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Anticipatory Approach
Vision, Mission, Values
CurrentSituation
BusinessIntelligence
Business Development & Marketing
Financial Management
Leadership & Ownership Transition
Operations/Project Delivery
Technology
STRATEGIC PLANNING
Human Capital
OrganizationalStructure
Anticipatory Approach
Vision, Mission, Values
CurrentSituation
BusinessIntelligence
Business Development & Marketing
Financial Management
Leadership & Ownership Transition
Operations/Project Delivery
Technology
STRATEGIC PLANNING
Human Capital
OrganizationalStructure
0
5
10
15
20
25
16-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Source: US Department of Labor
US WORKFORCE IN 2030
In Millions
Generation Z
Millennials
Generation X
Boomers
9%
25%
44%
22%
73Percent of Millennials involved with B2B decision-making for sales transactions
Source: Merit / Sacunas
Technology
HumanAdaptability
We AreHere
Potential HumanAdaptability Acceleration
Owing to Faster Learning &Smarter Regulation
Rat
e of
Cha
nge
Time
Technology is Accelerating Faster Than Our Ability to Adapt
CURR
ENT FU
TURE
02[ 53% ] CLIENT EXPERIENCE
03 THOUGHT LEADERSHIP [ 48% ]
NETWORKING [ 59% ]
04[ 40% ] THOUGHT LEADERSHIP
03[ 41% ] BRANDING
BRANDING [ 39% ]
05[ 35% ] PERSONAL SELLINGCONTENT MARKETING [ 36% ]
01[ 78% ] NETWORKINGCLIENT EXPERIENCE [ 70% ]
02
04
03
05
01
06[ 32% ] CONTENT MARKETINGPERSONAL SELLING [ 28% ]06
0 10 20 30 40 50 60 70
Professional Services
Real Estate
Construction
Transportation
Manufacturing
AUTOMATION POTENTIAL OF SELECT SECTORS
Source: McKinsey
% automation potentialwith currently available
technologies
Macro Economic Trends
Design & Construction
Trends
CompetitorsTarget
Market Trends
Existing & Prospective Clients
AEC Economic Trends
BusinessIntelligence
Quick PollTo bring anticipatory thinking to business development strategy, which type of research do you feel is the most important?
• AEC-Specific Economic Trends• Client/Prospect Insight• Competitor • Macro-Economic Trends• Target Market Trends
SOCIAL
TECHNOLOGICALSTEEPL
TECHNOLOGICAL
• R&D Activity• Automation• Incentives• Speed of Change• Emerging
Technologies• Information• Communication
SOCIAL
TECHNOLOGICAL
ECONOMIC
STEEPL
ECONOMIC
• Economy• Interest Rate• Exchange Rate• Inflation• Labor Availability• Energy Costs
SOCIAL
TECHNOLOGICAL
ECONOMIC
ENVIRONMENTAL
STEEPL
ENVIRONMENTAL
• Environmental• Weather• Climate• Climate Change• Pollution• Green Design• Other
SOCIAL
TECHNOLOGICAL
ECONOMIC
ENVIRONMENTAL
STEEPL
POLITICAL
• Government• Regulations• Taxes• Funding• Labor Laws• Tariffs• Trade Restrictions• Political Uncertainty
POLITICAL
SOCIAL
TECHNOLOGICAL
ECONOMIC
LEGAL
POLITICAL
ENVIRONMENTAL
STEEPL
LEGAL
• Legal Requirements• Licenses• Laws & Regulations
for:• Health• Safety• Employment• Business
Business Development &
Marketing
• Still Relevant to Clients & Prospects?
• Future-Proof?• Aligned with Strategic
Plan?
BRAND ATTRIBUTES
BRAND PROMISE
BRAND PERSONALITY
BRAND MESSAGING
BRAND IDENTITY
BRAND POSITIONBRAND
EXPERIENCE
Business Development &
Marketing
• Who are they?• What are their revenue
potential in coming years?
