jen@elevatemarketingadvisors - smps houston · 2020-04-17 · homework. presentation title...

Navigating Market ShiftsWith a Strategic Business

Development Approach

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GROUND RULES

Be presentParticipate in the polls

Use the chat box to ask questionsImplement and share what you learnedComplete the survey after the webinar

PRESENTATION TITLE

LEAD

NAVIGATING MARKET SHIFTS WITH A STRATEGIC BD APPROACH

Change

7

AND STARTS WITH YOU

NAVIGATING MARKET SHIFTS WITH A STRATEGIC BD APPROACH 8

Culture

PRESENTATION TITLE

PLAN


Who Are We & Who Do We Want To Be?

10


Strategic Plan

11

-Business Plan-Business Development Plan-Marketing Plan

POLLBD Plan


Stats

13

89% of firms have no contact goals or

targets* 2019 Zweig Group Marketing Survey


Business Development Plan

14

SWOT – FIRM & COMPETITOR

PERCEPTION –ACTUAL VS DESIRED

01

02

04

03

CRITICAL ISSUES / INITIATIVES05

06

07

09

08

10

MEASURABLE GOALS

TARGET CLIENTS WITH MEASURABLE GOALS & ACTIONS

PARTNER / STRATEGIC ALLIANCES

GROWING THE TEAM – KEY HIRES

ORGANIZATION / ASSOCIATION INVOLVEMENT

IDEAL CLIENT PROFILE & CLIENT PERSONAS

CLIENT PERSONAS


Individual Business Development Plans

PRESENTATION TITLE

Identify your 2020 total revenue goal.Now, break that goal down by market.

homework

PRESENTATION TITLE

Your marketing plan should support your

business development plan!

PRESENTATION TITLE

STRUCTURE

POLLMarket Sector


Structure by Market

MARKETS ARE CLIENT CENTRICMARKETS ARE NOT ABOUT THE SERVICE YOU PROVIDE OR THE PROJECT TYPES BUT ABOUT THE CLIENT TYPE THAT IS HIRING YOU.


Structure by Market

STRONGER POSITIONING

IMPROVED EFFICIENCY

EXISTING RESEARCH

COMPETITIVE ADVANTAGES

01

02

04

03

SPEAK THEIR LANGUAGE05

CROSS SELL SERVICES BY MARKET06

TARGETED MARKETING07

POLLBD Process


Business Development Process

23


Facts

25

• Rainmaking is a divine gift• Client development is an art• Clients hire the smartest • You have to ‘sell’ to develop business• You have to lie to develop business

True False• Rainmaking can be taught• Business development is a

learnable, repeatable technique• Service is a form of business

development • Clients often can’t differentiate the

skills of two comparable • People hire people they like, trust

and connect with • It’s all about relationships


Team

26

Market Sector Leader

Coachresponsible for the coordination of a market sector as a whole


Great Coaches- understand the competition

- know how to build a great team

- motivate their team

- develop a mentoring culture

- prepare

- put TEAM culture in place

- stay patient

Team


Client Manager

Wide Receiverresponsible for a specific client or clients

Team


Great Wide Receivers

- produce

- identify opportunities

- carry out the playbook

- can take a hit & keep going

- take pride in the team

- have a strong work ethic

Team


Client Team Members

Teamassist client manager with marketing the client

Team


Great Team Members

- have a sense of purpose

- fit the culture

- don’t coast on past success

- are committed

- are coachable

- communicate

- collaborate

- contribute

Team


Stats

32

Firms, on average,

add non-technical business developers

when they have 50 or more employees.

* 2019 Zweig Group Marketing Survey

PRESENTATION TITLE

PRIORITIZE


Shift From a Shotgun Approach to a Strategic Rifle Approach


Identify Your Ideal Client

35

Your services will deliver an impact to that client

IMPACTThey have projects and budgets and are willing to pay for it

REVENUE

Their projects are profitable

PROFITS

We understand what our ideal client needs

INSIGHTS01

02

04

03

They need our specific capabilities and expertise.

EXPERTISE

There is a good fit between the way they do business and the way we do

business one our staff will work well together

CULTURE

Geographic region, size of firm and projects….

DEMOGRAPHICS

They are loyal to the firms they work with

LOYALTY

05

06

08

07

PRESENTATION TITLE

Create your ideal client profile

homework


Time Spent Well

37

The majority of your time should be spent cultivating & positioning - not on the proposal!


