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Morton Consulting was founded in 2006 and quickly developed into Richmond’s premier IT recruitment consultancy. Based out of Glen Allen, Virginia, Morton Consulting’s services range from contract staffing to large scale IT project solutions. A 2011 Inc 5000 honoree and having been awarded GSA Schedule 70, they are deeply respected and trusted in the professional community for their dedication and expertise in the field.

Mark Morton is the president & owner of Morton Consulting. With nearly 20 years of experience in the IT industry, Mark is an excellent client to learn from. We spoke to him about his company’s experience with our product, focusing on the difference between his past reporting solutions and today.

Why didn’t your previous reporting solutions work for your needs?

About this time last year, we were using another software solution that allowed us to try and build our own analytics platform. We wanted to get some predictive analysis, year-over-year, etc. Well to get things to work, we had to get our data source, plus this software, plus yet another third-party tool to all talk to each other, and it turned into a big old mess.

I don’t want an IT department. We’re not a SaaS. We’re a staffing company.
We’re a fairly small company with 75 employees, but it was a lot of overhead. That solution would mean we’d have to upgrade both product platforms because data extraction wasn’t possible, not to mention that extra third-party tool. Then we had to have someone dedicated to learning it or hire someone just to create analytics. I don’t want an IT department. We’re not a SaaS. We’re a staffing company. It was frustrating and we needed simplification. We also needed deeper analytics.

What’s been your experience with InsightSquared?

The setup was super easy. We did it late last June or so and we use it all day everyday to keep on top of our business. Quick example: I just got back from lunch. First thing I did was hit the dashboard to see what activities took place. Used it to pick out top producers, got the screenshots to prove it, and showed who is kicking ass.

Demo Activity Feed

Demo of Activity Feed

It’s a great way to motivate your employees. I’m able to classify who are top, middle, low performers. Every employee gets the nightly updates. We have a TV set up [during meetings] to see all the metrics overall. Competitive people, like recruiters, like seeing where they rank. Great motivation.

We use the activity feed a ton. We measure what people are spending time on both from a sales perspective and a recruiting perspective. Quick example of something I did recently: I have a sales rep out in the field. Checked out the activity dashboard and didn’t see [his activity] on there. Sent his manager an email asking why there wasn’t any activity and turns out he’s been in meetings all day. Ok, I can buy that. I like being able to see that sort of thing immediately.

On the sales side, InsightSquared smoothed our integration with Bullhorn. It kept our data honest. It’s like this garbage in, garbage out filter.
On the sales side, InsightSquared smoothed our integration with Bullhorn. It kept our data honest. It’s like this garbage in, garbage out filter. Then we used metrics to drive behaviors. Activity = productivity, so we use you guys to establish a baseline of activity. The “catalyst” activities like phone calls and emails. All sales reps have to take a certain amount of meetings a week. The data shows that when we get in front of customers, good things happen.

Morton Data Quality

Morton Consulting’s Data Quality Dashboard

Anything else stand out in your mind about the insights we provide?

Here’s an interesting thing. We hired a guy here a while ago. He worked for us for about two years. Eventually, we knew he was actively looking for a new job from the data in InsightSquared. The funny thing was that I could look in the activity dash and could tell he was about to leave. I could predict him leaving by his lower and lower activities.

I showed him you guys on an iPad and his jaw dropped.
I know this guy who has his own staffing company. He built a web-based app in-house, similar to InsightSquared. Then I showed him you guys on an iPad and his jaw dropped. The amazing thing is we don’t even need an IT guy here!

If you need an IT guy to use our product, we’re not doing our job. Thanks Mark!

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Samuel Clemens
Sam is founder and chief of product & marketing for InsightSquared. Previously, Sam was VP Product at HubSpot, VP Product at BzzAgent, and on the founding team at Elance.com. His background also includes venture capital with Greylock Partners, the Algorithms group at Amazon.com, and management consulting with Booz Allen Hamilton. Sam has an MBA from Harvard Business School and a B.S. in Applied Math from Yale. In his off time he dives shipwrecks in the New England area.
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