Full Sail Partners Blog | Marketing

The year is 2025. AI is mainstream. Buyer behavior has changed. And firms that are still using their 2019 marketing playbook—or worse, a budget built on “we’ve always done it this way”—are already falling behind.

If you’re a marketing or firm leader staring at a spreadsheet trying to justify budget requests, you’re not alone. And if you’re still cobbling together tactics that might have worked last year, it’s time to trade in the guesswork for something stronger: research-backed strategy.

Let’s break down how to set a competitive, results-driven marketing budget for your professional services firm—without burning through dollars on outdated efforts.

1. Start with Research, Not Assumptions

One of the most telling findings from the 2025 Deltek AEC Clarity Report is this: high-performing firms are more likely to use data and analytics to drive decision-making. Yet, only 34% of firms reported using CRM and marketing data to inform their BD strategies.

Research isn’t optional—it’s your competitive edge.

In fact, studies by Hinge Marketing show that firms conducting frequent research (at least quarterly) grow 10X faster and are twice as profitable than those that skip it.

Don’t guess what worked last year. Pull your CRM reports. Review marketing metrics. Survey clients. And assess which efforts brought in leads, moved opportunities forward, and converted to wins.

2. Narrow Your Targets (No More Spray-and-Pray)

Trying to market to everyone usually results in connecting with no one.

The most effective firms invest their limited resources in a focused set of target clients and pursuits. According to the 2025 Clarity Report, the top business development challenge cited was identifying new prospects, yet only 38% of firms reported having a defined go/no-go process.

Now is the time to:

• Audit your current client list for commonalities (size, sector, service line, etc.)
• Use CRM and financial data to find which client types bring in the most profit
• Prioritize ideal clients that align with your strategic growth goals

Pro tip: Don’t just define your ideal clients—also define who you don’t serve. It’ll keep your spend efficient and your messaging crystal clear.

3. Shift Budget Toward Online (It’s Where the Buyers Are)

Tradeshow booths and sponsorships still have a place, but they shouldn't dominate your spend. Online lead generation is more scalable, cost-effective, and measurable.

Yet many AEC firms are still overinvested in traditional tactics. According to the 2025 Deltek AEC Clarity Report, the top three areas of marketing spend were:

1. Proposals and pursuits
2. Conferences and tradeshows
3. Website and digital marketing

While proposals and events remain vital, there's a growing intent to shift more budget toward digital—but execution often lags due to limited staff capacity and technology gaps.

Rebalance your budget with a tilt toward:

• Website and SEO improvements
• Strategic content creation (blogs, webinars, whitepapers)
• Email marketing and automation
• Social media marketing and paid campaigns

Firms that increase digital maturity gain more pipeline visibility, stronger marketing ROI, and greater confidence in revenue forecasting.

Start here: Allocate at least 40-50% of your marketing budget to digital—this includes online content, CRM tools, marketing automation, and analytics platforms.

4. Measure What Matters

You can’t improve what you don’t measure. And in 2025, measurement must go beyond vanity metrics like impressions and email opens.

Instead, track metrics that matter to your firm’s growth:

• Leads generated by campaign or channel
• New opportunities created in the pipeline
• Shortlist rates and how often you’re advancing
• Win rates by pursuit type, team, or market
• Client acquisition cost (CAC) and lifetime value (LTV)

The 2025 Clarity Report found that firms with stronger marketing and BD integration were more confident in their forecasts and better able to connect marketing investment to actual revenue growth.

If your current systems don’t support this kind of reporting, it may be time to upgrade your CRM or implement marketing analytics dashboards.

5. Don’t Underspend (or Overspend!)

So how much should you actually allocate?

While every firm is different, Hinge Research suggests that high-growth professional services firms typically invest 5–15% of their revenue into marketing. And many Clarity Report respondents said they planned to increase their BD and marketing budgets in the next year, signaling greater recognition of marketing’s role in growth.

Budgeting too little may leave you invisible. Spending too much without strategy wastes resources. Anchor your budget to strategic goals and your firm’s growth targets.

6. Invest in the Right Tools—and the People Who Use Them

A brilliant strategy can still flop if execution is half-baked. Your budget should reflect not just what you’ll do, but how you’ll do it.

