Explore every episode of the podcast AEC Marketing for Principals
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Preparing the Next Generation of AEC Leaders at Georgia Tech with Dr. Georg Reichard | 28 Jan 2026 | 00:35:52 | |
The future of the AEC industry is being shaped long before professionals step onto a jobsite, and it starts in the classroom. Dr. Georg Reichard shares how Georgia Tech’s School of Building Construction is reimagining construction education to better align with industry needs. From hands-on, real-world projects to a renewed focus on communication, leadership, and emerging technologies, the program is designed to prepare students who are ready to contribute on day one. The conversation explores how academia and industry can work together to strengthen the talent pipeline, adapt to rapid technological change, and ensure the next generation of construction professionals is equipped for long-term success. As the demand for skilled AEC professionals continues to grow, collaboration between educators and industry leaders has never been more important. This discussion highlights why investing in education today is essential to building a stronger, more innovative built environment tomorrow. Topics discussed in this episode:
Connect with Katie: https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| Commercial Real Estate Trends AEC Leaders Should Watch with Jue Wang | 07 Jan 2026 | 00:34:25 | |
The future of commercial real estate is being shaped by a more intentional, client-first approach that prioritizes alignment, transparency, and long-term value across every decision. As market conditions shift and expectations evolve, firms that lead with clarity and objectivity are redefining how real estate advisory supports business growth. Jue Wang shares how T. Dallas Smith & Company has differentiated itself through a conflict-free advisory model that places tenant and buyer representation at the center of its work. She discusses how office, industrial, and mixed-use trends are evolving, how technology and data are raising the bar for insight and accountability, and why deeper collaboration between real estate advisors and AEC partners is essential to delivering better outcomes for clients. This conversation offers a grounded, forward-looking perspective on what today’s decision makers value, how firms can strengthen trust through smarter advisory services, and what it takes to stay relevant as the built environment continues to evolve. Topics discussed in this episode:
Connect with Jue Wang, Director, T. Dallas Smith & Company https://www.linkedin.com/in/jue-wang-ccim-b6a61851/ Connect with Katie: https://smartegies.com/
Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| AEC Growth, Marketing, and Innovation with Carrie Gonzalez | 16 Apr 2025 | 00:35:44 | |
Want to make a real impact in your AEC business? Today, Katie chats with Carrie Gonzalez, Director of Marketing at SSOE Group, about her journey from intern to key leader in growing the 1,500-person firm. She talks about how staying flexible and thinking outside the box helped them break into new markets. Carrie also shares how SSOE’s marketing team supports business goals and collaborates with partners to achieve even more. Tune in for practical tips on leadership, marketing, and managing change to help drive your growth. Topics discussed in this episode:
Connect with Carrie Gonzalez, Director of Marketing at SSOE Group: Website: https://www.ssoe.com/
Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| From Startup to Success | 28 Mar 2025 | 00:28:56 | |
It’s easy to forget how much architects, engineers, and contractors influence our communities and daily lives. Host Katie sits down to talk with Malory Atkinson, co-founder of the women-led firm Shear Structural, about how the AEC industry does more than just design spaces. She’s all about breaking the mold by bringing fresh energy and a startup mindset to an industry that’s ready for a shake-up. For Malory, it’s not just about the buildings—it’s about creating schools, parks, and spaces that make a real difference. Tune in as Malory talks about the need for more diverse leadership, why women should start their own firms, and how Shear Structural is giving back to the community. Topics discussed in this episode:
Connect with Malory Atkinson, CPSM, LEED GA: LinkedIn: https://www.linkedin.com/company/shearstructural/ Website: https://shearstructural.com/ Connect with Katie | |||
| Why Marketing Works Best When Everyone’s On Board | 05 Mar 2025 | 00:34:01 | |
When change is in collaboration it never feels forced. Vickie Oshima, VP of Marketing at Architecture & Design Firm AO, joins Katie Cash to unpack how she tackles marketing in a firm with 17 specialized studios. She talks about juggling different business needs, keeping marketing in line with the bigger picture, and building trust to make evolution happen. Vicky believes great marketing isn’t just about strategy but making sure everyone feels confident in the direction they’re headed. Tune in for practical tips on building connections, understanding what people really need, and making sure your marketing matches your firm’s vision. Topics discussed in this episode:
LinkedIn: https://www.linkedin.com/in/vickiemoshima/ Website: https://www.aoarchitects.com/
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| Harnessing Data for Smarter Growth in AEC Firms | 12 Feb 2025 | 00:36:05 | |
In the fast-changing AEC industry, building strong relationships and using data-driven strategies are key to staying ahead of the competition. In today’s episode of AEC Marketing for Principals, Katie welcomes Scott Steiding, Chief Growth Officer of Bennett & Pless, to chat about why soft skills, like being responsive and delivering great client service, are becoming more and more important in the AEC industry. Scott talks about how his firm keeps track of client response times and zeroes in on win rates and value conversion to boost business development and strengthen client connections. Listen in to find out how starting with simple metrics and slowly building a data plan can help you make smarter decisions and set the stage for long-term growth. Topics discussed in this episode:
Connect with Scott: https://www.linkedin.com/in/scottsteiding/
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| SmartWIN25 Speaker Spotlight: Jenn Friedman - Data Strategies for AEC Firms | 31 Jan 2025 | 00:14:51 | |
Imagine knowing how to leverage metrics to tell your firm’s story and win your next big project. It’s time to turn data into a powerful ally that drives your business growth! Architecture, engineering, and construction firms can revolutionize their growth strategies by decoding data and creating clear roadmaps. Katie Cash is joined by her co-worker, Jenn Friedman, a self-described data nerd, who shares how embracing tools like Google Analytics can unlock actionable insights. From identifying high-performing website pages to aligning digital efforts with business goals, Jenn outlines simple, effective steps any firm can take. She highlights the importance of building a solid foundation, tracking meaningful metrics, and leveraging cutting-edge technologies like AI to stay competitive in today’s fast-paced digital world. Success begins with preparation and the confidence to make data work for you, not against you. If this resonates, don’t miss Jenn’s presentation at SmartWIN25 on February 11th, where data-driven strategies will take center stage. Topics discussed in this episode:
Connect with Katie and Jenn | |||
| SmartWIN25 Speaker Spotlight: Erica Wozniak Fisher No Small Feats in Marketing | 29 Jan 2025 | 00:23:10 | |
Strategic marketing investments can transform small AEC firms into industry leaders. Katie Cash kicks off the SmartWin 2025 Speaker Spotlight Series with guest Erica Wozniak Fisher, Director of Marketing and Business Development at The Arkitex Studio. Erica shares her journey from managing major projects at Texas A&M University to driving strategic growth for a small Texas-based architecture firm. The discussion highlights how smart, modest marketing moves can lead to big wins. Erica emphasizes the essentials of branding, targeted networking, and leveraging the right tools and partnerships. Even small steps, like refining RFQ templates or attending key conferences can deliver impressive and measurable results. Don’t miss Erica’s practical tips for small firms striving to stand out in the AEC world. Tune in to the new SmartWIN25 Speaker Spotlight series for a sneak peek of what’s to come this February. Topics discussed in this episode:
Follow Erica Wozniak Fisher: Connect with Katie | |||
| Mastering Brand Marketing and Recruitment in AEC | 22 Nov 2024 | 00:54:25 | |
In today’s talent war, outdated HR practices are holding firms back. The way forward is to create workplaces that attract and retain the best people.
