FMI Backlog Builder

For more information on
FMI's Backlog Builder®:

Cynthia Paul
303.398.7206

Traditionally, companies in the construction industry have had sales and/or marketing departments that focused on bringing new work in the door. The current trend in the industry is to organize these functions under business development. Business development takes a broader point of view to develop more-profitable customer relationships and markets that will help achieve your business strategy. FMI's Backlog Builder® process is comprised of six key elements that address the "get-work" needs of your company to build an effective business-development strategy.

  1. Business-Development Assessment
  2. Market Research and Analysis
  3. Target Marketing
  4. Differentiation Strategies
  5. Competitive Positioning
  6. Marketing Communications

Business-Development Assessment

The FMI Backlog Builder® process starts with a business-development assessment. It's an internal view of business development that encompasses feedback from:

  • Management
  • Business-development staff
  • Operations

The intent is to define current successes that need to be leveraged into the future and to discover any "red flags" that need short-term attention.

Market Research and Analysis

FMI's Research Group provides a full array of market-research capabilities that will be invaluable for determining your strategic approach to the market including:

  • Customer-satisfaction and image surveys
  • Target-market research
  • Competitive-climate analysis

Target Marketing

Don't wait around for customers to come to you.

  • Discover your competitive advantage and leverage your position in the marketplace by identifying the right customers to pursue.
  • Determine your most-effective target market so that your business-development staff will make the best use of your resources.
  • Increase your hit rate for proposals and land the most-profitable work.

Differentiation Strategies

  • Focus your team to sell on value, not on price.
  • Construct a vision that differentiates your company from the competition.
  • Create a differentiation strategy that provides only those elements of service the customer is willing to pay for and makes you more competitive.

Competitive Positioning

No contractor operates independently in the market — from a customer's perspective. FMI's Research Group provides resources that let you:

  • Know the market positions of your key competitors.
  • Define your strategic response to the competition.

Marketing Communications

The real muscle in the FMI Backlog Builder® process is the implementation of a market-driven plan. Implementation requires both internal and external communications to:

  • Help align your business-development and marketing resources.
  • Establish a strong brand name in the marketplace.

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