Without measurement, there is no gauge to know whether you're doing well or not. Golfers, engineers, contractors, architects, runners, Fortune 500™ companies, hospitals – all measure what they're doing in order to improve. Guessing or "a gut feeling" just doesn't cut it when they want to improve their performance.
More importantly, none of those professions or companies waits until the end to measure their performance. Golfers measure stroke-by-stroke and hole-by-hole so they know what to improve before they hit the final hole. Architects and engineers measure project completion via defined phases of a project. Runners measure by the mile, quarter mile, speed out-of-the- block, early performance vs. late-in-the-race performance and so on. They all measure their performance by the phase rather than by a single and final metric of the entire process.
"It is easier to tell where you will end up if you know where you're going along the way“
Paul Selden, Sales Process Engineering
A lot of AEC firms only document the number of proposals they've submitted and how many they've won. That approach assumes that there is only one measuring point in the process and that is whether the project is won or lost. However, in AEC sales, marketing, and client relations it's possible (and valuable) to evaluate multiple points throughout the process to make sure your firm is on track for success and, subsequently, make the needed adjustments before arriving at the end point.
When beginning a program of measurement, a lot of firms dive right into the weeds. Everyone becomes very busy discussing what metrics to use without deciding what part of their business performance they think they need to improve. The first step in measurement is to define what part of your business performance you want to measure and, subsequently, improve. Then, decide what metric(s) will best measure that performance.
Here are some ideas of business planning and performance you may want to measure:
What you can measure, you can improve.©
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When you're ready to improve your business development, marketing, and client relations programs, contact Red Hound Studios at firstname.lastname@example.org