The “Go/No Go” decision at an architecture, engineering or construction firm is arguably one of the most important and challenging marketing decisions a company faces. For the uninitiated, “Go/No Go” decisions simply refer to a firm’s decision to go after a project or not. It can happen as early as when one first hears about a project (even if it is years off), or it most typically happens when the Request for Qualifications or Proposals hits the street. Some firms have an incredibly rigorous process, answering dozens of questions, and assigning points to them that equate to a “Go” or “No Go” answer. On the opposite side of the spectrum, firm leaders loosely debate the proposed project and make their decision based on what their “gut” tells them. Either extremes can be flawed – one might be too rigid, not allowing for nuances or variance, while the other relies more on emotion than logic. So how does a firm implement and execute an effective “Go/No Go” process?