 Have you ever felt like your marketing role in the AEC industry 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. When the fire drill starts, what would happen if you told your firm leader, "Your lack of planning is not my emergency?" Watch as their eyes widen with a mix of shock and realization. You may get fired! Or you may get their attention. Believe me, it’s a game-changer. You see, the opposite of reactive marketing is proactive marketing. In proactive marketing, you plan. You create a solid strategy. You execute the plan. And the best part? You stick to the plan. You don’t let last-minute demands derail your efforts. You focus on what’s important and what was pre-decided to be of value. Your lack of planning is NOT my emergency! It's not just idealistic thinking. In today's data-driven world, it's easier than ever to craft and execute strong marketing plans in AEC. With the help of AI and data analytics, you can demonstrate the effectiveness of a proactive marketing strategy, turning even the most reactive leaders into believers. Imagine a world where you spend your days focusing on positioning, messaging, and promotion – the real functions of marketing. Is it possible? What would your job look like if you reduced your reactive tasks to 10-15% of your week?
It's not just about making your life easier (well, it kind of is). A proactive approach leads to better results. When you’re not constantly putting out fires, you have more time to think creatively and strategically. This leads to campaigns that are not only well-executed but also impactful. Your firm will start to see the benefits in terms of client satisfaction and, of course, the bottom line. So, if you find yourself stuck in the reactive marketing whirlwind, it’s time to make a change. Stand your ground, and communicate the value of a well-thought-out plan. Remember, "Your lack of planning is not my emergency!" Trust me, the AEC marketing world will be a much better place for it. Ready to ditch the Whack-a-Mole for good? Let's do this!
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It's not the tool, it's the behavior! More firms are investing in CRM, 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.
What other reasons have you discovered for poor CRM adoption? Marketing superpowers to the rescue! Marketing teams at AEC firms are uniquely positioned to help make CRM systems stick. Marketers are natural storytellers. It's in our DNA. We routinely craft stories about our projects, people, and clients. Our hands are busy with internal communications strategies and organizational development. If anyone can connect the dots from CRM data entry and management to increased sales and value, marketers can! At my firm, we are approaching a second CRM rollout plan. We are structuring the rollout training with scenario-based stories. Every module of training will have several real-world scenarios. The best answer to each scenario is better CRM data entry practices and CRM reporting. The idea is to demonstrate value for users by giving them scenarios that happen in their world every day. Stories help connect the dots from data to value. How would you integrate storytelling into your CRM adoption strategy? CRM is an engine, not just another report! Client relationship management (CRM) is exactly what it sounds like. The engine that makes good business development possible is a well-maintained CRM. Yet, much of what makes this engine run sits siloed and disconnected in email inboxes, spreadsheets, job folders, conference handouts, and handwritten notebooks. This data is the valuable resource for our engine to deliver power. When administered and used properly, your CRM will solve problems you didn't know existed. That fan at a previous client organization changed jobs 18 months ago. They love your people and would work with you again in second. But they don't know you have assets at their disposal in their new location. You didn't tract the contact change. That fan hires a different firm because no one managed the relationship until it was too late! What might you be missing at your firm because of poor client relationship management? Make it easy, make it useful! Here are some quick and easy ideas to help boost user adoption;
What ideas are you willing to share that have been successful for quick and easy CRM adoption? How will you help?
Marketers can lead the charge in CRM user adoption. Are you willing to lead that charge? Once your CRM is full of insights and useful data, you tell the story of that value. When you become the reservoir of great client and project data and make it actionable, you become indispensable. Your secret is navigating a powerful CRM engine. Help your firm make the shift! Please share your stories of success with me. Let's all learn together! [email protected]  Classic Pecan Pie Recipe Instructions The preparation time for this recipe is approximately twenty minutes, no more than thirty minutes. The baking time for this recipe is approximately fifty to sixty minutes, variable by oven type, altitude, and ambient temperature. The finished pecan pie shall yield a single nine-inch diameter pie which should be sliced evenly into eight individual small slices or six individual large slices. Step 1: Prepare the Crust of the Pie In a large bowl that is a minimum of 4 quarts in measured volume, whisk 150 grams of all-purpose flour, one-half teaspoon of salt, and one teaspoon of sugar together in a clockwise fashion with a stainless steel or similar whisking tool. Cut in ½ cup (1 stick, 115g) cold unsalted butter, dicing the existing butter using a pastry cutter or fork until the mixture resembles coarse crumbs for the recipe. Gradually add three to four tablespoons of ice-cold water, one tablespoon at a time, mixing until the existing dough comes together for the recipe. Form the existing dough into a disc measuring approximately eight to ten inches in diameter, wrap existing dough in plastic wrap, and chill in the refrigerator for no less than thirty minutes. On an all-purpose floured surface such as a wooden cutting board or clean countertop surface, roll out the existing dough into a 12-inch circle. Transfer the already prepared dough to an existing 9-inch pie dish, trim the edge of the dough from around the edge of the pie dish, and crimp or flute the edges as desired. Chill the prepared pie dough in the existing refrigerator while preparing the filling for the recipe. Step 2: Make the Filling of the Pie In a large bowl that is a minimum of 4 quarts in measured volume, whisk together one cup of light corn syrup, one cup packed light brown sugar, three large eggs, 115 grams unsalted butter, melted and cooled, one teaspoon vanilla extract, and one-half teaspoon salt. Whisk all existing measured ingredients until the prepared mixture is smooth in appearance and well combined. For the recipe, stir in one and a half cups of already prepared existing pecan halves, reserving approximately one-quarter cup of existing pecan halves for decorating if desired. Step 3: Assemble and Bake the Pie Pour the prepared and existing filling from step two into the prepared and chilled pie crust from step one, arranging the reserved one-quarter cup of pecan halves on top of the existing filling for decoration. Place the existing pie on the center rack of the oven and bake existing pie at 350°F (175°C) for fifty-sixty minutes, or until the center is just set and slightly jiggles when lightly shaken. If the pie edges start to brown too early in the baking phase, cover the edges with foil or a pre-bought aluminum pie shield in order to protect the crust from burning. Remove the existing pie from the baking oven and let the existing pie cool completely at room temperature, which should take no less than two hours and no more than three hours. Serving Tips Serve the existing slices of pecan pie, which are cut into even one-eighth slices, with a dollop of whipped cream or a scoop of vanilla ice cream, scooped with an existing scooper. Drizzle the existing one-eighth slice of pecan pie with approximately one-half tablespoon of salted caramel sauce for extra indulgence. |
AuthorGabe Lett, FSMPS, CPSM, LPC 
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