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Fundamentals of
MARKETING & BUSINESS
DEVELOPMENT
How to Organize &
Position Your Firm
For Success
Mike Wong, CPSM, LEED AP + Katie Harris, LEED AP
Fundamentals of Marketing & Business Development: How to Organize & Position Your Firm for Success
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
The Strategic Marketing
Process1
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
Standard Project Cycle
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
Business Procurement Cycle
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
Conducting a Situational
Analysis2
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
SWOT Analysis
An analysis that systematically reviews all major
internal and external environmental conditions
that could affect an organization
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
SWOT Analysis
S
Strengths
INTERNAL EXTERNAL
Weaknesses Opportunities Threats
W O T{
{FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
Marketing
vs.
Business Development
What's the difference?
Why should you care?
3
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
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
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
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
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
Meeting with prospective client
BDMarketing Activities Stem from BD Goals
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
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
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
•	 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
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
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
•	 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
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
•	 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
Metrics
4
"What's measured improves."
– Peter Drucker
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
Business Metrics
Hit Rate Backlog
Utilization
Direct
vs.
Indirect
Costs
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
≠ Profitability
Business Metrics
Hit Rate Backlog
Utilization
Direct
vs.
Indirect
Costs
What Now?
www.austinsmps.org
www.smps.org/certification
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
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
Fundamentals of Marketing & Business Development: How to Organize & Position Your Firm for Success

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

  • 1. Fundamentals of MARKETING & BUSINESS DEVELOPMENT How to Organize & Position Your Firm For Success Mike Wong, CPSM, LEED AP + Katie Harris, LEED AP
  • 3. 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
  • 4. The Strategic Marketing Process1 FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 5. Standard Project Cycle FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 6. Business Procurement Cycle FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 7. Conducting a Situational Analysis2 FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 8. SWOT Analysis An analysis that systematically reviews all major internal and external environmental conditions that could affect an organization FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 9. SWOT Analysis S Strengths INTERNAL EXTERNAL Weaknesses Opportunities Threats W O T{ {FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 10. Marketing vs. Business Development What's the difference? Why should you care? 3 FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. Meeting with prospective client BDMarketing Activities Stem from BD Goals FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 16. 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
  • 17. 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. • 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
  • 19. 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
  • 20. 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
  • 21. • 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
  • 22. 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
  • 23. • 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
  • 24. Metrics 4 "What's measured improves." – Peter Drucker FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT
  • 25. FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT Business Metrics Hit Rate Backlog Utilization Direct vs. Indirect Costs
  • 26. FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT ≠ Profitability Business Metrics Hit Rate Backlog Utilization Direct vs. Indirect Costs
  • 28. 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