clients to get paid for their time. It’s used by advertising agencies as well as digital strategy agencies, web design and development shops, QA teams in larger IT companies, and other use cases.
Agencies using Intervals will find a trove of useful features including project management (detailed task management, scheduling, file sharing, time tracking), as well as resource allocation, client management tools like invoicing and client reports. Overall, while it doesn’t have live chat and its document sharing features are on the basic side, Intervals is a well-rounded tool for making agencies run more smoothly.
Perhaps the best part of this tool is the reporting features. Because the tool includes time and expense management tools, you can also generate a variety of meaningful internal reports to find out exactly where your team’s time and efforts are going. You can also get a higher-level view of your agency, providing answers to questions like, “Which client have we done the most work for this year?” or “Who is our most billable employee?” The idea behind intervals is that you can keep track of every detail on every job so you’ll never again lose money on a project.
Interval’s integrations include QuickBooks online for invoicing, QuickBooks desktop for time data, Xero, FreshBooks, Slack, and Google Drive.
Intervals is priced per project and costs from $2.50/active project/month ($59/month for 25 projects, 25 GB, and unlimited users). They offer a free 30-day trial (no credit card required).
Paymo helps advertising agencies streamline the process of managing projects from start to finish, reduce the administrative work as much as possible while offering a frictionless experience along the way. This means that both project managers and team members will know exactly what they need to do, when, and also collaborate better and transparently.
The dedicated account manager will make sure the onboarding process is smooth for everyone and the learning curve is significantly reduced.
The features cover all of the processes, from creating the initial project estimate to adding and assigning tasks, setting up budgets, tracking work time, generating reports, adding expenses and invoicing the clients.
To keep everyone up-to-date and on the same page, Paymo allows commenting at the task and project level, along with real-time in-app and email notifications. The interface is modern, a bit crowded with features and options, but easy to navigate through. You can hide the modules you don’t plan to use.
Paymo integrates natively with popular apps such as Slack, Adobe Creative Cloud, Google Drive, QuickBooks Online, Xero, JotForm, Shift, to name a few. Other integrations are available through Zapier or by syncing with their fully-documented API.
Paymo starts at $9.56/user/month and offers a 14-day free trial. It also comes with a Free plan that is limited to 1 user. The Gantt Chart module is only available in the Business plan.
- 30 days free trial
- From $99/month and has a freemium version of the software for up to 3 projects
Basecamp includes the tools advertising teams need to work together: message boards, to-dos, schedules, docs, file storage, real-time group chat, and automatic check-in questions. You can rename prompts, turn off the ones you don’t need, or integrate with third-party tools.
Ad agency teams will find that Basecamp’s communication features, both internal and client-centric, are top-notch. Agency teams can use the “campfire” chat feature to keep up-to-date and the commenting features for external clients are extremely simple to use, making onboarding easier.
Integration options include Unito.io, Automate.io, Zapier, TaskClone, Project Buddy, Pleexy, Field Trip, CData Software, RSSBus, Retool, To-Do Helpers, TImeshift Messenger, Zoho Flow, Mr.ToDo, Clockify, Toggl, Ganttify, and more.
Basecamp costs from $99/month and has a freemium version of the software for up to 3 projects as well as a free 30 day trial for paid plans.
Used by over 9000 companies worldwide, Function Point operates with greater predictability through real-time visibility with comprehensive job dashboards. This solution for advertising agencies can effortlessly assign jobs and identify dependencies with task management tools.
This software checks all the boxes in what I look for in the Features & Functions evaluation review and then some. In particular, job descriptions, task descriptions and comments, and the ability to upload files make them ideal for client and prospect management.
Function Point’s Zapier integration allows firms to transfer data to and from other web applications, like Quickbooks.
One minor critique is that the financial pages could be better laid out, as it can be confusing sifting through estimates, financials, and invoices. At the same time, you do get visibility with a lot of complex data which is great if you’d like a more granular view of financials.
