Catalyst Conversations aims to bring action and relevancy to all things A/E/C marketing with a diversity of thought. It is intended to be a low-stakes, open form, conversational speaking engagement that truly brings depth and knowledge to each topic.

Catalyst Conversations: Building Bullet-Proof Metrics to Move the Needle – Start, Stop, or Keep Tracking.

Figure out the metrics worth tracking and how to use them to make real business impacts.

Key Takeaways

About the Speakers:

Matt White, Regional Director and Commercial Lead, Performance Validation (Moderator)

Matt White serves as Regional Director and Commercial Lead for Performance Validation. He brings deep A/E/C industry experience to cultivate networks and translate them into enduring relationships and business opportunities. As a career seller‑doer and engineer by training, Matt anchors his commercial strategy in clear, actionable metrics that drive performance and informed decision-making.

Brianna Home, Strategic Director, Hansen Belyea

Brianna Home is the Strategic Director of Hansen Belyea, a Seattle-based branding agency, and has led client projects for over a decade. With over 20 years of marketing experience, she helps companies tell their unique stories through brand, video and web, employing research in their marketing strategies to guide measurable results. She enjoys collaborating with AEC companies and is a past speaker for SMPS Seattle, which Hansen Belyea proudly sponsors.

Isabel Rohrs, Marketing Director, VECA Electric & Technologies

Isabel Rohrs, Marketing Director for VECA Electric & Technologies, has previously worked for architecture and general contractor firms in her 16 years of industry experience. With a background in graphic design, she utilizes visual storytelling to promote brand authenticity. Isabel prioritizes removing barriers to marketing team functions, improving internal processes, and strengthening collaboration between marketing and technical staff.

Kim Baker, Director of Business Development, P2S

Kim Baker has spent two decades in AEC marketing and business development translating instinct into insight. As Director of Business Development at P2S, she’s curious about as much about what the numbers reveal - using metrics to understand past wins, decode market behavior, and occasionally read the industry’s tea leaves about where opportunity is hiding – she is curious about they don’t show. What is your hit rate actually telling you?