How to Use the SMPS Domains
of Practice to Maximize Your
Marketing Potential
November 5, 2010
Southwest Regional Conference
Barbara Shuck, FSMPS, CPSM
bshuck@emc2architects.com
Today’s Discussion
• Domains of
Practice
• Gap Analysis
• Using the Domains
to Enhance Your
Career
Domains of Practice
1. Marketing Research
2. Marketing Plan
3. Client and Business
Development
4. SOQs & Proposals
5. Promotional Activity
6. Information,
Resource, and
Organizational
Management
Knowledge Areas
Marketing Research
• data-gathering techniques
• sources of social, cultural, economic, federal, state, and
local regulatory information
• newspapers, magazines, and other publications related to
target markets
• research design
• techniques for qualitative and quantitative data analysis
• methods for forecasting trends
Skill Set
Marketing Research
• establish methodologies for collecting and evaluating information,
from within the firm and from external sources, on potential teaming
and business opportunities
• monitor social, demographic, cultural, and economic trends for broad-
based marketing and business implications
• monitor legislative and/or regulatory activities that could affect the
need for services
• monitor sources of industry-related market information
• develop and maintain a network of corporate, industry, government,
municipal, and community contacts to keep abreast of industry, client,
and competitor activity
• design, implement, and/or evaluate research studies of markets,
competitors, and/or client prospects
Knowledge Areas
Marketing Plan
• SWOT of firm and personnel
• elements of strategic plans, marketing plans, and business
plans
• techniques for facilitating the planning process
• cost/benefits of various marketing techniques
• basic management principles
• elements of an internal marketing audit
• methodologies for budget development
• basic accounting principles
• cost tracking and control procedures
Skill Set
Marketing Plan
• analyze research data related to past, current, and prospective
markets and relevant corporate experience
• participate in the firm’s strategic planning
• select target markets based on research results
• create a marketing plan, including specific goals, objectives,
strategies, action plans, and schedules for each target market
• manage implementation of the firm’s marketing plan
• evaluate and report progress in implementing a marketing plan and
revise goals, objectives, and priorities as appropriate
• create a marketing budget
• manage a marketing budget
Client & Business Knowledge Areas
Development
• strategic planning techniques
• interpreting and applying market research results to client
and business development, prospect information sources
• techniques used to screen and classify prospects
• key elements of contact management programs and
databases
• methods for initiating client research calls and maintaining
contact
• fostering/building client relations
• effective frequency of client contact
• methods for conducting client perception studies
Client & Business Skill Set
Development
• create business development guidelines and strategies for pursuing
clients or projects
• screen or pre-qualify client or project leads from market research,
referrals, contacts, cold calls, and other sources to establish new
client relationships and to ascertain project opportunities,
interest/appropriateness, and requirements of follow-up calls
• develop, implement, and monitor contact management process
• initiate and maintain ongoing contact with prospective clients to build
a professional relationship and project opportunities
• initiate, follow up, and maintain contact with current and past clients
to track client satisfaction and initiate corrective action, if needed.
Knowledge Areas
SOQs & Proposals
• RFQ/RFP criteria and • graphic design and production
decision/selection process • resources and products for
• fee pricing/budgeting SOQ/proposal production,
• federal, state, and local laws including printing and binding
and regulations • desktop publishing software
• federal, state, and local forms • managing activities of
and guidelines specialized consultants
• architectural and engineering • presentation software
terminology • visual aids for use in
• scheduling and tracking presentations
systems for individual proposal • procedures for a post-
elements and status presentation or post-contract
award debriefing
Skill Set
SOQs & Proposals
• conduct/participate in an RFQ/RFP • prepare or assemble written and visual
review and/or strategy session to analyze information for presentations
a potential client in terms of target • coordinate/coach presentation
market, project size, probability of rehearsals
selection, and timing in order to • conduct a post-presentation follow-up
recommend a go/no go decision internally and with the prospective
• develop strategies to produce client
SOQs/proposals • conduct post-award debriefings with
• manage the preparation and draft the prospects regardless of outcome and
content of proposals, SOQs, letters of revise business development and
interest, and responses to inquiries SOQ/proposal strategies as appropriate
• produce SOQs/proposals, including • perform contract negotiations, including
typing, editing, graphics, reproduction, preparation of draft, negotiations, and
binding, and mailing, to ensure that all execution of contract
RFQ/RFP criteria are met
• develop a presentation strategy,
structure, and style and assist in selecting
a presentation team
Promotional Knowledge Areas
