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Winning More Work in A/E/C with Advanced Relationship Intelligence

Andy Yeomans, SAGlobal

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• Andy Yeomans

• AEC360 (SAGlobal)

• 20+ years experience driving business development and marketing transformation

• 15+ years experience working with CRM technologies

• 10+ years experience in the A/E/C industry

• Current focus with AEC360 CRM solution for BD and marketing for A/E/C firms

• Email: andyy@saglobal.com

About the Presenter

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Today’s Agenda

• What makes business development in A/E/C so challenging?

• Industry insights around relationship management from recent survey

• What is relationship intelligence?

• A new paradigm for relationship management in A/E/C

• How to get started in making your firm’s relationships intelligent!

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Quick Audience Poll

• How many of you work for firms that are multi-practice/multi-discipline, multi-office firms?

• How many of your engineers, architects, PMs and other SMEs reliably use your CRM software?

• How many of you work for firms where BD teams may accidentally step on each other in an account?

• How many of your firms have a complete 360-degree view of who knows who and who’s communicating with who?

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What Makes BD Challenging in AEC?

• It’s a hyper-competitive industry

• We all kind of look the same

• Everybody knows everybody

• Pursuit-level investments are significant, and…

• The bid-to-win rate is generally low (industry average 4.6)

• Many firms have multiple offices and multiple practices and disciplines that may call on the same client

• Work history and experience are more critical to the BD process than in any other industry

• Relationships can “spider web” in very complex ways

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CRM isTough

64% of CRM implementations don’t meet the expectations of the business

(Gartner Group)

64%

36%

Result = CRM in A/E/C is Tough!

Many firms suffer from:

• Limited integration of data from other systems holding key BD data into CRM tools

• Limited interest from SMEs in updating activity (contacts, calls, meetings, work history)

• Limited visibility of experience

• Limited visibility of relationships!

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Lots of Curiosity Last Year

• Why are firms interested in AEC-specific CRM solutions?

• What are the primary drivers?• What capabilities are the business users

looking for?

Surveys of Professional Firms

• 3 clients that have implemented AEC CRM• 3 actively implementing AEC CRM solutions• 3 firms looking to make the decision to invest

• 5 used Deltek Vision as their primary ERP• 2 used BST Global as their primary ERP• 1 used Unit4 / Business World ERP• 1 used Oracle as their primary ERP

Microsoft Funded Survey

ERP = Enterprise Resource Planning (Accounting and Project Management)

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• 9 AEC Firms • Small, medium, large

• 750 AEC Firm Users • Principals, SMEs, marketing and business development users

• 14 Simple Questions and Requests for Comments• Scale of 1-5 responses

• 1 was “not beneficial” / 5 was “highly beneficial”• Top Areas of Interest – Highest Perceived Value

• crystal clear results• Lowest Perceived Value

• complicated areas

Survey Details

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Consolidated Results from 750 User SurveysResponse Breakdown by Question

# Question 1

2

3

4

5

Total

1

Allow me to find out what relationships and contacts we have within a client (i.e., who

knows whom).

0.00%

0

4.76%

1

14.29%

3

28.57%

6

52.38%

11

21

2

Allow me to track client activity to see who from “Client

Name” is communicating with specific

clients or client sectors

5.00%

1

15.00%

3

25.00%

5

20.00%

4

35.00%

7

20

3 Provide me an easier way to

identify projects that have been completed for specific clients

10.00 %

2

20.00%

4

5.00%

1

55.00%

11

10.00%

2

20

4 Allow us to coordinate the

pursuit of opportunities across offices

14.29 %

3

14.29%

3

23.81%

5

14.29%

3

33.33%

7

21

5

Provide a more simplified process to add/delete client

contacts to a marketing list or event

5.00%

1

15.00%

3

25.00%

5

25.00%

5

30.00%

6

20

6

Allow ready access to client information and contact data

from a mobile device (smartphone and tablet)

5.00%

1

5.00%

1

25.00%

5

30.00%

6

35.00%

7

20

7

Provide reporting and analysis around percentage of jobs that

“Client Name” is being awarded vs. not

being selected

20.00 %

4

20.00%

4

20.00%

4

35.00%

7

5.00%

1

20

8 Allow ready access to client contact information from a

centralized database

0.00%

0

9.52%

2

19.05%

4

19.05%

4

52.38%

11

21

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Top 5 Results86%Relationships: Employees, Contacts & ClientsWho knows who?Who is connected to who?Who has worked with who?

