As we've said before, without measurement, there is no gauge to know whether you're doing well or not. Golfers, engineers, contractors, architects, runners, professional athletes, Fortune 500™ companies – 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 submitted and how many projects they’ve won. That approach assumes there is only one measuring point in the process. However, in AEC sales and marketing, 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.
Defining Your Own Key Performance Indicators
The best metrics to use will allow you to zero in on an issue. General metrics such as overall wins/losses don’t provide guidance to the specific areas to work on.
It’s also important to have a starting point, so, before going further, provide your firm with that starting point – a baseline of where you are today using whatever data you currently have available. Then, follow these five steps to establish your own key performance indicators.
Metrics to Consider
What you can measure, you can improve.©
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