April 24 is National Administrative Professionals Day. And this year, we’re taking a different approach. At SDA, we’re celebrating how business professionals in the A|E industry with roles in marketing, finance, human resources, project management, and operations keep the firm in business. Instead of spotlighting individual achievements, we’re diving into the collective essence of our firms, celebrating the interconnectedness of diverse business functions that underpin design endeavors. Much like the celebrated Architecture and Engineering Weeks, let’s delve deeper all week into the intricate business ecosystem of our firms. Today's focus is Marketing.

Even before a project starts, the marketing team is at bat for the designers. From researching markets, developing business through networking, adhering to go/no-go processes, and developing project-winning proposals, the marketing team is crucial in bringing work in the door. But once in the door, the marketing team can shine in client management.

In the fast-paced world of architecture and engineering (A|E), where project timelines are tight and deliverables are critical, ensuring exceptional client experiences is paramount. After all, great experiences often translate into repeat clients, constituting 80% of any successful firm. While the design and technical teams are pivotal in delivering projects that delight clients and meet their goals, the marketing team is uniquely positioned to listen to and advocate for client needs.

One of the critical roles of the marketing team is to maintain a pulse on client satisfaction throughout the project lifecycle. Unlike project teams, who may be deeply immersed in the day-to-day challenges of execution, the marketing team operates at an arm’s length from these ups and downs. This distance allows them to gather feedback that clients may not always feel comfortable delivering directly to the project team.

Successful firms understand the importance of proactive client engagement and feedback collection and rely on the marketing team to schedule regular touchpoints throughout the project lifecycle. These touchpoints provide valuable opportunities to solicit feedback, address concerns, identify areas for improvement, and set the stage for the next project.

As part of your ongoing effort to stay at the forefront of management best practices, you can learn from A|E industry experts during SDA events like EDSymposium, our annual in-person conference, and EDConnect, our annual virtual conference. SDA shares best management practices at both conferences. By bringing together professionals from both the back and front office, EDConnect provides a platform for learning and collaboration, enabling the entire firm to advance its goals together. Topics have included A|E market updates, go/no-go processes, interview skills, SWOT analyses, and successful CRM implementation.

Your marketing team’s proactive engagement with clients, expanded by taking advantage of SDA’s commitment to ongoing learning and collaboration, underscores the dedication to delivering exceptional experiences and helping firms foster long-term client relationships.

Join us at EDSymposium24 in Colorado Springs, CO (June 11-13, 2024) and begin your path to advancing your knowledge. Learn more here. 

SDA Webinars:

Get Smart Marketing Edition: Maximize the Funnel – Jennifer Stutts

Go/No Go Process: Promoting Effective Marketing & Risk Management - Diane Mika & Julie Stanton