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Andy YeomansExecutive Vice Presidentaec360 by sa.global
Relationships + Experience:Unlocking the Keys to Business Development Success
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Speaker Introduction
• Andy Yeomans
• Executive Vice President, aec360 (sa.global)
• 20+ years experience driving business development and marketing transformation
• 16 years experience working with CRM technologies
• 11 years experience in the A/E/C industry
• Current focus with aec360 CRM solution for BD and marketing for A/E/C firms
• Email: [email protected]
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Our Qualifications for Today’s Session
• aec360 is Microsoft Dynamics 365-based business platform purpose built for A/E/C firms
• Includes comprehensive A/E/C CRM platform:• Marketing
• Business development
• Experience management
• Relationship intelligence
• Built on the Microsoft Dynamics 365 CRM platform
• Pre-configured to meet the unique needs of the A/E/C industry
• We’ve helped dozens of A/E/C firms transform their business development and marketing processes
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Today’s Agenda
• Challenges in business development in A/E/C
• Experience and relationships – the two most critical aspects of business development success
• ERM makes its way into A/E/C
• Q&A session
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Polling Question #1
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What Makes A/E/C Business Development Hard?
• It’s a hyper-competitive industry
• A lot of firms kind of look the same
• Everybody knows everybody, but who do we really know?
• Pursuit-level investments are significant, and…
• The bid-to-win rate is generally low (industry average 37% - 44%)
• It’s typically managed by busy seller/doer professionals
• Visibility of work history and experience are more critical to the BD process than in any other industry
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Results From Recent Survey
What is your firm’s biggest challenge in business development?
32
32
20
16
High pursuit costs
Low bid/win ratio
Limited visibility of experience
Limited visibility of relationships
0 5 10 15 20 25 30 35
Percentage Responses
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Unlocking the Keys to Business Development Success
Your Firm’s Experience
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Polling Question #2
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A/E/C Selection Criteria
16.90%
21.50%
23.80%
41.10%
45.40%
Good cultural fit
Ability to drive results
Knowledge of industry/client business
Team Expertise/Skills
Relevant Experience/Past Performance
Top 5 Selection Criteria of AEC Buyers
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The Importance of Experience in A/E/C
• A/E/C buyer behavior is favoring experience above all other factors
• Many jobs are awarded based on qualification-based proposals
• Those who show the most relevant experience and qualifications often win!
• Having a centralized, searchable view of firm-wide experience is critical
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What Comprises Your Firm’s Experience?
• Project history and experience• Project type• Market• Client type• Services provided• Awards • Other parties involved• Digital assets
• Employee experience• Years of experience • Projects, roles, and dates• Education, certifications • Unique skills, awards, qualifications
Project Experience
Client Experience
Employee Experience
Digital Assets
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Mining for ExperienceA simple example…
• Find me all projects …• Out of our Atlanta office, where…• We were the prime contractor• For architectural design services • In the higher education market• That was LEED Gold certified• Where our net fees were at least $1M• And who worked on the project
• And for those employees, show me…• Their years of experience• Their certifications and education• Any unique skills, awards, or qualifications they have• Other projects they’ve done like this one
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Challenges and Repercussions of Blind Spots
• Many firms lack a complete view of their experience and qualifications
• Key reasons:• No single system of record (data silos)• Data doesn’t flow seamlessly across the firm• Difficult getting employees to update
information• Impacts to the firm include:
• Wasted time• Lots of gymnastics during proposal process• Less relevant proposal responses• Lower bid:win rates
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Putting Your Best Foot Forward
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Getting to a 360-degree View of Experience
• Plan A = Implement an integrated business management platform (CRM, ProjectManagement, Accounting, HR) where data flows seamlessly across the business
• Plan B = Implement an experiencemanagement platform that can integrated with key firm-wide systems to consolidate experience into a single platform
• Plan C = Utilize network file / document stores and search tools to create knowledge repository
Project Experience
Client Experience
Employee Experience
Digital Assets
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Unlocking the Keys to Business Development Success
Your Firm’s Relationships
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Polling Question #3
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Importance of Relationships in A/E/C
• Relationships have always been a key to BD success
• Drives inflow of new opportunities
• Can impact pursuit success
• Win rate on bid where relationships existed is much
higher than net new clients
• Understanding relationships can help:
• Prevent collisions
• Enable more cross-practice introductions
• Relationship visibility should include:
• Clients and prospects
• Teaming partners, agencies, subcontractors, etc.
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IntelligentRelationships
o Who knows who?
o Who is connected to who?
o Who is communicating with who?
o Who isn’t communicating with who?
o Lonely hearts club!
o Are activity patterns trending up or
trending down?
Relationships are Complex
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Curiosity Around A/E/C CRM
• Why are firms interested in AEC-specific CRM solutions?
• What are the primary drivers?• What capabilities are the business users
looking for?
