Developing Successful Business Development Programs

Don Sherman, Principal and Director of Market-Masters offers award-winning program and project leadership in Civil & Environmental Engineering, Architecture, and IT/Telecom/Broadband Infrastructure for public, private, and non-profit clients. He has specializes building A/E/C Business Development Program to consistently win and deliver large infrastructure programs/projects valued from $5 million to $5 billion USD. 

Don and the strategic pursuit leaders he has trained have been responsible for over 1,000 strategic pursuits with an 80% win rate, resulting in over $10 billion in fees since 2000.   He has led business development work in over 20 countries, with particular emphasis on the United States, Canada, United Kingdom,  Australia, New Zealand, Taiwan, India, and Singapore.

Becoming a Seller-Doer

Don's business development career began as a young Project Engineer at SCS, when the firm's backlog was low and was given a choice -- win new work, or find a new employer. He won his first proposal with the U.S. Army COE and his role as a 'seller-doer' began.  Soon he began winning enough work for himself, his group, the office, and more.  

Learning How Selections Are Made

While working on assignment to the Dept. of Interior OWRT for Centec Corporation, Don reviewed hundreds of proposals to compile a publication of project abstracts and in whose Congressional Districts money was spent.  And he learned how final selections for competitive procurement were made.  If the review panel (of 'technical buyers') recommended selection of an unfamiliar firm, the procurement code allowed for additional reviewers. Multiple reviewers could be added until a known and trusted firm could be recommended to department head (the economic buyer'). 

Where Work Comes From - Clients with Challenges and Money to Spend

Don went on to become Federal Systems Marketing Manager for turnkey IT systems for Federal Budgeting and Program Management until the product line, was sold to a division of General Electric.  In this role, Don became a member of the AABPA (American Association for Budget & Program Analysis), and sat in on high-level Federal Agency budget decision-making sessions. The outcome determined what went to Congress (political buyers) for approval and funding.

Have a Systematic Approach to Building Strong Client Relationships

As Senor Associate at Malcolm Pirnie (Arcadis) Don continued as a seller-doer and worked' with the corporate IT group to implement the company's West Region business development CRM system.  As Dames & Moore's (AECOM) Don served as Inter-mountain Region Marketing Director.  

 Malcolm Pirnie operated as strong collaborative Client-Service Delivery Model without profit centers primarily with public sector clients in Arizona & California.  Dames & Moore operated as a Technical Expert Delivery Model firm with a global footprint and a mix of public sector and Fortune 500 clients.  Their business leaders were highly entrepreneurial experts whose individual and office P&L was closely tracked. Don learned to adapt his systematic, relationship driven BD approach from Malcolm Pirnie to Dames & Moore. 

Net Probable Revenue Forecasts and Client Debriefings Support Tough Decisions

Returning to Malcolm Pirnie, Don was relocated to Florida to assess the firm's market viability and service delivery approach.  Over the next year, he assessed the region's business development and service delivery strategy and resources to win work and satisfy clients. 

Analyzing the Florida offices' portfolio of opportunities showed that the ratio of 'net probable revenue/backlog' to 'total gross revenue revenue of targeted opportunities' was consistently less than 20%.  And, client debriefings revealed that the firm was "politically" unselectable due to firm's service delivery approach of sending work to a distant, corporate design center instead of working locally. Additionally, all significant technical, financial, and legal decisions required approval of one or more S-Corp Partners in the New York headquarters.  As a result, the Florida offices were closed until a Partner relocated to Florida.

Learning from the Masters - Winning by Design, not Chance 

Don's BD responsibility increased to ten Midwest and Gulf Coast offices for Malcolm Pirnie (Arcadis) when he participated in a hands-on course that would become the foundation of Market Masters' business development program success.  Dag Knudsen's workshops and publications "Client Account Analysis" and "Design & Delivery of Winning Presentation and Proposals" are processes are critical building blocks of Market Masters' templated Capture Planning process. 

Putting it all Together - BLIMPs and Strategic Pursuits

At HDR Engineering, Don was hired on the promise that he could create a Bottom Line Impact Maximizing Program (BLIMP) program to achieve a 75% win rate on large projects with fees of $5-million or more within four years.   Working with HDR's President and Water, Environment, and Transportation Executive Vice Presidents the targeted projects win rate exceeded 90% in the first year, and wins exceeding $5-million fees was achieved by the second year.  The keys to success were: 

1. developing a templated capture planning process, 

1. training senior corporate leaders and managers
2. CPR screening to target a portfolio of winnable opportunities 

The program was rebranded as HDR's Strategic Pursuit Program and specialized Strategic Pursuit Leadership training was provided to enable the program to expand to HDR Architecture as well as strategic teaming partner for large Design-Build construction and Program Management pursuits.

