Last week, Orla Graham, Insights Consultant at CARMA, shared her expertise at the 2024 AMEC Global Summit on Measurement. In a panel discussion titled “When SaaS Needs CaaS,” Orla, alongside Ed Morley from Point 600, discussed the intricate balance between Software as a Service (SaaS) and Consultant as a Service (CaaS). Their conversation shed light on why human expertise remains irreplaceable in the age of advanced data analytics and artificial intelligence.
Data Needs Interpretation
Orla emphasized a crucial point: SaaS provides data, but not insights. While SaaS tools can gather and organize vast amounts of data, translating this data into actionable insights requires specialized skills, capacity, and resources—elements often missing in communications teams. Experts are essential to interpret this data accurately, ensuring that it is not misinterpreted or misunderstood. Without clear context, data can lie, leading to misguided decisions. This is where the nuanced understanding of consultants becomes invaluable.
The Right Setup from the Start
Setting up SaaS tools correctly from the beginning is paramount. This involves asking the right questions, understanding the client’s strategy, culture, and stakeholders, and identifying the appropriate metrics and reporting cadence. Consultants play a critical role here, ensuring that the measurement systems are tailored to the specific needs of the organization, thus providing meaningful and actionable insights.
The Human Touch
Despite the advancements in AI, people still value relationships and trust. Orla highlighted the increasing importance of the relationship between insights consultants and communications teams. In today’s complex business environment, organizations need partners who can translate technical and data-heavy concepts into strategies that are easily understandable by both communications teams and C-suite executives. Consultants provide this bridge, offering support, credibility, and objective perspectives, especially when presenting to senior stakeholders.
The Growing Need for Consultancy Services
There is a growing demand for consultancy as a standalone product, encompassing framework workshops, advisory services, training, and coaching. More organizations are seeking best practice advice, recognizing that dashboards alone are insufficient. These tools need to measure the right things, be strategically framed, and provide genuine insights. The recognition that consultancy can enhance the value derived from data is becoming more widespread.
The Unique Value of Human Expertise
AI and SaaS tools are making significant strides, but they still lack the ability to sense the mood in a room, adjust messages on the fly, and build genuine relationships. The human element—sensing nuances, understanding internal political pressures, and offering tailored advice—remains crucial. Consultants provide this essential human touch, ensuring that data-driven strategies are not only effective but also contextually appropriate and strategically aligned.
The panel discussion at the AMEC Global Summit highlighted that while SaaS tools are powerful, the expertise of human consultants is indispensable. As we navigate this data-rich world, the synergy between technology and human insight will drive truly impactful communication strategies. Orla Graham’s insights highlight the evolving role of consultants in making sense of data, ensuring that organizations can harness its full potential in a meaningful and strategic way.
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