With many A/E/C and environmental consulting firms experiencing layoffs, salary freezes/reductions, benefit cuts, and other cost-cutting measures, it’s more important than ever that firms invest their precious marketing and business development (BD) overhead dollars wisely.
Getting more staff involved in BD (especially project personnel), in ways commensurate with their role, career juncture, and skills is a no-brainer when compared with the alternative of relying on a few key rainmakers. But this approach also requires a commitment to training, coaching, and mentoring — a commitment that is lacking in many firms in good times and bad.
Complicating the return-on-investment (ROI) equation is the inherent challenge of measuring marketing and BD ROI, as the overall sales process for a professional services firm is non-linear, serendipitous, and circuitous. It can be a “black box,” with multiple strategies and touches contributing to a new client or new project. That […]