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IS YOUR FIRM GOING TO REACH 4TH QUARTER REVENUE GOALS?
by Carolyn E. Kenney
Whether your firm runs on a fiscal or calendar year, quarterly revenue goals should be a major evaluator as to the success of your marketing program. By utilizing a four-step evaluation process you can ensure that your firm is on track for the remaining months in 2009, and well positioned for 2010.
1. Revenue Goals. Define your firm's quarterly revenue goals per studio, department, or firm wide.
2. Assessment. Conduct a quick assessment to determine if your firm is on track to meet revenue goals or not.
- Assess your workload.
What is your firm's workload over the next few months; i.e. we are really busy now, but two of our major projects end in two/three months and we have yet to secure enough projects to keep our current work force employed; or we are slow now, have a large project commencing in one month, yet still need a substantial job for our housing studio, etc.
- Evaluate what's in the pipeline.
Take a good look at what RFQ/Ps you have in hand and what projects you are short listed/interviewing for in the next few weeks. What are must wins? Securing this work may significantly determine whether your firm meets its revenue goals, or falls short.
- Are you achieving a 90% win rate?
A 90% win rate can afford your firm the year-end boost necessary to meet quarterly revenue goals, keep work force fully employed and expand your portfolio. This extraordinary win rate is possible, and can be achieved with exceptional strategy and superb interview coaching.
3. Mini Marketing Plan. Create an abbreviated Marketing Plan to address what marketing efforts must be employed to reach this quarter's revenue goals. This plan is essentially an action plan outlining tasks, responsibilities, schedule and budget.
4. Monitor. Conduct reviews every two weeks to ensure that those responsible for actions are accomplishing their goals and are held accountable if tasks are not being completed.
By following these four steps, and especially by achieving a 90% win rate, your firm can end this seemingly tumultuous year on a strong, stable, successful note.
 KENNEY AND ASSOCIATES PRODUCE RESULTS!
Assisted one general contractor in securing a $1+ billion backlog of work within 1 year.
Guided one engineering firm, over a nine-month period, in securing over $15 million dollars in fees on new projects.
Facilitated one architectural firm in winning over $2 billion worth of projects in a two year period including the largest projects in their state.
Increased a construction management firm's win rate from4% to 90% in just three months!
Other project wins include:
- $258M Qualcomm/San Diego Padres Baseball Stadium
- $171M Caltrans Headquarters' Building
- $150M Garden of Champion's Tennis Stadium
- $400M Fresno Community Medical Center
- $250M 2002 Olympic Village
- $60M Chemistry Building 4500 acre new town design guidelines
Kenney and Associates is an international marketing consulting firm, specializing in the design and construction industry. Let us assist you in reaching your 4th quarter goals and increasing your win rate to 90%.
Kenney and Associates has specialized in marketing for the built environment since 1986.
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