That means factoring in:

• Internal marketing staff capacity
• External partner support (freelancers, agencies, consultants)
• Software subscriptions (CRM, automation, SEO tools)
• Training and professional development for your team

The bottom line: Don’t just plan campaigns—budget to execute them well.

7. Keep the Budget Agile

Gone are the days of set-it-and-forget-it annual budgets. In 2025, the smart move is to:

• Set quarterly checkpoints
• Reallocate funds based on campaign performance
• Leave a “test and learn” portion of the budget for new channels or experiments

This flexibility allows you to scale what’s working—and shut down what’s not—before it drains your resources.

Final Thought: Lead with Strategy, Not Spreadsheets

Your marketing budget isn’t just a list of line items—it’s a declaration of how you plan to grow.

Lead with research. Focus on ROI. Measure obsessively. And give your marketing team the tools and support they need to turn strategy into results.

Because in a sea of competition, smart marketing isn’t just nice to have—it’s the only way to stand out.

Need help aligning your marketing plan with your firm’s growth goals?

Full Sail Partners offers strategic consulting, system support, and CRM integration to help professional services firms turn insight into action. Let’s talk.

In today’s relentless business environment, a strong marketing strategy isn’t just a “nice-to-have.” It’s the cornerstone of real, measurable growth.

And here’s the kicker—we’re a consulting firm that sells, configures, and trains on CRM systems, and even we will tell you: a killer system means nothing without a smart strategy to back it up.

Tools are just tools. Your CRM won’t magically generate demand, build relationships, or close deals on its own. That’s where a strategic marketing approach comes in—giving your tools direction, your messaging purpose, and your entire growth engine momentum.

Below, we’re diving into five strategic elements professional services firms should prioritize to build a bold, results-driven marketing plan.

1. Balancing Operations and Creativity

Marketing is a balancing act—a mix of analytical rigor and creative expression.

It’s not just about operations and logistics, and it’s not just about eye-catching visuals or clever taglines. The real magic happens when creative ideas are paired with structured systems and supported by insightful analysis.

Compelling messaging, thoughtful targeting, consistent branding, automated processes, and performance tracking—these all need to come together in harmony. Without that balance, marketing either becomes disorganized chaos or stale corporate noise.

🛠 Pro Tip: Make room for creative thinking, but ground it in strategy and data. That's how you move from busy work to impactful work.

2️. Prioritize Speed and Clarity—Not Perfection

Let’s be honest: the pursuit of perfection is often the enemy of progress. The firms winning today are the ones who are agile—moving fast, testing ideas, getting feedback, and making adjustments on the fly.

Launch that campaign before it’s “perfect.” Ask for feedback through surveys or focus groups. Test messaging with different segments. Use what you learn to refine, optimize, and iterate.

With the right tracking in place, you can monitor performance in real time. Which campaigns are generating leads? Which ones are getting short-listed? What’s your win rate?

These insights allow you to pivot quickly, amplify what works, and cut what doesn’t. Perfection is overrated. Clarity and action? That’s where the ROI lives.

3. Foster Cross-Functional Alignment

Want better marketing results? Tear down the silos.

The best marketing strategies are built on collaboration—especially between marketing, business development, and technical experts (a.k.a. your seller-doers). In professional services firms, these roles often overlap—but each brings unique value to the client journey:

Marketing

Objective: Build brand awareness and generate leads

Focus:

• Identify and segment target audiences
• Create educational and value-driven content
• Maintain brand consistency across channels
• Drive traffic and engagement through campaigns
• Conduct market and client research to inform strategy

Business Development

Objective: Build relationships and identify growth opportunities

Focus:

• Network and engage with potential clients and partners
• Explore strategic partnerships and industry involvement
• Identify future project opportunities
• Collaborate with marketing and technical teams on pursuit strategies and proposals

Technical Experts / Seller-Doers

Objective: Deliver expertise, build trust, and help close the deal

Focus:

• Participate in early-stage conversations with prospects
• Provide technical insight and solutions during pursuit phases
• Collaborate on proposals, presentations, and interviews
• Build long-term client relationships through successful project delivery
• Identify additional client needs and opportunities for future work

Each team has a distinct role, but the magic happens when they align—sharing insights, speaking the same language, and working together toward common business goals. When marketing, BD, and technical experts collaborate, your firm becomes more responsive, more strategic, and way more successful at winning the right work.