In this AEC Marketing for Principals episode, host Katie Cash and co-host Judy welcome Mark Zweig, founder and CEO of Zweig Group, a leading AEC consulting firm. Mark talks about his journey from consulting to launching his own business and shares his perspective on some of the industry’s biggest challenges—especially when hiring and keeping top talent.
Mark’s perspective is both a wake-up call and an inspiration for you to embrace dynamic strategies for long-term growth and employee retention.
Topics discussed in this episode:
Join Katie and Judy at SmartWin2025 on February 11, 2025. Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/ Connect with Katie | |||
| Making An Impact: The Future of AEC Lies in Innovative CRM Solutions | 29 Oct 2024 | 00:38:53 | |
CRM systems are revolutionizing project management and collaboration in the construction industry. Today, Katie talks with Tom Deane, Co-Founder and CEO of ProjectMark, about how their user-friendly CRM helps construction teams of all sizes get started easily. They explore how AI and automation are changing project management, especially in making informed decisions and speeding up proposals. Tom also shares practical tips for organizing information to help your team see real results in their daily work. If you're looking for solid advice on how to build a team-oriented company culture that helps both field and office teams feel informed and connected, this episode is for you. Topics discussed in this episode:
Connect: Connect with Tom Deane - https://www.linkedin.com/in/tom-deane-5b93b93a/ Join Katie and Judy at SmartWin2025 on February 11, 2025. Use code "Smart30" and get 30% off your registration. https://smartegies.com/smartwin/ Connect with Katie | |||
| Making an Impact: Smarter Decisions and Stronger Teams With The BOSS Method | 08 Oct 2024 | 00:36:17 | |
Strategies and operations are key to helping your team make smart decisions, work more efficiently, and adapt to a changing market. Join Katie in this episode as she sits down with Stu Haney, Management Consultant of AEC OPS to talk about his innovative BOSS method. They’ll talk about the importance of respectful talent acquisition, implementing structured systems, and recognizing operational shortcomings. Get the insights and practical strategies you need to create a positive workplace culture, boost employee engagement, and drive growth in your business. Topics discussed in this episode:
Connect with Stu Haney, AEC Management Consultant - AEC OPS https://www.linkedin.com/in/stewart-c-haney/ Join Katie and Judy at SmartWin2025 on February 11, 2025. Use code "Smart40" and get 40% off your registration. https://smartegies.com/smartwin/ Connect with Katie | |||
| Making An Impact: Unleashing Creativity with Strategic Business Solutions | 17 Sep 2024 | 00:30:37 | |
As a professional, you probably work hard to perfect your craft but might be neglecting the essential skills of business management. In this episode of AEC, Katie chats with Kyle Peterson, Principal and Business Leader at Nelson Worldwide, about his role managing six studio locations and how his design background guides his business approach. Kyle highlights the importance of being a trusted partner and truly understanding clients' needs to drive success. Tune in to discover how to blend your vision with real operational expertise to achieve powerful strategic growth. Topics discussed in this episode:
Connect with Kyle Peterson, Principal NELSON Worldwide: https://www.linkedin.com/in/kylerpetersonmba/ Join Katie and Judy at PSMJ Resources AEC MarketPro! This year's event will occur on Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration. Connect with Katie Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| Data Driven AEC Marketing And Knowledge Management with Katie Robinson | 12 Dec 2025 | 00:41:07 | |
What happens when AEC marketing owns the data story and becomes a true strategic partner to the firm? Katie Cash sits down with Katie Robinson, Chief Marketing Officer at LS3P, to unpack how a traditional proposal shop evolved into a firmwide, agency-style marketing and knowledge management team. Katie shares how LS3P aligned marketing with business strategy, centralized project data through a data manager program, and used tools like Power BI and AI to unlock insights that support both pursuit strategy and firm leadership. She also explains why open access to project data, clear security rules, and cross-functional collaboration are non-negotiables for sustainable growth. From Expert Hours that support thought leadership to an AI steering committee that protects IP and improves efficiency, Katie shares a practical roadmap that any AEC firm can start small and scale. Marketers will come away with clear strategies for strengthening relationships across the firm, earning a seat at the strategic table, and elevating marketing from a support function to a true driver of growth. Topics discussed in this episode:
Connect with Katie Robinson, Chief Marketing Officer / Vice President / Principal at LS3P: https://www.ls3p.com/portfolio/katie-robinson/ https://www.linkedin.com/in/katie-schroer-robinson/
Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| Making An Impact: Successful AEC Hiring with Bryce Batts | 27 Aug 2024 | 00:42:07 | |