Global Business Development and the President's List

Don joined MWH Global (Stantec) as Chief Marketing Officer (CMO) just as the 2008 recession dramatically slowed many of the firm's private sector business lines, including industrial and mining.  Don was responsible for implementing the "President's List" global strategic pursuit program and led firmwide training to enable MWH to maintain and grow its water and environment business lines.  While CMO, the firm won water & wastewater PM/CM contracts with seven of the ten privatized U.K. water companies, and design of the third set of locks for the Panama Canal expansion.

Portfolio Approach to Strategic Growth

Upon returning to HDR in 2010, Don served as Global  Transportation Strategic Pursuit Program Director. He focused his efforts on building capacity and leadership for growth and profitability.  He served as faculty for Marketing 601, providing advanced Strategic Pursuit Leadership Training along with leading transportation sector service diversification and geographic expansion. The key program success included building and managing a firm-wide portfolio of strategic, must-win, and sole source opportunities including:

• "CPR" approach to client opportunity screening and targeting and progressive Go/No-Go decision-making
  
• Team building and resource commitment: including: pursuit "champion", project manager, technical experts, marketing coordinator, and cost sharing 
• Early development of an opportunity-specific "value proposition" using Client Account Analysis™ and Theme-Modular Process©
• Relationship and Reputation Management Program
• Client-centered communications, preparing draft presentations, proposals, and solicitations 6 months to 2 years ahead of RFPs.
  

Don Sherman Group LLC

d/b/a Market Masters

Core Services for Business Development Success

Since 2012, Market Masters has supported leading A/E/C firm Business Development and Growth Acceleration.  We offer cutting-edge strategies to strengthen your firm's BD program and maximize your Marketing ROI  (MROI). Whether your aim is to accelerate growth, secure secure pivotal projects, invest in BD leadership career development, or attract equity capital investment, Market-Masters provides the tools and expertise to drive your success.

1. Business Development Program Performance Strengthening. Whether a start-up, well established firm, or a recent Equity Capital acquisition, Market Masters can help make sure you and your firm achieve your business goals and objectives. We can work with you to benchmark your firm's business development core competencies, staff & resources, and provide a blueprint for your continued success & growth. 
2. Strategic Growth Initiatives. We pioneered the introduction of Strategic Pursuit Programs to top ten ENR Design Firms.  They have become the cornerstone of high-performing firms that clients seek growth, long-term success. The foundation of these programs include our proven Client Account Analysis™,Capture Planning, and Theme-Modular Process© for "Winning by Design, Not Chance". With over 1,000 strategic pursuits and an 80% win rate, we've helped A/E/C firms operating in 30 countries achieve their goals, resulting in more than $10 USD billion in client fees won.
3. Business Development Leadership,  Coaching and Training. Market Masters can support your firms your BD program needs, including:
4. • Strategic Pursuits - for firms that have identified "must-win" opportunities and want to strengthen the pursuit team's opportunity to win. Market Masters services include pursuit leadership, capture planning, proposals, and presentations for QBS (Qualifications Based Selections) and 'Hard-Dollar' Bids
   • Business Development Directorship - We specialize in filling gaps your BD leadership on an interim basis and can help you recruit proven BD program leaders and support staff.  Our approach is to "Listen, Learn, Lead, and Leave" once the positions are filled and with further support on an 'as-needed' basis.
     
   • Online and Onsite Training.  We offer off-the-shelf and tailored business development training curriculum for individuals and groups.  Online training courses are offered for purchase on-demand, accessible 24/7.  Training programs range from training from Business Development 101 to seasoned professionals and executives currently leading your firm and its major business lines, services, programs, and projects. 

Clients and Strategic Teaming

Market Master's clients include: HDR, TeknoGRID, TYLin, AECOM, Terracon, Arup, Dragados, S.A. Healy, Lane Construction, Salini Impregilo (WeBuild), McKim & Creed; Halff and Associates, SCS Engineers, Stantec (MWH), Egis (Beam Longest and Neff), Gresham, BluStone, and BizEdge.  Strategic Pursuit Teaming Partners have included 40 of the 2024 ENR Top 100 Design Firms.

Schedule a Conversation

Click on the "Schedule a Conversation" button to discuss your firm's goals and objectives for BD Program Strengthening, Strategic Growth Initiatives, Leadership, Coaching, Training, or other support needs.  We offer a complementary half-hour consult and a qualitative 'take-home' benchmarking survey for self-assessment of your firm's BD competencies.  As appropriate, we will follow up with a preliminary proposal with scope, schedule, budget and outcomes for custom and onsite programs.  