4. Use Marketing Attribution for Smarter Decisions

Attribution isn’t just about patting yourself on the back for a conversion. It’s about learning.

When you can identify which messages, campaigns, or touchpoints lead to action—whether that’s a meeting request, a site visit, or a proposal request—you unlock a feedback loop for continuous improvement.

Smart attribution helps you:

• Understand what’s working (and what’s not)
• Allocate budget more efficiently
• Align teams around proven strategies
• Improve cross-sell and upsell opportunities

Plus, when teams work from a shared data set, collaboration becomes easier—and marketing becomes more cost-efficient without compromising on quality.

5. Maximize ROI: Focus on Repeat Audiences While Still Growing New Ones

Here’s a secret not enough firms talk about: sometimes the best new opportunities come from people who already know you.

Targeting repeat audiences—past clients, partners, proposal reviewers, and warm contacts—often yields higher conversion rates. These audiences are already familiar with your brand and more likely to engage with personalized messaging.

Even better? It’s more cost-effective than constantly chasing new leads.

That said, growth still requires expanding your reach. So, balance is key. Continue reaching out to new prospects through campaigns, events, and content while maintaining strong follow-up strategies for past and current clients.

Short-term ROI comes from repeat audiences.
Long-term growth comes from reaching new ones.
You need both to sustain success.

The Bottom Line: Strategy First, Tools Second

Let’s face it—your marketing strategy is the fuel that powers your CRM, your email campaigns, your proposals, and your BD team’s efforts. Without it? You’re just throwing spaghetti at the wall and hoping for ROI.

A smart marketing strategy aligns creativity with operations, embraces experimentation over perfection, breaks down silos between teams, tracks performance with purpose, and balances client retention with outreach.

If your firm is still shooting in the dark with disconnected tactics or just "doing what you’ve always done," it might be time to hit pause—and start building a better game plan.

🎯 Need a strategic partner to guide the way?

At Full Sail Partners, we help professional services firms align their marketing strategy with the right tools, processes, and insights. From CRM configuration to campaign execution—we’ve got you covered.

👉 Let’s Talk Strategy

You know what’s not fun?

Exporting contact lists. Cleaning spreadsheets. Re-uploading them into another platform. Then wondering if your campaign results will ever make it back to your CRM.

You know what is fun?

Clicking one button—and watching your marketing list fly from Deltek Vantagepoint to HubSpot like a data-driven superhero.

We’re thrilled to announce the launch of our Blackbox Connector for HubSpot + Vantagepoint, and it’s about to make your marketing life a whole lot easier.

Whether you’re trying to reach past clients, follow up with new leads after a conference, or just want to run a quick A/B test—this integration takes the chaos out of syncing your marketing efforts and puts everything right where it belongs: in one clean, closed-loop system.

Here’s What You Can Do With the HubSpot Connector

With just a few clicks, you can:

✔️ Build a segmented list in Vantagepoint
✔️ Push it into HubSpot instantly—no spreadsheets required
✔️ Send an email campaign using HubSpot’s tools
✔️ Pull performance data (opens, clicks, bounces, unsubscribes) right back into Vantagepoint

It’s fast. It’s seamless. And it means no more awkward handoffs between marketing, BD, and project teams. Everyone gets access to campaign insights—right inside the system they’re already using.

Let’s Paint the Picture…

You’ve just wrapped up a major healthcare architecture conference. You’ve met new contacts. Reconnected with past clients. And now you want to follow up with a tailored email about your firm’s healthcare expertise.

Before, that probably meant asking someone to export a list from Vantagepoint, emailing it to marketing, uploading it into HubSpot, then trying to remember to send performance results back later. (Yikes.)

Now? You create a new Marketing Campaign in Vantagepoint. Tag your contacts with “Healthcare Conference.” Push the list straight into HubSpot. Launch your email. Then click a button to have opens, clicks, and engagement metrics flow back into Vantagepoint like magic.