Katie is back and talking to Bryce Batts, a seasoned recruiter and co-owner of Career Collective, to explore attracting and retaining top talent in the AEC industry. Bryce emphasizes the need for swift communication and efficient interview processes to capture high-caliber candidates' interest. She advises employers to collaborate closely with recruiters, timing offers strategically to avoid premature proposals that candidates might leverage for better opportunities. They also discuss the importance of making strong initial offers rather than attempting lowball negotiations, which can deter potential hires. Authentic job descriptions and genuine passion in the recruitment process are essential to attract the right talent. The discussion shifts to the competitive nature of the current job market, highlighting the importance of digital presence and effective employer branding. Embracing platforms like LinkedIn™ for outreach and showcasing company culture is crucial. Bryce advocates for proactive networking and personalized direct outreach over mere job postings. The conversation also underscores the benefits of offering flexible work schedules, generous PTO, and compelling employee perks to remain competitive without straining financial resources. Collaborative efforts between marketing, HR, and recruitment teams are vital for crafting impactful hiring strategies that resonate with prospective hires and align with the company's values and culture. Topics discussed in this episode:
Connect with Bryce Betts, Career Coach and Co-owner of Career Collective Founded with a Singular Vision: Providing both candidates and employers with premier access to the best in AEC Industry opportunities. We empower employers with the right talent and candidates with career-defining opportunities ensuring that every placement is not just a job filled, but an effective, strategic fit. Join Katie and Judy at PSMJ Resources AEC MarketPro! This year's event will take place Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration. Connect with Katie | |||
| Making An Impact: Mentorship and Innovation in the AEC Industry with Tara Bleakley | 07 Aug 2024 | 00:33:31 | |
Katie Cash talks with Tara Bleakley, Associate Director for Market Transformation and Development at the USGBC's Florida chapter. Tara shares a brief overview of her career, starting with a background in art history and art business, which led her to various marketing roles from London to Orlando. She discusses her tenure at TLC Engineering Solutions, where she rose to partnership before taking a sabbatical to reconnect with family. This break steered her toward her current role at USGBC, fueled by her passion for combating climate change.
Tara’s current initiatives at USGBC extend beyond LEED certifications to include supporting sustainable and resilient community development. She believes in the critical role of mentorship within the AEC industry, particularly emphasizing the importance of bridging the gap between seasoned professionals and young leaders. Tara emphasizes how her experiences inform her advocacy for sustainable building practices that not only meet but exceed established standards, thereby enhancing equity, affordability, and inclusivity in projects. Topics discussed in this episode:
Connect with Tara Bleakley, Associate Director, Market Transformation & Development US Green Building Council https://www.usgbc.org/people/tara-bleakley/0011562083 Follow her on LinkedIn: https://www.linkedin.com/in/tara-bleakley-576a7613/ As the Florida Associate Director, for the Market Transformation and Development team at the United States Green Building Council (USGBC), Tara plays a pivotal role in driving the organization's mission of transforming the built environment into a more sustainable and environmentally responsible sector. Tara focuses on creating strategic initiatives and partnerships to foster the adoption of green building practices and sustainable design principles within the broader market. Tara contributes to driving sustainability forward in the building and construction industry by fostering collaboration, advocating for policy changes, and promoting LEED building standards and practices. A big focus is engaging with USGBC’s current stakeholder base around core programs and cultivating business opportunities for LEED with new clients in major target sectors. In Tara's spare time she enjoys adventuring in nature with her family, traveling for food and relaxing with a good book. Join Katie and Judy at PSMJ Resources AEC MarketPro! This year's event will take place Wednesday, September 25, 2024, in Austin, Texas. Use code "Smartegies" to receive $200 off your registration. Connect with Katie | |||
| Making an Impact: Shaping the Future of AEC Marketing | 17 Jul 2024 | 00:33:07 | |
Securing future work and attracting top talent are the lifeblood of the AEC industry, a reality that hosts Katie and Judy passionately emphasize in the season six premiere of AEC Marketing for Principals. This season’s theme, “Making an Impact,” focuses on HR and recruiting tactics, business development strategies, and content marketing within the industry.
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| SmartWIN24 Speaker Spotlight: Brad Ewing - Building Relationships for Successful AEC Project Pursuits | 26 Feb 2024 | 00:09:28 | |
Katie sits down with Associate Principal and Regional Practice Leader, Brad Ewing, AIA, NCARB, LEED AP, from NELSON Worldwide. Brad talks about one of the unexpected skills that architects need to master–sales. He emphasizes the importance of being adaptable and flexible for career progression in the AEC sector. Brad also offers invaluable advice on preparing for procurement season, focusing on understanding client goals and fostering robust client relationships. Connect with Brad Ewing, AIA, NCARB, LEED AP: Brad Ewing is a distinguished architect and associate principal at NELSON Worldwide, where he brings over 24 years of experience in leading teams and managing complex projects across various sectors. As the regional practice leader for civic, community, justice, and education, Brad is known for his innovative and sustainable design solutions that resonate with stakeholders' needs and expectations.
In his role, Brad not only oversees the production of design and construction drawings but also steers the strategic growth and financial success of his practice across the Southeast region. His expertise extends to advising clients on best practices and lessons learned from his extensive work in institutional, aerospace, aviation, federal, county, and state projects, both in secure and non-secure environments.
