Shaping the Future of AEC with Forecasting and Growth Strategies: An Interview with Lucas Hayden, Senior Director of AEC Strategy at Unanet

LAS VEGAS — In the world of architecture, engineering, and construction (AEC), rapid project turnaround, effective forecasting, and maintaining high levels of productivity are essential. Yet, as firms increasingly balance immediate project needs with long-term growth opportunities, industry leaders are recognizing a need for more sophisticated tools to anticipate and capitalize on future trends. At the 2024 Trimble Dimensions Conference in Las Vegas, Lucas Hayden, Senior Director of AEC Strategy at Unanet, offered insight into how Unanet is empowering firms to thrive in this complex landscape.

At the conference, Hayden presented Unanet’s approach to providing tailored solutions for AEC firms, with a particular focus on their CRM and ERP technologies. “Our mission is to unify and streamline the workflows that AEC firms naturally use,” Hayden said. “Through our ERP and CRM tools, we enable firms to simplify operations, improve accuracy in forecasting, and ultimately, optimize their decision-making.” By addressing operational bottlenecks, Unanet helps firms improve profitability while encouraging a growth mindset that prioritizes not only project completion but also strategic planning for future opportunities.

Insights from the AEC Inspire Report 2024

Unanet’s annual AEC Inspire Report, which has become a cornerstone reference for industry trends, serves as both a benchmarking tool and a guide for forward-thinking firms. The 2024 edition of the report, released just before the conference, gathered insights from over 350 executives across construction, architecture, and engineering firms, exploring a range of topics from project forecasting to business development.

One of the most notable findings from the report is the disparity in how firms view different metrics related to project success and long-term growth. According to Hayden, firms continue to prioritize operational metrics like project costs and cash flow, which they deem both highly important and accurate. “It’s these day-to-day numbers that firms feel most comfortable with,” he explained. “They’re concrete and immediate—firms know they have the data to track costs accurately, manage cash flow, and understand where resources are allocated.”

In contrast, metrics that align with future growth, such as backlog, pipeline, and labor resources, often fall by the wayside. The report found that while AEC firms recognize the importance of these metrics for scaling their business, they typically find them less accurate and are less confident in their ability to forecast them. “There’s a real gap in the industry’s approach to metrics,” Hayden noted. “Firms are understandably focused on immediate financials, but without focusing on backlog, pipeline, and strategic resource management, they’re not positioning themselves to capture the market’s full potential. These are the areas where improvements in accuracy and confidence could really drive growth.”

Bridging the Forecasting Gap with Unanet’s CRM Solution

To address this gap, Unanet’s CRM solution offers a range of tools that allow AEC firms to manage relationships, pipelines, and proposals with unprecedented efficiency. By streamlining these processes, Unanet enables firms to pursue more of the right kind of work, increase win rates, and strengthen their client relationships. “Our CRM for construction is particularly impactful because it simplifies complex processes,” Hayden said. “Everything from managing client relationships to generating proposals becomes quicker, smoother, and less resource-intensive. This enables firms to stay competitive while keeping overheads manageable.”

By centralizing these processes, Unanet’s CRM solution provides decision-makers with a holistic view of their operations, which, according to Hayden, is critical to building a sustainable growth strategy. The CRM tool doesn’t just optimize workflow; it empowers firms to make data-driven decisions that can improve forecasting accuracy over time. “Firms that use our CRM can more reliably predict project outcomes, anticipate labor needs, and even pinpoint where to allocate future investments,” Hayden explained. “This approach aligns with our belief that firms should not only think about today’s metrics but should also build a more growth-centered approach.”

Building a Culture of Business Development Across the Organization

A key theme Hayden discussed was the importance of creating a culture where everyone in the organization is engaged in business development. Traditionally, business development in AEC has been left to senior leadership or designated business developers. However, Hayden contends that by empowering all staff to see themselves as part of the growth process, firms can cultivate stronger client relationships and identify new opportunities.

