Full Sail Partners Blog | business development

As the leaves change from a cool green to the burning hues of fall, you can almost hear the annual groan that emanates from marketing and business development departments everywhere as we ponder next year’s budgets. We’re feverishly cramming numbers into spreadsheets, struggling to get that final hit rate report from the ERP system, and perhaps even consulting with a local palm reader, all with the goal of accurately predicting the future - next year’s sales!

In this article, we'll break down the often-overwhelming process of developing an annual sales budget, providing a clear guide to understanding key sales metrics, evaluating your firm's capacity, and crafting a realistic strategy. We’ll explore different approaches to achieving sales goals by analyzing key combinations of services and clients, offering practical insights into how firms can align their business development efforts with broader growth plans. Whether you're working with existing clients or exploring new markets, these strategies will help you set and meet achievable targets for the year ahead.

Review Your Professional Services Sales Vocabulary

Many of us in the professional services industry don’t approach our sales vocabulary as clearly as we should – or worse, it’s just that “s” word that nobody wants to talk about. Let’s quickly review some common numbers:

1. New Backlog: The rest of the world usually calls this number sales. It generally answers the question about the measured period, such as, how much NEW billable work did we book/contract/sell? You might sell the project in one year but could deliver it over several years.
2. Earned Revenue: This number values the work we actually did in the measured period, and is recognized as such, whether we billed for it or not. Learn more about earned value in this article.
3. Billings: This number is the total of all the invoices your firm sent in the measured period. Again, depending on how you count the beans, this number may or may not match Earned Revenue.

It’s imperative that we clarify what thing we’re aiming for and how to budget for it. Most professional services firms have a theoretical limit to what they can deliver, based on staff size and utilization. But is there a limit to how much new work you can sell?  

Let’s Work Backwards

It’s important to know what your firm’s revenue goals are. There will be ongoing work and repeat work to put toward those revenue goals. The difference is the number that the sales team, whether dedicated sales team or seller-doers, will need to secure. You will also want to take your hit rate into consideration, perhaps from the last three years. Learn from it! How much work do you need to chase to secure the right amount of dollars?

Metrics are valuable to track and being in tune with your firm’s key performance indicators is a must. What targets can you manage weekly and monthly to help reach your goals annually? And how does that fold into the firm’s goals? Alignment is key.

Mix Up Your Sales Efforts

Once you know the goals, you’ll now turn to the “how.” Here’s the point – these numbers all work together, but marketing and business development departments are usually focused on “New Backlog” when discussing sales. So, where does the new backlog come from? It comes from the strategic combination of two variables: The services you sell and who you sell to—your clients. Your job is to figure out the best mix of these combos to achieve the firm’s overall growth plans. Easy right?

Let’s have a brief look at the different ways we can combine our new backlog variables.

Combo 1 - Sell the Same Services to Existing Clients

Unless you offer bread, milk, or toilet paper, this combo can only take you so far. If you sell a corporate headquarters design project to ACME, Inc., when will they buy the next one? Large retail rollout programs and compliance-required assessments/surveys/reviews are good exceptions to this challenge. Watch out for “better, faster, cheaper” competitors led by well-dressed daredevils focused on Combo 4 described below.

Combo 2 - Sell the Same Services to New Clients

We should always analyze how to position our core offerings to new clients – in new markets or new geographies. Many firms claim about 80% of the new backlog is repeat work, meaning 20% has to come from this combo and Combo 4. Leverage your highly experienced professionals who like to build new relationships.

Combo 3 - Sell New Services to Existing Clients

Maybe ACME, Inc. doesn’t need a corporate headquarters designed this year but really needs help with a facilities management system. Here’s a little secret: Your existing clients trust you and would prefer to buy new services from you rather than from someone they don’t know. Build internal partnerships between your key relationship managers and the technical leader(s) of the new services. These communications and relationships can be tracked in your CRM for better management. This cross-selling method can often result in additional work for your firm. Watch out for experienced competitors focusing heavily on Combo 2.

Combo 4 - Sell New Services to New Clients

Get into LinkedIn and line up the cold calls! OK, that may be excessive, but this is definitely the final frontier in selling professional services. You’re convincing people who don’t know your firm to buy services for which you don’t have a track record. Totally possible, but not for the faint-hearted. This combo often requires strategic hires or acquisitions, which might be the only way to beat the competition in the other combos. Do your research. You may get lucky, but your competition in Combo 1 knows you’re coming.

Serving Over Selling in the Professional Services Industry

While we can’t completely avoid the annual budgeting process, we can look at it differently. You’re in the business of professionally serving others. Instead of simply looking for more projects, more offices, or more technical credentials, why not look for the best ways your firm can serve more people next year, and get paid for the value you created?

