Altitude Vol. 4 - Roadmap to Success by elevateyourstrategy

ALTITUDE

AN ELEVATE ADVISORS PUBLICATION

ROADMAP TO SUCCESS

ELEVATE

MAGAZINE

PRINCIPALS

Jen Newman, FSMPS, CPSM

Doug Parker, FSMPS

info@elevate2win.com

elevate2win.com

https://www.linkedin.com/company/ elevate2win

SERVICES

• Strategic Visioning

• Business Development, Marketing, and Social Strategy

• Training Program

• Marketing Plans

• Market and Client Research

• Business Development Plans

• Coaching

• Marketing Campaigns

• Brand Development

• Client Perception Studies

• Cohort Programs

• Business Development, Marketing, and Team Audits

• Client Experience

• Fractional Leadership

ABOUT ELEVATE

At Elevate Advisors, we push firms to uncover their true differentiators based on purpose, culture, and experience. We’re driven to help people and firms realize their beyond.

OUR TEAM

Jen Newman, FSMPS, CPSM CEO + Founder

Doug Parker, FSMPS COO + Founder

Julia Lang

Principal, Strategist + Project Manager

Nici Stephens

Marketing Strategist

Rebecca Price

Senior Strategist

Mhari Reid

Graphic Designer

FROM DOUG + JEN

ELEVATE ADVISORS: REFLECTING OUR EXPANDED ROLE IN AEC FIRM SUCCESS

As we enter our sixth year, Elevate Marketing Advisors has become Elevate Advisors. This name change reflects the evolution of our role within the Architecture, Engineering, and Construction (AEC) industry, expanding well beyond marketing and business development. Through long-term partnerships with our clients, we’ve embedded ourselves deeply within their organizations, gaining a holistic perspective on their operational and strategic needs.

Driven by insights and feedback from C-Suite leaders, this transformation has enabled us to support clients across all facets of firm management— from operations and organizational structure to performance metrics and leadership development. By working as part of our clients’ teams, we’ve honed our ability to provide comprehensive, strategic guidance tailored to each firm’s unique challenges.

As Elevate Advisors, we’re committed to empowering AEC firms with solutions that drive success across their entire business. Whether refining internal processes, optimizing resources, or advising on growth strategies, our goal is to support the entirety of your firm’s journey.

- Jen + Doug

Your Roadmap to Success starts here! Follow each step to build a strong foundation, unlock growth opportunities, and achieve lasting success through expert guidance and strategic action.

STRATEGIC PLANNING

Start your Roadmap to Success with strategic planning to align your goals and create a clear path forward.

» Strategic Planning

» Market Research

» Client Perception Studies

» Employee Perception Studies

» Strategic Planning Implementation Leadership

Our Roadmap to Success

to guide firms through each critical stage—strategic planning, audit,

DEVELOPMENT

development moves your Roadmap to building a strong foundation for

» Training & Development

» Client Experience

» Fractional Leadership

» Interview Coaching

MARKETING

Marketing propels your Roadmap to Success by amplifying your message and driving engagement.

» Program Development

» Organizational Structure

» Planning

» Strategy and Campaigns

» Training & Development

» Recruiting Messaging & Campaigns

» Branding

» Fractional Leadership

» Website Development

AUDITS

Needing additional navigation? Audits offer valuable insights to steer your next steps on the Roadmap to Success.

» Recruiting

» Org. Structure

» Marketing

» Business Development

ROADMAP to success

business development, and marketing— helping them build a strong foundation, unlock opportunities, and navigate challenges with confidence. Whether you need expert insights, refined strategies, or hands-on support, Elevate is here to provide the guidance and tools necessary to take your organization to the next level. Let us help you chart the path to your full potential.

AEC Leadership Success

Nici Stephens

The Architecture, Engineering, and Construction (AEC) industry is full of opportunity. Advances in technology and shifts in client priorities—such as cost efficiency, faster project delivery, personalized solutions, and long-term operational value—have created a dynamic environment for firms to innovate and grow. For AEC leaders, the challenges lie in ensuring their firm’s marketing, business development, and recruiting efforts are not only aligned with today’s opportunities but also structured to adapt to an evolving market landscape.

Audits serve as a powerful leadership tool in this process. They allow leaders to take a step back, evaluate their firm’s current strategies, structure, and processes, and uncover opportunities to refine their approach. By treating audits as the starting point of a roadmap to success, AEC leaders can align their teams, focus resources, and ensure their organizations are prepared to thrive.

Why Focus on Marketing, Business Development, and Recruiting Audits? Audits in marketing, business development, and recruiting are frequently the first step

for firms looking to drive growth or refine their strategies. These audits provide AEC leaders with a clear view of the gaps between current practices and industry best practices, highlighting where incremental adjustments or significant overhauls could produce substantial benefits. By evaluating these gaps, leaders can pinpoint specific areas where alignment with best practices could improve efficiency, enhance collaboration, and drive competitive advantage. This targeted approach empowers leaders to address inefficiencies and unlock growth potential by bridging the gap between where their firm currently stands and where it can optimally perform.

