Society for Marketing Professional Services - Florida Chapters: The First Step in Building Major Projects: Winning the Job

By Amanda Hamende, Patel, Greene and Associates, LLC

Have a CPSM on Your Marketing Team

As we near the end of 2023, SMPS is wrapping up the year-long celebration of its 50th anniversary. With over 58 chapters and 7,300-plus members nationwide, SMPS has transformed the AEC realm through marketing and business development leadership.

As we reflect on the successes and challenges of this year, remember to acknowledge the contributions and dedication that AEC marketing and business development professionals bring to our firms. Marketing professionals play a key role in leading firms to win the wide variety of infrastructure projects featured in this magazine, and beyond.

The Certified Professional Services Marketer (CPSM) designation means not only that you have years of pertinent industry experience, but also that you have mastered the six domains of practice for professional services marketing. Someone who has obtained the CPSM designation is dedicated to their craft, determined to become an influential leader and committed to the pursuit of professional knowledge and excellence.

The CPSM designation is associated with an expectation of trust and professionalism. It’s a common thread between key change-makers in the industry, and it connects individuals from across the nation, providing firms with valuable contacts and client leads. This is vital to business operations, as marketers have a wealth of applicable knowledge and experience regarding the inner workings of their own firm, strategic opportunities with partner firms, and cultivating vital relationships with key clients. All of this leads to winning more work and driving profit.

“Obtaining my CPSM certification early in my tenure in the AEC industry gave me a deep understanding of the industry's business aspects,” said Jennifer Nix-McGerald, CPSM of RS&H. “By focusing on the six domains, I was able to integrate industry best practices with my expertise in sales, marketing and communication.

“The CPSM certification is widely recognized as a symbol of expertise. From my perspective, it is a testament to my dedication to mastering my chosen field.”

Eligibility

To be eligible to sit for the CPSM exam, you must have either a bachelor’s degree or an advanced degree plus four years of AEC work experience, or an associate degree plus six years of AEC work experience. Those without a degree must have at least eight years of AEC work experience.

Application

The first step is completing the online application. Once accepted, you’ll schedule your test and begin studying. Specifics on each step and any testing fees can be found on the CPSM informational page. The testing periods for 2024 are in March and September, with applications due Feb. 1 and Aug. 1, respectively.

Preparation

The CPSM examination tests candidates on the six SMPS Domains of Practice: Research, Planning, Client and Business Development, Proposals, Promotional Activity, and Management. These six domains are the pillars of the everyday jobs of professional marketers and are vital in business operations.

Key resources to a successful testing experience include SMPS’ body of knowledge, MARKENDIUM, which is a book series that further defines these domains and provides additional study materials for the test. The refreshed version was released this spring and can be purchased on Amazon. More CPSM exam preparation resources include the CPSM Handbook that will also give a more in-depth explanation on testing procedures and topics covered on the exam.

Executive Support

A professional marketer’s success on the CPSM exam is largely dependent on the degree of support they receive from firm leadership. Preparation is a substantial commitment that requires open communication between all parties outlining expectations and target goals. Making the investment in the professional development of marketing staff can be hugely beneficial to firms and is further strengthened when staff are empowered to commit and properly prepare.

“When I reached the point in my career where I felt both my firm and I would benefit from CPSM certification, I decided to invest the time to pursue, and fortunately my firm was very supportive, covering exam and prep material costs,” said Katie Batill-Bigler, CPSM of Patel, Greene and Associates. “The process was daunting, but I gained a deeper understanding and appreciation for my profession and the technical expertise that is required to excel within it.”

The dedication to your marketing staff’s success can have significant impacts to your firm’s bottom line driven by an elevated strategic marketing approach, improved win rates and stronger client relationship management. The CPSM designation is one avenue to promote the tangential growth of both marketing and the firm.

Consider making 2024 the year you or your marketing staff take their careers and expertise to the next level to best equip your firm to tackle the upcoming project, which could impact the people and communities you serve.