The answer is almost everyone in your AE firm! From the CEO to a junior project manager, your people need to be involved. And who better to sell your firm and services than those who know it best.
If the breakdown of average percent time spent on business development (BD) activities by personnel category, as reported in the PSMJ’s 2015 AE Management Compensation Benchmark Report, is any indication, the job falls primarily to the Director of Business Development (80%). The data on other firm leaders is informative if not surprising.
According to the 2015 salary report, CEOs spend an average of 26% of their time doing business development, with Senior VPs and other principals following close behind, both dedicating 20% of their time to BD efforts. No surprise that Branch Office Managers don't fall too far behind, spending an average of 19% of their time on business development.
And then, it seems, the numbers begin to drop as we move through the org chart: While department heads spend 17% of their time on business development, COO/Senior VPs average 16% and Directors of Operation dedicate a mere 10%. Senior project managers and junior project managers report averages of 10% and 5% respectively.
How does your firm stack up? Like all firm leaders, you're certainly looking for ways to put business development on the front burner up and down your organization. PSMJ suggests the following tips to increase participation from key people:
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Senior executives. Include them in the BD accountability list. This list provides a reminder that, without clients, your organization is nothing. And who knows the top echelon at your best clients’ organizations better than your senior executives?
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Director of operations. He or she may enjoy the day-to-day in-house routine of running the office. Assign specific BD responsibilities such as client sponsor roles to this individual. Who else knows the full scope of services the operation can provide and war stories to back it up?
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Junior project managers. When a staff engineer gets promoted to any “project manager” role, be sure to sit down with the new PM and clearly state your expectations related to business development. And assign a good mentor!
You have a wealth of BD assets. Take every opportunity to involve your personnel at all levels!