These audits evaluate the critical areas where internal and external impact intersect, focusing on:

» How effectively the firm communicates its value to clients and staff.

» Whether internal processes support external growth and workforce sustainability.

» Opportunities to improve alignment across teams and functions.

Organization and structure are key elements

examined within marketing, business development, and recruiting audits. These audits focus on evaluating how effectively a firm competes in the market, attracts and retains top talent, and drives revenue growth.

The Core Focus of Marketing, Business Development, and Recruiting Audits

Marketing Audits: Elevating Your Brand’s Impact

A marketing audit evaluates the effectiveness of your firm’s branding, communication strategies, and tools, ensuring they align with your business objectives and market opportunities. This process identifies areas of improvement, actionable steps, and opportunities for differentiation. Key areas of focus include:

» Structure and Team Dynamics: Are your marketing efforts supported by the right internal or external expertise? Audits assess whether the team structure is flexible and aligned with longterm strategic goals, ensuring scalability as your firm grows. The audit also provides a benchmark for evaluating whether current staffing levels and skill sets are adequate to meet your firm’s objectives. By identifying gaps in expertise or resource allocation, audits empower leadership to make informed decisions on hiring, upskilling, or reallocating responsibilities—ensuring that the team is equipped to drive success and adapt to evolving market demands.

» Brand Consistency: Does your branding—visual identity, messaging, and materials—accurately represent your firm’s values and expertise? Audits uncover inconsistencies and recommend solutions based on best practices and thirdparty experience, such as creating cohesive branding guidelines or refreshing visual elements like logos and typography.

» Digital Presence: Is your website user-friendly and optimized for lead generation? Are social media platforms being used strategically to engage diverse audiences? Marketing audits evaluate your firm’s online presence to ensure it reflects professionalism and accessibility.

» Content and Messaging: Are your marketing materials tailored to your ideal clients? This includes assessing proposals, brochures, and digital content for alignment with business objectives and audience expectations. Clear, engaging messaging amplifies your firm’s unique value proposition.

Marketing audits provide actionable insights that ensure your firm’s voice aligns with client expectations, resonates with decision-makers, and supports your broader business objectives.

Business Development Audits: Strengthening Your Strategy

A business development audit examines the systems, processes, and tools that drive client acquisition and relationship management. This type of audit ensures that your approach to business development is not only efficient but also aligned with your firm’s strategic priorities. Key areas of focus include:

» Processes and Tools: Are your business development efforts supported by effective systems and workflows? Audits evaluate the use of CRMs, lead tracking tools, and communication processes to optimize efficiency and enhance collaboration.

» Client Experience: Are you delivering a seamless and engaging client experience from onboarding through project completion? Business development audits review strategies for managing client interactions, implementing feedback loops, and nurturing relationships to encourage repeat business.

» Strategic Alignment: Does your business development plan align with your firm’s overarching goals? Audits analyze how closely business development activities support growth objectives, recommending strategies to focus efforts on high-priority markets or clients.

» Collaboration with Marketing: Are your marketing and business development teams working cohesively? This collaboration ensures that messaging is aligned, resources are efficiently utilized, and outreach efforts are targeted effectively.

A business development audit equips your team with a streamlined approach to improving win rates, increasing client retention, and pursuing high-priority markets more effectively.

Audits as a Foundation for Growth

In addition to evaluating marketing, business development, and recruiting efforts, audits provide insight into the overall structure and processes that support these functions. Leadership can use these findings to address broader questions about scalability and organizational alignment, including:

» Structure: Are roles and responsibilities clearly defined to enable collaboration between marketing, business development, recruiting, and operations?

» Processes: Are workflows efficient and consistent, ensuring that all teams deliver results with minimal friction?

» Client and Employee Experience: Are your processes designed to create positive experiences for both clients and employees, fostering loyalty and engagement?

By addressing these foundational elements, audits equip firms with the clarity and direction needed to achieve both short- and long-term growth.

The Roadmap to Success

An audit is just the beginning. The insights gained during the process must translate into action to drive real results. Successful firms take the following steps:

1. Prioritize findings: Focus on implementing changes that will have the greatest impact on growth and efficiency.

2. Foster alignment: Ensure marketing, business development, and recruiting teams understand and support the roadmap for moving forward.

3. Commit to follow-through: Assign clear timelines, responsibilities, and goals to ensure progress is measurable and sustainable.

Whether it’s refining your marketing strategies, optimizing business development playbooks, or improving recruiting efforts, audits provide the roadmap your firm needs to achieve its growth goals.

Leadership Reflections

For AEC leaders, audits represent more than just a review of processes—they are a catalyst for strategic action. By addressing inefficiencies, uncovering growth opportunities, and aligning teams, audits empower leaders to future-proof their firms and build competitive, adaptable organizations.

In a dynamic industry that thrives on precision and innovation, a clear roadmap isn’t optional—it’s essential. The journey to success begins with clarity, structure, and purpose—and an audit is where that journey starts.

Unlock your firm’s potential with a focused audit of your Business Development, Marketing, and Recruiting efforts. Our expert team identifies gaps, surfaces opportunities, and delivers actionable insights —so you can grow with intention.

