This exclusive panel will delve into the crucial topic of accountability in business development. Successful firms establish a robust approach by integrating accountability and defining key performance indicators (KPIs). But what methods ensure a path toward business growth?  What are the pitfalls?  Merely having a plan is not enough; fostering a culture of accountability is equally vital and must align with firm planning and strategy. It is important to ensure every team member understands their role and responsibility in achieving the firm's goals.  

Join us for an enlightening panel discussion, where our distinguished panelists will share insights into the current challenges in organizing for success and developing a measurement system for business development.  

Our panel will feature professionals including Bill Strong, former Principal at Mahlum Architects; Sarah Wortman, Marketing Director at MG2; Warren Johnson, Director of Business Development at JTM Construction; and Craig Edmondson, PE, Project Manager leading business development in the Pacific Northwest at TKDA.

Among the panelist questions are: 

• Are revenue goals a common practice? What other KPIs and goals are set? 

• What can a Marketing Coordinator influence in the business development function? Who in the firm is best positioned to “win work?”  The marketing team? Principal? Technical staff? 

• What are the different models, and what are their pros and cons? 

• How do you get technical staff to use CRM? 

About the Speakers:

Sarah Wortman, Director of Marketing at MG2

Sarah Wortman has worked with architecture and design firms for the past 25 years, providing marketing and business development leadership.  She is a certified coach and has also done public speaking and business development training. Before joining the built environment industry, Sarah was a university speech communications professor. 

Bill Strong, Owner of Strong Consulting

Bill Strong, an architect and former Principal and Director of Marketing at Mahlum Architects, brings over 49 years of experience in architecture, focusing the last 38 years on business development, marketing, and firm management. Since 2013, he has served as a consultant, specializing in strategic planning, marketing, business development strategy, communication training for technical staff, client care programs, client perception surveys, and coaching & mentoring marketing personnel for architecture, engineering, and construction firms. Bill's extensive expertise has been recognized through his membership in AIA since 1973, SMPS since 1982, and esteemed status as a Fellow in SMPS since 1999. 

Craig Edmondson, Project Manager at TKDA

Craig is a Project Manager for TKDA’s West Coast Rail Group. He has extensive experience working across Australia, the Middle East, and North America on numerous rail (passenger/freight) and transit projects. With a rail and civil engineering background, he has served in traditional and alternative delivery project roles, including design, design management, project/program management, and construction oversight. In addition to managing projects in the Pacific Northwest and West Coast, he leads TKDA's rail and transit business development efforts in the Pacific Northwest, including strategy development, execution, and major pursuits. 

Warren Johnson, Director of Business Development at JTM Construction

Warren Johnson has a remarkable track record of over three decades in commercial construction and real estate, spanning the public, private, and federal sectors. His experience includes roles with Walsh Group and Bayley Construction and over a dozen years in operations with Mortenson and Lumpkin. Warren's exceptional relationship-building skills and extensive industry knowledge secured his position as one of the leading business development professionals in the region. His portfolio includes numerous large-scale negotiated projects throughout Puget Sound, and his unwavering commitment to excellence has earned him a stellar reputation in the industry, characterized by long-standing client relationships built on trust and results.   

Moderator: Jeanne Chase Tiscareno, Principal at Chase Marketing Company

Jeanne has served in several senior marketing roles for her clients, applying her expertise in PR, business planning, brand development, and content strategy. She focuses on technology and CRE clients, including Microsoft, KPMG, Ernst & Young, Tiscareno Architects, and EMJ Construction.  As a trusted partner to Microsoft Real Estate for many years, Jeanne delivered exceptional messaging for new initiatives, partnerships, thought leadership, and global expansion. Her roles have included Marketing Director, Strategist, Business Plan Architect, Communicator, and Project Director. She formed her marketing services business after eight years in strategic marketing positions at Microsoft, including a role in the Office of the President.