AEC Marketeer – Details, episodes & analysis

In this episode I'm joined by Ryan Sullivan to talk about the essential financial literacy needed for success in the AEC industry. We explore how businesses allocate their funds and listeners will learn about key financial terms such as revenue, expenses, and profit, and we’ll discuss crucial project-level considerations like overhead, utilization, and billable rates. We also explore how this financial knowledge can inform marketing strategies, focusing on pre-bid work, the go/no-go process, and the importance of ROI. By the end of the episode, you'll have a clearer understanding of how to allocate a percentage of revenue toward effective marketing efforts.

About Ryan:
Ryan Sullivan, PE is the founder and lead financial planner of Off the Beaten Path Financial. Starting his career as a mechanical engineer, he built an engineering department from the ground up before starting his financial planning firm. His focus is on helping architects and engineers build, grow, and use their wealth to accomplish their biggest dreams. He believes cash flow is the foundation of a strong financial position and helps his clients make sure their money is aligned with their values by building systems that provide peace of mind, financial clarity, and ultimately better decision making. With a precision-driven approach, Ryan blends engineering rigor with calculated risk-taking, ensuring stability while empowering clients to confidently pursue financial abundance.

Links:
https://www.linkedin.com/in/ryan-sullivan-pe/
https://www.obpfinancial.com/

In this episode, I'm joined by Katherine Robinette to discuss the challenges of initiating change within organizations, emphasizing the importance of clearly defining goals before embarking on any project. We talk about the process to follow for change management and common scenarios where individuals may feel hesitant to start due to uncertainty or anticipated resistance. We stress the significance of clear communication throughout the process to mitigate resistance and foster engagement. If you want to know how to really get SCHTUFF done right, join us as we uncover strategies for building trust and ensuring everyone feels involved in the journey of change.

About Katherine:
In today’s work environment, it is a struggle to find the time, resources, and energy to make big changes efficiently, effectively, and with wide support. Meet Katherine Robinette, CPSM, keynote speaker and consultant, on a mission to help leaders and managers create positive change for their teams and company. With more than 20 years of experience in marketing and employee engagement, Katherine is a thought leader in effective engagement and organizational change management.
https://KeystoneAndRaven.com
https://www.linkedin.com/company/keystone-and-raven
https://www.linkedin.com/in/karobinettecpsm/
https://www.facebook.com/profile.php?id=61560298193059 (business page)

This episode is part two of my book report on Never Split the Difference by Chris Voss. In this episode I go over mastering "no" and getting to "That's Right".

After 18 years with Stantec, Vice President Kim Austin is responsible for marketing and communications for the regional marketing teams across the company. Her focus? Instilling Stantec's brand within local communities. That means pursuing market strategies and community engagement opportunities that will embed the brand wherever we work and in whatever we’re doing. Our brand isn’t just a logo and a tagline—it’s who we are and what we stand for. It really is a commitment to our communities.

Maisha Hagan is the owner and head coach at Beauty & the Boss, a professional development and career coaching service for women in male-dominated industries. Prior to starting Beauty & the Boss, Maisha's career was concentrated in the AEC (architecture, engineering and construction) as a professional services marketer, Director and member of an executive leadership team for multi-million-dollar companies. She has a passion for people, a mind for business and a gift to teach.

SMPS Webinar Series: Change Management - October 13, 15, 19
https://onlinelearning.smps.org/products/master-this-change-management#tab-product_tab_overview

Connect on LinkedIn
https://www.linkedin.com/in/maishahagan/

Website
https://www.bosslady.coach/

Mercedez believes better writing makes for better business. She teaches reader-focused and succinct writing that drives client behavior, builds relationships, and wins work. First and foremost a storyteller, Mercedez is passionate about finding and sharing a firm's unique stories to connect with clients. As a Proposal Specialist at Michael Baker, Mercedez leads strategy development sessions and translates capture planning into winning proposals for priority pursuits.
https://www.linkedin.com/in/mercedezlthompson/
http://simplywritingblog.com/

Cathy Hutchison, CPSM, LEED AP is the Director of Marketing/Vice President at Idibri –a team of technology designers, acousticians, and theatre planners. Cathy believes that when we ignore our creative spark, it flatlines. Author of The Simple Guide to Visual Journaling and the mastermind behind YourVisualJournal.com, Cathy discovered that learning to think on paper is a big win when it comes to banishing overwhelm, boosting creativity, and living life with intention. She leads the Mentor-Protégé program for SMPS Dallas and regularly writes and speaks on topics related to thought leadership, experiencing more joy in your day job, and developing creative expression. Her IG feed cathy.hutchison is dedicated to sharing her sketchnotes.

For 50% off her new course on teachable, use code AEC50

Andy Piece, Group Strategy Director.

