HIT THE MARK Implementing a Successful Business Development Program

Transcription

1 HIT THE MARK Implementing a Successful Business Development Program Presented by: Jennifer Yoder, CPSM Senior Associate Rone Engineering IF ONLY IT WERE THIS EASY 1

2 Create a BD Culture 2

3 Top Down Leadership Patience & Persistence 3

4 POLL What size is your firm based on # of employees (avg. for groups)? Small (1-100) Medium ( ) Large ( ) Mega (1000+) POLL What is your role? (Average for groups) C-Suite / Principal Business Development Marketing 4

5 KEYS TO A SUCCESSFUL BUSINESS DEVELOPMENT PROGRAM ORGANIZATION COMMUNICATION 5

6 Ask the Questions WHO ARE WE? WHO DO WE WANT TO BE? Shift from a shotgun approach to a targeted, strategic approach 6

7 Detailed 5 Year Strategic Plan 7

8 POLL How is your organization marketing / BD structured? (Average for groups) Market Sectors Services Neither Market Sectors / Segments Stronger positioning Improved efficiency Competitive advantages Targeted marketing 8

9 Market Sector Leaders (MSL): Responsible for the coordination of a market sector as a whole to enable a more global view of that sector and all activities related to that sector. MARKET SECTOR EXAMPLE Transportation Public Works Energy Land Development Institutional Federal 9

10 Entity Coordinators (EC): Ensure all activities related to an entity are communicated to the MSL s & CM s. Multiple clients may be a part of a single entity that has things in common. ENTITY EXAMPLE Entity: City of Jacksonville Clients: Public Works School District Water District Client Managers (CM): Responsible for a specific client. Coordinates activities Ensures go/no-go s & capture plans: Relate back to the Strategic Plan Coordinated with the MSL & EC Approved by a Principal 10

11 Client Team Members: Anyone with direct communication with that client. Assists in Capture Planning May assist with marketing the client May assist with proposals Coordinates with CM Individual Business Development Plans 11

12 % of Client & Prospect List % of Marketing Time Expended 10% STRATEGIC CLIENTS 60% 30% ROUTINE CLIENTS 30% 60% PROSPECTS 10% 12

13 Priority System for Clients Clients / owners are given a priority Each priority receives a different level of activity. PRIORITY 3 - Prospect: Cold: no relationship, no knowledge of firm Warm: some knowledge PRIORITY 2 - Routine Client: Some billable work, limited knowledge PRIORITY 1 - Strategic Client: Significant client whose loss or gain would have impact 13

14 Name Recognition Campaigns Name Recognition Events Regular Visits by Client Manager Track Opportunities Primary Client Manager Additional Contact by Principal Targeted Campaigns / Events Client Capture Plan Created PRIORITY 3 Prospect PRIORITY 2 Routine Client PRIORITY 1 Strategic Client Priority 3 Priority 2 Priority 1 Client Capture Plan: Tool that details information & tactics necessary to successfully capture a client s business. Gather Intel Identify Touch Points Formulate Strategy 14

15 POLL Does your firm engage in capture planning for strategic clients? (Average for groups) Yes No POLL Does your firm use a CRM? (Average for groups) Yes No 15

16 Customer Relationship Management (CRM) Integrate your BD process with your CRM POLL Does your firm have a formal BD process? (Average for groups) Yes No 16

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18 CRM Lead Generation & Tracking Reporting & Data Mining Work Flow Management Contact Management Information Management Campaign Management Event Management Survey Management Annual Strategic Planning Retreat Update & Communicate Detailed 5 Yr. Strategic Plan 18

19 Quarterly Individual Business Development Plan Reviews Quarterly Market Sector Meetings Review of market sector intelligence & discussion of impact. Review of entity intelligence. Review current priority clients & make needed adjustments. Assign / Review long term strategic plan development tasks and or update 19

20 Monthly Priority 1 Client Team Meetings Review Client Capture Plans to ensure tasks are on schedule & to adjust as needed. Monthly BD Meetings Project Wins Project Completions Opportunity Report Market Sector Focus Client Spotlight Education Review Client Capture Plans Review upcoming events and activities 20

21 Join More Cowbell for BD Like More Cowbell for BD 21