Even better—those results show up not only on the campaign, but also on each individual contact record. So your project managers and principals? They’ll finally know which of their contacts are actually engaging with marketing. (And that’s a win for everyone.)

How It Works (In 3 Simple Steps)

Step 1: Build Your List in Vantagepoint

Start in the Marketing Campaigns Hub. Build your contact list based on whatever filters matter—recent project involvement, industry tags, or events attended. You can even use custom fields that you created with Screen Designer.

Make sure your contacts have email addresses, and that you’ve enabled the BBMIQ integration for that campaign.

Step 2: Push It to HubSpot

Hop over to the BBMIQ Email tab, where you’ll select a static contact list from your HubSpot account. Then—drumroll, please—click Send Contacts to HubSpot.

Just like that, your Vantagepoint contact list appears in HubSpot, ready for your next email campaign.

Step 3: Pull Results Back In

Once your email is sent and the results start rolling in, return to the same BBMIQ Email tab in Vantagepoint.

Add the outbound email to the campaign, hit Get Email Response from HubSpot, then click Generate Statistics.

Boom. Now you’ve got:

• Total sends
• Opens
• Clicks
• Bounces
• Unsubscribes

…all right there in Vantagepoint—no digging, no guessing, no data delays.

Why This Matters (Especially for Non-Marketers)

Let’s say your technical staff doesn’t live in the Marketing Campaigns hub (no surprise there). But they do care about which contacts are engaged when they’re prepping for a meeting or writing a proposal.

With the Marketing IQ tab on the contact record, they can now see marketing email engagement at a glance—what was sent, when, and how that contact responded. That’s powerful intel to help guide business development conversations and deepen client relationships.

No more guessing who’s warm, who’s cold, or who unsubscribed three months ago. It’s all there, in context, inside the system your whole team already uses.

Close the Loop. Open New Possibilities.

When your marketing data lives in silos, everything gets harder—planning campaigns, tracking performance, reporting on ROI. But when your CRM and email platform talk to each other? Magic happens.

The HubSpot Connector for Vantagepoint delivers:

✨ Smarter list building
✨ Streamlined campaign execution
✨ Data-driven marketing insights
✨ And zero spreadsheet wrangling

This is more than a sync. It’s a strategic bridge between marketing and the rest of your firm.

Hear It Straight From the Source

Want to see how this connector performs in the real world?

Join us for our upcoming webinar with HR Green, where their CRM Database Manager shares:

✔️ Why their team needed a better way to connect Vantagepoint and HubSpot
✔️ What the deployment process looked like with our Blackbox Connector
✔️ The results and ROI they’ve seen since implementation

You’ll walk away with actionable insights—and maybe a little marketing envy. 😉

Click below to see how Full Sail Partners is helping firms like HR Green turn disconnected systems into seamless marketing engines.

Because great marketing doesn’t happen in isolation—and now, neither does your data.

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!

For marketing professionals and business developers in project-based firms, managing client relationships effectively is critical. Deltek Vantagepoint workflows provide powerful tools to automate and enhance your CRM processes, ensuring your team stays ahead in your competitive markets.

Below are five different CRM workflow examples that you can create in Vantagepoint to help speed up and automate your data management processes. Read to the end to get a bonus tip and some additional information about workflow actions and maintenance.

1. Automate Role Assignments for Efficiency

Consider the setup of a new potential project within your CRM system. The usual process may involve manually assigning a client manager or principal based on client relationships and organizational hierarchies—a task prone to human error and time-consuming cross-referencing. However, with Deltek Vantagepoint workflows, these assignments can be automated.

CRM Workflow Example: When you enter a new potential project into the system, the workflow can automatically assign the client manager and principal based on predefined rules related to the client and their organization. This not only reduces the potential for errors but also streamlines the process, freeing up your team to focus on strategy and client engagement.

2. Proactive Alerts for Immediate Action

Alerts are a critical component of staying proactive and responsive. In Deltek Vantagepoint, workflows can be set to trigger alerts—both emails and notifications—based on specific conditions within the CRM.

