Tracks
Unifying Strategy, Messaging, and Relationships at the Next Level
Designed for mid- to senior-level marketing and business development professionals, this track explores the complexities of leading strategic pursuits, aligning messaging across studios and sectors, and strengthening relationships with firm leadership. Sessions will focus on unifying firmwide goals with client needs—while also developing your leadership voice and sharpening your ability to guide and manage teams effectively.
The Leadership Magnet: Command, Connect and Electrify Your Presence
Lecture
THURSDAY, JANUARY 29 | 9:45 AM - 10:45 AM | Walnut
Your leadership presence isn’t just about what you say—it’s about how you show up. As you step into a higher role, your ability to inspire, engage, and command the room becomes the difference between being heard and being followed. This dynamic session breaks down the Leadership Magnet Formula, revealing how to balance command and nurture—the two magnetic forces that make people say, “I’ll follow that leader.” But the real key? A hidden force that activates the magnet—and sets you apart. Through an interactive and fast-moving experience, you’ll gain simple, high-impact techniques to stand out as a leader worth following. Whether addressing your team, partners, or clients, you’ll walk away with actionable tools to own your voice, command attention, and make them say, “WOW!” Step up. Speak up. Pull them in.
Key Takeaways
- Transform nerves into unshakable presence and power
- Speak with bold confidence while remaining approachable and real
- Use magnetic storytelling to captivate and inspire
- Elevate executive presence for in-person, virtual, and hybrid settings
- Deliver presentations that electrify your team and energize buy-in
About Dean
Dean's background is almost stranger than fiction, working as a film director, coaching courtroom presence, developing closing arguments for trials, and teaching acting to government covert-agents.
Since 2001, Dean has worked with teams to ‘lead to inspire’ alignment between teams and strategy. He’s helped clients win their project work (to the tune of $18 Billion, with projects including US Bank Stadium, UCSF Hospital on Zuckerberg Campus, Visa Headquarters, the Penn Station Renovation, and the California High Speed Rail). He helps teams grow and deepen relationships in new business development, along with creating a through-line between brand promises and client experience. To Dean, all of this is a simple leveraging of ‘stage presence,’ and the power of story to win over people.
The pandemic brought Dean’s life full circle, as the workplace went virtual and hybrid, where the original source of his knowledge — film directing — became pivotal in the screen-presence of business, allowing people to deepen connections and inspire over the two-dimensional virtual meeting space.
Co-author of the Amazon.com #1 Best-Seller in the sales category, “Winning Presence for Business Presenters,” Dean co-founded SagePresence to help firms win more business by maximizing the confident presence of their people.
Selling Upwards - Selling Ideas to Smart, Skeptical, Risk-Averse Leaders
Lecture
THURSDAY, JANUARY 29 | 11:00 AM - 12:00 PM | Walnut
Ever had a brilliant idea shut down before it even had a chance? Welcome to the world of pitching up—where your audience is smarter than you, doesn’t think they need a marketer, and sees new ideas as risky distractions. In this engaging session, we’ll unpack 7–10 proven tactics to break through resistance and earn buy-in from even the most cautious leaders. You’ll learn how to reshape your idea’s identity, present with credibility, speak their language, and back it with social proof, data, and timing. Whether you’re a new marketer or seasoned, this strong high-stakes topic will help you get the green light on game-changing ideas—without the power struggle.
Key Takeaways
- Frame your idea in a way that reduces perceived risk
- Strategically speaking their language
- Tie your proposal directly to metrics they already care about
About Chad
With over 30 years of leadership and growth strategy, Chad has advised industries from construction to finance to retail, always with one goal: helping teams cut through noise, simplify the complex, and execute with excellence.
Chad Rothschild is the founder of Rothschild Marketing, where he helps 250+ law firms, construction, healthcare, associations, professional service organizations and Fortune 500s create unforgettable brand experiences.
Audiences love his mix of storytelling, practical takeaways, and energy—whether he’s teaching how to build predictable growth systems, how to see around business “corners,” or why curiosity is the most underrated business tool. Audiences leave inspired, laughing, and ready to execute.
When he’s not on stage or helping clients, you might catch him plotting his next big golf shot, or dancing at a red light when the right song hits.
Unifying the Pursuit: Building Strategic BD Habits That Align Teams and Drive Results
Lecture
THURSDAY, JANUARY 29 | 1:45 PM - 2:45 PM | Walnut
Strategic business development isn’t about chasing—it’s about consistency, clarity, and alignment. In today’s high-stakes AEC environment, top-performing firms win more work by unifying their pursuit strategies across teams and timeframes. This session focuses on how BD professionals can intentionally shape their day-to-day, week-to-week, and quarter-by-quarter actions to align with firmwide goals, foster internal collaboration, and stay focused on high-value relationships. We’ll explore repeatable habits, shared tools, and simple planning rhythms that unify BD efforts across marketing, technical, and leadership roles—turning strategy into action and chaos into confidence.
