Developing Meaningful Win Probability Values in AEC Firms

This white paper discusses the development of meaningful win probability values within architecture, engineering, and construction (AEC) firms. It emphasizes the importance of accurately assessing the likelihood of winning projects to enhance business success. The document outlines the collaborative role of marketers and business developers with technical colleagues and decision-makers in this process. It details steps for fostering collaboration, including building strong communication channels, developing comprehensive client profiles, and conducting market and competitor analyses. The paper also presents various approaches for assigning win probability values, such as subjective assessments and stage-based evaluations. Additionally, it highlights the significance of incorporating project likelihood and funding probability into win probability assessments. The document concludes with recommendations for regularly reassessing win probability values to adapt to changing market conditions and improve decision-making processes.