It’s an exciting time. We have easy access to relevant content that’s atomically delivered to us wherever and whenever. Tips, tricks, and video snippets cater to solving our latest pain point … or at least address our most recent search history. Sometimes though, that excitement is just noise. It’s only human to get pulled into the video loop that captures our attention and leaves us wanting more, which leads to another scroll and save for later.
How do we cut through the noise and make a difference? How to we capture moments or ideas that will really make positive change? What insights lead you to action, today?
In August, I challenged you to turn insights into action. At that time, the SMPS Foundation had just unveiled two new research reports: our first annual Emerging Trends in A/E/C Marketing and Business Development report as well as a deep-dive look at the state of Client Experience (CX) in the A/E/C Industry. The challenge was based on the opportunity we all have to take information and do something with it! Now, I want to hear from you. What insights have you turned into action?
Here’s a snippet from August to jog your memory:
It’s our [the SMPS Foundation’s] hope that you do more than just download the reports we developed alongside our research partners FMI Consulting and Client Savvy, A Clearly Rated Company. We challenge you to turn these insights into action. And, in turn, those actions can bring a positive impact for you, your firm, and our industry as a whole.
The research reflects challenges and opportunities professionals are facing and provides insight into where the A/E/C industry is headed. What you discover in the reports is meant to inspire and guide your next moves. Here are some insights pulled directly from the reports for you to begin considering:
67% of A/E/C professionals expect increased use of collaborative delivery models. Clients are asking for more than technical execution. They want early alignment, shared risk, and responsive teams that can adapt with them. The report explores how marketing and business development (BD) teams are helping firms respond to shifting client expectations, and why collaboration is no longer optional.
87% of firms say Client Experience (CX) will be their most effective lead generation tool in the next 3–5 years. That’s a powerful insight and a reminder that how clients feel during the process matters as much as the final outcome. The research offers a closer look at how CX is shaping firm messaging, strategy, and delivery, and how marketers and BD professionals are leading the way.
Nearly half of A/E/C firms plan to invest in new roles such as CX strategists, CRM administrators, and marketing automation managers in the next 3–5 years. Firms are shifting how they structure marketing and BD, moving beyond coordination and production toward strategy, data, and CX. This new research explores how firms are evolving their teams and capabilities, and what it means for the future of growth in A/E/C.
But, what good are insights if they don’t make a difference? Help us create this action today by asking…
- What area of our practice has the greatest risk to our business’ continuity and how could understanding these impacts help mitigate that risk?
- How do I move from observer/collector of the insight to help shape action and the future of our industry?
- How can I use these research insights in my strategic/business planning and leadership training to get in front of the trends?
As you may know, the SMPS Foundation is committed to turning research into action and will partner with you to further the opportunities to advance the profession. Drop us a note to present this research or conduct roundtables at your firms, chapters, regions, or other industry associations. We’d also love to hear from you regarding insights that you have turned into action.
Insights are powerful—but your action is what will move this profession forward.
Article written by SMPS Foundation President Michele Raftery, FSMPS, CPSM, WELL AP. Michele is a principal at 4240 Architecture and can be reached at mraftery@4240arch.com.
