Emerging Trends in A/E/C Marketing and Business Development with the SMPS Foundation.

In an era of accelerating disruption, marketing and business development professionals are no longer simply supporting growth—they are driving it. This inaugural SMPS Foundation / FMI research reveals the emerging trends reshaping the way A/E/C firms communicate, compete, and connect with clients across the United States and Canada.

Through a mix of surveys and in-depth interviews with industry leaders, and analysis of transformative trends from sectors like tech, finance, and consumer marketing, this study answers critical questions: How are client expectations evolving? What strategies are helping firms win work in tighter markets? How should teams be structured for the future? And what innovations from outside the industry deserve our attention now?

This session will share findings from the SMPS Foundation report and ideas on how to use these trends to transform business. Attendees will gain practical, future-focused insights into how firms are adapting to change—both inside and out—and walk away with fresh ideas to elevate their strategy, storytelling, and client engagement in the months and years ahead.

Speakers:

Kathryn Ness, CPSM, CPLC
SMPS Foundation Trustee | HNTB

As a Facilitator/Strategist at HNTB, Kathryn brings an energy and vitality to the team that significantly promotes the mission of collaboration and support to positioning for and winning work. With more than 25 years in the A/E/C industry, Kathryn brings an in-the-trenches perspective for how things work and, more importantly, how things can work better. Her sense of humor is balanced with a sense of getting-the-job done. She is a strategic thinker, an excellent listener, and provides creative solutions that work, not abstract theory that sits on shelves. As a life-long learner, she is a Certified Professional Services Marketer (CPSM), Certified Professional Life Coach (CPLC), and a 6 Types of Working Genius facilitator. Kathryn is a frequent presenter and facilitator, presenting at national and regional industry conferences. Beyond her workdays, she loves to scuba dive and has been called a gym-rat (rats love cheese!) and enjoys time with her two grandsons. She served a past chapter president for the SMPS Sacramento Chapter, currently serves as a Trustee on the SMPS Foundation board.

Michele Raferty, FSMPS, CPSM, WELL AP
SMPS Foundation Trustee | 4240 Architecture

Michele Raftery, FSMPS, CPSM, WELL AP, is a Principal and Partner at 4240 Architecture. Her professional journey started as a wide-eyed graphics coordinator in a plummeting economy of 2008 and evolved to be the first non-architect owner in the company’s history. Michele brings a diversity of thought largely focused on effectiveness, measurement, and artful strategy within the changing world. Her roles within the firm are diverse—from leading project pursuits, business and marketing strategy, research and development, office management and HR to managing visioning, analytics, and graphic design on project teams. Michele’s experience spans many regions, scales, and project types including: hospitality, multi-family, senior housing, commercial office, government, and higher-ed in locations as far at Hong Kong and project costs up to $500M. She’s passionate about learning and always eager to serve the profession to advance the quality and impact of the built environment. This life-long learning ethos manifests itself through listening platforms at home with her four children and service platforms beyond. Michele is currently serving as a Trustee for the SMPS Foundation and is a SMPS Colorado Past President (2016/17) and Leonardo Winner (2020/21).

Agenda:
12:00 pm - Program Promptly Begins
1:00 pm - Q&A
1:30 pm - Conclusion of Program

Education Sponsors:

CPSM CEU:
1 credit hour

Tickets:
GCSMPS Members: $15

Members of other SMPS Chapters: $15

Guests: $25

Registration will close at 11:00 am on October 30th. Attendees who register on the day of the event will be charged a $5 late fee.