CRM Workflow Example: When a project’s stage is changed to “Won” or “Awarded,” an automated email can be sent to the project team, finance, and operations, prompting them to continue the project setup process. This seamless communication ensures that everyone is on the same page and ready to move forward without delay.

3. Uphold Data Quality with ‘Data Police’ Workflows

Data integrity is a non-negotiable aspect of CRM systems. Workflows in Deltek Vantagepoint can act as your 'data police', ensuring that data quality is maintained without the need to make every field mandatory.

CRM Workflow Example: If a new contact is added without crucial information such as their title or email, a workflow can display an error message, prompting the user to complete these fields before saving. This enforces data integrity rules while maintaining user-friendliness. Similarly, if a field critical for project execution is missing—such as a contact’s role or key project detail —a warning can prompt the responsible party to complete this information before proceeding.

4. Automated Reminders for Timely Follow-ups

Workflows can also be employed to keep your team on track with their responsibilities, from updating records to renewing licenses.

CRM Workflow Example: If a proposal’s due date passes without a change in its stage, a workflow can automatically send a reminder to the responsible team member. Similarly, reminders for license renewals or contract expirations can be set, ensuring compliance and uninterrupted service.

5. Dynamic Field Requirements Across Pursuit Stages

Tailoring the amount of information required at different stages of a project pursuit can greatly enhance CRM efficiency, a strategy highlighted by Stacey Ho from Otak. In Deltek Vantagepoint, workflows can be set up to adjust field requirements as a project moves from an early pursuit stage to a contracted project.

CRM Workflow Example: At the “proposal submitted” stage, the workflow might prompt users for comprehensive data including estimated fee, project manager name, etc., while at the “lead” stage, it focuses on basic project information like client name and project name. This ensures relevant and timely data collection without overwhelming the user.

Implementing Stacey Ho’s approach in your Deltek Vantagepoint workflows means your data collection is as dynamic as your pursuits, ensuring you have the right information at the right time to make informed decisions.

Bonus Tip! Proactively Audit Your CRM Data with Scheduled Reports

Regular data audits are crucial for maintaining the accuracy and relevancy of your CRM system. While not technically a workflow, you can leverage the power of monthly scheduled reports to keep your data in check. Instead of overwhelming annual audits such as when you’re preparing your firm’s holiday cards, monthly reports break down the data review process into manageable segments. This allows for more frequent and focused evaluations of your CRM data, ensuring its ongoing accuracy and usefulness.

And a bonus to routine data auditing is that you can see who is creating the records and use these monthly reports as an opportunity to do continuous CRM training!

Example: Set up a monthly report in Deltek Vantagepoint to track new and modified firm and/or contact records. This report can highlight changes in contact details, the addition of new firms, or updates to existing records. You can also create these reports to show you who created the record. By regularly reviewing this report, your team can quickly identify and rectify discrepancies, update obsolete information, and confirm the integrity of new data entries.

These reports enable your team to proactively address data discrepancies and maintain a high standard of data quality. Regular monitoring ensures that your CRM database is not just up to date, but also a reliable foundation for your marketing and business development activities. Diverse Workflow Types to Enhance Your CRM Approach with Deltek Vantagepoint In the realm of CRM management using Deltek Vantagepoint, it's vital to recognize the different types of workflows available to optimize your processes.

User-Initiated vs. Scheduled Workflows

User-Initiated Workflows: These are activated by direct interaction—when a team member makes a change to a record and meets certain criteria, the workflow jumps into action. This hands-on approach ensures that workflows are triggered by deliberate updates, making sure that every client interaction is captured and acted upon.

CRM Workflow Example: A director of marketing updates the status of a marketing campaign. Upon saving, a user-initiated workflow can trigger a sequence of follow-up tasks for the team to execute, ensuring that no opportunity for client engagement slips through the cracks.

Scheduled Workflows: This workflow type functions autonomously, running at predetermined times regardless of user activity. It’s the silent engine in the background, keeping the CRM machine well-oiled and functional without the need for constant user intervention.

CRM Workflow Example: Imagine a scheduled workflow that evaluates project stages every Friday at 5 PM. If a project in an “In Pursuit” stage step has been idle for a certain period (more than 60 days, for example), the workflow can prompt a notification to the assigned business developer to take action.

