Every construction company is different. Its markets, clients, capabilities, competitive position, management objectives and internal resources all influence what constitutes an effective marketing and business-development strategy.
That's why I don't begin an engagement with a predetermined list of marketing services or recommendations.
I begin by understanding the business.
Understanding the Business Comes First
My Advisory Process
01
Understanding the Business
I begin by learning about the company, its markets, clients, capabilities, competitive position and management objectives. This includes reviewing existing marketing and business-development activities, understanding how the company currently generates opportunities, and identifying the internal resources available to support those efforts.
The objective is to develop a clear picture of where the business stands today, where management wants to take it, and what may be helping or hindering progress.
02
Determining What Needs to Change
With a clearer understanding of the business, I evaluate how well its current marketing and business-development approaches support management's objectives.
This involves identifying strengths to build upon, gaps that may need attention, and opportunities to improve positioning, relationships, communications or business-development practices.
The objective is to distinguish between activities that are working, those that may need to change, and new approaches worth considering—then establish priorities based on their potential value to the business.
03
Putting the Strategy Into Action
Once priorities have been established, I help management determine how to move forward. This may involve developing a practical implementation plan, identifying the resources needed, establishing responsibilities and setting realistic timelines.
Depending on the company's needs, I may also provide ongoing strategic guidance, help evaluate outside marketing resources, or oversee implementation to ensure that activities remain aligned with the agreed-upon strategy.
My role is not necessarily to execute every marketing activity. It's to help the company make informed decisions, maintain focus and translate strategic recommendations into meaningful action.
Ways to Work With Me
Marketing & Business Development Assessment
For contractors who want an independent evaluation of their current marketing and business-development efforts before deciding what changes to make.
I review the company's objectives, competitive positioning, existing activities and available resources to identify strengths, gaps and opportunities for improvement.
The outcome is a practical assessment with prioritized recommendations to help management determine where to focus its attention and resources.
Focused Strategic Projects
For contractors who have identified a particular marketing or business-development challenge and need experienced guidance in addressing it.
Projects might involve strengthening competitive positioning, developing a strategy for entering a new market, improving qualifications and proposal approaches, or establishing a more deliberate business-development program.
Each engagement is defined around a specific objective, with an agreed-upon scope, deliverables and timeframe. The goal is to provide practical recommendations and a clear direction for moving forward.
Ongoing Strategic Advisory
For contractors who would benefit from experienced marketing and business-development guidance on a continuing basis, without adding a full-time senior marketing executive.
I work with owners and management teams to evaluate opportunities, address emerging challenges, establish priorities and make informed decisions as business circumstances evolve. The relationship can include regular strategic discussions, reviewing marketing and business-development activities, and providing an independent perspective on important decisions.
The objective is to give management access to experienced strategic counsel, helping the company maintain focus, adapt its approach when necessary and keep marketing and business-development efforts aligned with its business objectives.
Strategy & Implementation Oversight
For contractors who have established a marketing or business-development strategy but need experienced guidance to put it into practice.
I help management translate strategic recommendations into a practical action plan, establish priorities and responsibilities, identify appropriate internal or outside resources, and monitor progress. This may include helping select and coordinate marketing service providers and evaluating whether their work supports the company's objectives.
The goal is to help ensure that strategic recommendations lead to meaningful action, with clear accountability, effective use of resources and ongoing attention to results.
An Independent Perspective
My role is to help contractors make informed marketing and business-development decisions, not to sell particular marketing services.
I don't begin with the assumption that a company needs a new website, advertising campaign or other marketing initiative. I begin by understanding its business objectives, evaluating its current approach and identifying where changes would be most beneficial.
Sometimes that means recommending new initiatives. Other times, it means improving existing efforts, redirecting resources or determining that certain activities aren't necessary.
The recommendations should serve the business—not the other way around.
Starting a Conversation
If you're considering changes to your marketing or business-development approach, I'd welcome an opportunity to learn more about your company and discuss whether my experience could be useful.