Key Takeaways
- Create a strategic BD calendar with clear daily, weekly, and quarterly focus
- Use capture plans and go/no-go tools to align team resources
- Build internal alignment between marketing, BD, and operations
- Maintain consistency and momentum through planning routines
- Leave with a toolkit of templates to unify your BD discipline
About Tracy
Tracy Jenkins, MBA, CPSM, is a marketing and business development leader with more than 25 years of experience in the AEC industry. As part of the leadership team at 3QC, she oversees the firm’s BD and marketing efforts—helping drive strategic growth across California. A past SMPS Sacramento President, PRC Co-Chair and recipient of the 2021 SMPS Marketer of the Year award—Tracy is known for her relationship-driven approach and high-energy presence at industry events. Her passion lies in building strategic partnerships and mentoring the next generation of AEC marketers.
About Saundra
Saundra Price, AIA, Associate Director of Business Development at W.E. O’Neil, is an accomplished leader with 25+ years in AEC, recognized for driving innovation and forging impactful partnerships across California. She's known for visionary thinking and market acumen. Saundra holds leadership roles as President of SMPS/LA, Secretary on the LABC Board (co-chairing Architectural Awards and Programs committees), serves on ULI's Sponsorship Committee, and mentors 17 professionals for ULI GROW2025.
About Jesse
Jesse Urquidi joined Cordoba in 2024 as Project Development Director. Before Cordoba, he served in Business Development with an MEP subconsultant, where he expanded his network of colleagues and built trust in the industry. He is committed to mentoring young professionals, guiding his colleagues to success, and satisfying his clients. Jesse has held several board positions, demonstrating his commitment to building coalitions, solving problems, and positively impacting organizations. Jesse holds a BS in Civil Engineering and is an accredited Professional Business Developer.
Blueprint for CX Success: How Leading Firms Win with Client Experience
Lecture
THURSDAY, JANUARY 29 | 3:00 PM - 4:00 PM | Walnut
Client Experience (CX) isn’t just a trend, it’s a competitive advantage that top AEC firms are using to win more work, deepen client loyalty, and fuel growth. But knowing what to do — and how to do it effectively — can feel overwhelming. That’s where this session comes in. Drawing on breakthrough research recently conducted by Client Savvy, A ClearlyRated Company in partnership with the SMPS Foundation, we reveal not just what leading firms are doing differently, but how you can apply those same winning strategies in your firm starting now. Packed with practical guidance and actionable takeaways, this session goes beyond the numbers to deliver a step-by-step blueprint for advancing your CX journey, no matter where you’re starting. Learn how to embed a CX mindset across your organization, design impactful initiatives, secure leadership buy-in, and avoid the common mistakes that hold firms back. You’ll leave inspired, equipped, and ready to transform insights into measurable impact for your clients, your firm, and your bottom line.
Key Takeaways
- Pinpoint and replicate the proven CX habits of high-performing AEC firms.
- Map out clear, actionable first (or next) steps to elevate their firm’s CX maturity and impact.
- Align leaders, resources, and culture to create momentum and sustain CX initiatives.
- Recognize and sidestep the most common CX pitfalls that undermine success in the AEC space.
- Confidently build the business case for CX by connecting actions to measurable results.
About Ryan
Ryan Suydam co-founded Client Savvy in 2004, to help firms create fierce client loyalty by designing, implementing, and measuring client experiences. He has coached over 650 organizations and over 30,000 professionals on the skills required to be “client savvy.” His clients are twice as likely to be recommended by their clients, three times as likely to realize above-average financial returns, and consistently attract and retain better employees. Ryan also founded and emcee’s the annual CX in Professional Services conference, bringing together hundreds of CX leaders across legal, accounting, AEC, and other professional services firms. Now a part of ClearlyRated, Ryan serves as CX Architect and Client Savvy Unit Leader. Based outside Raleigh, NC, he welcomes your questions at [email protected].
Future Proof Your Firm’s Business Development Knowledge
Lecture
THURSDAY, JANUARY 29 | 4:15 PM - 5:15 PM | Walnut
Every day, over 12,000 people in the United States are turning 65 years old. Not all those people are retiring, but many are or are planning to in the next few years. Add to that the number of senior-level team members leaving firms and moving to a new one. How much of your firm’s client and business development knowledge and expertise could soon be walking out the door? Let’s discuss how to systematically capture your senior staff’s experiences and expertise and organize them into an ongoing knowledge transfer program to educate and train future generations of your firm's seller-doers and business development professionals.
Key Takeaways
- Learn how to build a knowledge transfer program to maintain your client and business development knowledge.
- Discover the critical knowledge areas that you should capture.
- Understand the approaches you can use to transfer knowledge.
- Identify the outcomes you want from your knowledge transfer program.
About Barbara
Barbara Stiles, FSMPS, CPSM is a proven strategic planning, business planning, business development, and marketing leader in the A/E industry with over 35 years of experience. She is passionate about helping firms meet their growth goals. She is accomplished in providing strategic and business planning, education and training, and strategic direction in pursuit of new business.
