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.

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

27. What Now?
www.austinsmps.org
www.smps.org/certification
FUNDAMENTALS OF MARKETING & BUSINESS DEVELOPMENT

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