Reach out to Jen Newman for more information!

Your Monthly Guide to Success

Every month, we’re delivering high-impact training sessions designed to help you navigate challenges, spark innovation, and drive results. Packed with expert strategies, real-world insights, and actionable takeaways, these on-demand trainings keep you on the fast track to success—on your schedule. No fluff, no detours—just the guidance you need, whenever you need it.

January

Accountability Tactics to Implement and Execute Your Ideas

February

AI-Powered Marketing Techniques

March

Using Custom GPT’s to Elevate AEC Marketing and Operations

April

Elevate Your Recruiting Strategies

May

Guide to Results-Driven Marketing Campaigns

June

AI-Powered Business Development Techniques

July

Creating a Strategic WE Plan: The Key to Driving Engagement

August

Creating a Strategic Business Development Program

September

Maximizing Client Relationships with TINY Tactics

October

Fostering Connections Through Digital Strategy

November

Intentional Networking Techniques

December

Creating Peak Moments Through Client Experience

Beyond the Boardroom is a 20-minute roundtable discussion put on by Elevate Advisors featuring AEC industry C-Suite leaders exploring the challenges and opportunities they face. Each episode provides honest, insightful, and actionable advice tailored to industry executives.

Episode 1: Finding Your Tribe

Jeff Gilliland – J2, Brian Sielaff – Tamarack Grove Engineering, Rob Matthews – Matthews Design Group

Episode 2: Building a People-First Culture That Drives Results

Greg Horejs – CAGE Engineering, Roseann Schmid – Fisher Associates, Ryan Schmitt –Petticoat-Schmitt

Episode 3: Intern to CEO - Lessons on Leadership & Innovation

TUNE OUT THE NOISE. TUNE INTO REAL CONVERSATIONS.

Beyond the Boardroom

Launched February 18, 2025

Bob Higgins – Thrivence & Barge Design Solutions Listen Here!

CREATING A STRATEGIC WE PLAN:

THE KEY TO DRIVING ENGAGEMENT AND SUCCESS

Jen Newman FSMPS, CPSM

In today’s fast-paced and ever-changing business environment, successful strategic planning requires more than a vision from leadership. A truly impactful plan—the kind that aligns short-term actions with long-term goals—must include insights from employees, clients, and market research. A Strategic WE Plan bridges the gap between aspiration and execution by fostering collaboration, inclusion, and shared ownership. Here’s how you can craft a WE Plan that inspires, engages, and drives sustainable growth.

Gathering Insights: The Foundation of a WE Plan

Employee Insights: Your employees are on the front lines, providing a unique perspective on internal strengths, weaknesses, and opportunities. To uncover their valuable insights, use anonymous surveys and one-on-one interviews. Ask targeted questions about organizational strengths and goals, cultural alignment, and areas of improvement. This ensures a candid understanding of what’s working and where improvements are needed. Including employees in this phase fosters a sense of ownership in the process. When

employees see their feedback influencing the strategic direction, they’re more likely to support and champion the final plan.

Client Insights: Your clients’ perceptions shape how your firm is positioned in the market. By conducting external surveys and interviews, you can gain insights into your firm’s strengths, areas for improvement, competitive differentiators, and client’s needs. Focus on key questions such as:

» What do clients value most about you?

» Where do clients see opportunities for you to improve?

» What emerging needs or trends are they experiencing in the industry?

» Over the next 12 months, what will have the greatest impact on their organization?

» What concerns or frustrations keep them up at night?

These insights ensure that your strategic plan aligns with market demands and positions your firm to meet and exceed client expectations.

Market Research: Informed decision-making begins with data. Gather high level insights into each market sector you serve, including industry trends, competitive landscapes, and growth opportunities. This research equips you with a fact-based understanding of your position in the market, helping you identify areas for innovation, service expansion, or geographic growth.

Leadership Alignment: Before diving into the planning phase, hold a leadership alignment session to unify your executive leadership team around the firm’s long-term vision. This critical step ensures that leadership has a shared understanding of objectives and can work collaboratively to guide the planning process. Leadership alignment also sets the tone for inclusive discussions that foster transparency and trust.

The Strategic Planning Workshop: The heart of the WE Plan process is a two-day, collaborative workshop designed to transform insights into actionable strategies. This process should include your executive leadership and identified future leadership. Ensure your participants cross markets, services, geographies, and demographics. This structured session includes:

» Mission, Vision, Values, Behaviors: These core elements set the tone for any strategic planning workshop, serving as the foundation for all decisions and discussions. They act as a guiding compass, ensuring every outcome aligns with your organization’s purpose and principles. Dedicate time to review and, if necessary, refine these elements to ensure they remain authentic and relevant. This alignment reinforces clarity and strengthens the connection between your strategic initiatives and your organization’s identity.

» SWOT Analysis: Harness employee and client feedback to evaluate strengths, weaknesses,

opportunities, and threats, offering a holistic perspective on internal and external factors. At Elevate, we begin by analyzing feedback to craft a preliminary SWOT analysis. During the workshop, we collaborate with participants to validate, refine, and expand the analysis, ensuring it accurately reflects current realities and uncovers actionable insights.