Brad's passion for creating quality designs that enhance public spaces and user experiences is evident in his collaborative approach with his team and partners. His commitment to excellence is a driving force behind his successful leadership in the AEC industry.
At SmartWIN24, we invited Brad to share his insights and strategies that led to the winning outcome for the State of Georgia's largest project ever. His experience in leading such a monumental project, coupled with his expertise in sustainable and impactful design, makes him an invaluable contributor to our conference. Attendees will gain a rare glimpse into the strategic thinking and leadership that are essential in securing and executing major AEC projects.
LinkedIn: https://www.linkedin.com/in/jbradewing/ Website: https://www.nelsonworldwide.com/
Connect with Katie: LinkedIn: https://www.linkedin.com/in/kacash/ | |||
| SmartWIN24 Speaker Spotlight: Tiffany Konenkamp - AEC Branding and Mergers | 23 Feb 2024 | 00:16:43 | |
Do you feel lost in the sea of mergers and acquisitions? Katie is talking with Tiffany Konenkamp, CPSM, from Century Fire, about branding and M&A in the AEC sector. | |||
| SmartWIN24 Speaker Spotlight: Mike Macon - Strategies for Pursuing Large-Scale Projects | 22 Feb 2024 | 00:16:13 | |
Katie is back with Balfour Beatty's Senior Vice President, Mike Macon, discussing the construction giant's brand strategy and competitive positioning. Mike details the company's approach to winning large public sector projects, emphasizing the necessity of aligning with client expectations, the pivotal role of communications, and the importance of detailed preparation for client presentations. They dive into the dynamics of project pursuit, stressing vulnerability and feedback's role in navigating the competitive environment. The conversation offers insights for firms aiming to bolster their market stance and confidently tackle strategic projects, underscoring the critical impact of communication skills on trust-building and opportunity acquisition and advocating for ongoing collaboration and improvement within the AEC sector.
Connect with Mike Macon: Mike Macon brings over 25 years of construction industry experience to the table, currently serving as the Senior Vice President and Business Unit Leader for Balfour Beatty's Georgia business. He's not just a seasoned executive; he's a strategic thinker who has led award-winning projects like Buckhead Atlanta, a $1.5 billion luxury retail and mixed-use community. As part of Balfour Beatty's Southeast Division’s executive leadership team, Mike excels in client relationship building, capturing new prospects, and developing winning strategies. His diverse experience across various markets, from corporate office spaces to multifamily residential projects, has been integral to achieving Balfour Beatty’s growth goals. We've invited Mike to share his insights at SmartWIN24 for a very specific reason. He recently led his team to secure the largest project ever undertaken by the State of Georgia—a $1B+ Correctional Facility. His session will offer a deep dive into what it takes to position your firm strategically to win such monumental public-sector and private-sector projects under a unified and integrated brand and business development strategy. From initial identification to the final pitch, Mike will share the intricacies of securing mega-projects. LinkedIn: https://www.linkedin.com/in/mike-macon-93574316/ Website: https://www.balfourbeatty.com/
LinkedIn: https://www.linkedin.com/in/kacash/ | |||
| SmartWIN24 Speaker Spotlight: Greg C. Hart - Navigating AEC Industry Data Dynamics | 21 Feb 2024 | 00:10:24 | |
Katie continues her SmartWIN24 speaker spotlight series with Greg C. Hart. - President of PSMJ. He discusses the critical need for a deep understanding of the nuanced challenges and opportunities that the AEC sector faces, particularly considering the varied effects of macroeconomic trends. By drilling down on the data, he’s able to share insights about the strategic use of data and proposal activity as key indicators for planning and decision-making processes. | |||
| SmartWIN24 Speaker Spotlight: Megan Gregory - Leveraging Paid Media to Build Know, Like and Trust Factors | 20 Feb 2024 | 00:14:43 | |
The challenges businesses encounter in generating pipeline and revenue have changed. SmartWIN24 speaker and Smartegies Alliance Partner Megan Gregory joins the podcast. With two decades of sales and marketing expertise, Megan offers insights into contemporary marketing strategies. Specifically targeting AEC firms, she discusses the importance of understanding your audience, pinpointing their issues, and deploying a continuous marketing engine powered by paid media. The conversation sheds light on the shifting paradigms of advertising, stressing the necessity of engaging potential clients and innovating ways to connect and resonate with them. | |||
| SmartWIN24 Speaker Spotlight: Greg Johnson - Enabling Your Growth Sherpas | 19 Feb 2024 | 00:11:44 | |
Are you enabling the people at your firm to help you grow? Katie welcomes Greg Johnson, PE, a Partner at the distinguished MEP engineering firm Newcomb and Boyd, to the podcast. Greg discusses investments in marketing and business development resources, emphasizing the role of networking and knowledge exchange at events like SmartWIN24. He emphasizes the importance of close-knit networking and open dialogue among industry peers, aiming to learn from their experiences and insights into innovation and technology. He also touches on the need for a synergistic relationship between marketing, business development, and engineering teams to achieve shared success. | |||
| SmartWIN24 Speaker Spotlight: Brooke Lewis - Leveraging Mergers and Acquisitions to Build Your AEC Brand | 16 Feb 2024 | 00:10:25 | |
Brooke Lewis, CPSM, Associate Director of Marketing for Stratus Team, LLC, sits down with Katie on today’s episode. Lewis oversees marketing across all firm locations and discusses her first-hand experience with M&A, the challenges of building a marketing team and brand from scratch and adapting to technology's fast pace in the AEC industry. | |||
| AEC Marketing Budgeting From the Ground Up with Jason Kruger | 13 Nov 2025 | 00:40:48 | |
Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, Partner at Citrin Cooperman, to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together, they discuss how to define success, set measurable KPIs, and build budgets from the ground up rather than relying on projections that lack real data. Jason also shares how firms can safeguard cash flow during expansion, create accountability across departments, and prepare their reporting to meet the expectations of potential buyers during an acquisition. Tune in to hear what sets financially disciplined AEC firms apart. Jason unpacks how intentional budgeting, transparent reporting, and alignment between sales, marketing, and finance drive measurable and lasting growth. Topics discussed in this episode:
Connect with Jason Kruger, Partner at Citrin Cooperman LinkedIn: https://www.linkedin.com/in/jason-kruger-a0b159b/ Email: JKruger@CitrinCooperman.com Connect with Katie: https://smartegies.com/
Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| SmartWIN24 Speaker Spotlight: Jeff Kinsler - Navigating the Media Multiverse in the AEC Industry | 15 Feb 2024 | 00:08:27 | |
Jeff Kinsler, Senior Account Executive and Media Consultant for OUTFRONT Media joins the conversation today. Kinsler outlines OUTFRONT's operations, highlighting its commitment to leveraging creative design for business growth. He delves into the evolution of out-of-home advertising, including the integration of digital capabilities and geofencing for more targeted, personalized campaigns. | |||
| SmartWIN24 Speaker Spotlight: Katie Harris - Communications Strategies for AEC M&A Success | 14 Feb 2024 | 00:15:37 | |
Host Katie Cash chats with Smartegies Alliance Partner, Katie Harris. In this episode, Katie provides growth strategy insights for design, engineering, and development firms. She highlights the evolving marketing role in the AEC industry, focusing on the vital need for effective internal and external communications for business growth. She also discusses marketing, business development, and communication teams' crucial contributions to mergers and acquisitions (M&A) success. | |||
| SmartWIN24 Speaker Spotlight: Beth Ament - Diversifying the Tools in Your AEC Toolbox | 13 Feb 2024 | 00:09:58 | |
Host Katie Cash sits down with Beth Ament - Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company. Together, they reflect on the evolution of business development and marketing within the AEC industry. They discuss the importance of knowing your intended audience and the effectiveness of diversifying marketing approaches, from direct interactions to digital platforms. Limited spots remain for our upcoming SmartWIN24! This must-attend event is where AEC Firm Principals, Owners, and Marketing Executives come together to explore brand positioning and differentiation strategies, facilitating meaningful conversations and knowledge sharing within the industry.
Connect with Beth Ament: As the Associate Vice President, Senior Manager of Communications and Marketing at Epsten Group, a Salas O’Brien company, Beth Ament stands at the intersection of sustainability and storytelling. With a career spanning over 15 years, Beth has honed her expertise in sustainability consulting, transportation demand management, and community outreach, all while leading a dynamic team of creatives dedicated to broadcasting the Epsten Group narrative.
Beth's approach to marketing is deeply rooted in her commitment to health and wellbeing, principles that resonate with the core values of Epsten Group. Her leadership extends beyond traditional marketing roles; she is an integral part of the company's Health and Wellness Committee, a TRUE Advisor, and a LEED Green Associate. Her dedication is also evident in her personal pursuits as a certified yoga instructor and a chairperson for the USGBC Georgia Market Leadership Advisory Board.
The organic growth of Epsten Group and its recent acquisition by Salas O'Brien have been milestones marked by Beth's leadership in ensuring the brand's authenticity and customer experience remain intact. She champions a brand living strategy that not only communicates but embodies the company's mission in every facet of its operations.
Beth's presence at SmartWIN24 is particularly impactful as she embodies the conference's ethos of 'Leap into the Future.' Her insights into brand stewardship post-acquisition and her innovative approach to internal brand alignment offer invaluable perspectives to AEC firms navigating similar paths of growth and change.
In a world where brand authenticity is paramount, Beth Ament's story is a compelling narrative of how a brand can not only survive an acquisition but thrive through it, maintaining a genuine connection with its audience and empowering its team to be brand ambassadors in the truest sense.
LinkedIn: https://www.linkedin.com/in/elizabethcament/ Epsten Group Website: https://epstengroup.com/ Salas O’Brien Website: https://salasobrien.com/
LinkedIn: https://www.linkedin.com/in/kacash/
Register for SmartWIN24 Today: https://smartegies.com/smartwin/ | |||
| SmartWIN24 Speaker Spotlight: Joe Walker – Building Big Brands with Small Firms | 12 Feb 2024 | 00:13:07 | |
Katie continues her speaker spotlight series with Joe Walker, the Founding Principal of Walker Architects and host of the "Design For An Agile World” podcast. The discussion centers on the firm's agile design approach, particularly in sectors like higher education, advanced manufacturing, and healthcare. He shares insights into leveraging innovative marketing tools to articulate the firm's narrative and establish a distinctive brand identity. | |||
| SmartWIN24 Insights: Secrets of AEC Brand Positioning | 09 Feb 2024 | 00:32:13 | |
There are several things to consider when you are creating your brand and trying to differentiate it from others in the design and construction industry. Katie and Judy engage in a discussion about the challenges of crafting a positioning statement, particularly for multidisciplinary firms and smaller subsidiaries within larger brands. They provide practical insights and tips for developing compelling positioning statements that resonate with the target audience and set businesses apart from their competitors. | |||
| SmartWIN24 Speaker Spotlight: Eric Anest – Strategies for Successful M&A for AEC Firms | 06 Feb 2024 | 00:11:32 | |
Host Katie Cash sits down with Eric Anest, Senior VP of Marketing and Communications at Salas O'Brien, to discuss the integral role of marketing and effective communication in Mergers and Acquisitions (M&A) in the AEC industry. | |||
| SmartWIN24 Speaker Spotlight: Mike Hoffman on the Application of Digital Marketing for AEC Firms | 24 Jan 2024 | 00:12:38 | |
This SmartWIN24 speaker spotlight features Mike Hoffman, i-Heart Media's Director of Brand Partnerships. He sits down with Katie Cash to talk about radio advertising's effectiveness for B2B companies, with a focus on the AEC industry. Join Mike at SmartWIN24 for his panel "Navigating the Media Multiverse: A 101 Guide to Media Buying in the AEC Industry," where he'll offer practical media buying strategies for design and construction firms. Don't miss your opportunity to register for SmartWIN24. The event takes place February 28-29, in Atlanta, GA. Reserve your seat today at smartegies.com/smartwin. | |||
| SmartWIN24 Speaker Spotlight: AEC Marketing Advancements with Scott Steiding | 20 Dec 2023 | 00:19:17 | |
We’re kicking off a special series of episodes to introduce our brilliant lineup of SmartWIN24 speakers! We’re excited for you to get the opportunity to hear from each one of them and see what we have in store for our annual conference happening February 28-29, at the Commerce Club in Atlanta, GA. Industry expert and Smartegies Alliance Partner, Scott Steiding, is the first to join host, Katie Cash, to talk about the future of AEC marketing, his past experience at SmartWIN, and why this is a must-attend event for anyone looking to enhance their firm’s marketing and business development efforts. They discuss networking between top-tier executives and marketers, cutting-edge marketing strategies, data-driven decision-making, and the impact of emerging technologies and AI advancements. Tune in, and don’t miss your opportunity to join us at SmartWIN24!