• What disruptions will the face?
5
4
6
1
2
3
7
8
9
KEYACCOUNTS
VALUE ADDS
ACCOUNT MINING
IDENTIFIED OPPORTUNITIES
KEY STAFF
STRATEGIES
ACTIVITIES
HISTORIC PERFORMANCE
CONTACT PLAN
RISKS
Business Development &
Marketing
• Are you still in the right market sectors?
• Are you in the right geographic regions?
• What markets are growing or declining?
NON-RESIDENTIALLodging
Office
Commercial
Health Care
Educational
Religious
Public Safety
Amusement & Recreation
Transportation
Communication
Power
Highway & Street
Sewage & Waste Disposal
Water Supply
Conservation & Development
Manufacturing
RESIDENTIAL
TARGET MARKETS
Academic
Administration
Athletic/Recreation
HealthCare
Research/Laboratory
Science/Technology
PerformingArts
StudentCenters
StudentHousing
HIGHEREDUCATION
Bridges
DetentionPonds
Facilities
RoadwaysHighways
StormwaterStructures
Traffic/ Signalization
Wastewater
Water
MUNICIPAL
Quick PollDo you have business development plans with specific strategies for each of your target markets?
• Yes• No• I don’t know
Business Development &
Marketing
• What defines an “Ideal Client” in each market sector?
• Are there enough of these Ideal Clients to allow for future growth?
Business Development &
Marketing
• What is your current model?
• Which models do your markets prefer?
• Does your approach align with the markets?
RAINMAKER PRINCIPAL
MARKETERMARKET
CHAMPION
MARKETER-BUSINESS DEVELOPER
SELLER-DOERBUSINESS DEVELOPER
BDMODELS
Sector Rain
mak
er
Prin
cipa
l
Mar
ket
Cham
pion
Selle
r-Do
er
Busi
ness
De
velo
per
Mar
kete
r-Bu
sine
ss
Deve
lope
r
Mar
kete
r
Federal Government
Health Care
Higher Education
Industrial / Mfg
Municipal Government
Retail / Commercial
Roadway / Highway
Quick PollDo you customize your business development model for each of your target markets?
• Yes – for all of our markets• Yes – for some of our markets• No • No – but we plan to in the near future• I don’t know
Business Development &
Marketing
• How will develop business in your existing markets?
• How will you succeed in new markets?
• What are the specific strategies & tactics?
GO-TOMARKET
STRATEGY
TargetMarket
Sub-Categories
MarketNeeds
ValueMessages
Differentiation
CompetitorAnalysis
IdealClient
ProfilesBusinessModel
BusinessDevelopment
Model
OutboundMarketing
InboundMarketing
ClientRetention
Metrics& KPIs
Partners
ActionPlan
Business Development &
Marketing
• What does your Client Experience program look like?
• How will this program evolve to meet client demands?
CURR
ENT FU
TURE
02[ 53% ] CLIENT EXPERIENCE
03 THOUGHT LEADERSHIP [ 48% ]
NETWORKING [ 59% ]
04[ 40% ] THOUGHT LEADERSHIP
03[ 41% ] BRANDING
BRANDING [ 39% ]
05[ 35% ] PERSONAL SELLINGCONTENT MARKETING [ 36% ]
01[ 78% ] NETWORKINGCLIENT EXPERIENCE [ 70% ]
02
04
03
05
01
06[ 32% ] CONTENT MARKETINGPERSONAL SELLING [ 28% ]06
Intelligence & Research
Knowledge Base
Project Delivery
Tools
Marketing
Culture
Client Feedback -Qualitative
Project Management
Cx
Business Development &
Marketing
• Do you have the right people in the right places to meet your BD and marketing goals?
• Do they have the right skills to succeed?
BD, MARKETING, BUSINESS STRATEGY TRAINING & COACHING
OUTSOURCED MARKETING & FRACTIONAL CMO
STRATEGIC GROWTH ADVISORY