Andy leads the Strategy Practice in Core, and has done so since its inception in 2015.

In that time he has worked on brand and marketing strategy projects for a wide variety of businesses, both large and small. Examples include The National Lottery, Three, The Irish Stock Exchange, The National Broadband Plan, Heineken, Life Style Sports, and AIB among others. He has also delivered award winning insight and brand planning work with The Road Safety Authority, Aer Lingus, Three, Ulster Bank and O2.

Andy has over 15 years’ experience working in marketing, in a diverse range of functions and agencies. He began his career in Research, before moving into advertising. He spent eight years working across three main functions; Media Buying, Media Planning, and Client Service.

Andy joined Core in 2012 and prior to setting up the Strategy Practice in 2015, he spent three years as Head of Planning. His experience consists of some of the best known brands in Ireland, including; Unilever, Diageo, P&G, Aviva, Eircom, BMW, Glanbia, Bord Gais and Supervalu.

Outside of client work he is a regular contributor to and speaker at industry fora and events and is the outgoing Secretary of the Marketing Society of Ireland. He has been a member of its executive committee since 2015.

He has also lead several studies into Millennials in Ireland, the over 55’s, the Future of Money, and lead a trended analysis of brand health and image for the largest one hundred brands in Ireland across 2017 and 2018. More recently he has lead the development of Core’s Covid Strategic Planning framework.

Andy is a firm believer in the ability of marketing and advertising investment to deliver real and measurable results through creative thinking – and places huge emphasis on delivering the proof.

He has two young children, and is a passionate rugby fan with a keen interest in current affairs, politics and history. He holds a BA & MA in History from TCD.

Andy's Reading Recommendations:

Byron Sharp – how brands grow;
https://www.amazon.co.uk/How-Brands-Grow-What-Marketers/dp/0195573560

Jenni Romaniuk – Building distinctive assets
https://www.amazon.co.uk/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509/ref=sr_1_1?dchild=1&keywords=jenni+romaniuk&qid=1598972960&s=books&sr=1-1

Orlando Wood – Lemon
https://www.amazon.co.uk/Lemon-advertising-brain-turned-sour/dp/0852941471/ref=sr_1_1?crid=3BOBDRB9NDXXK&dchild=1&keywords=lemon+orlando+wood&qid=1598972996&s=books&sprefix=lemon+or%2Cstripbooks%2C144&sr=1-1

Adam Morgan – Beautiful Constraint.
https://www.amazon.co.uk/Beautiful-Constraint-Transform-Limitations-Advantages/dp/1118899016/ref=sr_1_1?dchild=1&keywords=beautiful+constraint&qid=1598972980&s=books&sr=1-1

Field and Binet – The Long and Short of It
https://www.amazon.co.uk/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X/ref=pd_lpo_14_t_2/259-3964304-4319716?_encoding=UTF8&pd_rd_i=085294134X&pd_rd_r=ef51e0d1-5727-4817-8ba1-5f008bac03ef&pd_rd_w=aEZhW&pd_rd_wg=3uB3v&pf_rd_p=7b8e3b03-1439-4489-abd4-4a138cf4eca6&pf_rd_r=DEJDWQQ7TVQWVGZTXZGJ&psc=1&refRID=DEJDWQQ7TVQWVGZTXZGJ

Rory Sutherland
https://www.amazon.co.uk/Alchemy-Surprising-Power-Ideas-Sense/dp/0753556502/ref=sr_1_1?crid=3NXQDK1X6G2HQ&dchild=1&keywords=rory+sutherland&qid=1598973061&s=books&sprefix=rory+suther%2Cstripbooks%2C149&sr=1-1

Mark Ritson
https://www.marketingweek.com/mark-ritson/

WARC
https://warc.com/

Blog – the adcotnrarian
http://adcontrarian.blogspot.com/

Damion Morris is president of SMPS Los Angeles and a Certified Professional
Services Marketer (CPSM). As proposal manager for PCL Construction Services’ California
Buildings District, he oversees all pursuit-related marketing activities for PCL’s largest and
fastest growing district at $750 million in annual revenue.

A leading authority on accelerating revenue growth, Dacia is a Fractional Chief Marketing Officer and the CEO of The Marketing Blender, a B2B sales and marketing alignment agency. She is a member of the Forbes Agency Council and a Forbes contributor. She was also named an American Advertising Federation Shooting Star. In addition to her client work, she writes and speaks on how people can use their work and words to unleash their potential...and change the world.

Connect with Dacia every Thursday at 12:30 pm central on LinkedIn live, so be sure to follow her and send her a connection request.
Find out about her free, but invitation-only, marketing sessions called Coffee with Coffey here: http://coffee.themarketingblender.com.pages.services/coffee-invite-1/
Learn more about The Marketing Blender services at https://www.themarketingblender.com/