Developing Successful Business Development Programs

Don Sherman, Principal and Director of Market-Masters, is an award-winning leader in program and project management across Civil & Environmental Engineering, Architecture, and IT/Telecom/Broadband Infrastructure. Serving public, private, and non-profit clients, he specializes in building A/E/C Business Development Programs that consistently secure and deliver large-scale infrastructure projects ranging from $5 million to $5 billion USD.

Under Don’s leadership, the strategic pursuit teams he has trained have managed over 1,000 high-stakes pursuits, achieving an 80% win rate and generating over $10 billion in fees since 2000. His business development expertise spans 20+ countries, with a strong focus on the United States, Canada, the United Kingdom, Australia, New Zealand, Taiwan, India, and Singapore.

Becoming a Seller-Doer

Don launched his business development career as a young Project Engineer at SCS during a period of low backlog. Faced with a pivotal choice—secure new work or seek a new employer—he won his first proposal with the U.S. Army Corp of Engineers, marking the beginning of his seller-doer journey. His success quickly escalated, generating enough work to support himself, his team, his office, and beyond.

Learning How Selections Are Made

 
During his assignment with the Department of Interior OWRT at Centec Corporation, Don analyzed hundreds of proposals, compiling a publication of project abstracts and mapping out Congressional Districts where funds were allocated. Through this process, he gained firsthand insight into competitive procurement decisions—noting that if the technical review panel recommended an unfamiliar firm, procurement codes permitted additional reviewers. This meant multiple layers of evaluation could be added until a known and trusted firm was selected for recommendation to the department head—the economic buyer.

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

Don later advanced to Federal Systems Marketing Manager, overseeing turnkey IT solutions for Federal Budgeting and Program Management until the product line was acquired by a General Electric division. In this role, he became a member of the AABPA (American Association for Budget & Program Analysis) and participated in high-level Federal Agency budget discussions, where funding decisions were shaped before submission to Congress (political buyers) for approval.

Have a Systematic Approach to Building Strong Client Relationships

As a Senior Associate at Malcolm Pirnie (Arcadis), Don continued his seller-doer role while collaborating with the corporate IT team to implement the West Region business development CRM system. Later, at Dames & Moore (AECOM), he served as Inter-Mountain Region Marketing Director, overseeing strategic growth initiatives.

Malcolm Pirnie operated under a collaborative Client-Service Delivery Model, focusing primarily on public sector clients in Arizona and California, without profit centers. In contrast, Dames & Moore functioned as a Technical Expert Delivery Model firm with a global presence, serving both public sector and Fortune 500 clients. The firm's leaders were entrepreneurial specialists, closely tracking individual and office P&L performance. Transitioning between these models, Don successfully adapted his systematic, relationship-driven business development approach to fit the highly entrepreneurial structure at Dames & Moore.

Net Probable Revenue Forecasts and Client Debriefings Support Tough Decisions

Upon returning to Malcolm Pirnie, Don was relocated to Florida to evaluate the firm's market viability and service delivery approach. Over the next year, he conducted a comprehensive assessment of the region’s business development strategy, service delivery model, and available resources to secure work and enhance client satisfaction.

His analysis of the Florida offices' portfolio revealed that the net probable revenue/backlog consistently remained below 20% of the total targeted gross revenue. Client debriefings further highlighted a critical obstacle—the firm’s service delivery model, which outsourced work to a distant corporate design center rather than engaging locally, made it politically unelectable. Additionally, all major technical, financial, and legal decisions required approval from one or more S-Corp Partners in New York headquarters, further complicating operations. As a result, the Florida offices were closed until a Partner relocated to the region.

Learning from the Masters - Winning by Design, Not Chance 

As Don’s business development (BD) responsibilities expanded to ten Midwest and Gulf Coast offices for Malcolm Pirnie (Arcadis), he participated in a hands-on course that would later form the foundation of AEC Market Masters’ business development success. Key insights from Dag Knudsen’s workshops and publications—"Client Account Analysis" and "Design & Delivery of Winning Presentations and Proposals"—became critical building blocks in AEC Market Masters’ templated Capture Planning process, shaping its structured approach to securing and delivering high-value projects.

