#79: Sales & Marketing Metrics that Drive Accountability
Why are some decisions so hard to make at our AEC firms? And why is it so hard to keep people accountable for making and keeping those decisions? Can the use of metrics or different analytics drive accountability? Kathy Nanowski, CPSM is the vice president and director of marketing and business development at Fuss & O’Neill, she is here to share with us the metrics she uses for reporting on capture plans and how you can get started at your firm as well.
As we are entering the season where we start our business development planning and our marketing planning for next year, having some metrics to review and look at could help with the future plans of your firm. Listen in as Kathy gives you some reasons to prioritize these metrics and drive more accountability at your firm.
Here are some highlights:
Why are some decisions so hard for firms to make?: 6:05
What are some metrics your firm could use?: 8:51
Prioritize: 15:16
Drive accountability to your firm: 17:18
Does everything have a capture plan: 19:15
Most successful capture plans: 22:05
What is the goal for the information: 24:34
Getting started with metrics: 26:49
How long should you give it: 28:19
Katherine Nanowski, CPSM, Vice President | Director of Marketing and Business Development, Fuss & O’Neill
Kathy Nanowski, CPSM has played a lead role in transforming Fuss & O’Neill’s marketing and sales practices at the firm, instituting consistent, proactive approaches to relationship-based business development. As an owner and appointed to the Board of Directors, Kathy helps elevate the firm’s brand and works directly with all levels of staff to bring in new business.
A graduate from Central Connecticut State University, and currently studying for her MBA, with a concentration in Marketing & Management, Kathy has helped the firm use more data-driven processes, a subject upon which she has written and spoken about at a national level. She is a sought-after contributor to written content for both the Marketer and PSMJ journals. She completed a term as President of the Connecticut Chapter of the Society for Marketing Professional Services and now serves on the Board of Connecticut Main Street.
With nearly two decades of experience, Kathy understands the value of prepositioning. She has taken proactive strides to change internal processes to improve win percentages. Communication, strategies, client relationships, and metrics have all improved under her change management.
Furthermore, Kathy is a proponent for new client development, while recognizing the importance of maintaining relationships with existing clients. Kathy has used her experience in Business Development to facilitate both internal and external training. She has spoken numerous times at the National Deltek Conference, various Regional SMPS conferences, created a national webinar for SMPS, spoke
Links mentioned in this episode:
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