Measure what matters. Focus on metrics that track growth—leads, conversions, and retention—rather than vanity numbers that waste effort.
Not all metrics drive business development success. This topic shows you how to separate meaningful measures from noise. You’ll learn which metrics reflect real growth—qualified leads, meaningful conversations, conversion rates, client retention—and how to track them systematically. We’ll cover balancing short-term measures like proposals submitted with longer-term health indicators like repeat business. Finally, we’ll examine how to use transparent dashboards to create accountability, align teams, and foster data-driven decision-making. The goal: a metrics system that drives outcomes rather than distractions.
ready to go
upcoming unit
A quick, written synopsis on a topic, no more than 1200 words.
An informative video on a subject, no more than 20 minutes long; most are under 10 minutes.
A filmed or audio interview with a professional in the AEC industry.
20 brief activities completed daily, weekly, or monthly to build habits around a topic.
A group activity designed to plan, strategize, explore, or develop procedures.
A document, spreadsheet, or drawing that supports a task or exercise.
my library units
If you'd like to contribute new units to the library, go to your dashboard under the "contribute to the library" tab. Complete the form for your unit, which could be an article, video, interview, prompt set, template or exercise. Choose up to two topics for each unit. Your contributions will show here under "my library units".
my group's library units
If you'd like to see your group contributing units to the library, encourage them to explore Twennie's topics and find ones they feel confident talking about. They can share within your group only, your organization only, or with the whole Twennie community.
my organization's library units
Organizations with a culture of learning are stronger and more successful. If you'd like to see your organization contributing units to the library, start by contributing yourself. Write articles and record videos on topics that interest you. If you have templates and exercises that have been useful to you in the past, share those, too. Your organization will follow your lead.
Twennie's library units
VIDEO: Business Development Metrics; Proposals
AUTHOR
Twennie Founders
Most technical firms obsess over proposal outcomes while ignoring the business development behaviors that drive them. This video breaks down the proposal-stage metrics that actually matter—and explains how to use them to diagnose your BD engine. You’ll learn which numbers reveal pursuit quality, team discipline, client readiness, and strategic fit, and which metrics are just noise. Instead of treating proposals as isolated events, you’ll see how to measure patterns, predict outcomes, and make smarter go/no-go decisions that improve win rates, margins, and long-term portfolio health.
login required
VIDEO: Business Development Metrics; Programs and Pursuits
AUTHOR
Twennie Founders
Most firms track pursuit metrics without understanding the program behind them. This video explains how business development programs and individual pursuits connect—and why measuring both is essential. You’ll learn which metrics expose the strength of your long-term BD engine, which reveal pursuit readiness, and how to spot breakdowns before they show up as losses or write-offs. Instead of treating pursuits as one-off events, this approach helps you see patterns, allocate resources intelligently, and build programs that consistently produce better proposals, stronger client relationships, and
login required
VIDEO: Business Development Metrics; Marketing and Visibility
AUTHOR
Twennie Founders
Most firms track marketing activity without tracking visibility—and wonder why it doesn’t translate into work. This video breaks down the metrics that connect marketing, visibility, and business development outcomes. You’ll learn how to measure whether the market actually sees you, remembers you, and associates you with the right problems. More importantly, you’ll see how visibility metrics feed pursuits, influence go/no-go decisions, and reduce proposal risk.
login required
TEMPLATE: Proposal Metrics Template
PROJECTED
June 12, 2026
Most proposal teams track activity, but far fewer track what actually improves win rates, efficiency, or decision quality. This Business Development Metrics Template focuses specifically on proposals — helping you capture meaningful data without turning your team into accountants. You’ll learn how to measure proposal volume, effort, timing, competitiveness, and outcomes in ways that support better go/no-go decisions, resource allocation, and continuous improvement. The goal isn’t more reporting — it’s clearer insight into what’s working, what isn’t, and where your proposal process deserves attention.