Putting it all Together - 
BLIMPs and Strategic Pursuits

 
At HDR Engineering, Don was hired with the ambitious goal of developing the Bottom Line Impact Maximizing Program (BLIMP)—a strategy designed to achieve a 75% win rate on large-scale projects with fees of $5 million or more within four years. Collaborating with HDR’s President and Executive Vice Presidents from the Water, Environment, and Transportation divisions, the program far exceeded expectations. In its first year, targeted project win rates surpassed 90%, and by the second year, wins exceeding $5 million in fees were successfully secured.

The program’s success was driven by three key strategies:

• Developing a templated capture planning process for consistent execution
• Training senior corporate leaders and managers to implement best practices
• Utilizing CPR screening to identify and prioritize high-probability opportunities

Recognizing its effectiveness, the program was rebranded as HDR’s Strategic Pursuit Program and expanded through Strategic Pursuit Leadership training, enabling its application across HDR Architecture and strengthening strategic teaming partnerships for large Design-Build construction and Program Management pursuits.

Global Business Development and the President's List

Don stepped into the role of Chief Marketing Officer (CMO) at MWH Global (Stantec) during the 2008 recession, a period that significantly impacted the firm’s private sector business lines, including industrial and mining. Tasked with sustaining and expanding the firm’s water and environment sectors, he led the implementation of the "President’s List" global strategic pursuit program and conducted firmwide training to enhance business development capabilities.

Under his leadership, MWH secured water & wastewater PM/CM contracts with seven of the ten privatized U.K. water companies and won the design contract for the third set of locks in the Panama Canal expansion—solidifying the firm’s position in large-scale infrastructure projects.

Portfolio Approach to Strategic Growth

Upon returning to HDR in 2010, Don took on the role of Global Transportation Strategic Pursuit Program Director, where he focused on building capacity, leadership, and profitability. In addition to leading transportation sector service diversification and geographic expansion, he served as faculty for Marketing 601, delivering advanced Strategic Pursuit Leadership Training to strengthen the firm’s business development capabilities.

The program’s success was driven by the development and management of a firm-wide portfolio of strategic, must-win, and sole-source opportunities, supported by key initiatives such as:

• "CPR" approach to client opportunity screening, targeting, and progressive Go/No-Go decision-making
• Team building and resource commitment, including pursuit champions, project managers, technical experts, marketing coordinators, and cost-sharing strategies
• Early development of an opportunity-specific "value proposition" using Client Account Analysis™ and the Theme-Modular Process©
• Relationship and Reputation Management Program to enhance market positioning
• Client-centered communications, with draft presentations, proposals, and solicitations prepared six months to two years ahead of RFPs

 
Transforming AEC Business Development

 
Since 2012, Don Sherman Group LLC has built, trained, and coached award-winning business development programs and leadership for architecture, engineering, and construction (AEC) firms.

Don’s BD Plan Assessment and Benchmarking approach simplifies the evaluation process for M&A firms, helping them assess target value, while also enabling AEC firms seeking M&A opportunities or VC firms to identify high-performing pursuit teams. His templated capture planning process, featuring a proprietary, copyrighted client account analysis framework and theme-based modular presentation elements, has revolutionized how firms position themselves to secure major contracts.

Under Don’s leadership, the firm has reshaped the industry’s approach to strategic pursuit leadership and capture planning, setting a new benchmark for success. His expertise has fostered high-performing pursuit teams and established teaming alliances with 40 of the top 100 ENR Top 500 design firms, further solidifying the firm’s influence.

Today, AEC industry-leading strategic pursuit and capture planning methodologies drive success across the sector. The emergence of the Vice President of Strategic Pursuits—a role that was virtually nonexistent two decades ago—serves as a testament to Don’s lasting impact on the evolution of business development leadership within the AEC industry.