Workflow Actions: The Muscle Behind Automation

Workflow actions are the actual mechanisms by which automation is applied within your CRM. While these may vary across different systems, Deltek Vantagepoint offers a robust selection of actions:

• Errors or Warnings: These are crucial for maintaining data accuracy. If a field is incomplete or incorrect, the system can flag this with an error or warning—either as a simple notification or by preventing the user from proceeding until the issue is rectified.
• Email Alerts: Tailored emails can be dispatched to specific individuals or groups based on their role or involvement with a record, such as notifying a Project Manager when a project is awarded.
• Alert Notifications: Similar to email alerts, you can send a notification to a selected person or group when the conditions that you specify for the workflow are met, ensuring visibility and prompt attention.
• Field Updates: Changes in one part of the record can trigger updates in another, keeping the data congruent and up-to-date without manual entry.
• Activity Creation: A core function in Deltek systems, this action can, for instance, automatically schedule a debriefing meeting when a project is marked as lost.

Advanced users may also employ more complex actions such as executing stored procedures or SQL scripts, providing a level of customization and control suited to unique business requirements.

Incorporating these varied workflows into your CRM strategy with Deltek Vantagepoint not only increases efficiency but also provides a structured, error-minimized approach to client relationship management. Understanding and utilizing the full spectrum of workflow actions available in Deltek Vantagepoint is key to harnessing the full potential of your CRM system, turning routine data management into strategic asset management.

Regular CRM Workflow Maintenance

Maintaining the efficiency and accuracy of your workflows is as crucial as setting them up. Julie Huval from Beck Technology shares a proactive approach to ensure that your Deltek Vantagepoint workflows continue to function optimally.

Biannual Workflow Checkups: To keep workflows running smoothly, it’s important to conduct regular maintenance. Beck Technology implements a biannual cleaning routine, which involves revisiting and updating their workflows to ensure they align with current business processes and data requirements.

Example: Julie maintains a running list on their Kanban card of items to be reviewed and cleaned every six months. This list serves as a living document, constantly updated with new items identified by the team. When the scheduled cleaning quarter arrives, a new Kanban card is created from this master list to guide the cleaning process, ensuring nothing is overlooked.

Adopting a similar maintenance strategy for your Deltek Vantagepoint workflows, as practiced by Julie Huval and her team at Beck Technology, can significantly enhance the longevity and effectiveness of your CRM system. Regular maintenance not only keeps your workflows aligned with your current business needs but also paves the way for continuous improvement and efficiency in your data management practices.

Leverage Deltek Vantagepoint CRM Workflows for Competitive Advantage

By embedding Deltek Vantagepoint workflows into your CRM strategy, you can enhance the productivity of your marketing and business development teams. The automation of mundane tasks, timely alerts, strict data governance, and the setup of automated reminders can transform the pace and precision of your client management operations, ultimately contributing to a streamlined, efficient, and more profitable business practice.

As we've explored the various ways Deltek Vantagepoint can revolutionize your CRM strategy, remember that these insights are just the beginning. To truly harness the full potential of these dynamic workflows, firsthand experience and guidance are invaluable. We invite you to watch our webinar, where we'll dive deeper into the practicalities of setting up and optimizing various CRM workflows in Deltek Vantagepoint. Click the image below to access the webinar.

It’s no shock that technology is constantly changing. While some firms are accustomed to decentralized pursuit and marketing data, others are recognizing the need to consolidate platforms and streamline processes. In doing so, teams are discovering that a shared resource offers more transparency and accountability if executed smoothly. What are you waiting for? 

My years as a proposal specialist, marketing coordinator, marketing director, and now a CRM consultant have shown me that not all firms, or systems, are the same. There are often similarities regarding firm priorities, but people and processes can vary greatly. Let’s look at some pointers from the success stories and perhaps some lessons learned from others.  

Approach as a Team 

DO: Approach a CRM implementation with a TEAM mindset. 

The more successful implementations not only have executive support throughout the process, but they have executive engagement and involvement. This takes a commitment of time and effort from the leadership team as well as other stakeholders. Stakeholders may include members of the leadership team, marketing, and business development, seller/doers, proposal coordinators, and more.  

