In today’s competitive A/E/C industry, the role of the professional services marketer has evolved into a highly strategic and specialized discipline. The Certified Professional Services Marketer (CPSM) designation offers a benchmark of excellence—one that confirms not just experience, but deep knowledge, strategic thinking, and a commitment to elevating the marketing profession within the built and natural environments.
CPSM is more than a credential; it’s a mark of distinction earned through dedication, preparation, and an unyielding passion for advancing our field. It represents a standard of professional competence developed through rigorous analysis and shaped by the brightest minds in our industry.
The genesis of the current CPSM program dates back to 1997 when a group of visionary leaders within SMPS, including SMPS Indiana’s own Tim Barrick, FSMPS, recognized the need for a more credible and robust certification. Tim, entering his term as SMPS president, boldly challenged the status quo and catalyzed a movement to elevate our profession. At his invitation, I was honored to serve on the inaugural 10-member Practice Analysis Committee (PAC), a diverse team of practitioners charged with reimagining the certification framework from the ground up.
Our work began during a pivotal weekend at SMPS HQ in Alexandria, VA, led by Education Director Stacey Gardiner, Executive Director Bonnie Shelton, and Pat Muenzen of the Professional Exam Service. Drawing from in-depth research and critical incident interviews with practitioners, the PAC synthesized our industry’s core competencies into a foundational Body of Knowledge, which was validated by feedback from over 350 selected SMPS members.
From that effort, the six domains of practice emerged and continue to shape the CPSM curriculum and exam. Since the initial effort, the domain names have changed and today we know them as:
- Research
- Planning
- Client and Business Development
- Proposals
- Promotional Activity
- Management
Being part of this collaborative, pioneering effort was both humbling and inspiring. I’m deeply grateful to Tim Barrick, FSMPS, and former board leaders like Julie Luers, FSMPS, and Michael Reilly, FSMPS, for their leadership and foresight. It’s gratifying to know that the CPSM designation continues to grow in stature, with over 1200 professionals having earned the certification as a testament to their expertise and commitment.
Since its inception, CE Solutions has embraced a strong marketing and business development mindset, consistently pursuing best practices to strengthen our impact in the A/E/C industry. The opportunity to participate in the reimagining of the SMPS certification program only deepened our respect for the CPSM designation. We firmly believe that those leading our marketing system should be equipped with this level of professional knowledge and credibility. The certification reflects a commitment to excellence and continuous improvement, which are values that align closely with our own.
To those who meet the eligibility criteria, I wholeheartedly encourage you to pursue your CPSM designation. It’s not only a powerful professional development milestone. It’s a declaration of your competence, credibility, and leadership within our industry.
To learn more about the CPSM program and how it can elevate your career, visit the SMPS website.
Article written by Steve Osborn, PE, SE, FSMPS, CPSM. Steve is founding principal | president & CEO emeritus of CE Solutions in Fishers, IN.
