 SMPS Missouri Valley Regional Conference 2024 (Pictured left to right - Gabe Lett, Holly Bolton, Frank Lippert, Andrea Story, Lindsay Young) You are an A/E/C professional marketer. You work for professional architects, engineers, and construction experts. Your firms typically have professionals who take care of payroll, accounts payable and receivable, IT and other technologies. The firm does well when everyone does their job and executes tasks based on their skills and expertise.
The Marketing Squeeze As a professional marketer you have specific skills and expertise that are unique to you. It is why you are hired, or maybe why you should have been hired. But this marketing gig is often a frustrating and sometimes confusing role to tackle.
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Why AEC Firms Can’t Afford to Ignore Marketing Leadership It's been a minute since I've written on theaecguide.com blog. Several things have changed over the summer. I took a Chief Marketing Officer (CMO) position at Prairie Engineers in July. With the new role, the Amplify AEC conference, and a short family vacation, I've missed writing. But I'm back in the saddle and ready to keep pushing the AEC marketing profession forward! CMO Doesn't Mean "Consider Marketing Optional" The CMO position for AEC companies is not a common one, but a growing need. According to Michael Racis, "In recent years, fractional marketing leadership has grown much more popular as mid-sized firms look to realize the benefits of working with an experienced marketing leader without the price tag of a full-time Chief Marketing Officer (CMO)" (The Fractional CMO: What it is + How it Can Benefit AEC Marketing | LinkedIn). Many firms are using the "fractional CMO" to fill the marketing leadership gap. Others see the long-term benefits of a full-time CMO. So, what exactly is a CMO and what value does this role bring to a firm? To answer this question well, it is important to lay the groundwork in answering "why?" Why is marketing critical to AEC business . . . or is it? Is AEC marketing business-critical or business-convenient? AEC services predate the permission to market them. So, many firms have lagged in making marketing business-critical. The commitment of a firm to recognize the value of a marketing executive who participates in the top leadership says something about that firm. So does the lack of commitment to elevate marketing professionals into top leadership roles. "The commitment of a firm to recognize the value of a marketing executive who participates in the top leadership says something about that firm." Business-Critical or Business-Convenient? Business-critical functions are those that serve a company in its sustainment, growth, and profitability. Payroll, accounting, HR, and operations are critical business functions. These are sustaining functions. However, leadership, strategy, technical delivery, sales, and marketing are growth and profitability functions. Most AEC firms accept leadership and technical delivery as business-critical. When it comes to strategy, sales, and marketing, it gets a bit fuzzier. That is because so much of what AEC businesses provide are essential for living and economic stability. Firm owners have a long-standing belief that the phone will simply keep ringing and work will keep flowing. While this may be true in strong economies and stable markets, those who have been around a while know this is shifting sand. Marketing Leadership Solves Challenges There are several factors shifting the AEC industry. Recruitment and retention continue to be a primary challenge. Inflation and rising wages challenge financial performance and profitability. Firms wish to diversify by discovering new project opportunities in current markets or pre-positioning in new markets. As technology changes how firms deliver projects, finding your edge means quickly adopting and implementing it. (Blog | New SN Research Sheds Light on State of AEC Industry Heading Into 2024 (stambaughness.com) These challenges can all be positively impacted by great marketing leadership! The principles of marketing your services to clients are the same as marketing your company to future employees. Firms utilizing their marketing leaders for recruitment and retention campaigns are discovering a competitive edge. Firms that have discovered their differentiators and employ laser-focused marketing strategy enjoy better financial performance and profitability. Marketing helps firm leaders better identify their ideal clients and markets. Finding growth opportunities in current markets or pre-positioning in a new market is not guesswork. Marketing leaders understand how to research and skillfully adapt to market changes. The state of the AEC industry demands business-critical marketing leadership. The growing role of the Chief Marketing Officer is evidence that firms are catching up and catching on.  As a professional services marketer in the A|E|C industry, your workweek is an assault on your brain, body, and spirit. The demands of your job are fast-paced. Expectations of staying ever-connected, always available, and an organization ninja are completely unrealistic. It's no surprise that personal wellness seems unachievable. Many of us struggle to balance our work demands, technological distractions, and healthy lifestyle choices. To shed light on these challenges, I conducted a personal wellness survey. The results were eye-opening, yet instructive. In this post, we will delve into the survey data and provide practical recommendations to improve your well-being and lead a more balanced life. 1. Disconnect to Reconnect - Sleep! The survey revealed that 4 out of 10 marketers often or regularly have trouble falling asleep or staying asleep. Sleep is crucial for overall health and productivity. Poor sleep patterns can have adverse effects on both mental and physical well-being. Recommendations: 2. Fuel Your Day Right Surprisingly, 45% of respondents do not eat breakfast regularly, or their breakfast diet is imbalanced. Breakfast is often considered the most important meal of the day as it kickstarts your metabolism and provides essential nutrients. Recommendations: 3. Work Overload Over half (54%) of the respondents often or regularly reported having more work than what is possible within a 40-hour week. Work overload can lead to burnout, reduced productivity, and increased stress levels. Recommendations: 4. The Power of Saying "No" On a positive note, 59% of respondents felt comfortable saying "No" to their supervisors when necessary. This assertiveness is essential in maintaining a healthy work-life balance. 5. Successful People Delegate Shockingly, only 19% of respondents had the option to delegate tasks to others. This suggests potential understaffing issues or inefficient workflow practices. Recommendations: 6. Make Exercise a Routine More than half (53%) of the respondents admitted to rarely or sometimes getting 30 minutes of daily exercise. Regular physical activity is crucial for overall well-being and can significantly impact productivity and mental clarity. Recommendations: 7. Digital Detox Worryingly, only 30% of respondents felt they could ignore their phones, emails, and texts when needed. This indicates a growing trend of difficulty in managing online habits. Recommendations: Conclusion
The personal wellness survey highlights the challenges many of us face in maintaining a balanced and healthy lifestyle. These recommendations are a start. If you are serious about changing your habits create accountability. This may mean hiring a life coach or going to a few counseling sessions with a therapist. Investing in your well-being improves your productivity, creativity, and overall quality of life. Make a commitment to yourself and take the first steps towards a healthier, more fulfilling existence. Your well-being is worth it! Take the 3-Minute Personal Wellness Survey HERE! |
AuthorGabe Lett, FSMPS, CPSM, LPC 
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May 2026
The views and opinions expressed on this blog do not necessarily represent the views or opinions of any current or previous employers.
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