In Deltek Vantagepoint, everyone is using the same system and the same data, but for multiple purposes. This is certainly a team project, whether you would like to admit it or not. This concept is likely a change from previous processes.  

DON’T: Expect the marketing team to implement and roll out to the entire firm. 

There’s more to Deltek Vantagepoint CRM than marketing. It’s true! A strong CRM can guide how your firm identifies, pursues, and wins work. By capturing the right data, results can be analyzed and strategies adjusted.  

Engage Stakeholders 

DO: Think about business processes as a whole.  

It can take a large team of people in various roles to win work. Everyone has a part in the process, and representatives from those roles should be included in the implementation team. In Deltek Vantagepoint, many roles touch even just one project record. Business developers, proposal coordinators, project managers, finance teams, and project accountants all have a vested interest in recording data. The process needs to be seamless and support business processes. 

Ask questions, and then ask more! A few to get you started include:  

• Where do groups track efforts?  
• What reports are modified outside of Vantagepoint?
• What information do you want to know but have no way of knowing?
• How many emails are sent to find out who talked to John Doe recently? 
• What are the pain points in the process of winning work?

DON’T: Assume an individual or small group has all the answers to the above questions.  

Each role has an interest in different parts of the process. Use this opportunity to address as many as possible while implementing CRM in Deltek Vantagepoint.  

Manage Expectations 

DO: Identify firm priorities to focus on.   

What are the primary goals? And what is the timeline to accomplish these? Priorities usually identify themselves after stakeholders converse and discuss wish list items. Here are more questions to prioritize:  

• Does the firm want to have a clean pipeline?
• Does the firm want to utilize project forecasting?
• Does the firm want to know what is being spent on the pursuit of work? 
• What is the return on effort for marketing initiatives?
• How easily can a contact list be created for a holiday mailer? 

Secondary priorities can come into the fold after the primary priorities are rolled out. For firms new to CRM, there are recommended stepping stones to build upon and each of those takes some time. After all, a CRM implementation is usually rolled into a potentially busy workload. Identifying priorities and creating realistic timelines helps team members understand what’s important now and what to look forward to in the future.    

DON’T: Expect to successfully roll out a complete CRM in a few months. 

On the surface, that’s potentially an achievable goal. However, it may be more transactional than impactful. Do it right and go for impact!   

Make Decisions 

DO: Identify needs, discuss solutions, and make decisions.  

Making decisions allows for configurations to be made and tested. Once tested and confirmed that the process and system meet user needs, then document and execute it. Most CRM configurations can be modified and adjusted as needed. You must start somewhere though.  

DON’T: Delay decisions.  

I see implementations lose steam when decisions take too long. Sometimes this is due to not having the right team members around the table. Teams must include decision-makers and doers.   

Educate  

DO: Socialize the concept of CRM with employees.  

Introduce bite-size pieces of visuals, data, or processes in company meetings. By nature, some employees may become CRM champions or power users. Give them access and let them promote CRM with the implementation team. It’s always great to identify those cheerleaders within the firm that naturally promote a CRM because they believe in the process and trust the data.  

DON’T: Shock your users and give them a manual. 

People don’t typically like surprises. CRM implementation is no different. Helping others recognize what’s in it for them can go a long way. Even without the presence of a formal CRM platform, some employees are likely tracking CRM-like information. Perhaps it’s in a spreadsheet, email platform, another CRM tool, a notebook, or even their heads! Introduce them to a new tool to increase efficiency. 

Be Open to Adaptation  

DO: Recognize that this is a fluid and ongoing effort.  

Your business is constantly changing, which means your CRM system will need to adapt to those changes. A well-implemented CRM has an accompanying maintenance plan and onboarding steps.  

DON’T: Think you’re done after your go-live date.  

Tweaks will be made along the way, and workflows may change your life!  

Everyone Should be Involved When Implementing CRM 

There are many best practices to learn from and take advantage of here. While CRM is a tool that was historically used by marketing teams, Deltek Vantagepoint offers so much more than that. A theme that should be promoted throughout an implementation is “our system.” A CRM implementation is a group effort and everyone throughout the firm should be considered and involved throughout the process.