Integrated BD & Marketing
"Playbook"
The volume game is over. In today's AEC market — with 18-to-24-month sales cycles, 6-to-10 decision-makers per pursuit, and contracts worth millions — the firms that grow fastest are the ones that concentrate resources on the right accounts and
integrate Business Development and Marketing as a single engine.
This presentation gives AEC leadership a practical, battle-tested framework to do exactly that — in the next 90 days, and every year after.
Why This Conversation Matters Now
Three realities are reshaping how successful AEC firms win work:
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Account-Based Marketing has proven itself in AEC. Industry research shows ABM can shorten sales cycles by roughly 25% and lift win rates by up to 8 percentage points over traditional approaches. High-growth AEC firms grow as much as three times faster than their peers — and disciplined targeting is one of the clearest reasons why.
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BD and Marketing are still operating in silos at most firms. Industry surveys consistently show that more than a quarter of AEC firms have no formal marketing plan, and fewer than half have a formal budget. Even firms with strong talent are leaving wins on the table because the two functions aren't pulling in the same direction.
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The planning window is now. Firms that enter the new year with a written, integrated annual plan — one that defines target accounts, cadence, conference strategy, and budget before Q1 starts — consistently outperform firms that plan reactively.
What Attendees Will Take Away
This is not a theory session. Attendees leave with a clear, actionable framework they can begin implementing right away.
Who Is This For
This presentation is designed for audiences who own or influence the firm's growth strategy:
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Firm principals, owners, and executive leadership responsible for revenue and growth
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Directors of Business Development and Marketing
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Market-sector leaders and Seller-Doers who carry BD responsibility alongside project delivery
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CFOs and COOs evaluating BD/marketing investment and ROI
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Trade organization members (SMPS, ACEC, AIA, AGC, DBIA, and regional chapters) seeking practical, applied content for their programs
Presentation Formats
The Material is structured to adapt to the audience and the available time:
Sample Executive Briefing Agenda
A 60-minute leadership session follows this arc:
About The Presenter
Steven S. McGill, Principal, Founder
Fusion BD, LLC
I help AEC Principals reduce non-billable BD costs, increase BD/Marketing ROI, and maximize target client engagement. With 30 years leading AEC business development at firms including Haskell, CRB, IMEG, and BSA, I've navigated multiple market shifts and changes in buyer preferences. I know what works — and what doesn't.
This plan is built from first-hand experience inside AEC firms and synthesized with the latest data from leading research and frameworks in the industry — including work from Fusion BD, SMPS and the SMPS Foundation, FMI Consulting, PSMJ Resources, and ACEC.
Lets Talk
Bring This to Your Firm or Chapter
Whether you're a firm leader who wants to sharpen next year's plan, a chapter programs chair looking for timely, applied content, or an owner ready to build out a full annual planning engagement — the next step is a 20-minute conversation to scope the right fit.
Contact:
Steven McGill
317-966-4524
The Integrated Annual BD & Marketing Plan for AEC Firms
Practical. Measurable.
How AEC firms actually win work.