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Fundamentals of Marketing & Business Development: How to Organize & Position Your Firm for Success

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This presentation is geared towards educating architects on developing and organizing the marketing/business development function within their firms. I co-presented this material with my colleague Mike Wong at the AIA Austin Summer Conference in August 2015.

Publicada em: Negócios

Fundamentals of Marketing & Business Development: How to Organize & Position Your Firm for Success

  1. 1. Fundamentals of MARKETING & BUSINESS DEVELOPMENT How to Organize & Position Your Firm For Success Mike Wong, CPSM, LEED AP + Katie Harris, LEED AP
  2. 2. Learning Objectives: 1. The steps of the strategic marketing process, and how those steps align with the typical project cycle 2. How to conduct a situation analysis that includes the firm's strengths, weaknesses, opportunities, and threats 3. The difference between marketing and business development, why this differentiation is important, and how to structure these roles within the firm 4. The role that metrics should play in marketing and business development efforts, as well as examples of how to measure different efforts. FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  3. 3. The Strategic Marketing Process1 FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  4. 4. Standard Project Cycle FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  5. 5. Business Procurement Cycle FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  6. 6. Conducting a Situational Analysis2 FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  7. 7. SWOT Analysis An analysis that systematically reviews all major internal and external environmental conditions that could affect an organization FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  8. 8. SWOT Analysis S Strengths INTERNAL EXTERNAL Weaknesses Opportunities Threats W O T{ {FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  9. 9. Marketing vs. Business Development What's the difference? Why should you care? 3 FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  10. 10. Networking Phone Call Lunch Meeting Lead Sharing Golf Outing Client Presentation The process of identifying opportunities, developing relationships, and securing profitable work for the firm. Business Development (BD) FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  11. 11. One-to-One Relationship The process of identifying opportunities, developing relationships, and securing profitable work for the firm. Business Development (BD) FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  12. 12. The process of creating awareness for the firm and providing insight and support for business development efforts. Marketing One-to-Many Relationship FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  13. 13. Marketing Social Media Brochures Website Sponsorship Strategic Planning Speaking Engagements The process of creating awareness for the firm and providing insight and support for business development efforts. FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  14. 14. Meeting with prospective client BDMarketing Activities Stem from BD Goals FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  15. 15. Meeting with prospective client BDMarketing • Gather additional research • Prepare talking points • Create targeted brochure Marketing Activities Stem from BD Goals FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  16. 16. Marketing • Gather additional research • Prepare talking points • Create targeted brochure Meeting with prospective client BD Pursue lead generated BD Marketing Activities Stem from BD Goals FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  17. 17. • Send him/her holiday card • Sponsor an event • Prepare RFQ/RFP Response Marketing Marketing • Gather additional research • Prepare talking points • Create targeted brochure Meeting with prospective client BD Pursue lead generated BD Marketing Activities Stem from BD Goals FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  18. 18. Meeting with prospective client BD WIN THE PROJECT!! Pursue lead generated BD • Add him/her to email list • Send him/her holiday card • Prepare RFQ/RFP Response Marketing Marketing • Gather additional research • Prepare talking points • Create targeted brochure Marketing Activities Stem from BD Goals FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  19. 19. Commercial Sector Leader Healthcare Sector Leader PM PM PM PMD D D D Principal / Director of Business Development Business Development Model #1: RAINMAKER FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT Academic Sector Leader Residential Sector Leader
  20. 20. • One "face" to represent the company • Rest of staff is highly billable ($) • Lack of project diversity • Lack of growth opportunities • Risk: All your eggs in one basket Business Development Model #1: RAINMAKER FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  21. 21. Academic Sector Principal Commercial Sector Principal Healthcare Sector Principal Residential Sector Principal PD PD PD PD PD PMPM D D D D PM PMPMPM Business Development Model #2: SELLER/DOER FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  22. 22. • Leaders fill dual roles – Projects + BD • Not everyone is 100% billable • Diversity of project type • Opportunities for growth • Risk: Accountability Business Development Model #2: SELLER/DOER FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  23. 23. Metrics 4 "What's measured improves." – Peter Drucker FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  24. 24. FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT Business Metrics Hit Rate Backlog Utilization Direct vs. Indirect Costs
  25. 25. FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT ≠ Profitability Business Metrics Hit Rate Backlog Utilization Direct vs. Indirect Costs
  26. 26. What Now? www.austinsmps.org www.smps.org/certification FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  27. 27. Recommended Books FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT Marketing Handbook for the Design & Construction Professional The Business of Design Strategy for Sustainability The Great Game of Business

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