Marketing/BD Hybrid
Implementation
Implementation Roadmap
How Fusion BD Guides The Transition
Fusion BD's implementation methodology is a structured four-to-six-month engagement organized into five sequential phases. Each phase has defined objectives, participants, deliverables, and decision gates. Below is what a typical engagement looks like for a small to mid-sized AEC firm.
Timeline At A Glance
Phase 1: Discovery & BD Assessment
Durantion: 2 - 3 Weeks
Who's Involved
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From the firm: Managing Principal/CEO, CFO or controller, current marketing/BD lead, 2–3 senior principals representative of the firm's practice groups
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From Fusion BD: Lead consultant, BD analyst
Deliverables
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Current-State BD Assessment Report (15–20 pages)
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Fully-Loaded BD Cost Model (Excel) showing 3-year projected savings
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Win/Loss pattern analysis and pursuit ROI summary
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Readiness Scorecard with red/yellow/green flags by capability area
Decision Gate
Leadership reviews findings and formally commits to proceeding into role design — or pauses for further internal alignment. No further investment occurs without an explicit go decision.
Phase 2: Role Design & Hybrid Job Architecture
Durantion: 2 - 3 Weeks
Who's Involved
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From the firm: Managing Principal, HR lead, existing marketing staff (if any), 1–2 principals who will rely most heavily on the hybrid
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From Fusion BD: Lead consultant, talent advisor
Deliverables
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Customized Marketing/BD Hybrid Job Description
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Compensation & Benefits Recommendation (benchmarked to 2025 market data)
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KPI Scorecard and 30/60/90-day expectations document
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Org chart showing before/after structure and reporting relationships
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Internal communications plan for announcing structural changes to staff
Decision Gate
Leadership approves the role definition, compensation, and any organizational changes before Placement/recruiting begins.
Phase 3: Talent Placement & Onboarding
Durantion: 4 - 6 Weeksrunning in parallel with the back half of Phase 3
Who's Involved
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From the firm: Managing Principal, HR lead, hiring panel of 2–3 principals, future direct supervisor
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From Fusion BD: Talent advisor, lead consultant for final-round panel facilitation
Deliverables
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Shortlist of qualified candidates (typically 4–6 finalists)
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Interview scorecards and reference summaries
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Signed offer and finalized start date
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Onboarding playbook covering systems access, principal introductions, CRM training, and initial pursuit assignments
Decision Gate
Hybrid hire seated, onboarded, and assigned to live pursuits.
Phase 4: Principal Enablement & Process Rollout
Durantion: 4 - 6 Weeks (Running in parallel with the back half of Phase 3)
Who's Involved
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From the firm: All principals and project leaders expected to participate in client engagement (typically 4–12 people depending on firm size), the new hybrid hire, marketing lead
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From Fusion BD: Lead consultant, training facilitator
Deliverables
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Principal BD Playbook (firm-specific, 25–40 pages)
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Pursuit Process Manual with templates, checklists, and decision criteria
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CRM configuration and dashboards
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Recorded training modules for future hires and onboarding
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Weekly operating cadence calendar and meeting templates
Decision Gate
Principals demonstrating consistent participation in the new operating rhythm; pursuit process in active use on at least three live opportunities.
Phase 5: Measurement, Optimiation & Handoff
Durantion: Ongoing, with structured 90 - day review
Who's Involved
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From the firm: Leadership team, hybrid hire, principals
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From Fusion BD: Lead consultant for the 90-day review and optional quarterly check-ins thereafter
Deliverables
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BD Performance Dashboard (live and updated by the hybrid hire)
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90-Day Review Report with measured outcomes against baseline
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Optimization recommendations and 12-month forward plan
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Complete documentation library transferred to the firm
Decision Gate
Firm operates the model independently. Optional quarterly advisory retainer available for firms that want continued external accountability.
Three Compelling Reasons To Implement the
Marketing/BD Hybrid Model
1. Dramatic Cost Reduction
A high-functioning Marketing/BD Hybrid position can reduce your non-billable BD costs by 52% ($139,900 annually) compared to a traditional BD Director. For small to mid-sized firms, this represents the difference between profitability and struggle.
2. Competitive Alignment with Client Preferences
The 40% of firms adopting this model are responding to client demands for principal engagement. By implementing the hybrid approach, your firm stays competitive with industry leaders who understand that clients want technical professionals, not BD generalists, in relationship-building, RFP/RFQ engagement, and project interviews.
3. Win More Work by Solving the Engagement Problem
Fusion BD's 2025 End-User Survey conclusively demonstrates that clients prefer principals and project leaders in all key client-facing activities. The Marketing/BD Hybrid Model removes the barrier between your best revenue generators and your clients. When the people clients want to see are the ones showing up — supported by excellent behind-the-scenes coordination — win rates improve.
Next Steps
To learn more, let's connect. I'd welcome a brief 30 minute call with you and/or your team to answer any questions and determine if the Marketing/BD Hybrid Model is right for your firm.
Jump on my calender:
https://calendly.com/steven-fusionbdllc/30min
Email me directly:
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