SMPS Maryland & Washington, D.C.
Shaping Today’s Marketing Professionals
Doing More with Less, while improving the bottom line.
May 13, 2015
Marketing Research
Theresa M. Casey, FSMPS, CPSM
Thomas S. Townes, AIA, NCARB, FSMPS, CPSM
Agenda
—  Marketing Research – The big picture
—  Marketing Research for Marketing Initiatives
—  Marketing Research for Business Development Activities
—  Questions / Audience Contributions to Subject (postcards)
#1 of 6 Domains of Practice
The FIRST STEP to Identifying Market Trends, Developing Effective
Communications and Cultivating Clients/Projects
1.
2.
3.
4.
5.
6.
Market Research
Marketing Plan
Client and Business Development
SOQs/Proposals
Promotional Activity
Information, Resource and Organizational Management
Why is Marketing Research so important?
“Skate where the puck is going, not where it’s been.”
~Wayne Gretzky
Benefits to Marketing Research
—  Reduce risk -- base strategic and marketing plans on facts
and data
—  Achieve competitive edge & Boost performance of firm &
marketing department
—  Improve effectiveness of sales process
Who
What
When
Where
Why
Why Measure Marketing ROI
“The typical lead time from the start of cold
contacting until work under contract is
9 to18 months.”
Weld Coxe
•  SMPS Marketing Achievement Award
•  SMPS Founding Member
•  Father of Modern AEC Marketing
Definitions
—  Marketing
Ø  Knowing & identifying markets
Ø  Creating awareness and demand for firm,
staff, services
—  Business Development & Sales
Ø  Project & Client Focused
Ø  Business Development / Relationships
Ø  Closing the deal
Marketing Research Steps
1) Define the problem/narrow the research objectives
2) Develop plan to gather or generate the information
3) Analyze the data
4) Present the findings
Threats
Opportunities
Weaknesses
Strengths
SWOT Analysis / SOAR / PESTLE
Market/Service Life Cycle
30% of Marketing Budgets are Wasted by Spending Time Chasing
Jobs With Little or No Justification John D. Geddie – Martin-Simmons Associates
TC
Marketing Research Methods
—  Primary vs Secondary
—  Qualitative vs Quantitative
Marketing Information System
—  Internal reports system
—  Research-gathering marketing
intelligence system
—  Analytical marketing system
#1 of 6 Domains of Practice
The FIRST STEP to Identifying Market Trends, Developing Effective
Communications and Cultivating Clients/Projects
1.
2.
3.
4.
5.
6.
Market Research
Marketing Plan
Client and Business Development
SOQs/Proposals
Promotional Activity
Information, Resource and Organizational Management
Marketing vs Selling
Catch - Kill
Fish - Hunt
Comparison –
Marketing Research
—  Competitive Intelligence - Status in marketplace?
—  Who are your customers and what do they want?
—  Who are your competitors?
—  What’s the life expectancy of your service?
—  Determine staff experience or need?
—  How to Smooth Out the Peaks and Valleys?
Who
What
When
Where
Why
Definitions
—  Marketing
—  Creating awareness and demand for firm, staff, services
—  Knowing & identifying markets
—  Business Development & Sales
—  Planning Aspects
—  Target Business of Company
—  Sales (BD?)
