Moving Insights to Impact (hint, it’s based on your actions).
Last week at Amplify A|E|C, the SMPS Foundation delivered our first annual Emerging Trends in A/E/C Marketing and Business Development report. The Foundation also took a deep-dive look at the state of Client Experience (CX) in the A/E/C Industry. Developing this annual research program for our members was a huge milestone for our nimble team of SMPS Foundation Trustees and a pivotal moment to set the stage for what’s next.
So, what is next? It’s our 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. Emerging Trends is now available and the CX publication will be available August 26.
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.
For more ideas on turning insights into action, check out Fawn Radmanich’s article in the next Marketer “Risk as a Strategic Lever: How Emerging Trends Help A/E/C Marketers Decide What’s Worth Betting on.”
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.