81%

Centralized Knowledgebase Client data, projects, contacts, pursuits, activities, etc..

75%MobilityEase of use and ease of access while out of the office.

70%

Activity and Communications ReportingWho is communicating and meeting with who?

67%Easy to Use System for contributing and consuming information

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IntelligentRelationships

o Who knows who?

o Who is connected to who?

o Who is communicating with who?

o Who isn’t communicating with who?

o Lonely hearts club!

o Are activity patterns trending up or

trending down?

Complex Relationships in A/E/C

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What is Relationship Intelligence?

• Practices and tools that lead to a 360-degree view of interactions with a contact (clients, partners, industry)• From Outlook (emails, meetings, activities)

• From ERP (bids, projects, experience)

• Other data sources

• Create connections throughout your firm• Who knows who?

• Who has worked with who?

• Leveraging algorithms (AI) to score relationship strength • And identify weaknesses!

• Turn data into actionable insights that your team can use to strengthen relationships, adapt pursuit strategies and win more business!

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Harvesting Data for Relationship Insights

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The Question…

How do we capture contacts and build relationship insights when people won’t enter contacts in Outlook or CRM?

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Advanced Contact ProcessingThe Need and a Case Study

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The ChallengeAnd the need for email signature scraping

Q: Where is the most up-do-date contact data actually stored? CRM? Outlook card file?

A: An Email Signature

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• Email Scraping and Contact Processing uncovers who users are communicating with through email activity.

• The email signature scraping tool creates, quantifies, and enriches the relationship data based on the passive email communication via Outlook.

• In the end, the firm gains valuable contact/relationship data, and the end user does not have to manually enter data.

Potential New Contacts and Signature ScrapingWhy Do Firms Need This?

• Currently: the only way to start quantifying a team member’s relationship with a client contact would be through their Outlook Contacts.

• Problem: Users are not creating all contacts as Outlook Contact records thanks to the “auto-fill” feature within Outlook

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Harvesting Contacts and Assembling

Relationships

• Who am I communicating with?

• Should they be a contact?• eMail signature scraping• Data quality management• Multiple marketing

relationships

Monitoring Outlook Activity

• Emails out• Emails in• Appointment invites• Appointment confirms• Appointment parties• Notes• Tasks• Phone Calls

Relationship and Activity Scoring

• Who is connected to who?• Calculate strength of

Relationship• Aggregate Relationships by

client or practice area• Relationship and

Communications Trends

Reporting and Consuming

• Mobile UI• Tablet UI• Outlook UI• Dashboards• Client Snapshot• Top Contacts• Integrated Relationship

Strength

“Advanced Contact & Relationship Processing”

A New Paradigm for Relationship Intelligence

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Employee Activity Before Harvesting

• Employee 1 = 21 contacts• Employee 2 = 8 contacts• Employee 3 = 26 contacts• Employee 4 = 114 contacts• Employee 5 = 131 contacts

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Employee Activity After Harvesting

• Employee 1 = 112 contacts• Employee 2 = 52 contacts• Employee 3 = 104 contacts• Employee 4 = 168 contacts• Employee 5 = 194 contacts

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A Before and After Comparison

Results• Emails scraped: 725,000+• Appointments scraped: 94,044• New Contacts Created: 422• Potential Contacts Identified: 1,315• Relationship connections created: 3,509

0

50

100

150

200

250

300

350

400

450

Employee 1 Employee 2 Employee 3 Employee 4 Employee 5

Before vs. After

Before After Improvement

433% Improvement

530% Improvement

301% Improvement

68% Improvement

48% Improvement

Benefits• Complete, centralized view of contacts• Who knows who?• Who’s talking to/meeting with who?• Less collisions • Better cross-practice/office selling• Relationship and pursuit strength