» Differentiation Discovery: Identify your unique value proposition to clarify what sets your firm apart in a competitive market.

» Trend Analysis: Leverage emerging trends to uncover opportunities for innovation and adaptability. At Elevate, we guide clients in identifying three key trends surfaced through client and employee surveys for further exploration. Participants are then divided into three focused teams, each dedicated to analyzing one trend in detail. Using our structured trend analysis exercise (see attached), we help clients uncover innovative solutions and develop actionable strategies for applying these insights effectively within their organizations.

» Growth Visioning: Analyze growth opportunities across markets, services, and geographic regions. Using Tim Brown’s Change by Design, develop a Growth Matrix to ensure alignment between market demand and service offerings.

» Define Objectives: Establish three welldefined objectives to lay the groundwork for measurable, sustainable success. At Elevate, we prioritize objectives around People, Operations, and Growth, recognizing these pillars as critical to organizational success. Innovation, including advancements in AI, digital transformation, and other transformative initiatives, often intersects with all three, driving progress and adaptability. The key is to create objectives that reflect your strategic priorities and provide a clear focus for action. For each objective, appoint a Champion—a dedicated individual

responsible for overseeing progress and ensuring initiatives are carried out effectively. This person acts as the driving force behind the objective, coordinating efforts, tracking milestones, and maintaining momentum. While they won’t be responsible for executing every task, their leadership is crucial in rallying teams, addressing challenges, and driving others to achieve goals. Choose someone who is organized, communicative, and skilled in motivating others to ensure success.

» Outline Initiatives and Tasks: After defining your objectives, identify key initiatives to support each one. At Elevate, we streamline this process by organizing teams into three focused groups. Each team collaborates intensively on one objective at a time before moving to the next, ensuring a well-rounded and comprehensive set of initiatives is developed. Aim to establish three, but no more than four, major initiatives per objective. Take a programmatic approach by grouping related initiatives into cohesive programs. For example, under a “People” objective, initiatives like an employee development program, an employee appreciation program, and an onboarding program can be unified into a single “Employee Experience Journey Program.” This holistic framework not only enhances clarity but also strengthens the alignment of your initiatives with overarching objectives. Once initiatives are outlined, they can be broken down into specific tasks, each assigned to individuals or teams for execution. This approach ensures accountability, streamlines workflows, and provides a clear roadmap for turning strategic plans into actionable outcomes. After the workshop, develop your KPIs for each initiative.

» Finalize the Strategic Plan: Compile all gathered data and insights to finalize your strategic plan by synthesizing the information into a comprehensive Final Strategic Planning Report.

» Executive Summary

» Market, Client, and Employee Insights

» SWOT/Differentiation

» Long-Term Vision

» Trend Analysis Findings

» Growth Matrix Findings

» Strategic Objectives, Initiatives

Elevate enhances this deliverable with a One-Page Strategic Plan Overview, visually summarizing key objectives and initiatives for easy communication across the organization. Additionally, a spreadsheet detailing objectives, initiatives, tasks, timeline, KPIs,

and associated challenges, ensures clarity and accountability for execution, providing a practical tool to guide implementation.

Post-Workshop Communication and Engagement:

Once the strategic plan is finalized, share it with your entire organization in a way that inspires excitement and participation. Begin with a Town Hall meeting to unveil the plan, emphasizing how employee contributions have shaped the final outcome.

To deepen engagement, share the vision and strategic plan overview to ensure that every employee has a clear understanding of the plan and their role in achieving its success. Encourage employee involvement by providing opportunities for direct participation in key initiatives. When employees see their contributions as integral to the plan, they are more likely to embrace it with enthusiasm and accountability.

Accountability: Sustaining Momentum: Creating a strategic WE Plan is only the first step—ongoing accountability ensures its success. Implement these steps to maintain progress and adapt to changes:

» Task Assignments: Work with initiative champions to break down key objectives into actionable tasks with assigned responsibilities.

» Tracking Tools: Use project management tools, such as Microsoft Teams, to monitor progress and maintain visibility across teams.

» Monthly Check-Ins: Hold monthly check-in meetings with initiative champions to review progress, address challenges, and celebrate successes.

» Quarterly Reviews: Conduct quarterly group check-ins to evaluate progress, reassess priorities, and address changes in the market or organizational needs.

By maintaining a regular cadence of reviews and adjustments, the strategic plan becomes a dynamic guide rather than a static document, allowing your firm to stay agile and focused on long-term success.

The Importance of a Third-Party Facilitator: Incorporating a third-party facilitator into your strategic planning process is a game changer. A neutral expert ensures objectivity in gathering insights through surveys, interviews, and research, allowing employees and clients to provide candid feedback without fear of bias or repercussions. This results in more authentic and actionable data. Additionally, a skilled facilitator brings experience in crafting targeted questions, analyzing trends, and uncovering overlooked opportunities.

During the facilitation process, a third party ensures everyone—from leadership to employees—can fully participate in discussions without the burden of managing logistics. They create an environment where all voices are heard, discussions remain focused, and potential conflicts are managed constructively. This fosters collaboration and ensures the process is both productive and inclusive.