Right Time With the Right Clients

38

Core Clients

Priority 1

Key Clients(Priority 2)

All Other Clients(Priority 3)

% of Marketing Time Expended

% of Client &Prospect List 10% 60%

30%

10%

30%

60%


Right Time With the Right Clients

39

Core Clients

(Priority 1)

Key Clients(Priority 2)

% of Marketing Time Expended

% of Client &Prospect List 20% 60%

40%80%

PRESENTATION TITLE

Identify your clients and prioritize them

homework


Match Priority With Tactics

41

ALL OTHER CLIENTS (PRIORITY 3)

KEY CLIENTS (PRIORITY 2)

CORE CLIENTS (PRIORITY 1)

NAME RECOGNITION CAMPAIGNS

NAME RECOGNITION EVENTS

TRACK OPPORTUNITIES

PRIMARY CLIENT MANAGER

SECONDARY CLIENT MANAGER

TARGETED CAMPAIGNS / EVENTS

CLIENT CAPTURE PLAN

CLIENT EMPATHY MAPPING


Client Capture Plan

42

Tool that details information and tactics necessary to capture a client

-Gather intel- Identify touch points-Formulate strategy

POWER OF SERVANT LEADERSHIP 43

Show Empathy - Client Empathy Mapping

Based on a recent poll in our BD Cohort:

POWER OF SERVANT LEADERSHIP 44

Show Empathy - Client Empathy Mapping


Client Empathy Mapping

45

PRESENTATION TITLE

Identify 1 strategic priority 1 client

Now, come up with 10 tactics for pursuing that client

homework

PRESENTATION TITLE

COMMUNICATE


Communication

48

Market Sector Update

- review market sector & entity intelligence & discuss impact

- review current priority clients & make needed adjustments

- review strategic goals and metrics including financial

kpi’s - key performance indicators

- review strategic plan tasks

- adjustment of any goals

- addition of any goals with accountability metrics

Communicate - quarterly


Communicate Monthly

Monthly BD Rally

NO ROUND ROBIN

- review long term strategies

- client capture plan highlights (focus on the priority 1’s)

- opportunity review

- marketing activities (upcoming activities, events, conferences, campaigns)

Communication


Communicate Monthly

Monthly Capture Plan Updates

- review of client capture plan intelligence

- update of any key information

- ensure tasks committed were carried out

- assign new tasks

Communication

PRESENTATION TITLE

TRACK

POLLCRM


Integrate your CRM with your bd process

53

Client Management Assignment

Marketing / BD Plan

Go / No-Go Form in CRM

Proposal Job Number Assigned

Pursuit / Proposal

Signed Contract or Written Authorization

(notice to proceed, letter / email of intent)

Project Close Out

PROJECT COMPLETE

Job Number Assigned

Project Production

Client Prioritization

Client Identification

1

2

3Assign Client

Managers

Determine BD Tactics / Action Items (Comlete Client Capture

Plan for Priority 1 Clients)

Auto Notification to

Assigned Team and Accounting

Accounting Assigns Job Number Upon Receipt

of Signed Contract

Obtain Client Work Programs / Projects List

Complete Opportunity

Capture Plan

Obtain Client Org Chart

Convert Opportunity into a Project

Send Thank You to Client Along with Feedback Request

Strategic Client

Debrief with Client

Auto Notification to Assigned Team

Submit Proposal Place PDF of

Proposal in CRM Under the

Opportunity

Obtain Client Contact Data

Update project info in CRM as it changes throughout the project

Add project data to CRM

Update project descriptions, resumes, team, schedule, costs, photos, estimate, etc. in CRM

Routine ClientAdd this info to CRM

Add this info to CRM


Complete Go / No-Go

in CRM


Add projects to CRM

Update CRM stage to lost and add scorecard, debrief and winning proposal(s)

Update CRMstage to closed

Update stage, add win probability,

expected RFP date in CRM

Update Stage

in CRM

Update CRM stage at

negotiation and when won

Debrief Client to Understand Differentiators

Accounting assigns proposal job number when auto notification is received.

Opportunity removed fromopen opportunity report and

shows up in accounting backlog

All steps must be completed prior to closing out a project

number in accounting system

Assign Client Teams

Marketing Plan (Identify Marketing

Tactics / Action Items

Info Populates the

Opportunity Report

Obtain Client Intel

Prospect

Information Gathering

Identify Project Opportunities

!

!

!

NO-GOGO

LOSTWON

Business Development Process


Track

54

- Relationship Development

- New Clients

- Repeat Business

- Tactics - Success or Failure

- KPI’s – Key Performance Indicators


Track

55

Why?

WHAT WORKED

Why?

WHAT FAILED

How can we improve?

IMPROVE

Update the plan & share results

UPDATE & SHARE

01

02

04

03


Celebrate

56

questions?

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jen@elevatemarketingadvisors - smps houston · 2020-04-17 · homework. presentation title...

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