Connect with Scott Steiding: Scott Steiding is an executive with a rich history in the AEC industry, boasting nearly three decades of experience across multiple continents. He's worn many hats—sales, marketing, operations, and corporate communications—to name a few. Scott is currently the President of Productive Pursuits, a consultancy that specializes in optimizing people, processes, and technologies for remarkable outcomes. His deep understanding of scalable, technology-driven systems makes him a go-to expert for firms navigating the digital transformation era. We've invited Scott to SmartWIN24 for his unparalleled expertise in bridging the gap between IT, Marketing, and Sales. Before launching Productive Pursuits, Scott served as the Vice President of Marketing at Morrison Hershfield for over 22 years, where he revolutionized the firm's approach to strategic accounts and automated marketing production. His session will delve into the upcoming technologies that are set to disrupt traditional business development and marketing operations in the AEC industry. If you're looking to future-proof your firm by understanding and adapting to the technological shifts on the horizon, Scott's session is one you won't want to miss.
LinkedIn: https://www.linkedin.com/in/scottsteiding/ Resources: SmartWIN24: https://smartegies.com/smartwin/ Coupon Code for Registration: SMARTLISTEN Connect with Katie and Judy: Website: https://smartegies.com/ Katie’s LinkedIn: https://www.linkedin.com/in/kacash/ Judy’s LinkedIn: https://www.linkedin.com/in/judysparks/ | |||
| Redefining AEC Marketing: Insights from HOK’s Sarah Keane | 21 Nov 2023 | 00:50:15 | |
In this brand new episode of AEC Marketing for Principals, we are joined by Sarah Keane, Marketing Principal for HOK. We have an in-depth conversation about the evolution of AEC marketing and explore her dynamic career as a younger Principal in the AEC industry. We discuss the role of Marketing Principals in aligning internal and external stakeholders, the importance of integrating marketing throughout the customer journey, and Sarah reflects on her experience at SmartWIN and the value of continuous education for AEC marketers.
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| Surefire Ways to Use AI and CRMs In AEC Marketing with Frank Lazaro | 14 Sep 2023 | 00:31:46 | |
No matter how you feel about it, advances in technology are like a snowball rolling downhill. You can’t stop it, but you can leverage its power!
LinkedIn: https://www.linkedin.com/in/lazaro/ Connect with Katie Cash: | |||
| Knowledge Is Power: How AEC Firms Are Leveraging Data to Win Smarter with Chris Parsons | 02 Oct 2025 | 00:49:40 | |
Knowledge has become one of the most valuable assets in the AEC industry. Chris Parsons, founder and CEO of Knowledge Architecture, joins host Katie Cash to explore how firms can transform scattered project data and expertise into a true competitive advantage. Together, they discuss the rise of knowledge management as a C-suite priority, the role of AI in accelerating KM 3.0, and why structured data matters more than ever for marketing and proposals. By focusing on people, process, technology, and culture, firms can unlock smarter collaboration, sharpen their storytelling, and create systems that support sustainable growth. Topics discussed in this episode:
Connect with Christopher Parsons, Founder and CEO, Knowledge Architecture: https://www.knowledge-architecture.com/ https://www.linkedin.com/in/christopherjparsons/
Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| The Future of AEC Marketing: Embracing Innovation and Adapting to Change | 23 Aug 2023 | 00:42:59 | |
Welcome to another episode of AEC Marketing for Principals! Hosts Katie and Judy are excited to have Greg Hart from PSMJ as their special guest. He’s joining them for an in-depth exploration of the ever-evolving landscape of marketing and business development in the architecture, engineering, and construction industry. They kick off this podcast with just a round table chat on the debate of remote work. Which in turn, starts the conversation about the intersection between HR and marketing. Greg underscores the profound connection between talent acquisition and effective marketing strategies. A company's ability to attract and retain top talent is not only influenced by HR practices but also by the brand's reputation and how it communicates with potential employees through marketing efforts. Their conversation moves over to constantly changing trends in social media behavior, how it will affect the workforce in the years to come, and also have a profound impact on the way businesses connect with their audiences. Join us at the upcoming A/E/C MarketPRO event in Salt Lake City, Utah! Greg shares more about the speakers you can expect, and there is even a special offer to join Smartegies and PSMJ at this one-day event on September 20, 2023. Connect with Greg Hart: LinkedIn: https://www.linkedin.com/in/gregory-hart/ Website: https://go.psmj.com/aec-marketpro-2023-home Connect with Katie and Judy: Katie Cash LinkedIn: https://www.linkedin.com/in/kacash/ Judy Sparks LinkedIn: https://www.linkedin.com/in/judysparks/ Website: https://smartegies.com/ | |||
| Creating Data-Driven Client Experiences with Ryan Suydam | 28 Jun 2023 | 00:36:37 | |
Host, Katie Cash, welcomes Ryan Suydam from Client Savvy in this brand-new episode of AEC Marketing for Principals. Katie and Ryan take you on a journey to explore the power of data and the importance of empathy in modern business relationships. They also discuss the six most important words to use when analyzing challenging client feedback and offer valuable insights on how your business can transition from process-oriented to relationship-oriented while increasing your share of wallet and growth. Don't miss the opportunity to learn how Ryan's "Client Feedback" Tool can bring you one step closer to a healthier business and happier clients! Connect with Ryan Suydam: Website: https://clientsavvy.com/about/ Email: answers@clientsavvy.com LinkedIn: https://www.linkedin.com/in/clientsavvy/