At Elevate Advisors, we specialize in creating Strategic WE Plans that engage your entire organization and position your firm for sustainable growth. From preparation to facilitation and ongoing accountability, we’re here to guide you every step of the way. Let us help you elevate your vision into a strategic plan that drives results.

Doug Parker FSMPS

Jen Newman FSMPS, CPSM

As AEC firms grow, maintaining consistent quality, client satisfaction, and operational efficiency becomes increasingly critical. One essential element in achieving this is Standard Operating Procedure (SOP) process documentation —a systematic approach to recording the steps involved in key functions such as HR, recruitment, project management, marketing, business development (BD), operations, and finance.

By standardizing the way work is done, SOPs help maintain a level of consistency across projects and departments, ensuring your clients receive the same high-quality experience regardless of your firm’s size. Moreover, SOPs streamline operations, making it easier to onboard new team members, expand services, and scale the business. Standardizing and documenting processes ensures compliance, consistency, replicability, and scalability—all essential for growth.

This article outlines why process documentation is so crucial and provides actionable steps for AEC firms looking to implement or improve their documentation.

Why Process Documentation Matters

1. Employee Experience : Process documentation is essential for enhancing the employee experience, as it provides clear expectations, reduces confusion, and empowers employees with the tools they need to succeed. Well-documented processes create a structured environment where team members can easily understand their roles, follow consistent guidelines, and confidently

perform their tasks. This clarity not only boosts productivity but also fosters a sense of security and support, as employees feel more equipped and aligned with the firm’s goals. In today’s competitive job market, employees value transparency and efficiency, making process documentation a key factor in attracting and retaining top talent.

2. Consistency Across Departments: As AEC firms grow, different teams can

end up working in silos. Without standardized processes, each department might develop its own way of doing things, leading to inefficiencies and inconsistencies. Comprehensive process documentation helps align everyone, ensuring that whether you’re working in HR, marketing, or project management, your firm follows the same high standards across the board.

3. Enhanced Client Satisfaction: Process documentation plays a vital role in maintaining client satisfaction. By following a welldocumented set of procedures, teams are more likely to meet deadlines, stay within budget, and deliver quality projects—leading to repeat business and strong client relationships.

4. Scalability and Replication: When your processes are documented, it becomes much easier to replicate successful projects or business practices across different teams or locations. This is especially important for firms looking to expand into new markets or add new services. Documentation ensures that new hires, offices, or divisions can seamlessly integrate into the company’s established workflow.

5. Branding Consistency: Just as consistency is important in operations, it’s equally critical in branding. Well-documented processes ensure that your marketing, communications, and client engagement all reflect your brand’s identity, message, and values consistently across platforms and projects.

Steps to Create and Implement Process Documentation

1. Create a Centralized Document: Start by compiling a comprehensive document that includes all key processes across various departments—HR, project delivery, operations, and more. Identify the lead person for each department who will be responsible for creating and maintaining the documentation.

2. Engage Department Leads and Team Members: Involve the department leads and subject matter experts (SMEs) in documenting processes. Schedule meetings or interviews to gather detailed insights on how each task is carried out. Engaging your team in this way fosters a sense of ownership and ensures the documentation is practical and comprehensive.

3. Review and Refine the Process: Once the processes are documented, share them with relevant team members for review. Encourage feedback and suggestions to make sure the documented steps are clear, efficient, and reflective of actual workflows. Be sure to create any tools or templates that can aid in process adoption and execution.

4. Finalizing and Branding: After finalizing the processes, incorporate your firm’s branding elements into the document. Use graphics, visuals, or flowcharts to highlight key ideas, making the content more engaging and easier to follow. Branded documents not only look professional but also reinforce your firm’s commitment to consistency.

5. Make the Documentation Accessible: Place the finalized process documentation on your company’s intranet or a shared drive where all team members can easily access it. This ensures that anyone who needs the information can find it quickly and reduces the likelihood of errors or miscommunication.

6. Consistent Reminders and Updates: Simply creating and sharing the documentation once won’t suffice. You need to consistently remind employees that the documentation is available and encourage them to refer to it. Processes evolve, so make regular updates to keep the documentation current.

IDEAS ARE EASY. EXECUTION IS TOUGH.

Unlock the Power of Accountability to Achieve Success

Jen Newman FSMPS, CPSM

Every year, millions set resolutions, yet only 8% succeed. This highlights the importance of accountability in executing personal and organizational goals. Without it, plans risk being unfulfilled promises.

Why Accountability Matters

Accountability ensures ownership, trust, and results by assigning responsibility and tracking progress. It transforms goals into tangible outcomes and fosters a results-driven culture.

The Science of Accountability

Accountability significantly increases the odds of success. Studies highlight that:

» 25% chance of success when deciding to act.

» 65% when committing to someone.

» 95% with an accountability partner and regular reviews.

