6 Best Practices for Working With Any-Sized A/E/C Company

I've observed planning, strategy, proposal writing, promotions, and all things marketing at companies of every size. I've learned the following best practices remain consistent, no matter the size of the organization.

1. Superior Communication - Effective communication skills are priority number 1. This is true no matter where you fit into your organization and no matter the size of your company. Marketers should not only demonstrate superior communication skills, but also teach these skills to colleagues. 
2. Marketing Leadership - Marketing leadership is critical for all high-performing and profitable firms. Great marketing leadership is demonstrated by what is practiced, not always what is titled or recognized in the C-suite. The key to developing into a successful marketing leader is to learn and understand every part of the business, so you can impact the long-term vision. 
3. Marketing Strategy - Strategy naturally flows from excellent leadership. No matter the firm size, when your strategy drives your marketing decisions, you stand to create more profit opportunities and less staff burnout and turnover. Marketing strategy is about finding the right target audience - clients and projects - and conveying the right solutions to their pain points through marketing collateral and resources. 
4. Resource Allocation - Resource allocation may look different depending on the size of the firm, but the importance of making good decisions is critical. The best practice for all firms is to think critically and strategically about resource allocation. How can you get the most bang for your buck on labor costs and/or consulting fees?
5. Metrics and Key Performance Indicators (KPIs) - Technical professionals tend to be numbers people. Good marketers, therefor, must speak the language of numbers. Measure what you do. Every firm should track at a minimum KPIs for proposal hit rates, social media and website analytics, repeat and new client revenue, sales, pipeline, market sector and client measurable goals, business development activities, conference participation and results, and networking objectives. 
6. Go/No-Go System - The necessity for a strong go/no-go process is more important than ever. Good marketing at all AEC firms must include a consistent decision matrix regarding project pursuits. 

Communication, leadership, strategy, resources, metrics, and go/no-go are all essential gears in the AEC marketing engine. How these gears are sized may vary, but they all must be in place for your firm's long-term sustainable success.

This post was adapted from "Best Practices - Working With Varied Firm Sizes in A/E/C Marketing," Marketer, December 2021, pages 42-43

best_practices_working_with_varied_firm_sizes_marketer_december_2021.pdf
File Size:	1389 kb
File Type:	pdf

Download File

---