A client of mine—a mentor, actually—posed this question to his marketing leadership team recently: “Do you believe what we believe?” It stopped me in my tracks. In the sea of sameness that is AEC, this fundamental question strikes at the core of what differentiates great companies from the mediocre ones. Firms with a strong point of view are not just building businesses; they’re building brands. They’re laying the groundwork to weather economic storms, positioning themselves to not just survive but thrive when the next downturn inevitably comes.
Here’s the reality: the talent shortage isn’t going away. For the next 5–10 years, this challenge will persist. The firms that succeed will be those with the discipline to identify who their ideal customer really is—and the courage to go after them with strategic intention. When you approach clients with the question, “Do you believe what we believe?” you’re setting the tone for the entire relationship. If the answer is yes, you’re not just winning work—you’re creating wallet-expansion opportunities that grow your business. But if the answer is no, are you prepared to say no yourself?
The cost of client acquisition is something most AEC firms consider, but what about the opportunity cost? When you say yes to one client, who are you saying no to? And more importantly, is this client worth it? I’ve seen far too many firms overextend themselves, taking on projects that drain their resources without adding strategic value to their portfolios.
One of my clients recently made a bold decision to stop pursuing clients who don’t align with their values. They doubled down on those who do, and guess what? Their hit rate improved, their employee morale increased, and their profitability followed suit. That’s not a coincidence.
Let’s zoom out for a moment and talk about why this matters now more than ever. Everyone is desperately searching for that mythical 15-year professional—the person who can hit the ground running, mentor younger staff, and still get billable work done. But let’s not forget what happened in 2008. The Great Recession didn’t just shrink the economy; it hollowed out an entire generation of AEC talent.
In 2008, there were no jobs for new graduates, so they went to grad school or pivoted to other industries. Mid-level professionals left AEC entirely. The result? A whole cohort of seasoned professionals just doesn’t exist. Fast forward to today, and firms are scrambling to fill this gap.
This is why we believe that marketing resources need to be focused at the top of the funnel. Seller-doers—those magical unicorns who can sell, manage projects, and mentor teams—are already stretched thin. Their energy needs to go toward operations and closing deals, not generating leads. That’s where marketing steps in. A robust marketing strategy—one that connects with ideal clients and communicates a strong point of view—is no longer a luxury; it’s a necessity.
So, what do we believe at Smartegies? We believe that we’re at the dawn of a new era for AEC marketers. The old playbook doesn’t work anymore. It’s time to spend smarter, target better, and embrace the tools and strategies that can move your ideal customers from awareness to decision faster and more effectively.
And if you’re ready to take this leap, I invite you to join us at SmartWIN25—our annual event where we dive deep into the strategies and tools that make this approach not just possible but profitable. This year’s theme, SMARTWIN25: #WINNING: A Full Funnel Approach, is all about aligning marketing and BD to drive success. We’ll explore how to balance digital and in-person strategies, target your ideal clients, and create campaigns that win at every stage of the funnel.
Are you ready to believe what we believe?
