Education

Marketing and business development in AEC firms are rapidly evolving from tactical support roles into enterprise growth leadership disciplines. As highlighted in the SMPS Foundation’s Emerging Trends in AEC Marketing and Business Development report, expectations are rising, accountability is increasing, and marketing and BD leaders are being asked to play a more strategic role in shaping firm direction. Yet many teams remain stuck in activity mode, respected for execution but often removed from key decision making. This session presents a practical, three-stage pathway for transforming a traditional marketing function into a high-performing growth system that drives strategy and organizational change. Drawing on real-world experience leading growth strategy at a national engineering and environmental firm, it explores how operational excellence builds credibility, how financial metrics such as ROI and Cost of Winning Work strengthen leadership trust, and how marketing and BD leaders can influence culture, client experience, and firm performance. Through real examples, measurable outcomes, and lessons learned, attendees will gain a clear roadmap for evolving into a true growth leadership function and advancing the vision of business transformed through marketing leadership.