SMPS Publishes Report on Current and Anticipated A/E/C Marketing Practices

Marketing 2022 highlights what marketing currently looks like and how it will change in the next three years.

SMPS Publishes Report on Current and Anticipated A/E/C Marketing PracticesAlexandria, VA (November 18, 2019)The Society for Marketing Professional Services (SMPS) published Marketing 2022, a report that provides industry trends and information for architecture, engineering, and construction (A/E/C) firms to create a roadmap for marketing and business development approaches in the coming years.

In early 2019, SMPS conducted a survey of its members and received more than 330 responses to these forward-thinking questions. Participants were asked about current marketing practices, as well as anticipated changes in these practices three years from now. They were also asked to provide insights about the most important approaches and required skills for marketing and business development professionals—today and tomorrow.

“With ‘68% of respondents noting that there is a high level of competition today, and 69% of respondents noted that in the next three years, the level of competition will continue to remain high,’ the vision of SMPS, ‘Business Transformed Through Marketing Leadership’ will continue to remain at the forefront as A/E/C firms look to keep up with the ever-changing industries and remain competitive in the current and future landscapes,” said Michael V. Geary, CAE, chief executive officer of SMPS and the SMPS Foundation. “Principals and senior marketers and business developers should keep the information from the report top-of-mind as they make strategic decisions that impact their firm’s business development and internal culture.”

The report focuses on the roles of marketing and business development in an ever-changing world of evolving sales and marketing models, noting how newer technologies are impacting the profession through automation. The report also emphasizes that millennials are no longer the “newbies” in the workforce, and the emergence of Generation Z has brought different approaches than generations that preceded them. Marketing 2022 highlights these newer approaches and how they’re playing out within the A/E/C industries.

The report was authored by Scott D. Butcher, FSMPS, CPSM, principal and owner of aecumen, llc. Butcher previously served as fellows delegate and delegate-at-large to the SMPS board of directors and is a former trustee and past-president of the SMPS Foundation.

To download a complimentary copy of the report, click here.


 Business Transformed Through Marketing Leadership: The Society for Marketing Professional Services (SMPS) is the only organization dedicated to creating business opportunities in the A/E/C industries. With more than 7,100 members, SMPS provides leadership and professional development programs, industry research, business-building events, and vital marketing resources. Through SMPS, A/E/C professionals in North America tap into powerful networks to form project teams, secure business referrals and intelligence, and benchmark performance. The Society is committed to validating the practice of marketing and business development as essential to the success of all professional services firms. To learn more, visit

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