Learning CRM

The second Tech Talk topic assigned to me covers the integration Epicom built between EchoSign, an electronic signature service, and SugarCRM. Having the ability to streamline the signing process is incredibly valuable, apparently because often times it is difficult to quickly attain the signatures that officially stamp deals as “closed.” Even with fax machines and emails, there are too many steps involved. In this technology induced quick paced society, people need convenience and immediacy. With EchoSign, the recipient of a sent document is able to electronically sign it with a wave of their mouse, then with one click it is sent back. Done deal.

EchoSign was referred to Epicom in its pursuit of building the e-signature plug-in for SugarCRM. Once it is installed and the API key in entered, Sugar users can immediately start sending out documents through their CRM system. Multiple documents can be attached and merged into single PDF’s and signature orders can be designated. The CRM sends the contract to all recipients included, and keeps track of the each event where it is signed by a party. Once the signing process it completed, the document is automatically stored in the CRM database.

I wanted to make sure that I paid particular attention to the framing for this Tech Talk, and allotting an amount of preparatory scouting time well in advance proved to be worthwhile. The framing turned out great. I learned a valuable lesson from the only thing I would change – be aware of all lighting sources, and remember that the sun moves.

In a discussion held over pint night, I was told that 2 opposing personalities persist. Some make certain that their deadlines are met no matter what, even if the quality of the product is compromised. Others make efforts in the interest of product perfection, and in the struggle to settle for nothing less, deadlines are consequently missed.

For the InnoTech video project, I began with a belief that having as much footage as possible creates more options, and ultimately, a better finished piece. In post, I found myself with 5 interviews, 900 still images and over 2 hours of b-roll. Inescapably, all dialogue has to be transcribed and all footage must be logged. It is important to keep a record and become familiar with the options available, especially when there are multiple at hand. Recognizing which takes are usable is easy, and fun. Deciding then, which ones to keep and which ones to kill, is a challenge.

Finding a correlation between the 5 interviews conducted was rewarding, because all of the subjects were involved in very different fields. Though all deal in the tech realm, they come from opposite ends of the spectrum. There is some awesome dialogue that was captured that I still wish would have been exposed in the video, but it just wasn’t relative to the narrative. Maybe it belongs in another video down the road, but until then, it will remain unused.

It’s difficult to measure whether or not the right choices are being made. Is this shot better than the other? Does it belong here? Is the right message being sent? Decisiveness is the responsibility of the videographer. At the end of the day, the best foot must be put forward, judgment must be trusted, and no matter how you slice it, a decision must be made.

If I was forced to identify to one of the 2 personality types, it would probably be the latter. Though I was working on other projects simultaneously, it took nearly 2 months for the InnoTech project to conclude. It would have been in better interest had I taken it upon myself to set a more reasonable deadline, but nonetheless, it was missed. I blame contemplation.

I am extremely happy with the final edit! And it is not perfect. The truth is, there is always room for improvement, for revision.  While the hunger for excellence provides a driving determinism, perfection seeking can produce a product of diminishing returns, if you are not careful.

I have decided to adopt a new, ideal ethic, wherein which my deadlines are met and my work is the best that it can be.

Epicom has undergone a year of experimentation with different conference events, local and out-of-state, to see if the benefits prove to be worthwhile enough to outweigh travel costs, resource expenditure and time out of the office. From what I’ve learned here so far, these types of events provide solid networking opportunities and a real chance for companies to get their name recognized by other industry professionals, especially if they are presenting or exhibiting. For the DEMOgala event in Denver, Bill was invited to participate on a panel discussion alongside some of Epicom’s partners and competitors. The healthy debate was well received by attendees and ignited some traffic flow to the Epicom booth, where Amanda and Mike engaged them with Epicom insights and product demonstrations.

Although it was not outlined in the Project Plan, the idea of using video to cover conference events came up during a meeting. Unfortunately I could not fit in the pocket of Amanda’s carry-on, but the Canon PowerShot ELPH 300 we had just ordered did. Doubling as a video recorder, this camera comes equipped with a smooth zoom function that Amanda used to capture a stylistic establishing shot of the DEMOgala sign. Tons of photos were taken of the attendees that gathered in front of the podiums and on the exhibition floor. My job was to glue the pieces together in post.

A couple weeks after DEMOgala, Epicom decided to exhibit at InnoTech Austin 2011. We knew that we wanted a video product covering this conference, and because it was local, I was able to plan multiple interviews before, during and after the event. Bill and Amanda were the subjects in the very last interview recorded. One question just so happened to spark a conversation about DEMOgala. The event left a good impression on them both, which might explain why the topic surfaced so naturally. They spoke highly about the manner in which the event was organized, its key speakers, and the focus it had on a particular tech track and theme. Because I did not have any dialogue to accompany the DEMOgala video, I was under the impression that I would have to backtrack and either record a script detailing the event or conduct another interview. Instead I was able to pull these key phrases from the InnoTech interview and compile them into a cohesive narrative for DEMOgala.

I myself did not capture any of the footage from Denver, and I merely stumbled upon the narrative unintentionally. I tried composing a music piece in Soundtrack Pro, but quickly found a music bed that resinates much better than the noise I was cooking up. By careful consideration of the resources available, this project was  successfully pieced together. In fact, I feel that it fell right into place. I am proud to have played a part in it and I am happy to say that it was well received by the folks at the Colorado Technology Association as well.

The “Tips and Tricks : Studio” videos have been uploaded to YouTube! After the finishing touches have been put on Epicom’s video library build, we will have 12 new videos to add to the training section. Anthony has a made-for-radio voice and Amanda polished the clips with cool intro and outro slides. I definitely know how to navigate my way around the studio function within Sugar at this point. In editing, I tried to keep the tutorials as succinct as possible. The longest one so far is just over 6 minutes because it combines an in-depth explanation of subpanels and their direct correlation to relationships. This is a longer time frame than I would normally set to a viral video, but since we’re talking training, people might dedicate more of their time if they are looking to learn something specifically and have the opportunity to receive free training. In videos where the only image is a screen shot, the voice is everything. Anthony is energetic and thorough in his speech, with a tonality that intrigues listeners to hear more, learn more. I hope Sugar users will find value in these and take advantage.

These videos are overdue on their deadlines. Final touches like exporting and audio sweetening are more time consuming than I predetermined them to be, or would like them to be. But boy does it feel good to finally check this to-do off of my list!