Connect with Katie: | |||
| Navigating Change in the Construction Industry with Billy McElroy | 25 May 2023 | 00:49:11 | |
In this episode, Katie and Judy welcome construction industry veteran Billy McElroy. As Co-Founder of Shell McElroy Construction Company, Billy has amassed 33 years of experience ranging from high-rise towers to mixed-use developments. Connect with Billy McElroy: Website: https://shellmcelroy.com/ Connect with Judy and Katie: Website: https://smartegies.com/ | |||
| 50 and Fabulous: Tales of an AEC Truthteller | 30 Mar 2023 | 00:40:02 | |
Join us for a very special episode as we celebrate hitting two milestone numbers -- our 50th episode and Judy Sparks' 50th birthday! As a veteran marketer and CEO of Smartegies, Judy shares her biggest lesson learned, which involves accepting the AEC industry's resistance to marketing and finding ways to help engineers and architects understand its value. Katie and Judy also discuss the intentional decisions they've made at Smartegies to better serve their clients and bring purpose to their work every day. Join them as they share their insights and offer advice for others navigating their own challenges and finding purpose in their prime. And be sure to stay for the inspirational words of wisdom in celebration of Judy’s birthday. | |||
| Inspiring Leadership with Dr. Crawford Loritts | 01 Mar 2023 | 00:32:54 | |
When a company has a strong and authentic character, it can create a sense of trust and loyalty among consumers. In this episode, host Katie Cash is joined by guests Dr. Crawford Lorrits and Smartegies CEO Judy Sparks to discuss the importance of company culture, effective leadership, policies, Diversity, Empowerment, and Inclusion (DEI), and the workforce of the future.
Highlights: 1.36 Trust in the business 4.58 Judy's chance encounter with Dr. Crawford 11.15 All you have is what you say 13.23 Staying true to your values 15.04 Organizational culture 16.20 Brand Living 18.50 Pivoting business models 21.45 Workforce of the future Connect with Dr. Crawford Loritts Dr. Loritts’ ministry work has given him the opportunity to travel throughout the United States and much of the world, speaking in churches, evangelistic outreaches, conferences, colleges, and seminaries. He has been the featured speaker at Super Bowls, NCAA Final Four Chapel, and the Pentagon with senior military officers.
Beyond Our Generation: https://beyondourgeneration.com/ | |||
| Shifting Gears: 6 Key Drivers for Growth in the Design and Construction Space | 22 Feb 2023 | 00:39:46 | |
Episode 48 marks the start of season 5 of the AEC Marketing for Principals Podcast. This season is themed “Shifting Gears”. We will be interviewing exciting and impactful new guests on various topics related to the A/E/C industry as well as other industries. In this episode, Katie Cash and Judy Sparks discuss the new season in more detail and talk about various topics including how to go to market in a new era, diversification in the industry, and six scalable strategies that can be used in marketing your A/E/C business. Judy Sparks shares her insights into the biggest transformation in B2B marketing, which includes brand positioning, digital strategy, DEI and community investments, data-informed sales enablement, and account-based marketing and account-based sales. Listen in to learn how to differentiate your brand by understanding customer needs, how to make an emotional connection with buyers, and how sales and marketing can work together to generate marketing-qualified leads. A few highlights of today’s show: · 6.04 Evolution of the A/E/C Marketing Industry · 7.58 Humanizing your brand for the Market · 9.26 Understanding what your buyer really needs · 11.07 Relationships with selection committees · 16.40 How technology is enabling more billable hours · 18.40 Changing the narrative · 21.05 Competing on the terms of resume · 22.38 Scalable Mindsets · 23.42 Diversity and Inclusion · 26.32 What to expect in this season · 27.30 Scalable Six · 30.16 Aligning Sales and Marketing · 34.01 Proposal Automation | |||
| Importance of Sales in Design & Construction | 16 Nov 2022 | 00:38:32 | |
In this episode, Katie Cash talks to Mark Wainwright and brings up the dreaded “S” word. SALES in design and construction. Mark is a marketing and sales professional with 25 years of experience, the majority spent building and growing professional services firms. He coaches individuals, develops sales processes, manages pipelines, and when appropriate, implements CRM systems. The discussion covers what you need to know from a sales perspective in firms and why it is important to focus on getting the right people for the job for sales planning and developing sales functions. Mark tells us how to manage sales pipelines and the importance of having appropriate sales measures in place. What role do compassion and social media play in today’s business landscape and what to focus on when building and maintaining sales pipelines? Mark and Katie answer all these questions and more. Highlights: 06.10.98 Prospecting 08.46.90 Sales Competencies for Professional Services Firms 10.32.00 Changes in the Approach to Professional Service Sales 12.07.21 Marketing and Sales Alignment 16.13.78 Qualifying Your Prospects 21.58.48 The Importance of a Sales Pipeline 25.40.60 Sales Planning and Preparation 27.21.75 Discovery in the Sales Process 34.10.61 On-Call Consulting 36.42.48 Fractional Sales Management
Six Sales Competencies for Professionals: https://www.wainwrightinsight.com/six-sales-competencies-for-professionals/ | |||
| The Business Side of Architecture with Ennis Parker | 09 Nov 2022 | 00:41:31 | |
