O P I N I O N
Big and nimble Philadelphia firm undertakes huge effort to improve CRM, update brand, and otherwise remain ahead of the curve.
F or Pennoni (Hot Firm #48 for 2016) marketing “success” can be viewed in a variety of ways – the quantity and monetary value of proposals won, the number of client meetings scheduled, the frequency of our Facebook page likes, our press release hit rate, or the amount of business cards collected at a conference or tradeshow. No single form of measurement is wrong or right. To truly measure success, we must “calculate” using all such factors, and more. And to truly be successful, it takes attention and effort in all such areas. Not all firms tackle marketing the same; it’s our collective effort and promise to seek innovative approaches and disband those that no longer work that helps Pennoni continue its path to success.
PROPOSALS. We understand the importance of proposals to the AEC industry. Proposals are an opportunity for firms to best demonstrate their “Not all firms tackle marketing the same; it’s our collective effort and promise to seek innovative approaches and disband those that no longer work that helps Pennoni continue its path to success.”
CLIENT AND BUSINESS DEVELOPMENT. In 2016, Pennoni adopted a new and improved CRM system, or Customer Relationship Management. This was a tough sell for the firm, as the latest rollout is the fourth in the firm’s history. After a year and a half of site construction, focus groups, consultation, data migration, and training, the system is now in place and has been integrated across our business practices. Through the adoption of CRM, Pennoni is taking a step toward performance optimization and towards maintaining client relationships. The capabilities of this system have proven to increase margins through providing business development efficiencies, better pipeline management, accurate sales predictions, and a clearer view of the market.
See JOSEPH VISCUSO, page 12
THE ZWEIG LETTER January 9, 2017, ISSUE 1182
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