“In today’s environment, being a good business developer doesn’t just mean playing more golf,” Hayden joked. “It’s about empowering your entire team—from project managers to technical staff—to recognize opportunities and nurture relationships. When everyone is involved, you create a proactive growth culture that helps the whole firm succeed.” Unanet’s CRM enables this approach by making relationship data readily accessible across the firm, eliminating silos and ensuring that all team members are aware of current client interactions and project developments.

The Role of AI in Enhancing AEC Operations

Artificial intelligence has also become a key part of Unanet’s offering. The company has incorporated AI to improve the usability and functionality of its CRM solution, ensuring that data remains current and accessible. One feature that has proven particularly popular is Unanet’s AI-driven signature parser, which automatically captures contact information from Outlook emails and integrates it with Unanet’s CRM. This seemingly simple tool provides AEC firms with significant efficiency gains by keeping contact details updated in real-time, eliminating the need for manual data entry.

Additionally, Unanet’s CRM pulls data from over 200 public sources, such as LinkedIn, to track job changes and other professional updates. If a contact’s job title changes, for example, the system will prompt users to confirm the update, ensuring that data accuracy is maintained across the firm. “Our approach to AI is built on three principles,” Hayden explained. “First, it has to be secure and compliant. Second, it needs to be intuitive to use. And third, it must be people-centered, because at the end of the day, the AEC industry is a relational business.” Unanet’s CRM is designed to reflect this philosophy, with a focus on simplifying client interactions and enhancing collaboration across departments.

The Challenges and Opportunities in AEC Staffing

Another significant issue highlighted in the Inspire Report is staffing. Hayden pointed out that many engineering firms have recently been forced to turn down projects due to a lack of qualified personnel, particularly in specialized fields. For AEC firms, forecasting staffing needs accurately is crucial to ensuring that they can capitalize on growth opportunities. Hayden discussed how Unanet’s solutions provide tools for tracking resource utilization, identifying gaps, and planning for future hires.

“Staffing is one of the most challenging aspects for any AEC firm today,” Hayden said. “The early identification of staffing needs can make the difference between capturing an opportunity or missing out. By forecasting resource needs three, six, or even twelve months in advance, firms can align their hiring strategies with anticipated project demands, ensuring they’re prepared when new opportunities arise.”

The Unanet Advantage: Supporting Clients as Long-Term Partners

Hayden emphasized Unanet’s commitment to supporting clients as long-term partners, a key differentiator that sets the company apart in the competitive field of ERP and CRM solutions. “We think of our clients as partners, and our support doesn’t end with product installation,” he said. “Our customers typically stay with us for over a decade, which allows us to work closely with them through their various stages of growth.”

Unanet’s focus on partnership extends beyond just support, encompassing customer success initiatives and tailored services that help clients fine-tune their internal processes. The company’s CRM and ERP solutions are designed to be intuitive, removing operational friction and enhancing efficiency. “Our goal is to ensure that firms aren’t just using our tools but are truly benefitting from them in ways that foster growth and productivity,” Hayden added.

A Glimpse into the Future: Expanding Forecasting and Growth Capabilities

As the AEC industry continues to evolve, Unanet remains at the forefront, consistently innovating its offerings to meet the changing needs of its clients. Moving forward, Unanet plans to expand its AI capabilities and enhance its CRM solution’s forecasting tools to provide even greater predictive insights. “Our mission is to enable AEC firms to not only survive but thrive in an increasingly competitive market,” Hayden said. “With the market flush with opportunities, firms that prioritize growth-centered metrics and embrace a more proactive business development approach are best positioned to succeed.”

In an industry where competition for talent and projects is fierce, Unanet’s solutions offer a way for firms to gain a competitive edge by optimizing their operations, unifying their workflows, and empowering staff at every level to think strategically about growth. With Unanet’s CRM and ERP platforms, AEC firms can focus on what truly matters—building lasting relationships, securing profitable projects, and setting the stage for a successful future.

For further details on Unanet’s offerings and the findings of the AEC Inspire Report 2024, visit Unanet’s website.

Tags: AEC industry, AEC Inspire Report, artificial intelligence, business development, forecasting strategies, Unanet CRM

Category: Unanet

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