We will  offer cutting-edge strategies to strengthen and maximize your MROI through BD approach setting yourself apart from ​competitors. Whether your aim is to strengthen BD programs, secure secure pivotal projects, or invest in Market-Masters provides the tools and expertise to drive your success. ​

Market Master's clients include: HDR, TeknoGRID, TYLin, AECOM, Terracon, Arup, Dragados, S.A. Healy, Lane Construction, Salini Impregilo (WeBuild), McKim & Creed; Halff and Associates, SCS Engineers, Stantec (MWH), Egis (Beam Longest and Neff), Gresham, BluStone, and BizEdge.  Pursuit Teaming Partners have included 40 of the 2024 ENR Top 100 Design Firms.

Market Masters Best Practices

From 2014 to 2016 Don Sherman served as ACEC Executive Director for Private Client Practice.  Don led the semi-annual Sales & Marketing forum, provided market forecasts and projections, and pro-bono sales and marketing consultation for MBE/SBEs.  

The ACEC position provide a unique opportunity for Don to

curate best practices for ACEC member firms and conducted numerous webinars and author best practices publications, including:

• Benchmarking and Business Plan Assessment
• Opportunity Management
• Client Account Analysis™
• Capture Planning
• Theme Modular Presentation ROI

In 2018 Don Sherman Group acquired web domains www.AECMarketMasters.com and www.Market-Masters.com.  From 2021 to 2023, as a consultant to TeknoGRID LLC, Don served as Executive VP for Business Development.  In 2024 Don Sherman Group rebranded as AEC Market Masters.

Board Leadership and Guidance

Since 2022, Don Sherman has served on the City of Newark NJ Workforce Development Board.  In 2024, Don joined TeknoGRID LLC's Broadband Advisory Board.  He also serves as CEO for the NEWIT Economic Development Corporation.  Both organizations focus on IT/Telecom/Broadband Infrastructure and Workforce Development

Donald Sherman’s extensive qualifications make him an ideal candidate for additional corporate board positions. His vast experience has focused on building and growing Infrastructure Businesses specializing in Architecture, Engineering, and Construction.  Market sectors served include: transportation, land development, water & environment, IT/telecom/Broadband, healthcare, education, power & energy, mining, and manufacturing. 

As a board member, Sherman would bring a well-rounded skill set, blending industry-specific expertise with strong financial acumen and strategic foresight. His leadership across interdisciplinary teams and his entrepreneurial spirit exemplify the qualities needed to excel in today’s multifaceted board environments, where governance, risk management, and stakeholder communication are critical.

Leadership and Management Experience

Sherman has held executive-level roles across various industries, including telecommunications, transportation, and agriculture. Companies today often seek individuals with such leadership experience, and Sherman's background makes him well-suited to oversee organizations looking to increase market penetration, profitability, and marketing ROI. His experience with governance and management in large organizations positions him as a valuable asset for any board.

Industry Expertise

Mr. Sherman has a proven track record in sectors such as infrastructure, smart-city planning, environmental sustainability, and broadband technology. His versatility is evident in his ability to work across industries, from A/E/C to telecommunications and sustainable agriculture, demonstrating a deep understanding of industry trends. His experience working with major global firms highlights his capability to operate within complex regulatory environments.

Most recently, Sherman has focused on large capital programs in transportation, including airports, rail and transit, and bridges & tunnels. He has also been involved in broadband and smart-city infrastructure expansion, ensuring these systems are future-proofed.

Strategic Thinking and Financial Acumen

Sherman has continually demonstrated his ability to think strategically about a company’s direction. His expertise includes designing high-performance business development programs and managing multi-billion-dollar project portfolios. In today’s boardrooms, companies value directors with financial literacy, capable of understanding complex financial statements and overseeing investment strategies. Sherman's track record of delivering high-impact projects across multiple continents underscores his deep financial insight.

Commitment to Community

Don and his family are community-involved people, where he has served as Chairman of the local Business Improvement District, Township Planning Board, county Solid Waste Advisory Board, Voter Registrar, State Elector, and Precinct Committeeman. 

 Don has built an off-grid homestead with Aquaponic CEA (Controlled Environment Agriculture) to serve as a model of how families and communities can build a future of health & wellness with food, energy, water, and financial security.  Don and his wife established a local community group of nearly 500 committed to health, healing, sustainability and resilience.

Key Board-Level Responsibilities

• Governance and Oversight: Sherman has ensured ethical operations and regulatory compliance in his executive roles, qualities critical for board governance.
• Risk Management: Sherman has developed risk mitigation strategies for high-value projects, making him adept at addressing financial, operational, and reputational risks.
• CEO Evaluation: With decades of executive experience, Sherman is well-equipped to assist in hiring, evaluating, and advising senior leadership to ensure long-term corporate success.

With a solid academic foundation from Cornell University (B.A., B.S., & M.Eng) recognition through prestigious industry awards like the ACEC Grand Conceptor, and his active participation in key professional organizations and community involvement, Sherman embodies the blend of technical expertise, strategic foresight, and leadership qualities that are critical for any corporate board. His commitment to innovation, sustainability, and resiliency positions him as an invaluable asset for any forward-looking organization.