Activity
• interpreting the results of client • tailoring promotional materials to a target
perception surveys and image studies audience
• communicating the firm’s image and • graphic design
objectives
• printing
• procedures to evaluate the
effectiveness of promotional activity • copyright laws and authorized use of
visuals
• advertising media
• web page design
• business/social etiquette and protocol
• information delivery methods
• trade show event management
• slide production requirements and costs
• industry/media/civic events
• production and use of photography
• technical and journalistic publication
writing techniques • techniques to qualify, interview, and select
vendors and consultants
• sources for a press list
• awards programs, submission guidelines,
• format and content of promotional and deadlines
publications
• special events planning
Promotional Skill Set
Activity
• develop image and corporate identity • create written/print promotional materials
• manage promotional program consistent with an overall marketing and
expenditures to ensure consistency business plan and update on a regular
with the budget basis; create electronic promotional
• develop an advertising plan to support materials consistent with the overall
the firm’s marketing program objectives marketing and business plan and update
on a regular basis
• develop corporate entertainment • create slide shows for presentations
strategies to ensure maximum
exposure • coordinate finished project photography
• represent the firm at media events, • select, manage, and direct the activities of
civic and professional group meetings, specialized consultants
client industry trade associations, and • prepare and coordinate awards
community and industry activities to competition entries
enhance the image of the company • coordinate firm special events
• write press releases, journal articles,
and/or newsletters to generate publicity
for the firm
Information &
Resource Knowledge Areas
Management
• management and motivational techniques
• record management systems for project, personnel, consultant,
proposal, and/or visual information
• computerized database management systems
• staff training techniques
• individual and group dynamics
• leadership and team-building principles
• evaluation techniques for design/production efficiency and quality
control
• promoting and rewarding high-quality team performance and
effective client service
• techniques for resource management and costs/benefit analysis
Information &
Resource Skill Set
Management
• manage/supervise the activities of • conduct marketing-related
marketing and support staff workshops/training for the principals and
• coordinate marketing efforts and provide a technical staff
communication link across departments, • attend professional development activities
disciplines, and/or branch offices • monitor information, resource, and
• develop and maintain systems to extract, organizational expenditures to ensure
categorize, and retrieve information related consistency with budget
to consultants, personnel, projects, prior • recruit and keep star performers
proposals, boilerplate, visuals, mailing lists, • build high-performance teams linked to
and promotional items key client groups
• develop and maintain an internal • refine the design/production process to
communications program to facilitate improve efficiency and quality control
information sharing within the firm; inform
and involve the principals and technical
staff regarding marketing efforts
Gap Analysis
Gap Analysis
Putting
the
Domains
to Use
Ideas
• structure the entire marketing function within your
regional office or firm.
• help develop and organize your marketing budget
• identify areas to improve your marketing strategies
based on the knowledge areas.
Ideas
• structure a Marketing 101 workshop or educational
program for young technical staff, project
managers, and principals.
• use the Gap Analysis as your performance review
– and remember to give one to your supervisor for
his/her comments.
• create an Action Plan to help you set personal
2011 goals— and envision career opportunities for
beyond.
Ideas
• organize your server or computer filing structure
using the domains.
• identify topics for you to develop a resource file. Clip
articles from magazines, newspapers and e-zines,
and organize them using the structure of the
Domains. It makes resource retrieval very easy!
Ideas
• organize your personal library according to the
Domains – find books faster based on the logical
organization.
• shop the on-line bookstore at www.smps.org and
find resources according Domain topics.
Ideas
• check out future SMPS programs which are
developed based on the Domains. Each program
announcement identifies the appropriate Domain
topic. Maybe you have technical staff who need
special assistance in the upcoming program’s
domain.
• set the goal of more focused study of the Domains –
and sit for the CPSM (Certified Professional
Services Marketer) exam in 2011.
Ideas
• for those CPSM’s out there, use the Domain
organization to provide variety for gaining Continuing
Education Unit (CEU) requirements. Identify areas of
interest and focus based on the Domains.
• take a Knowledge Area and write an article for your
SMPS newsletter, The Marketer, or another industry
publication.
• make a presentation to an industry association, or
write a book!
Audience Ideas
Resources
• http://www.smps.org/Domains_of_practice2
• Gap Analysis (.pdf on same page)
So Now What??