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Event
SMPS SFBAC Leadership Symposium - Session 4 - Think Like an MBA: Creating Accountability and Affecting the Bottom Line
Very often the responsibility for financial performance and marketing expenditures is tasked to project managers and principals who determine and manage staff schedules and firm fees. If marketing and business development professionals create accountability mechanisms through revenue forecasting, time management and a strong go/no go decision-making process, they can improve the financial performance of their companies. This in turn reinforces the importance of marketing strategy to the overall financial health of the organization, raises the visibility of the marketing team, and positions them for leadership roles. Without mastering the essential relationship between financial performance and sales strategy, one of the most successful paths to leadershipthat of fostering strong business decisions and bottom line successis closed off to them.
The presenters, who have both held senior positions in prominent companies, from small boutique practices to large international firms, will lead attendees through the questions they should ask, the tools and skills required to build consensus around how money is spent, and the return on investment the firm should expect to achieve from a variety of marketing initiatives. In this session, the presenters will discuss revenue forecasting, how to identify the most profitable clients, current, past and future, determination of Go/No Go decision criteria for a variety of marketing initiatives, and the preparation and use of financial tools for tracking marketing performance, such as departmental and task budgets. They will empower attendees to rise out of the trenches, evaluate their company's business, and perform the kind of quantitative analysis that an MBA would apply to the business. This in turn will allow them to make recommendations that will benefit their firm, affect the bottom line, and most importantly, to be recognized for their value-added contributions to firm success.
Speaker Bios
Nancy Kleppel, Assoc. AIA, Marketing Consultant
Nancy has focused on delivering results in the architecture, design and construction industries for over 25 years. She began her career as a practicing architect and shifted her focus to firm management and success in 1997 as Director of BD for SOM NY. Most recently, she served as the Director of BD for North America and a member of the regional management team for Turner & Townsend. As a consultant, she has provided integrated strategic marketing, BD and communications services for over 13 years to a diverse mix of clients including Pelli Clarke Pelli, BKSK, Herreros Arquitectos, and Schirmer Engineering.
Kacey Clagett, LEED AP BD+C, Founder of Appleseed Strategy
Kacey is founder of Appleseed Strategy, a consultancy providing firms that work with the built environment with integrated marketing strategy, business development and communications, as well as assistance with organizing public-private partnerships. Appleseed has a national clientele of architects, engineers, strategic consultants and developers. She has over 25 years of experience with marketing strategies, client and media outreach, and with team development for urban, higher education and public projects. Prior to forming Appleseed Strategy, Kacey served as the business development and marketing director for such national architecture firms as Bohlin Cywinski Jackson, SmithGroup and STUDIOS Architecture.
Event Format:
Registration + Networking Starts at 4:30pm
Program Starts at 5:30pm
Project Ends at 7:00pm
Advanced ticket sales close 48 hours before the program, walk ins always welcome. The walk-in rate is $55.
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LocationSmithGroup JJR (View)
301 Battery Street, 6th Floor
San Francisco, CA 94111
United States
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