Use the combinations above as a framework and correlate the targets for each to your firm’s overall strategic plan and annual business plan. Tada! Now you’ve got a growth target that everyone can embrace. Happy budgeting, and more importantly, happy serving!

Learn How to Streamline Your Sales Process with a Successful CRM Rollout

If you're looking for more insights on how to successfully implement a CRM system to support your firm's business development and sales goals, be sure to check out our recent LinkedIn Live session, "How to Successfully Roll Out a CRM System." In this session, we share best practices, common challenges, and tips for ensuring a smooth rollout that drives both adoption and results. You can watch the full discussion by clicking the image below.

Have you ever found your professional services firm in the position of losing your in-house bookkeeper suddenly either permanently or temporarily? This could be the result of the birth of a child, other health issues, or the employee taking another opportunity in another field or firm. Whether temporary or permanent, this can throw your accounting cycle into turmoil. Often this person is the only employee who knows the financial accounting system of your firm and it leaves a huge void in the accounting side of your business.

Or perhaps you are a small firm that does not need a full-time accountant to process your transactions, but you want to leverage the power of your ERP and need a cost-efficient option. You just need a solution that would allow you to access trained bookkeepers and/or accountants without the need to commit to a full-time salary.

There is an increasing trend for outsourced accounting services that recognizes the strategic importance of consistent management of accounting practices for business of all sizes and at all levels of the process. Moreover, professional services firms today are seeing the benefits of an outsourced accounting firm to gain an advantage of scalable growth. Outsourcing your accounting tasks ensures that your business needs are met, even during times of absence or turnover, or if you simply have reduced needs.

Benefits of Full Sail Partners’ Outsourced Accounting Services

Full Sail Partners has received requests from our Deltek Vision and Vantagepoint clients throughout the years asking if we provide accounting services. We have heard the requests of our clients, recognized the needs, and answered with an outsourced accounting service of our own specializing in Deltek Vision and Vantagepoint.

Expertise and Experience

There are several advantages to using our outside accounting services. The first of which is expertise and experience. Full Sail Partners employs a team of highly qualified and professional bookkeepers and accountants who are trained specifically on Deltek Vision and Vantagepoint. We invest regularly in training to help our staff stay updated on the lates best practices, ensuring a firm's records are accurate and compliant.

Cost Savings Through Time Efficiency

Utilizing Full Sail Partners’ outside bookkeeping service also provides substantial cost savings to your professional services firm. Hiring and training an in-house accounting team is expensive when you take into account salaries, benefits, training and overhead costs. Using Full Sail Partners for your bookkeeping tasks allows your employees to focus on their individual business specialty and relieves them of the time spent on financial activities. They can concentrate on what they do best, which is running and growing your business.

Scalability

As your business grows, Full Sail Partners can scale up to your more complex needs without having to hire and train additional in-house staff. We also offer a scalable option from full service-transaction entry to timesheet posting to billing to reporting. You can also choose reduced services designed to fill gaps or augment your in-house staff.

Advanced Technology

Our firm can also provide an unbiased perspective on your financial processes, offering valuable insights and advice. Our accounting staff at Full Sail Partners is backed by a highly trained consulting team. We have access to the latest accounting technology and upgrades associated with Deltek Vision and Vantagepoint which will improve the efficiency and accuracy of your financial processes. We have often reviewed processes with our clients and suggested a consultative navigational analysis that reduces or eliminates the need for our augmented services.

Support Goes Beyond Outsourced Accounting Services

Full Sail Partners' outsourced accounting services can provide reduced or full-service accounting services scaled to your individual needs. However, our staff could never replace the highly skilled training services of our consulting team. We work closely with our team to make sure our staff is fully up to date on current practices, but our team does not offer training to a client's staff. If you find that your professional services firm would like to use our services for the augmentation of your current team's skills, we can provide the support you need.

If you would like to upgrade the skills of current employees or train new staff on Deltek Vision or Vantagepoint, we can connect you with one of our excellent consultants that will review your current system and team skills. Once they determine the level and areas of need, they will provide you with a detailed scope of services to provide your staff with on-site or off-site training.

Improve Your Professional Services Firm’s Financial Management

Outsourcing your accounting and bookkeeping services can lead to improved financial management and greater efficiency while seeing significant cost savings from reducing full-time accounting overhead or supplementally augmenting an in-house accounting team. By leveraging the expertise, technology and scalability of our Full Sail Partners’ Outsourced Accounting Services, you can position your business for long-term success without interruptions due to unforeseen personnel changes.

