SMPS WAVE - Pacific Regional Conference Recap - Business Sense (Part 4)

The 2015 SMPS WAVE - Pacific Regional Conference is now in the rearview mirror. While it was an amazing experience, it was impossible to catch all of the amazing presentations. Thankfully, several SMPS Fellows sat in on each presentation and shared their findings during the last session of the conference. Moderated by our own Bill Strong, FSMPS, CPSM, Owner, Bill Strong Consulting, the session provided an open discussion of the key points conference attendees should take with them. We are happy to share their findings with you on Friday mornings over the next few weeks. 

BUSINESS SENSE

The Inner Circle: How to Wow Your Firm's Executives - Chuck Roberts

Drive Performance to a Higher Level with Marketing Analytics - Chuck Roberts

by Julie Olson, FSMPS, Marketing Director, LRS Architects

Three Key Takeaways 

1. Return on Business Development Investment (ROBDI) - for every marketing dollar spent - you need to have a minimum return of $30.00 in 'profits' for the firm.

2. National surveys show that 72% of all clients are not happy with the level of customer service given them from their consultants - this is the most asked for 'differentiator' in our industry.

3. Client Parameter Positioning Tool - List your client's parameters or needs in priority order, followed by your honest level of being able to meet those needs on a scale of 1 to 10. Then plot your main competitor's level in other colors. Your differentiators should stand out.

Take Away From My Expertise

It is very important for marketers to have a stronger business sense in our firms in order to be a part of making considerate, intentional, and strategic decisions with the leaders - and to eventually gain a seat at the table with the firm's leaders.

New Item I Learned

Face-Time - The most important key performance indicator (KPI) for sales in the A/E/C industry is face time with existing and potential clients. Each principal and firm leader should have a 'face-time' goal and it should be tracked monthly.