|
|
| | |
|
News
Sally Handley Appointed Adjunct Faculty Member
Sally Handley was recently appointed an adjunct faculty member at Passaic County Community College. With a Master of Arts degree in English Language and Literature, Sally is teaching English Composition in her first semester at PCCC.
"After developing my Writing Essentials series for AEC design and marketing professionals, my love of teaching writing was re-awakened. I feel that the composition class will benefit from my Writing Essentials class and vice versa." CD's of the Writing Essentials Series are now available.
Sally Handley Presents SMPS Foundation White Paper
Sally Handley, FSMPS was selected to write an SMPS Foundation sponsored white paper entitled The 21st Century Marketing/Business Development Department. The paper was presented at the SMPS Build Business Conference in Boston on July 15, 2010 and to the Construction Executives Association in Fort Lauderdale on August 2, 2010. The Executive Summary follows. For a copy of the full paper, click here:
Executive Summary
The entire A/E/C industry has evolved a great deal since the late 1970’s. Growth in competition, growth in the size of firms and the use of technology are just a few of the factors that have impacted the design and construction industry. How has the marketing/business development department evolved in response to these changes? Have we altered the basic way we staff and structure marketing and business development efforts? Research shows that while professional services marketing has evolved considerably over the last thirty years, some basics have remained constant. The same factors that have impacted the industry overall …competition, firm size and technology…have also shaped the evolution of the marketing/business development department.
While small and start-up firms will continue to staff their efforts using the most traditional models and titles, growing firms can now look to a cadre of peer firms for best practices in how to expand their basic marketing/ business development staffing structures. Growing firms can avoid costly trial and error missteps by first defining what they need and staffing their effort with individuals who have the skills necessary to meet the need.
Successful firms that have grown beyond 100 employees have begun to adopt a hybrid structure consisting of a centralized approach to company resources and a de-centralized approach to proposal efforts. Most importantly, the silos or barriers between marketing and business development are being challenged and are beginning to be broken down. Successful firms are reporting that marketing and business development staffs communicate via regularly scheduled methods and work together closely in pursuit of new business.
The role of CMO is enhancing the strategic vision for our marketing and business development efforts. The slow evolution of this role will speed up as marketers add an understanding of business operations and finances to their marketing expertise. CMOs and marketers who aspire to firm ownership have the potential to profoundly impact the marketing and business development departments of the future.
| |
| | |
|
|