To help your firm address the evolving challenges in the architecture and engineering (A&E) industry, we’ve gathered key insights from the 45th Annual Deltek Clarity Architecture & Engineering Industry Study. This analysis of business development trends reveals the strategies successful project-based firms are using to navigate issues such as increased competition, project complexity, and talent acquisition hurdles. We'll also highlight the importance of adapting marketing strategies to the digital landscape, the benefits of strategic collaboration, and the growing role of technology in enhancing efficiency. By leveraging these insights, firms can position themselves for sustained growth and long-term success in a competitive market environment.

Optimistic Growth Forecasts

First, let’s start with the good news. The study reveals an encouraging trend, with firms projecting a net revenue growth of nearly 11% year-over-year. Despite the backdrop of shifting challenges, this growth signifies a positive outlook within the industry. However, achieving this growth comes with its own set of hurdles. One of the prominent challenges identified is the increasing competition within the A&E sector, fueled by globalization and the entry of new market players. With more firms vying for projects, differentiation becomes crucial for sustaining growth and profitability. Additionally, the study underscores the growing complexity of projects, driven by evolving client demands, regulatory requirements, and technological advancements. As projects become more intricate, firms must adapt their processes, workflows, and skill sets to deliver innovative solutions while meeting quality standards and deadlines. Moreover, talent acquisition and retention emerge as critical concerns for firms aiming to scale operations and expand market reach.

Adapting Marketing Strategies

A&E firms must adapt their strategies to fit an evolving digital landscape to keep up with consumer behavior. While traditional methods like print media and trade shows are still relevant, firms are increasingly focusing on digital marketing and content creation. They use thought leadership content to establish themselves as industry leaders and strategically leverage social media to engage clients and showcase their projects, enhancing their brand presence and generating leads.

This shift in marketing strategies underscores the importance of integrating traditional and digital approaches. Firms must be agile, continuously evaluating the effectiveness of their efforts and staying updated with the latest trends and tools. In doing so, they can ensure their marketing initiatives are not only relevant but also impactful in reaching their target audience.

Win Rates and Collaboration

Win rates for A&E firms remained stable year-over-year, with the overall capture rate experiencing a slight increase to 48.7%. These metrics underscore the importance of strategic networking and prospecting in securing new business opportunities. It’s important to note that the win rate measures the number of proposals submitted to the number of proposals awarded, capture rate measures the total dollar value of the proposals submitted compared to those awarded. Firms are increasingly focused on finding suitable teaming partners and leveraging their networks to source and close new projects. This emphasis on collaboration and relationship-building extends beyond traditional boundaries, as firms seek to form alliances with complementary service providers, subcontractors, and industry peers.

By expanding their network of collaborators, firms can access new markets, capitalize on emerging opportunities, and mitigate risks associated with project delivery. Furthermore, the study highlights the growing significance of client relationship management in driving business development success. With client expectations evolving rapidly and competition intensifying, firms must prioritize client satisfaction, retention, and loyalty to maintain a competitive edge in the market. This requires a proactive approach to understanding client needs, anticipating challenges, and delivering value-added services that exceed expectations.

Diversification Strategies

A notable trend identified in the study is the emphasis on diversifying project portfolios. While revenue from top clients grew, A&E firms are recognizing the importance of expanding their client base to reduce the risks associated with consolidated revenue across a few key clients. This diversification enhances resilience in the face of economic uncertainties, market fluctuations, and industry disruptions. It also enables firms to adapt to changing market dynamics, capitalize on emerging trends, and seize opportunities in more niche segments or emerging markets.

Harnessing Technology for Efficiency

As staffing challenges persist, A&E firms are turning to technology to enhance their efficiency. The Deltek Clarity study reveals that 46% of firms now utilize formal business development processes, with a slight uptick among small and large firms. This indicates a growing recognition of the importance of technology-driven solutions in navigating the competitive landscape.

With an 86% surge in awarded contracts driven primarily by large firms, there's a clear correlation between technology adoption and business success, particularly with AI. Despite this, there's a consensus among industry experts, including Megan Miller, CPSM, Director of Product Marketing at Deltek, that firms are only scratching the surface of AI's potential. While AI holds promise for streamlining marketing operations and enhancing BD outcomes, there's a pressing need for deeper exploration and integration of these technologies to unlock their full potential in the A&E industry.

Future Outlook and Recommendations

Looking ahead, project-based firms are advised to challenge themselves to be more selective in their pursuits, focusing on projects with the highest likelihood of success. The rise in proposal volume underscores the importance of refining go/no-go criteria and leveraging formal business development processes to prioritize opportunities effectively. Additionally, the study emphasizes the growing importance of content marketing and thought leadership in shaping firms' market positioning and visibility.

