Why do ONLY 25% of A/E/C Firms Have a Formalized BD & Marketing Plan? (Even when the data says you should!)

Great question for A/E/C Principals — and one that goes straight to the heart of why business development remains inconsistent across the A/E/C industry. Based on research and long-standing industry patterns, there are five main reasons why only about 25% of A/E/C firms have a formalized and integrated business development (BD) and marketing plan:

1 Reactive, Not Strategic

·       Most firms chase RFPs instead of shaping their pipeline.

·       Marketing is treated as proposal support, not strategic positioning.

Result: Efforts are reactive, not proactive.

2 Technical Culture Over Growth Culture

·       Principals focus on technical delivery, not client development.

·       Many view BD as sales, not leadership responsibility.

Result: Planning is optional, not essential.

3 No Clear Ownership or Accountability

·       BD planning often lacks a clear owner or measurable KPIs.

·       Without accountability, plans lose momentum.

Result: “If everyone owns it, no one owns it.”

4 Limited Resources & Expertise

·       Smaller firms lack marketing staff or BD expertise.

·       Principals juggle too many roles to maintain a plan.

Result: No one has time to write, update, or execute it.

5 Short-Term Mindset

·       Firms stop planning when work is abundant.

·       They start planning only when work slows.

Result: Feast-or-famine growth cycle.

The process of producing effective, efficient, and sustainable BD/Marketing plans is not easy. And the most common sentiment shared by A/E/C principals is “We’re too busy doing the work to plan and implement how to get the next one.”

Fusion BD is not like other consulting firms. I don’t just give advice.  I put my 25 years as an A/E/C business developer to work for you to implement and drive customized, data-driven strategies and pursuit plans that help you and your team engage more End-Users and win work.

I help A/E/C principals overcome the obstacles of time, expertise, and accountability, to deliver your firm’s next BD/Marketing plan - without the commitment and cost of an FTE.     

I’d love to connect, learn about your firm’s growth vision, and explore how Fusion BD can help you get there.

Steve McGill, Principal

Email me directly: steven@fusionbdllc.com

Visit our website:  www.fusionbdllc.com