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In the architecture, engineering, and construction (AEC) industry, project delivery is complex, high-stakes, and deeply relational. Whether serving schools, public works, DOTs, private developers, or utilities, firms invest significant time and resources into winning work and delivering projects. Yet one of the most overlooked opportunities for growth and improvement lies in what happens after the project is complete: the client debrief.
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 AEC Marketing Strategy
Have you ever felt like your AEC marketing strategy is a never-ending game of Whack-a-Mole? One minute you’re working on a strategic campaign, and the next, you're scrambling to respond to a late RFP or last-minute interview prep. Been there, done that, and frankly, it's exhausting. How does this happen? So many AEC firms are stuck in a cycle of reactive marketing. Reactive marketing is when your team spends most of their week reacting to whatever firm leaders deem urgent that week. Maybe it's a late RFP that "absolutely needs a response." Or perhaps it’s the frantic rehearsal for an interview the night before. Oh, and let’s not forget the rush to get ad copy done because someone forgot to mention that we paid for that spot. It's firefighting, and while some may enjoy the adrenaline rush, it's not a sustainable strategy. It's not the tool, it's the behavior!
More firms are investing in Client Relationship Management (CRM) tools, but user adoption remains a struggle. Firm leaders understand the value of a robust and well-used CRM, but are frustrated with project managers' and department heads' lack of adoption. For many work-a-day designers and builders, a CRM system represents another time-suck and they rarely perceive the long-term value. There are several reasons why CRM user adoption fails. |
AuthorGabe Lett, FSMPS, CPSM, LPC 
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