By addressing key challenges, leveraging technology, and adopting strategic initiatives, project-based firms can navigate growth opportunities and position themselves for long-term success in a competitive market environment. Need to hear more? Take a look at this year's Architecture & Engineering Industry Study now!

In light of the recently unveiled 44th Annual Deltek Clarity Architecture & Engineering (A&E) Industry Study, we now have the opportunity for an in-depth exploration of its key sections, beginning with a comprehensive analysis of the Business Development Trends. In this dynamic industry, architecture and engineering firms are faced with the challenge of navigating a landscape marked by both strong growth prospects and increasing competition. To stay ahead, these professional services firms must adopt a more strategic approach to capture planning, leverage internal resources effectively, and nurture client relationships.  

Here in this blog, let’s delve into some of the key insights and initiatives from the 44th Clarity A&E report that will drive success for these professional services firms seeking sustainable growth and a competitive edge in the market. So, what are some of the latest trends shaping the future of business development in the architecture and engineering sector? 

Revenue Growth Forecast 

This year’s Clarity study predicts a robust but more conservative revenue growth forecast for architecture and engineering firms. While the industry remains strong, A&E firms need to be cautious and strategic in their pursuit of revenue growth. This calls for more careful capture planning and leveraging internal resources effectively to build momentum for future growth. To achieve success in this landscape, these professional services firms must align their strategies with the changing market dynamics and economic conditions. 

Identifying New Prospects and Increased Competition 

Qualifying potential clients that align with an A&E firm's strengths is a persistent challenge in the industry. As markets evolve, firms must be more selective in targeting pursuits that align closely with their offerings, talents, and resources. Simultaneously, they should diversify into markets that align with their long-term business goals. The 44th Deltek Clarity study also highlights increased M&A activity, leading to larger firms with greater resources. This poses a dual challenge for A&E firms, as it both intensifies competition and opens opportunities for collaboration through strategic networking and teaming. 

Time to Nurture Client Relationships 

With the market poised for continued growth, nurturing existing client relationships becomes paramount according to this year’s Clarity study. A&E firms must invest in fostering strong and lasting connections with their current clients. This involves understanding their needs, providing exceptional service, and identifying opportunities to add value. In addition, these professional services firms need to innovate and find creative ways to attract new prospects, leveraging their existing business development talent to cultivate new leads. 

Challenges and Initiatives 

The 44th Deltek Clarity study identifies several challenges faced by architecture and engineering firms. Time constraints, limited resources, and the increasing cost of competing for projects are significant hurdles. To address these challenges, A&E firms are adopting cross-training initiatives. By empowering internal staff to handle business development tasks, these professional services firms can effectively utilize their resources and create a more robust and adaptable workforce. 

Furthermore, implementing a formal go/no-go process is another crucial initiative that A&E firms are focusing on. This process allows firms to evaluate potential projects more objectively, considering factors such as staffing levels and internal business metrics. By making informed decisions on project pursuits, these professional services firms can improve their win rates and optimize their use of resources. 

Net Revenue Growth Forecast 

This year’s study highlights a decline in the net revenue growth forecast for 2023 compared to the post-pandemic high of 17.6% in 2022. While the forecasted growth of 10.2% remains positive, A&E firms need to carefully monitor market conditions and adjust their strategies accordingly. This reduced growth forecast calls for a more cautious and strategic approach to business development, ensuring that firms maintain a strong financial performance despite the changing market dynamics. 

Marketing Techniques and Future Outlook 

A&E firms are employing a mix of marketing techniques to reach and engage their target audience based on the 44th Deltek Clarity report. It notes that social media and client-specific marketing continue to be top strategies, providing these professional services firms with avenues to showcase their expertise and build strong relationships with clients. Additionally, as in-person events become safer post-pandemic, trade shows and exhibits are regaining importance as effective marketing opportunities. 

Looking ahead, A&E firms must remain adaptable and open to emerging marketing technologies. As the industry evolves, these professional services businesses need to embrace digital strategies and explore new avenues to reach potential clients effectively. 

Learn Even More About Business Development Trends for A&E Firms 

The 44th Deltek Clarity A&E Industry Study provides valuable insights into the current and future business development trends in the architecture and engineering sector. By adopting strategic planning, nurturing client relationships, and making the most of their internal resources, A&E firms can navigate the changing landscape and ensure sustainable growth in the competitive industry. Embracing a diversified marketing approach and staying receptive to emerging technologies will position these professional services firms for success in the dynamic architecture and engineering landscape. For more details on Business Development Trends, read the full report.