Surveys of Professional Firms
• 3 clients that have implemented AEC CRM• 3 actively implementing AEC CRM solutions• 3 firms looking to make the decision to invest
• 5 used Deltek Vision as their primary ERP• 2 used BST Global as their primary ERP• 1 used Unit4 / Business World ERP• 1 used Oracle as their primary ERP
Microsoft Funded Survey
ERP = Enterprise Resource Planning (Accounting and Project Management)
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• 9 A/E/C firms surveyed• Small, medium, large
• 750 A/E/C Firm Users • Principals, SMEs, marketing and business development users
• 14 Simple Questions and Requests for Comments• Scale of 1-5 responses
• 1 was “not beneficial” / 5 was “highly beneficial”• Top Areas of Interest – Highest Perceived Value
• crystal clear results• Lowest Perceived Value
• complicated areas
Survey Details
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Consolidated Results from 750 User SurveysResponse Breakdown by Question
# Question 1
2
3
4
5
Total
1
Allow me to find out what relationships and contacts we have within a client (i.e., who
knows whom).
0.00%
0
4.76%
1
14.29%
3
28.57%
6
52.38%
11
21
2
Allow me to track client activity to see who from “Client
Name” is communicating with specific
clients or client sectors
5.00%
1
15.00%
3
25.00%
5
20.00%
4
35.00%
7
20
3 Provide me an easier way to
identify projects that have been completed for specific clients
10.00 %
2
20.00%
4
5.00%
1
55.00%
11
10.00%
2
20
4 Allow us to coordinate the
pursuit of opportunities across offices
14.29 %
3
14.29%
3
23.81%
5
14.29%
3
33.33%
7
21
5
Provide a more simplified process to add/delete client
contacts to a marketing list or event
5.00%
1
15.00%
3
25.00%
5
25.00%
5
30.00%
6
20
6
Allow ready access to client information and contact data
from a mobile device (smartphone and tablet)
5.00%
1
5.00%
1
25.00%
5
30.00%
6
35.00%
7
20
7
Provide reporting and analysis around percentage of jobs that
“Client Name” is being awarded vs. not
being selected
20.00 %
4
20.00%
4
20.00%
4
35.00%
7
5.00%
1
20
8 Allow ready access to client contact information from a
centralized database
0.00%
0
9.52%
2
19.05%
4
19.05%
4
52.38%
11
21
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Top 5 Results86%Relationships: Employees, Contacts & ClientsWho knows who?Who is connected to who?Who has worked with who?
81%
Centralized Knowledgebase Client data, projects, contacts, pursuits, activities, etc..
75%MobilityEase of use and ease of access while out of the office.
70%
Activity and Communications ReportingWho is communicating and meeting with who?
67%Easy to Use System for contributing and consuming information
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CRM, Meet ERM… (Even in A/E/C)
• Client tracking• Contact tracking• Activity tracking• Lead and pursuit tracking • Experience tracking
Traditional CRM
• Automated contact harvesting• Seamless contribution to CRM• Intelligent relationship connections• Relationship strength scoring• Relationship dashboards
ERM
360-degree view of clients,
contacts, and relationships
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What is Relationship Intelligence?
• Practices and tools that lead to a 360-degree view of interactions with a contact (clients, partners, industry)• From Outlook (emails, meetings, activities)
• From ERP (bids, projects, experience)
• Other data sources
• Create connections throughout your firm• Who knows who?
• Who has worked with who?
• Leveraging algorithms (AI) to score relationship strength • And identify weaknesses!
• Turn data into actionable insights that your team can use to strengthen relationships, adapt pursuit strategies and win more business!
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Enterprise Relationship Management
360-degree View of Firm Relationships
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Email Signature ScrapingA key component to ERM solutions
Q: Where is the most up-do-date contact data actually stored? CRM? Outlook card file?
A: An Email Signature
• Email signature scraping uncovers who users are communicating with through email activity.
• The email signature scraping tool creates, quantifies, and enriches the relationship data based on the passive email communication via Outlook.
• In the end, the firm gains valuable contact/relationship data, and the end user does not have to manually enter data.
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Employee Activity Before Harvesting
• Employee 1 = 21 contacts• Employee 2 = 8 contacts• Employee 3 = 26 contacts• Employee 4 = 114 contacts• Employee 5 = 131 contacts
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Employee Activity After Harvesting
• Employee 1 = 112 contacts• Employee 2 = 52 contacts• Employee 3 = 104 contacts• Employee 4 = 168 contacts• Employee 5 = 194 contacts
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The Impact of ERMResults
• Emails scraped: 725,000+• Appointments scraped: 94,044• Potential Contacts Identified: 1,315• New Contacts Created: 422• Relationship connections created: 3,509
0
50
100
150
200
250
300
350
400
450
Employee 1 Employee 2 Employee 3 Employee 4 Employee 5
Before vs. After
Before After Improvement
433% Improvement
530% Improvement
301% Improvement
68% Improvement
48% Improvement
Benefits• Complete, centralized view of contacts• Who knows who? Talking to who?• Optimal pursuit teams• Less collisions • Better cross-practice/office selling• Relationship and pursuit strength
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Benefits of Relationship Intelligence
• Support better go/no-go decisions• Do we have the right relationships in place to
win?• Facilitate cross-practice selling introductions
• Who in our firm knows a client contact and can introduce me?
• Minimize collisions • Has anyone else in the firm been meeting with
or communicating with this contact?• Put together stronger pursuit teams
• Who knows the client contact the best and should lead a pursuit?
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In Summary
• Your firm’s experience and relationships are two of the biggest keys to business development success
• Invest in a centralized experience repository• Find ways to know ‘who knows whom’• Get on the road to greater BD success!
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Q&A Session
• For additional information:• www.aec360.com• www.saglobal.com
Andy Yeomans• 949.395.8343• [email protected]