—  Transactional
—  Closing the deal
Research Process – Go/No Go
Suggestions for a Go/No Go Form:
•
•
•
•
•
•
Remove as much subjectivity as possible;
Must be quantifiable;
•  Numerical scale for filters
•  Thresholds/ranges for Yes, No, Maybe
Worded so evaluation can be performed early;
Completed by multiple team members;
May want two forms – new and existing clients;
Evaluate project versus firm’s differentiators
Research Process—
Project Focus & Deal Positioners
—  Determine firm differentiators that provide benefits to
the client on this project;
—  Applicable firm differentiators = Deal Positioners;
—  Utilize features that separate you from the
competition;
—  Know competition’s strengths and
attempt to neutralize;
—  Present differentiators to client
prior to formal response
Go / No Go Decision Matrix
Proposal Factors
Negative
1
2
Decision Criteria
Neutral
3
4
Positive
5
6
1
Client Contact and Rapport
Unknown or virtually
unknown to client
Known to client, but not well
known
Well-developed relationship
with client
2
Marketing Intelligence
Did not expect RFP; project
info limited to solicitation
Anticipated RFP, have
collected adequate info
Distinct insights into client
needs and expectations
3
Competitive Advantage
Competitor is strongly
favored
Open competition with no
apparent favorite
Our firm in favored position
for contract award
4
Qualifications and Experience
Marginally qualified, limited
or no relevant experience
Adequately qualified but no
real edge over competitors
Technically superior to most
competitors
5
Project Team Availability
Needed team members are
too busy or in distant offices
Needed team members
have adequate availability
Very strong proposed team
with good availability
6
Profit Potential
Unlikely to make targeted
profit on this project
Can meet profit goals if well
managed
High likelihood to meet or
exceed targeted profit
7
Pricing Sensitivity
Selection primarily driven by
price; commodity purchase
Client to balance price and
qualifications in selection
Will select most qualified,
then negotiate price
8
Cost to Respond
High proposal costs relative
to odds of winning
Proposal costs appropriate
relative to odds
Excellent ROI; cost very
appropriate for the odds
9
Consistency with Marketing Plan
Opportunity not consistent
with stated marketing goals
Opportunity fits within our
stated marketing goals
Opportunity can’t be passed
up relative to our goals
10
Odds of Winning
0-30% chance of winning
30-60% chance of winning
60-90% chance of winning
Our
Firm
Estimated Rating
Competitor Competitor
A
B
Total Score (sum of 10 proposal factor ratings)
Overall Rating (total score divided by 10)
COMMENTS:
DECISION:
GO
NO GO
© Copyright, The Business Edge (2002), used by permission.
INSTRUCTIONS:
1. The matrix should typically be filled out by at least three people who are familiar with the proposal opportunity.
2. For each proposal factor, record an estimated rating from 1 to 6 based on the decision criteria provided. You may choose to do the same for a prominent competitor or two.
3. The “Overall Rating” should be at least 4 before deciding to submit a proposal.
4. If the overall rating is less than 4, appropriate management approval should be obtained before proceeding with the proposal.
Research Process—
Listen and Question
§  Introduce project team;
§  Visit the project site;
§  Visit with the client
§  Then, visit again – make client aware
§  Create a reason for a follow-up
conversation
§  Take advantage of pre-proposal/
pre-bid
meetings;
§  Utilize “chance meetings”;
§  During all meetings, listen for the Deciding Factors
Customer Satisfaction
—  More important than market share
—  Key to the success of the firm
—  Critical factor to competitive advantage
Customer Satisfaction
—  Earning a new client costs 7x more than retaining old
clients
—  65% of customers leave current supplier – don’t like
how they are treated
—  Used by clients to make choices
—  A satisfied customer can help reduce concerns about fees
and schedule
Ongoing Marketing Research
Gauging customer satisfaction
—  Client’s rating of experience with firm
—  Obtain this information through de-briefings at different points
in the project process
—  Questionnaires, in-person interviews, etc.
—  Ask clients for reference letters, written referrals?
ROI – Why Measure
Improve the ROI of Your BD Costs
—  Analyze How the BD Labor is Being Spent
—  Revamp Your Marketing Strategy
—  Push BD Effort Upstream in the Sales Process
o  Implement a Go/No Go Process
o  Avoid Over-Emphasizing the Proposal Pipeline
o  Develop Client Account and Drive Pre-RFP Activity
o  Budget Seller-Doer Time for BD Strategy
Measure BD/Sales Results
Goal
Jan
Feb
Mar
New Prospects Identified
5
4
6
New Prospects Contacted - Unsolicited
5
5
5
New Prospects Contacted – Upon Request
1
3
0
Follow Up Calls Made
11
12
11
Introductory Meetings
2
4
1
Leads Identified
0
2
4
Quals Submitted
12
9
10
RFP’s Completed
5
6
4
Shortlists
0
0
0
Marketing Research Resources
www.MySMPS.org
•  Marketing Resource Center
•  Communities / Blogs
•  Bookstore
The SMPS Body of Knowledge Project –
Coming soon!
Questions & Audience Contribution to Topic
Thomas S. Townes, AIA, NCARB, FSMPS, CPSM
2014-2016 SMPS National Board – Fellows Delegate
ttownes@vannoteharvey.com
Theresa M. Casey, FSMPS, CPSM
2014-15 SMPS National BODY OF KNOWLEDGE, Marketing Research Subject Matter Expert
SMPS National Fellows Committee
tcasey@on-target.biz @OnTargetLLC