 Image created with assistance by Microsoft Copilot The team has just poured hours into the proposal working up until the last possible minute. Time is crunched. Every page, paragraph, sentence, chart, image and layout has been carefully and strategically reviewed. The copies have been delivered with little time to spare. Now, we wait. We second guess our decisions and wonder if we missed anything critical. We wait some more. Days, even weeks pass, and finally, the email dings. We read, "We appreciate the time and effort that goes into each response. Unfortunately, . . . . blah, blah, blah." Whatever comes after unfortunately, becomes quickly irrelevant. We lost.
Most firms stop at disappointment and miss the golden opportunity to learn. They put the opportunity in the lost column and move on. DON'T MOVE ON! Just like client debriefs, pursuit debriefs of AEC proposals are an untapped source of intelligence. Debriefing or surveying the client after a lost or won pursuit is a treasure trove nearly all firms miss out on. Doing a win-loss analysis provides clear and actionable data that will sharpen your marketing and differentiate you from competitors. Why Win–Loss Analysis Matters in AEC Proposals
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 AEC Marketing Strategy
Have you ever felt like your AEC marketing strategy 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. It's not the tool, it's the behavior!
More firms are investing in Client Relationship Management (CRM) tools, 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. |
AuthorGabe Lett, FSMPS, CPSM, LPC 
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November 2025
The views and opinions expressed on this blog do not necessarily represent the views or opinions of any current or previous employers.
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