Have you ever felt like your marketing role in the AEC industry is a never-ending game of Whack-a-Mole? One minute you’re working on a strategic campaign, and the next, you're scrambling to respond to a late RFP or last-minute interview prep. Been there, done that, and frankly, it's exhausting. 

How does this happen? So many AEC firms are stuck in a cycle of reactive marketing. Reactive marketing is when your team spends most of their week reacting to whatever firm leaders deem urgent that week. Maybe it's a late RFP that "absolutely needs a response." Or perhaps it’s the frantic rehearsal for an interview the night before. Oh, and let’s not forget the rush to get ad copy done because someone forgot to mention that we paid for that spot. It's firefighting, and while some may enjoy the adrenaline rush, it's not a sustainable strategy.

When the fire drill starts, what would happen if you told your firm leader, "Your lack of planning is not my emergency?" Watch as their eyes widen with a mix of shock and realization. You may get fired! Or you may get their attention. Believe me, it’s a game-changer. You see, the opposite of reactive marketing is proactive marketing. In proactive marketing, you plan. You create a solid strategy. You execute the plan. And the best part? You stick to the plan. You don’t let last-minute demands derail your efforts. You focus on what’s important and what was pre-decided to be of value.

It's not just idealistic thinking. In today's data-driven world, it's easier than ever to craft and execute strong marketing plans in AEC. With the help of AI and data analytics, you can demonstrate the effectiveness of a proactive marketing strategy, turning even the most reactive leaders into believers. Imagine a world where you spend your days focusing on positioning, messaging, and promotion – the real functions of marketing. Is it possible? What would your job look like if you reduced your reactive tasks to 10-15% of your week?

It's not just about making your life easier (well, it kind of is). A proactive approach leads to better results. When you’re not constantly putting out fires, you have more time to think creatively and strategically. This leads to campaigns that are not only well-executed but also impactful. Your firm will start to see the benefits in terms of client satisfaction and, of course, the bottom line.
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So, if you find yourself stuck in the reactive marketing whirlwind, it’s time to make a change. Stand your ground, and communicate the value of a well-thought-out plan. Remember, "Your lack of planning is not my emergency!" Trust me, the AEC marketing world will be a much better place for it.

Ready to ditch the Whack-a-Mole for good? Let's do this!

It's not the tool, it's the behavior!
More firms are investing in CRM, but user adoption remains a struggle. Firm leaders understand the value of a robust and well-used CRM, but are frustrated with project managers' and department heads' lack of adoption. For many work-a-day designers and builders, a CRM system represents another time-suck and they rarely perceive the long-term value.
There are several reasons why CRM user adoption fails.

1. Billable experts and staff view CRM data entry as administrative work and time not being billable. It takes away from their utilization opportunities.
2. The value proposition of a CRM is not communicated well.
3. Leaders do not set the example by adopting CRM themselves.
4. It is difficult to tie CRM usage to a pursuit strategy or revenue tracking.

The Proposal Trap
In the consulting engineering world, many clients write their RFPs/RFQs forcing firms to "answer the mail" in ways that are very self-promoting. Firms that build a relationship with their clients and prospects know how to respond to RFPs/RFQs effectively without all the self-promotion.

Stop We'ing All Over Your Proposals
It is a difficult trap to escape. Nearly every question and required data requested by the client force proposal writers into sounding very "we-centered." Stop we'ing all over your proposals. Exceptional proposals should be client-centered, which is a major differentiator. 

Spam = Delete!
Think about it from the perspective of your email inbox. It's the difference between all the spam email messages you simply block or delete and the ones that come from a person you know, respect, and with whom you want to communicate. Proposals that come from "unknown" companies come across like spam. They rarely get read and are quickly discarded.

Winning Starts with Relationships
Proposals should only come from people clients know, respect, and want to work with. Otherwise, your proposal is just spam!

Great BD = Winning Proposals
With this in mind, business development is a critical differentiator when it comes to winning the proposal game. This means spending time getting to know a prospective client with whom you wish to work. It also means spending time nurturing the client relationships you already have.

Stop Substituting Proposals for Business Development
Never substitute a proposal for a meaningful client interaction, just to "keep our name in front of the client." Proposals are not effective marketing tools, just like unsolicited spam emails are not effective marketing tools. Unless . . . those proposals and emails are coming from a familiar helper.