AEC firms sometimes pursue “no-go” projects to stay in front of a client.
Instead of fighting this decision I'm asking you to lean into it and measure these types of pursuits.
I am recommending firms reframe such pursuits with the objective of "being seen" rather than winning, with leadership explicitly agreeing to spend resources for visibility.
In the video, I explain a simplified five-step process:
set a hard time budget in advance and submit whatever is completed when time runs out;
aggressively reuse content from the last two to three similar proposals with minimal tailoring;
assign single ownership with a coordinator/marketing lead, one technical reviewer, and no more than a brief principal review;
skip extensive strategy work while keeping a concise story;
submit then document the effort in the CRM as “relationship maintenance” rather than “win track” to segment results and track relationship impact over time.