The Proposal Is Not the Beginning
Most AEC firms still operate as though the competition begins when an RFQ is released. The notification comes in. Calendars get rearranged. Marketing shifts into production mode. Resumes are updated. Project descriptions are refreshed. Interview teams are assembled. Everyone starts running. But the buyer started much earlier. By the time many firms become aware of an opportunity, the […]
The Funnel Is Not a Diagram
Marketers love talking about the funnel. Most AEC leadership teams understand the concept well enough. Awareness sits at the top. Opportunities move through the middle. Wins happen at the bottom. That is the easy part. The harder part is operating inside the funnel with discipline. As Judy Sparks writes in The Modern AEC Marketer, the funnel was never meant […]