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Advanced Contact ProcessingStep 1

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1Harvest Contacts

from User

2Scrape Contact Data from email signature

3Process Contact

to CRM

Steps: 1. New Contact2. Connect to Existing3. Company Name4. Data Quality Reporting

& Workflow5. Start tracking Activity

4Assemble

Relationships

5Report on

Data Quality

6

Steps: 1. Employee2. Contact3. Company4. Client5. Project

Launch ActivityTracking

7Track & Score

Activities

8Dashboards

ContactsRelationshipsActivityTrends

Relationship Intelligence Engine

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Scraping Email

Signatures

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Suggest Potential

New Contacts

Monitor Outlook Activity to identify Potential New Contacts to be ContributedActivity Monitoring ∙ Signature Scraping ∙ No Manual Data Entry

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Connecting Project and Employee Experience

Step 2

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17 Deltek Vision Integration ExampleData Harvesting, Integration and Synchronization

Office 365 & Outlook Contacts & Card Files

Vision

Projects

Info Center

Vision

Employee

Info Center

Vision

Opportunities

Info Center

Construction

Market Data

Suppliers

• Synchronization

• Integration

• Data Mapping

• Bi-Directional Connectivity

• Relationships Assembly

• Data Filtering

• Security (private parts)

• Data Quality Mgmt.

• Workflows

• Alerts & Notifications

eMarketing

Web Analytics

Social Media

Companies

Clients

Partners

Contacts

Connections

Relationships

Projects

Markets

Industries

Staff

Experience

Qualifications

Reports

Pipelines

Dashboards

Sync360

Relationship Warehouse

Vision

Contacts & Clients

Info Center

Projects Clients ContactsStaff/

Experience

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Project Experience Connections

• Descriptions• Project attributes• Location details• Services provided• Deliverables• Key dates• Financial summary• Other companies

involved• Firm employees that

worked on it

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Employee Experience Connections

• Personal details• Bios• Years experience• Project experience• Education• Certifications• Qualifications• Relationship

connections

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1Harvest Contacts

from User

2Scrape Contact Data from email signature

3Process Contact

to CRM

Steps: 1. New Contact2. Connect to Existing3. Company Name4. Data Quality Reporting

& Workflow5. Start tracking Activity

4Assemble

Relationships

5Report on

Data Quality

6

Steps: 1. Employee2. Contact3. Company4. Client5. Project

Launch ActivityTracking

7Track & Score

Activities

8Dashboards

ContactsRelationshipsActivityTrends

Relationship Intelligence Engine

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Analyze Connections and Relationship Strength

Step 3

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Relationship Insights

• How many people in the firm know a contact?

• Who in the firm knows a contact?

• Who is communicating with the contact the most?

• Where (geographically) are our employees that know the contact based?

• How are our communications with the contact trending?

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Opportunity and Lead Scoring

How strong is your relationship? Chase the right pursuits to increase win rates.

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Challenges with Relationship Intelligence

• Hesitancy to share contact/activity information• Territorialism mentality prevents data sharing

• Fear of alienating firm employees with “big brother” technology

• Even if you wanted to collect this data, how easy is it?

• Identifying relationship data• Where does this information live within the firm?

• Technical hurdles to harvesting the data

• The analytics don’t show the full truth• Use them as a guide, but not as gospel

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Synchronize Contact Data between Outlook & CRMAutomatically Harvest ∙ Identify Relationships ∙ Leverage Existing Relationships ∙ Connect Contacts

Confidently Sharing Outlook Activity Data

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How to Get Started

• Commit to optimizing your firm’s relationships to drive BD success

• Communicate the importance of relationships and relationship tracking to your firm

• Identify the sources of your firm’s relationship data

• Identify any roadblocks to relationship data harvesting

• Invest in relationship intelligence technology to tie these relationships together

• Follow the analytics… but apply human sensibilities!

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Thank you!

• For additional information:• www.aec360.com• www.saglobal.com

Andy Yeomans• 949.395.8343• andyy@saglobal.com