Function Point starts at $37/user/month and has a free demo and a 14 day free trial.
Admation - Project management and workflow management software designed specifically for marketing teams and ad agencies
Admation offers project management solutions, resource management, online proofing and approval workflow, marketing asset management, and more. A real-time overview on workflow with customizable notifications and alerts ensures a robust overview of any project. Admation works as a hub for project management, resource management, approval workflow, and asset management all at once.
Features include briefing templates, project resource templates, project timelines, scheduling and assigning tasks, document approval, capacity planning, department dashboard & calendar, resource allocation, timesheets and time tracking, a complete brand archive, permissions & access levels, tags & keywords, a secure digital storage system for your finalized ads, and more.
Integrations include email systems and Mediaocean, formally BCC, which is ad agency finance software.
Email integration isn’t optimized for the platform and much of the UX here and beyond isn’t as user-friendly as it could be. The comment and revision system on documents is clunky to navigate with frequent load times.
Admation costs from $30/user/month and offers a free demo and free trial upon request.
Smartsheet - A work execution platform with content collaboration features, forms to collect data, multiple permission levels, and dashboards to keep media teams in sync
Smartsheet’s online project management tool checks off a lot of the boxes I’ve laid out in the criteria for an advertising agency project management software. There’s a useful way to collect info from clients with the “Forms” feature which offers the ability to create and customize forms to collect essentially any data from anyone in a structured format—you could use it for collecting information, including images and files, from clients in order to make briefs, for example.
Team collaboration features are great—members get notified of critical changes in real-time, and the tool provides shared views, detail history, activity logs, automated alerts, reminders, and status reports to keep everyone aligned and informed. There are content collaboration features like pinned feedback, approvals, and annotations that make it easier to collaborate on creative work.
There are lots of project management and resource management tools, which I consider to be fairly standard—it’s a good set of tools for scheduling, assigning resources, tracking work, tracking budget, etc.
Finally, reporting is a strong feature of this tool, with editable summary reports that you can easily export to Excel.
The one thing this tool is missing for an advertising agency setting is client management features, such as prospect management, billing and invoice features. While there are ways to manage clients and share your portal with clients through various permission levels and dashboards, there isn’t a way to manage the full client management process, so you’ll want to integrate with another tool like Salesforce (see below) for that.
Smartsheet integrations include Microsoft and Google apps, as well as development essentials like Jira, and useful business apps like Salesforce, ServiceNow, Slack, Box, and Tableau. The platform is extensible through a REST API and webhooks.
Smartsheet costs from $14/user/month and offers a 30-day trial.
Best Advertising Agency Software Summary
Otros Programas Para Agencias de Marketing
El mundo del software de agencias de publicidad está lleno de una competencia sana y de muchas opciones para el comprador inteligente. Me gusta pensar más allá de los “15 principales” y dar las gracias a otros productos valiosos que continúan haciendo un buen trabajo en el espacio de software para las agencias de marketing. Dicho esto, aquí están mis menciones honoríficas para esta categoría:
¿Necesitas Ayuda Para Reducir las Opciones?
Esta herramienta es bastante útil. Nos hemos asociado con Crozdesk para brindarte acceso a su “Buscador de software”.
Si ingresas algunos de los detalles sobre tu proyecto y las funciones que buscas en una herramienta de administración de proyectos, generará una lista de herramientas que coinciden con tus preferencias. Sólo debes proporcionar tu correo electrónico y te enviarán una bonita guía en PDF con un resumen de las mejores coincidencias.
¿Hay Alguna Otra Opción de Software de Gestión de Agencias de Marketing?
Los equipos de marketing y creativos necesitan un software para agencias de marketing que se ajuste a su trabajo específico y sus usos. Convertir la inspiración en un buen resultado final requiere recursos y herramientas como las enumeradas anteriormente.
¿Te consideras un experto en cuanto a programas de gestión de agencias de marketing? Haz clic en los comentarios y dinos qué le agregarías a la lista.