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In Chuck Roberts' "A/E/C Megatrends: the Path to Competitive Advantage," he devotes a chapter to professional services marketing. "The Rise of the Marketer" focuses on the evolution of marketing staffers - including the transition from proposal producer to firm leader - and the significant impact they have on a company's bottom line.
Roberts believes marketers will "rise to a newly defined position of prominence" and provide input on internal decisions as well as external plans. "Those who have combined marketing skills, operational skills and A/E/C industry knowledge will be in the highest demand."
As SMPS president, providing leadership skills to our membership is a personal passion. To gain more insight about today's marketing career path, I recently spoke with two principals - one from an architecture practice and another from an engineering firm. While they come from different marketing and business development backgrounds, they had similar things to say about the advancement of marketing roles.
Paige Viehouser is a founding principal with Catena Consulting Engineers, and leads the marketing efforts for her firm. She also manages the...