The Funnel Is Not a Diagram
Marketers love talking about the funnel. Most AEC leadership teams understand the concept well enough. Awareness sits at the top. Opportunities move through the middle. Wins happen at the bottom. That is the easy part. The harder part is operating inside the funnel with discipline. As Judy Sparks writes in The Modern AEC Marketer, the funnel was never meant […]
Marketing Earns a Seat at the Table by Changing the Conversation
In many AEC firms, marketing is invited into the conversation after the important decisions have already been made. Growth goals are set. Markets are selected. Business plans are developed. Then marketing is asked to promote the strategy. That is the problem. Marketing cannot function strategically if it is only invited to execute. If firms want marketing […]