How a 60-Year Architecture Firm Built the Pipeline Visibility Needed to Pursue
and Win the Right Work

At a Glance

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Company Overview

Arrowstreet is an award-winning architecture, interiors, and experience design firm
headquartered in Boston, Massachusetts, with more than 60 years of practice. Built on a vision
of thoughtful, design-forward environments that bring people together and positively impact
communities, Arrowstreet has grown into a multidisciplinary practice of approximately 65
professionals spanning architecture, interiors, experience design, planning, visualization, and
operations.

The firm pursues projects across a wide range of sectors including mixed-use, multifamily,
hospitality, workplace, science and technology, academic, adaptive reuse, and fitness and
recreation. As a full-service design firm, Arrowstreet collaborates closely with developers,
owners, and construction partners at every stage of the project lifecycle, with work spanning
both national and select international markets.

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The Challenge: Clear Visibility on Revenue

For a firm with 60 years of design excellence behind it, Arrowstreet had a business development
problem that was becoming impossible to ignore. Pursuit tracking lived in a mix of Excel
spreadsheets and Click-Up, a tool not everyone could access. Reporting required manual
assembly through Deltek. And no one had a reliable, real-time view of what the pipeline was
actually worth.

Without the ability to forecast pipeline performance or analyze which pursuits were worth
chasing, the firm was making strategic decisions based on instinct rather than data. Leadership
could not confidently answer the question every CRO cares about most: what work is coming,
and when?

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"We lacked the analytics needed to understand performance trends and
forecast revenue.”

— Arrowstreet Marketing Team
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Compounding the problem, the tools in use created misalignment across departments. Business
development, marketing, and leadership were each working from different versions of the truth,
which slowed pursuit decisions and made it harder to concentrate resources on the highest-
value opportunities.
The firm needed more than a cleaner spreadsheet. It needed a system that could turn pursuit
data into revenue intelligence.

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The Solution: A CRM Built for the AEC Industry

Arrowstreet discovered ProjectMark through industry research within the AEC community,
where the platform was gaining recognition as purpose-built for construction and design firms.
What set ProjectMark apart from the start was not just the product, but the partnership.

ProjectMark was one of the first CRM platforms to work directly with an architectural firm to
shape its workflows, and that collaborative spirit resonated immediately with the Arrowstreet
team. Unlike generic CRM tools that required extensive workarounds or forced firms to adapt to
software logic that bore no resemblance to how AEC pursuits actually work, ProjectMark aligned
closely with the language, structure, and cadence of how Arrowstreet manages opportunities.
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‍Key factors in the decision included:
• Visual clarity and ease of use
• Competitive pricing
• Flexibility to customize fields, reporting structures, and workflows
• Industry-specific language and logic
• Willingness to collaborate and iterate alongside the Arrowstreet team

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Onboarding and Implementation: A Structured, Personal Process

From the beginning, the onboarding experience reflected what Arrowstreet had been looking for:
a real partnership. ProjectMark worked closely with the team to understand existing workflows
and helped migrate historical spreadsheet data into the platform cleanly and accurately.

The firm benefited from having a single dedicated contact throughout the onboarding process,
with weekly check-ins that kept the transition on track. Those touchpoints have continued as
monthly sessions, keeping Arrowstreet informed of new features and providing a regular forum
to refine how the platform is used.

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“Having one contact person as we went through the onboarding process
and our weekly check-ins was extremely helpful. Our monthly check-ins are
appreciated as we are always looking to improve our CRM experience.”

— Arrowstreet Marketing Team

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The Results: From Reactive Pursuits to Strategic Revenue Planning

The impact was immediate:

• Pipeline Visibility That Drives Revenue Decisions
  The most immediate shift was replacing gut feel with data. Arrowstreet's leadership can now
  assess pipeline health in real time, with a clear view of opportunity value, pursuit stage, and
  projected workload across the firm. That visibility has transformed how the team makes go and
  no-go decisions, allowing them to concentrate resources on the pursuits with the highest
  probability and strategic fit.

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“Leadership can quickly assess pipeline health, forecast workload, and
make strategic pursuit decisions based on reliable data.”

— Arrowstreet Marketing Team
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• A Foundation for Revenue Forecasting
  For the first time, Arrowstreet has the data infrastructure needed to forecast revenue based on
  live pipeline activity rather than backward-looking reports. Projected fees tied to active pursuits
  can now inform staffing decisions, workload planning, and growth strategy, giving leadership the
  forward visibility that had previously been out of reach.
  
  
• Pursuit Discipline Across the Full Lifecycle
  ‍ProjectMark enables the team to track every opportunity from initial contact through proposal
  submission and award. That end-to-end visibility has brought discipline to the pursuit process,
  reducing the risk of missed opportunities and improving how the firm allocates its most valuable
  resource: its people's time.
  
  
• Administrative Costs Redirected to Revenue-Generating Work
  ‍Time that was previously consumed by spreadsheet maintenance and manual report
  preparation has been reclaimed. The marketing team now spends less time assembling data
  and more time on the strategic work that directly supports winning clients, including proposal
  quality, client engagement, and pursuit positioning.
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• Alignment That Accelerates Decision-Making
  ‍ProjectMark eliminated the version-control problem that was quietly slowing the firm down.
  Business development, marketing, and leadership now operate from a single shared pipeline,
  meaning pursuit decisions happen faster, with less back-and-forth and fewer gaps between
  what teams think is in the pipeline and what is actually there.
  
  ]

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The Arrowstreet team is actively improving how to use pipeline data to understand win and loss
patterns over time, which would allow the firm to make increasingly sharper decisions about
which pursuits to chase and how to improve proposal strategy.
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The firm is also exploring expanded automation, broader dashboard controls, and using the
platform to track firmwide marketing activities beyond pursuits. Each of these moves points in
the same direction: converting more operational data into strategic revenue insight.

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Final Word

Revenue growth in architecture is won before a project breaks ground. It is won in the pursuit,
the proposal, and the relationship. For Arrowstreet, ProjectMark has become the system that
makes those moments more intentional and more informed. The firm now has the pipeline
visibility, the forecasting foundation, and the cross-team alignment to pursue growth strategically
rather than reactively. Here’s to the next sixty years of excellence!
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Want to learn more about how ProjectMark helps firms like Trident win more work and manage opportunities better? Book a demo today.