Creating a Roadmap for Success

Achieving success requires more than good intentions—it demands a structured roadmap. Here’s how to turn your ideas into action:

1. Set Clear Goals: Define what you want and why.

2. Audit: Assess strengths, weaknesses, and gaps.

3. Strategize: Align with organizational mission and make objectives SMART.

4. Establish Objectives: Define success, KPIs, and timelines.

5. Implement Tactics: Break objectives into actionable steps and assign responsibilities.

The SIMPLE Method for Accountability

To simplify execution and ensure consistent accountability, follow these steps:

» Set Expectations: Define roles and outcomes.

» Invite Commitment: Engage the team and align resources.

» Measure Progress: Regularly track and share KPIs.

» Provide Tools: Maintain transparency through communication.

» Link Rewards: Celebrate wins and learn from shortfalls.

» Evaluate: Review, adjust, and improve.

Driving Execution

Embed accountability into your culture through regular communication and celebrating successes. Learn from setbacks to refine strategies.

Your Next Step

Accountability bridges ideas and execution. Adopt structured accountability practices to achieve your goals.

Check out our Thought Leadership On-Demand here!

INNOVATION IS A JOURNEY:

STRATEGIC AI ADOPTION FOR LONG-TERM SUCCESS

Gary McClure Senior Consultant Thrivence

Elevate Advisors is proud to introduce our newest collaborator, Thrivence , to deliver tailored solutions for AI adoption and implementation in the AEC industry. Thrivence specializes in guiding firms through the complexities of AI, from developing strategic roadmaps to implementing measurable, results-driven initiatives. Their focus on leadership development and innovation ensures your AI strategy addresses critical challenges like talent acquisition, productivity, and differentiation.

In an era of rapid technological advancement, embracing innovation isn’t optional—it’s a necessity. Artificial Intelligence (AI) is not just a tool; it’s an accelerator, amplifying human expertise, enhancing decision-making, and solving complex problems. However, adopting AI strategically requires more than enthusiasm for technology; it demands thoughtful planning, leadership, and a commitment to fostering a culture of innovation.

Leadership at the Helm

For AI adoption to succeed, leadership must drive the charge. Leaders set the tone by modeling curiosity and demonstrating a clear vision for the role AI will play in achieving organizational goals. Yet, skepticism can stall progress. Concerns such as overreliance on technology, data challenges, privacy risks, and the complexity of change management are common barriers. Addressing these concerns is critical to building trust and momentum for AI initiatives.

Common Barriers to AI Adoption:

Overreliance on Technology: AI must deliver a clear ROI and not be seen as a magic solution.

Data Challenges: Privacy risks, data integrity, and accessibility must be addressed head-on.

Complexity of Change Management: Resistance to change can derail even the most well-intentioned initiatives.

Talent Shortage and Learning Curve: Upskilling teams and addressing gaps in AI literacy are critical.

Ethics and Client Trust: Ethical AI use must be a cornerstone of strategy to maintain trust.

Sustainability in a Cost-Conscious Industry: AI initiatives must align with longterm financial goals.

To overcome skepticism and establish buy-in, organizations must focus on collaboration and education.

Strategies for Building Buy-In:

1. Form a Cross-Functional AI Task Force: Engage stakeholders from various departments to ensure diverse perspectives.

2. Highlight Concrete Use Cases: Show how AI can address specific challenges.

3. Leverage Data-Driven Results: Demonstrate measurable successes early in the process.

4. Address Common Concerns Directly: Engage in open conversations about risks and opportunities.

5. Develop and Share a Vision for AI: Align AI initiatives with organizational goals and future aspirations.

6. Provide Education and Training: Equip teams with the knowledge and confidence to embrace AI.

Start with the Problem, Not the Technology

Innovation begins with understanding the problem, not selecting the technology. Effective AI adoption starts with defining clear goals and identifying the challenges preventing success. AI is not a

replacement for human expertise; it’s a means to enhance it. Organizations that adopt AI strategically will not only survive but thrive, leading their industries into the future.

Steps to AI Adoption: Creating a Roadmap

Adopting AI is a journey that requires a strategic approach. Here’s how to get started:

1. Discovery: Understand your unique business challenges, opportunities, and goals.

2. Planning: Design a strategic roadmap tailored to your organization’s needs and vision.

3. Determine AI Readiness: Assess your organization’s readiness across data, infrastructure, and skills.

4. Develop a Talent Focus: Identify and cultivate the skills required to harness AI effectively, ensuring your team is equipped for success.

5. AI Governance: Establish policies and frameworks to ensure ethical, secure, and responsible AI use.

6. Launch Pilots: Test AI solutions on small, manageable projects to assess feasibility and ROI.

7. Scale Initiatives: Transition successful pilots into broader organizational applications, ensuring scalability and sustainability.

Supporting Success: Building a Culture of Innovation

While creating a roadmap is essential, supporting its implementation requires fostering a culture of innovation and continuous improvement:

Create a Cross-Functional AI Task Force: Involve key stakeholders to guide AI adoption and implementation.

Bottom-Up and Top-Down Engagement: Align leadership vision with team-level execution for widespread adoption.

Start Small, Iterate, and Scale: Pilot small initiatives, refine them, and expand successful programs.

Knowledge Sharing:

Host regular sessions to disseminate AI insights and learnings across teams.