In this episode, Judy Sparks and Katie Cash chat with Ennis Parker. Ennis Parker is a Professor of Practice at Georgia Tech and a Principal at Parker|Bailey Advisors. He brings more than 52 years of experience managing large complex projects and has directed the design and construction efforts for more than $2 billion in public sector capital projects, nearly half of which have been completed for colleges and universities. In addition, he is extensively knowledgeable in all forms of project delivery, including design/build, bridging, and construction management at risk. Judy speaks about winning business and the important role marketing plays. The discussion covers points of interest about social media, how data influences business today, winning business, and the role of branding. The episode finishes off with a discussion about money in architecture and the skills you need to grow. They discuss the tools available today and how the generational gap influences business. 04.47.00 The Professional Practice Course and Georgia Tech 06.46.80 The Flourishing Communities Project 08.14.31 Changes in the industry 12.15.24 Leadership and Growth 15.19.70 Winning business and the role of marketing 20.11.91 The importance of branding 23.56.55 The importance of reputation 27.52.44 Social Media and Data 33.03.21 Money in architecture 34.59.74 The tools available today and differences in generations | |||
| Marketing to the Mind with Matt Handal | 02 Nov 2022 | 00:36:09 | |
An out-of-the-box thinker, Matt’s passion is doing what others assume can’t be done. He is an aggressive marketer who has helped construction, engineering, architectural, and real estate consulting firms realize tens of millions in fees from projects ranging from $500K to $2B. | |||
| Mercedes-Benz Stadium: A Look Back at the Journey | 26 Oct 2022 | 00:30:55 | |
Bill Johnson, Senior Vice President and Design Principal for HOK Sports and Recreation and Entertainment Practice, discusses the design of the Mercedes-Benz Stadium in Atlanta. He describes how his team found out about the project and how they won the design competition. He talks about the challenges of designing such a large and complex facility, and how the stadium has become an icon in Atlanta. His creative and innovative approach ultimately won them the project. The architect leading the design of the new retractable roof stadium for the Atlanta Falcons describes the process of creating the stadium and the competitive landscape leading up to the final pitch. Bill answers questions from Steam students who created a replica of the stadium and shared with him their struggles with the design. Topics of discussion:
Steam students Q&A:
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| Driving Impact at the Intersection of Marketing, Sales, and Strategy in AEC with JE Dunn Construction’s Lee Jarboe | 11 Sep 2025 | 00:38:43 | |
Winning more of the right work starts long before the RFP. It starts with pipeline discipline, proactive positioning, and breaking down silos. Marketer turned business developer Lee Jarboe, FSMPS, CPSM of JE Dunn Construction, shares how accurate pipeline data, smart market mix, and account-based marketing shorten the path from first touch to real conversations about client needs. With examples from large, multi-market operations, Lee explains why sales is a leading indicator, how to time resources, and when to say no so you can win better. She also makes the case for cross-functional alignment. Include marketing and BD in strategic growth talks, communicate the “why” behind pursuits, and stop the silos. The payoff is faster trust, sharper go/no-go calls, and teams that are all in when it counts. Topics discussed in this episode:
Connect with Lee Jarboe, FSMPS, CPSM of JE Dunn Construction: Website- https://jedunn.com/ LinkedIn: https://www.linkedin.com/in/leejarboe/ Connect with Katie: https://smartegies.com/
Rate, Review, & Follow on Apple Podcasts: We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out. | |||
| Closing The DEI Gap | 08 Jun 2022 | 00:21:44 | |
On this episode of AEC Marketing for Principals, our host Katie Cash is joined by Executive Vice President of Smartegies, Donya Edler, to discuss why Diversity, Equity and Inclusion (DEI) is a growth strategy, not a policy.
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| Bridging the Gap: How the Employee Experience Shapes Client Experiences | 25 May 2022 | 01:06:12 | |
On this episode of AEC Marketing for Principals, our host Katie Cash is joined by Senior Vice President of HITT Contracting, Ashley Campbell, and Smartegies CEO, Judy Sparks, to discuss the importance of bridging the gap between the employee and client experience. Campbell, a 16-year AEC veteran, breaks down the key factors to implementing a strong employee experience strategy that defines your brands and culture and sets firms apart from the rest. What you will learn:
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| Navigating the Gaps | 12 Apr 2022 | 00:29:17 | |
Season Four of “AEC Marketing for Principals” has been thoughtfully programmed to focus on the “gaps” in the AEC industry. Over the course of the season, show host Katie Cash and her team of subject matter experts from Smartegies interview industry legends, leaders, and up-and-coming learners who share their stories, lessons learned, and practical advice for today's Marketing Principals and tomorrow’s leaders. In this episode, our host Katie Cash is joined by her partner in strategy, Smartegies CEO and AEC expert Judy Sparks, to break down the “gaps” in the AEC industry that make business development and marketing challenging for marketers and non-marketers alike. Gaps such as:
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| How Data and Technology Can Drive Revenue and What Your Firm Should be Doing to Take Advantage | 05 Oct 2021 | 00:35:44 | |
The AEC industry is becoming more and more reliant on technology. From project tracking to timekeeping to accounting, everything is going digital. Cloud-based technology allows firms to stay up-to-date and on track, anywhere in the world.
What You Will Learn:
Additional Resources: https://www.fullsailpartners.com/ | |||