Barbara is a former Vice President and shareholder for a national, multi-discipline, engineering/architectural firm. Over her career, she has worked for firms as small as 200 employees and as large as 80,000 employees.
Barbara has been presenting on business development, leadership, communication, and strategic planning topics for over 20 years on the local, regional, and national levels to multiple organizations, such as SMPS, WTS, APWA and APMP.
Barbara is active in several professional organizations. As the founding president of the WTS (Women’s Transportation Seminar) Central Florida chapter, Barbara has been active with WTS since 1995. Along with her involvement on the local chapter board, she served for eight years on the WTS Foundation board including a two-year term as President, and four years as a National Director on the WTS International board.
Barbara has been a member of the Society for Marketing Professional Services (SMPS) since 1999 and served on the SMPS Central Florida board for six years, including a year as Chapter President. She currently is an advisor to chapter’s Education committee. She also served four years on the SMPS National board as secretary-treasurer and was a Trustee on the SMPS Foundation Board. She is a Certified Professional Services Marketer (CPSM) and was recognized as a Fellow of SMPS in 2016.
Barbara is an honors graduate of the University of Central Florida with a Bachelor of Science in Liberal Studies and a minor in Engineering Technology and Society.
The Connector Effect: Unifying Marketing, Operations, and Community Influence
Lecture
FRIDAY, JANUARY 30 | 8:30 AM - 9:30 AM | Walnut
Marketing leaders are more than brand ambassadors, they're connectors. In this session, I will share how marketing professionals can unify strategy, operations, and community engagement to drive meaningful impact across their firms and communities. As the leader of a multi-state marketing team, Local Area Leader for my office, and an active member of my firm's Community Impact Council, I offer a real-world look at how early collaboration with technical teams can lead to smarter pursuits, stronger recruitment, and a more visible brand. But the connector effect doesn't stop at business strategy. I will also explore how volunteerism, both internal and external, can amplify leadership presence, build culture, and inspire teams.
Key Takeaways:
- Attendees will walk away with practical ideas for leading without a P&L title, influencing across departments, and embodying the SMPS mission of transforming business through marketing leadership.
About Katie
If there’s a marketing challenge in the AEC world, chances are Katie Hertel has tackled it, with a strategy, a smile, and probably a checklist! With more than two decades of experience, Katie has earned her “Jill of all trades” title by leading high-performing teams and bridging the gap between marketing and technical teams.
As the Marketing Leader for Olsson’s South and East Central Geographies, Katie oversees a multi-state team focused on water, transportation, and site development. She also serves as the Local Area Leader and Community Impact Council Member for Olsson’s Plano office, where she brings her signature energy and community-first mindset to every initiative.
Katie’s leadership style is rooted in servant leadership, and she’s passionate about mentoring the next generation of AEC professionals. Her ability to connect people and ideas has earned her a reputation as a trusted advisor and a go-to resource across disciplines.
Her SMPS journey began in 2005 with the Washington DC Chapter, where she quickly got involved in committees and served on the Board. Fast forward to today, she’s celebrating 20 years with SMPS and recently wrapped up a three-year term as President-Elect, President, and Past President of the North Texas Chapter. She now serves as Chapter Advisor, continuing to support and inspire her peers.
Outside of work, Katie is deeply engaged in her community, serving on the Boards of the Plano Chamber of Commerce and the Plano ISD Education Foundation. Whether she’s leading a team, mentoring future leaders, or giving back locally, Katie brings energy, heart, and a whole lot of marketing savvy to everything she does.
New boost
Different. At Last. How Your Brand Truth Sets You Apart and Builds Trust
Lecture
FRIDAY, JANUARY 30 | 9:45 AM - 10:45 AM | Walnut
Most A/E/C firms struggle to define what truly makes them different. This session, backed by research with 800 A/E/C marketers in partnership with the SMPS Foundation, explores why traditional differentiators fall flat and how a clear, authentic Brand Truth builds trust and credibility. Learn how to uncover and articulate your firm’s unique perspective to foster relationships, stand out in a crowded market, and create consistency across marketing, BD, and client interactions—even before the first handshake.
Key Takeaways:
- Recognize the limitations of common A/E/C differentiators and assess whether their firm’s messaging relies on overused industry tropes.
- Articulate their firm’s unique Brand Truth in a way that fosters differentiation, builds trust, and strengthens client relationships.
- Apply a framework to align their firm’s branding, marketing, and business development efforts around a consistent and credible Brand Truth.
About Jerry
Author of the upcoming book, Branding from Within, and host of the podcast, The Intangible Brand, Jerry Gennaria leverages 30 years of experience in strategy and communications to help professional service firms find their Brand Truth, tell their authentic story, and reach their full potential.
Jerry leads TOKY, a branding and strategy firm, serving organizations in the Built Environment (AEC). His pragmatic approach delivers actionable insights and frameworks to help marketers and business leaders move past the tropes to build a stronger brand experience.