Ethical Guidelines:

Establish clear guardrails for responsible and secure AI use to maintain trust.

Competency Building:

Develop AI literacy programs to upskill your workforce and equip them for success.

AI-Driven Dashboards:

Use data visualization tools to track progress and provide real-time insights on key metrics.

Leadership Modeling:

Encourage leaders to actively adopt and champion AI initiatives to inspire confidence throughout the organization.

By following these steps and fostering a supportive environment, your organization can unlock the full potential of AI and position itself as an industry leader in innovation and adaptability.

AI as a Competitive Edge

Firms that adopt AI strategically will not just survive—they will lead. By integrating AI thoughtfully, organizations can enhance efficiency, gain predictive insights, and uncover new opportunities for growth. A security-first approach ensures risks are managed effectively, and a commitment to ethical AI use maintains trust with clients and stakeholders.

AI is not a quick fix or a magic wand. It’s a journey requiring commitment, collaboration, and a willingness to learn. With strong leadership, a clear roadmap, and a focus on both people and technology, organizations can turn AI’s potential into tangible results—transforming challenges into opportunities and goals into achievements.

Gary McClure is a senior consultant and the AI practice lead at Thrivence, a consulting firm specializing in strategy, leader development, organizational performance, and technology. For more than 15 years, Gary has led organizational transformation initiatives and taught leaders how to navigate change. He can be reached at gary.mcclure@thrivence. com or visit here.

CONGRATULATIONS JULIA!

We are thrilled to welcome Julia Lang as a partner and owner at ELEVATE. Julia has truly earned her place on the ownership team through her unwavering commitment to our clients and her teammates. She’s constantly seeking out new strategies and tools to elevate our clients’ digital presence and always brings fresh, thoughtful ideas to the table.

-Jen Newman and Doug Parker

WELCOME

REBECCA!

We are beyond excited to share that Rebecca Price has joined the Elevate team! I’ve had the privilege of knowing Rebecca for over 15 years—and the joy of working with her for several. Watching her grow, lead, and sharpen her skills has been truly inspiring.

With 20+ years in the AEC industry, she brings deep expertise, strategic thinking, and a peoplefirst approach. Her strengths span everything Elevate offers—strategic planning, marketing, business development, recruiting, and more. We know she’ll be an incredible asset to our team and clients as we help them reach their goals.

-Jen Newman

Jen Newman FSMPS, CPSM

THE ESSENTIALS OF BUSINESS DEVELOPMENT PLANNING:

SCALING GROWTH WITH PURPOSE

Business development planning is the bridge between a firm’s strategic goals and actionable steps that achieve measurable success. It’s not merely a process of setting revenue targets or outlining market strategies—it’s a comprehensive roadmap that aligns people, processes, and partnerships to drive growth and sustainability. A robust business development plan provides clarity, builds accountability, and ensures that the firm is prepared to navigate the challenges of dynamic markets while capitalizing on opportunities.

From Goals to Growth: The Heart of Business Development Planning: At its core, a business development plan answers the fundamental question: how will the firm achieve its revenue goals and with whom? A clear, actionable plan connects the firm’s strategic vision to the day-to-day work of cultivating relationships, pursuing opportunities, and delivering value to clients. Business development planning starts with understanding your target outcomes. Whether it’s expanding into a new market, winning high-profile projects, or strengthening relationships with existing clients, each goal must be accompanied by a plan that details the path forward. Beyond revenue targets, firms must also prioritize non-revenue objectives, such as enhancing brand recognition, cultivating thought leadership, and developing strategic alliances. Together, these efforts lay the groundwork for growth that is both sustainable and scalable.

Crafting a Comprehensive Business Development Plan: To create an effective business development plan, it’s important to take a holistic approach. The plan should encompass market strategies, client insights, and collaborative efforts while building in systems for accountability and adaptability.

Market-Specific Strategies: Each market sector (ex: retail, municipal, residential) presents unique opportunities and challenges. A thorough analysis of market trends, client needs, and competitive dynamics informs a tailored approach. For example, a SWOT analysis can identify where the firm has competitive advantages and where external threats could hinder growth. By focusing on markets with high potential and aligning services to client demands, firms can create more targeted and effective plans.

Understanding Your Clients: Client knowledge is foundational to successful business development. Developing detailed client personas goes beyond identifying decision-makers; it delves into understanding their challenges, motivations, and goals. This insight enables firms to craft messages that resonate, solutions that deliver value, and relationships built on trust. Client outreach to understand their future goals are a critical step prior to your business development planning efforts.

Leveraging Collaborations and Partnerships: Strategic relationships amplify a firm’s reach and effectiveness. Partnerships with complementary firms, industry associations,

and even key clients can open doors to new opportunities. Collaborations should be deliberate, aligned with business goals, and nurtured for mutual benefit. Engaging in industry organizations and conferences not only broadens networks but also strengthens the firm’s position as a thought leader in the market.