Best Practices for 
AEC Market Masters / Don Sherman

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

This role provided Don a unique opportunity to curate best practices for ACEC member firms, leading numerous webinars and authoring industry-leading publications on topics such as:

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

In 2018, Don Sherman Group acquired the domains AECMarketMasters.com and Market-Masters.com, further expanding its digital presence. From 2021 to 2023, Don served as Executive VP for Business Development at TeknoGRID LLC in a consulting capacity. In 2024, Don Sherman Group officially rebranded as AEC Market Masters, marking a new chapter in its industry leadership.

Board Leadership and Guidance

Since 2022, Don has been an active member of the City of Newark NJ Workforce Development Board, contributing to initiatives that support economic growth and workforce advancement. In 2024, he joined TeknoGRID LLC’s Broadband Advisory Board, further strengthening his involvement in IT, Telecom, and Broadband Infrastructure. Additionally, he serves as CEO of the NEWIT Economic Development Corporation, an organization dedicated to advancing infrastructure and workforce development in the sector.

Don’s extensive expertise makes him a strong candidate for corporate board positions, given his proven track record in building and scaling infrastructure businesses within Architecture, Engineering, and Construction (AEC). His leadership spans key market sectors, including transportation, land development, water & environment, IT/telecom/Broadband, healthcare, education, power & energy, mining, and manufacturing.

As a board member, Don offers a unique blend of industry expertise, financial acumen, and strategic foresight. His ability to lead interdisciplinary teams while maintaining an entrepreneurial approach reflects the skills needed to excel in today’s complex board environments, where governance, risk management, and stakeholder engagement play a crucial role.

Leadership and Management Experience

Don has held executive-level roles across telecommunications, transportation, and agriculture, bringing strategic leadership and industry expertise to diverse sectors. In today’s competitive market, companies actively seek experienced executives who can drive market penetration, profitability, and marketing ROI—areas where Don excels. His deep understanding of governance and management within large organizations positions him as a high-value asset for any corporate board, offering the insight and direction needed for sustainable growth and success.

Industry Expertise

Don has a proven track record across key sectors, including infrastructure, smart-city planning, environmental sustainability, and broadband technology. His ability to navigate diverse industries—ranging from A/E/C to telecommunications and sustainable agriculture—reflects a deep understanding of evolving market trends and industry dynamics. His experience working with major global firms further underscores his expertise in operating within complex regulatory environments.

Most recently, Don has been focused on large-scale capital programs in transportation, spanning airports, rail and transit, and bridges & tunnels. In addition, he has played a key role in broadband and smart-city infrastructure expansion, ensuring these systems are future-proofed to meet the demands of next-generation urban development.

Strategic Thinking and Financial Acumen

Don has consistently showcased his strategic vision in shaping a company’s direction. His expertise spans developing high-performance business development programs and managing multi-billion-dollar project portfolios, driving measurable growth and success.

In today’s boardrooms, companies seek financially savvy directors who can navigate complex financial statements and oversee investment strategies with confidence. Don's proven track record of executing high-impact projects across multiple continents highlights his deep financial acumen, making him a valuable asset in guiding organizations toward sustained profitability and market leadership.

Commitment to Community

Don and his family are deeply engaged in their community, with his leadership spanning various roles, including Chairman of the local Business Improvement District, Township Planning Board member, county Solid Waste Advisory Board member, Voter Registrar, State Elector, and Precinct Committeeman. His dedication to civic involvement reflects a commitment to fostering growth and sustainability at both local and regional levels.

Beyond his professional achievements, Don has built an off-grid homestead featuring Aquaponic CEA (Controlled Environment Agriculture)—a pioneering model for families and communities seeking food, energy, water, and financial security while promoting health and wellness. Together with his wife, he established a thriving community group of nearly 500 members, dedicated to health, healing, sustainability, and resilience, further strengthening their shared vision for a more self-sufficient and thriving future