A local construction firm has been very aggressively pursuing the local market to build their backlog in preparation for an expected market slowdown. Some of their most important revenue generating projects will be completed within the next two years and they need to begin to replace some of the projects to ensure they maintain their revenues and profitability. The company needs to generate about $100 million in sales to replace their revenue. You have been hired to help them assess their success ratios based on their historical data. Your efforts will allow them to provide quantifiable data regarding their sales and marketing track record and return on investment. The table below provides their history during the last year. Following this information, you need to calculate the success ratio and provide an analysis with recommendations to the firm to increase their win ratio.
Provide a minimum of 5 observations about their history and and 5 recommendations to the firm regarding potential next steps to achieve their goals. Please elaborate in your responses to demonstrate your analysis. Short answers without substance will not receive credit.
| Project Number | Project Total Budget | RFP Response | Shortlisted | Won Presentation | Comments |
| RFP #1 | 16,500,000 | Go | x | x | no resume |
| RFP #2 | 20,000,000 | No go | Unknown Market/Client | ||
| RFP #3 | 10,000,000 | Go | x | x | Good Client Reference |
| RFP #4 | 30,000,000 | Go | Disqualified | ||
| RFP #5 | 3,000,000 | Go | Incumbent | ||
| RFP #6 | 7,000,000 | No go | Lack of resources | ||
| RFP #7 | 15,000,000 | Go | x | x | New client |
| RFP #8 | 50,000,000 | Go | Unknown reason | ||
| RFP #9 | 7,500,000 | Go | x | Price too high | |
| RFP #10 | 20,000,000 | Go | x | No politics or presell | |
| RFP #11 | 5,500,000 | Go | Negative legal review | ||
| RFP #12 | 2,000,000 | Go | x | x | existing client |
| RFP #13 | 1,800,000 | GO | existing client | ||
| RFP #14 | 14,800,000 | Go | x | x | existing client |
| RFP #15 | 500,000 | Go | x | x | New client |
RFP = Request for Proposals
Calculate Values Per each data point
| Number of Proposals | Dollar Value | |
| Total Opportunities | ||
| No Go | ||
| Go | ||
| Shortlist | ||
| Won |
Calculate ratios for the following metrics
| Ratio | % Number of Proosals | Dollar Value (%) |
| RFP Response (Go) | ||
| Shortlist | ||
| Won |
| Please provide any observations or conclusions you can make based on the results. What should the company consider improving to achieve their sales goals. Provide at least 5 recommendations. |
Marketing Effort Analysis & Recommendations