Achieving Accountability and Tracking Progress:

A business development plan is only as effective as its implementation. Accountability is key to turning intentions into results. Firms must assign clear ownership for every element of the plan, from specific client pursuits to broader market strategies. Regular check-ins and progress reviews keep the team focused and ensure that the plan evolves in response to changing conditions. Technology plays an essential role in this process. CRM systems and analytics tools help track interactions, measure outcomes, and refine approaches. By centralizing data and insights, firms can ensure that business development efforts are informed, cohesive, and aligned with overall goals.

Scaling Growth Through Business Development:

One of the most powerful outcomes of a strong business development plan is scalability. Firms that establish repeatable, efficient processes can expand their efforts without losing quality or focus. This might mean standardizing proposal workflows, documenting client engagement strategies, or implementing AI tools to provide market insights and identify high-potential opportunities.

Scalability is also about optimizing the team’s efforts. Aligning people’s strengths with their roles ensures that business development resources are used effectively. Training and development programs, like seller-doer workshops, empower technical staff to contribute to business development, creating a more versatile and capable team. Continuous improvement is critical to sustaining growth. Regularly revisiting the business development plan allows firms to adjust to market dynamics, incorporate new tools and insights, and refine strategies. Growth isn’t static; it’s an ongoing process of adaptation and innovation.

Scaling Growth Through Business Development:

The Role of Business Development in Firm Success:

A successful business development plan does more than achieve immediate revenue goals—it builds the foundation for the firm’s future. By fostering a culture of accountability, collaboration, and continuous improvement, firms can not only meet today’s objectives but also position themselves to thrive in the years to come.

For guidance in building a business development plan that delivers measurable results and sustainable growth, reach out to Jen Newman, FSMPS, CPSM at jen@elevate2win.com.

Let’s elevate your business development efforts together.

LET’S GET PERSONAL

meet doug parker

What’s your role at Elevate?

I wear 20 hats all the time—from running Elevate’s business to advising clients to building brands—and everything in between! My passion is helping firms clearly articulate their purpose and bring their unique culture to life. I believe the only real differentiator a firm has is its ‘why.’ You can throw a rock and hit another company offering similar services, but a firm’s purpose—why they do what they do—is what truly sets them apart. I help businesses define and articulate that purpose, bringing their culture to life internally and externally to ensure firms don’t just say what they do—they live it.

Who inspired you to pursue the career you have today?

My high school journalism teacher set me on the path that led to a career in marketing. I’ve always loved getting the scoop—learning what’s happening and sharing stories. My love for words and storytelling started with journalism and an English major, though 18th-Century Satire nearly did me in! I switched to Communications with a Journalism focus, worked as a professional journalist for an art magazine, and then stumbled into marketing for an architecture firm. I didn’t know marketing then, but I could write, research, and strategize—and I quickly found my niche. Nearly 30 years later, I still approach my work as a journalist: discovering solutions through storytelling to help firms grow.

Tell me something about you that most people don’t know.

Most people are surprised to learn that I’m an extreme introvert. Over the years, I’ve learned to step out of my comfort zone and show up as extroverted when needed—but it terrifies me and leaves me completely drained. Once I know someone well, though, I’m the opposite! My close friends joke that they’d much prefer the “true introvert” me to the learned extrovert.

Were is your favorite place to be?

San Miguel de Allende in central Mexico. It’s been my happy place for 25 years, and I even spent six magical weeks there in 2018. There’s a sense of peace and inspiration in its vibrant colors, cobblestone streets, and timeless charm—it’s where I feel most at home outside of Houston.

What’s the one thing you are most proud of in life?

The greatest honor of my life was caring for my mother during her battle with Alzheimer’s. As her memory faded, my role shifted from son to caretaker, advocate, and, ultimately, her “person” (which is what she called me when “son” wasn’t in her recall). Navigating the complexities of her care—especially as a Type 1 diabetic—was overwhelming, but every decision I made was guided by love, instinct, and the deep desire to honor her dignity. I learned to let go of control, embrace the unpredictability of each day, and find joy in even the smallest moments. Despite the heartbreak, our bond remained unbreakable. Her last words to me—“I love you too”—were both a goodbye and a reminder of what truly matters. That experience changed me forever, shaping how I approach life, work, and relationships. It taught me that purpose isn’t found in titles or achievements, but in showing up, being present, and caring deeply for the people who matter most.

What’s the best advice you can give to someone who just started their career?

Early in my career, I was told that my job in professional services marketing is to help keep billable people billable. That simple idea shaped my entire approach to work. I realized it’s not just about supporting technical teams so they can stay focused on delivering design solutions for clients—it’s about treating those teams as my internal customers. Providing exceptional customer service to the people I work with is just as important as delivering results for the firm. When you take care of your team, everyone succeeds.

Are you ready to network with AEC peers and create resiliency for your firm?

Benefits of attending Altitude including:

» Building a national network of industry peers

» Discussing trends, challenges, and solutions with other AEC firm leaders.

» Focusing on you and your business in a serene environment.

» Special time and activities with your spouse/guest.

March 9-11, 2026

Santa Fe, New Mexico El Dorado Resort

Registration Costs

C-Suite/Executive/Emerging Leader Attendees | $2,149

Guests | $1,449

Sign me up!