Insights from SMPS Pinnacle Experience 2024
Posted on Jan. 8, 2025 / Event Recap / Subscribe 0
Last November, I had the privilege of attending the SMPS Pinnacle Experience in Atlanta. The annual event is dedicated to advancing leadership, marketing, and business development within our industry. Over three days, thought leaders shared invaluable strategies to help A/E/C marketers drive innovation, foster collaboration, and future-proof their firms. Here are my highlights:
Day 1: Strategic Collaboration at the C-Suite Level
The opening panel discussed the importance of partnerships between marketing and operations. Speakers emphasized the helpfulness of establishing a formal go/no-go process and fostering an “everyone culture” to attract and retain talent.
Key Takeaway: Marketers must embrace their unique role as client advocates and storytellers, understanding competitor positioning, and owning the client experience.
Action Items:
- Take strategic risks to push your firm forward. (My favorite quote: “A calm sea does not make a skilled sailor.”)
- Conduct regular competitor analyses
Day 2: Building a Thriving Workplace Culture
Kris Boesch’s session on workplace culture revealed how the emotional health of a company is the foundation of its success. A thriving culture is built on three principles:
KNOWN: Show genuine care beyond work.
MATTER: Recognize when employees excel AND struggle.
INCLUDED: Foster a sense of pride and belonging.
Key Takeaway: Culture is your secret sauce. Happier employees make 26% fewer mistakes, so invest in meaningful connections.
Action Items:
- Use “Rose, Bud, Thorn” check-ins to gauge your team’s current happiness (rose) future excitement (bud), and present challenges (thorn).
- Acknowledge team members’ contributions authentically.
- Read Kris’s book: Culture Works: How to Create Happiness in the Workplace.
AI’s Role in Marketing
Dan Chuparkoff highlighted how AI is revolutionizing the A/E/C industry, serving as an assistant (or intern); not an automater. AI tools like Otter, Fireflies, and Fixer.ai can streamline communication and task management.
Key Takeaway: AI frees up time for marketers by handling repetitive tasks, allowing us to focus on creativity and strategy.
Action Items:
- Ask ChatGPT quarterly: “How will AI shape my role as an A/E/C marketer?”
- Leverage AI for competitive analysis, scope creep detection, and public proposal research—always fact-check the results and ask AI about its confidence level for added clarity.
Applied Curiosity for Innovation
Carla Johnson’s session encouraged marketers to approach problem-solving with curiosity. Her three-step method is a game-changer:
- Sit with the Problem: Avoid jumping to solutions. It’s hard and takes practice.
- Dive Down the Rabbit Hole: Push past the “good enough” ideas.
- Swap Hats: Learn from other industries’ perspectives.
- Key Takeaway: Innovation thrives when we resist quick fixes and embrace curiosity.
Action Item:
- Create a Curiosity Questions List to jumpstart creative thinking.
Day 3: Future-Proofing Your Firm
Detria Williamson discussed ecosystems within companies and explained why CMOs should be a part of this conversation. She introduced her HaPTIC framework – Human (relationship), Planet (impact), Product (experience), Technology (systems), and Culture (values).
Key Takeaway: Future-proofing requires environmental scans and a proactive approach to industry trends. Think holistically about your role in shaping your firm and the broader business environment.
Scott Butcher outlined five CEO priorities for navigating change:
- Growth
- Talent retention and recruitment
- Technology adoption
- Business development
- Leadership transition
Action Item:
- Perform quarterly scans of market conditions and regional dynamics to inform strategies.
Super Panel: Attracting Talent to A/E/C
The panel discussed attracting diverse talent by showcasing opportunities to work with cutting-edge technology and creating pathways for new hires to become content creators.
Action Items:
- Use the SMPS Blueprint as a resource for recruiting professionals from non-traditional backgrounds.
- In job listings, highlight how technology and creativity intersect in marketing roles.
Final Thoughts
Attending SMPS Pinnacle Experience reaffirmed the power of marketing in shaping the A/E/C industry. By leveraging tools like AI, fostering emotional health in workplace culture, and staying curious, we can drive meaningful change in our firms and beyond.
Thank you to SMPS DC for making this incredible experience possible!
Koren Stauffer, CPSM
Principal, Marketing Director
Form Architects
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