Marketing planning is about far more than just defining target markets and determining advertising buys - it is also about creating realistic sales goals and determining who is accountable for business development.
Social media is a critical tool for proactive marketing and connecting with clients and employees, but negative online comments about your company can make it difficult to attract new employees and even impact your ability to get new contracts.
I’m a big fan of the seller-doer model of business development – at least in concept. (Even if I don’t like the term.) Clients have become more sophisticated – often even holding professional licensure or certification – and they have extreme time constraints. So when they take a meeting
If there is one thing that came through loudly and clearly at the recent SMPS Build Business conference in Los Angeles, it is that firms aren’t doing enough to analyze the external environment and prepare for the changes headed their way. We’ve long known that architecture, engineering,
I recently had the opportunity to present on the topic of blogging at the SMPS Fellows Leadership Symposium, held in conjunction with the annual Society for Marketing Professional Services Build Business conference. The overall focus of the session was better integrating technology into digital marketing,
There’s a term in the A/E/C industry that most firms will do anything to avoid, whispering it in quiet rooms as little as possible: sales. Drop the “s” and “sales” becomes a four-letter word. And we too often treat it that way. Instead, as an industry we’ve adopted “business
A/E/C firms struggle with the best metrics to manage their sales and marketing effectiveness. Which ones make the most sense? Part of that depends upon how you are tracing the performance of departments verses individuals. Part of it depends upon goals outlined in your strategic plans. There are quite a few
In my new book, Reputation Design+Build: Creating Winning Personal Brands for Engineering, Design, and Construction Professionals, I demonstrate a series of tools that you can use to build or maintain your personal reputation. These are broken down by Baseline Tools and Reputation-Building Tools. The Baseline Tools
In an unprecedented collaboration, Amazon, Facebook, Google, Microsoft and Salesforce, and floor-covering supplier Interface are showing their collective commitment to embodied carbon reduction by joining the board of Building Transparency.