If your firm is still waiting for the RFP to show up before getting serious about winning the work, you are already behind.

 Katie Cash chats with Noel Brady, Co-Founder and COO of ProjectMark, the CRM built specifically for the architecture, engineering, and construction industry. They talk about what it actually takes to build a firm that grows with intention. Noel challenges the deeply ingrained belief that winning work is about personal relationships alone and makes the case that sustainable growth requires systematizing those relationships so they become a firm-wide asset rather than a liability that leaves when a key person leaves. From pipeline conversion ratios to the go/no-go decisions firms get wrong, this episode is an honest guide to replacing gut instinct with clean, actionable data.

 Noel and Katie also dig into the cultural and behavioral shifts that distinguish firms that merely talk about being data-driven from those that actually do it. If your firm is ready to stop reacting and start leading, this episode is the place to start.

•        AEC business development

•        CRM for AEC firms

•        architecture engineering construction marketing

•        AEC firm growth strategy

•        go/no-go decisions AEC

•        pipeline conversion ratio

•        data-driven AEC

•        seller doer AEC

•        project pursuit strategy

•        RFP strategy architecture firms

Connect with Noel Brady, Co-Founder & COO, ProjectMark

LinkedIn: https://www.linkedin.com/in/noel-brady-mscsi-mrics-aaaa4547/

ProjectMark: https://www.projectmark.com/

Connect with Katie:  

https://www.linkedin.com/in/kacash/

https://smartegies.com/

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The old AEC marketing playbook is no longer enough, and as the AEC truth teller, Judy Sparks is here to say what the industry has been too polite to admit out loud… the way you’ve always done it is quietly costing you work. 

Judy Sparks, Founder and CEO of Smartegies and Amazon bestselling author of "The Modern AEC Marketer," joins Katie Cash for a candid milestone conversation.  This is episode 100, and they are celebrating with some long-overdue industry truths.   The way you’ve always done work as an AEC firm has changed.  And it’s time for your firm to catch up.  

There is a disconnect between how AEC leaders think about marketing and how marketing actually works. Judy talks about the gap, from treating the marketing funnel as a discipline rather than a diagram, to why top-of-funnel investment is where most firms are quietly losing ground. She also walks through a practical alignment exercise that will quickly reveal who your firm’s highest-value customers are and how to reach them.  

If you are ready to advocate for a seat at the leadership table, this episode will help create a clearer path for you to get there. 

Connect with Judy: https://www.linkedin.com/in/judysparks/

Connect with Katie:  https://www.linkedin.com/in/kacash/

https://smartegies.com/

Grab Judy Sparks’ new book, The Modern AEC Marketer: How the Next Generation Will Lead the Industry Forward:  https://a.co/d/0hNpFy1G

Rate, Review, & Follow on Apple Podcasts:

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Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  

Podcasting may be the most underutilized business development tool in the AEC industry right now.

Tom Schwab, CEO and Founder of Interview Valet, is joining Katie Cash to explain why they believe podcast marketing deserves a real seat at the table in every AEC firm’s growth strategy. Podcasting goes far beyond content creation; it’s a strategic driver for relationships, reputation, and revenue. From podcast guesting to launching your own show, Katie and Tom discuss how architects, engineers, and construction professionals can build trust, deepen client relationships, and improve visibility in both traditional and AI-driven search.

Podcast interviews can be used to influence decision makers, strengthen trust, and create evergreen marketing assets.  Katie and Tom even break down the realistic expectations around time, ROI, and how to align podcasting efforts with real business outcomes.

Podcast marketing is no longer just for consumer brands. For AEC firms ready to grow their reputation, strengthen relationships, and drive revenue, the microphone may be the most strategic tool in your marketing mix.

Connect with Tom Schwab, CEO & Founder, Interview Valet:
https://interviewvalet.com/aec

Connect with Katie:  https://smartegies.com/

Grab Judy Sparks’ new book, The Modern AEC Marketer: How the Next Generation Will Lead the Industry Forward:  https://a.co/d/0hNpFy1G

 Rate, Review, & Follow on Apple Podcasts:

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Here’s how you can help.  Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.”  Let us know what you found most helpful from this episode!  

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Good leadership in architecture has never been just about knowing how to design a building.

Tory Winn, Principal and Co-Managing Director of Gensler's Atlanta office, has thought a lot about what it actually takes to lead well in this industry, and it comes down to people. How you build a team, how you show up for clients, how you bring someone along who's just starting out.

In a conversation with Katie Cash, she talked about why Gensler still believes in getting people in the same room, what mentorship looks like when it's done right, and how firms can stay true to who they are even as the workforce changes around them. She also touched on AI, not as a threat to creativity, but as a tool that helps designers show clients what they're imagining before the words are even there.

The throughline in everything she described? Leadership is less about having the answers and more about making sure the people around you feel like they're part of something.

The firms that get that right, the ones that invest in culture, in connection, in the next generation, those are the ones doing the most interesting work.

Connect with Tory Winn

Principal & Co-Managing Director, Gensler Atlanta
https://www.linkedin.com/in/tory-winn-ncidq-iida-97a087178/

https://www.gensler.com/

Connect with Katie:  https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

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Great engineering firms do not scale on talent alone. They scale on repeatable systems and a culture of accountability.

Suzie Engel, PE, President and Owner of Motz Engineering, shares how she transformed her firm by building a process-driven culture that improves communication, protects quality, and creates better client experiences. By implementing structured systems, data tracking, and clear accountability across teams, Motz Engineering delivers consistent results while empowering engineers to focus on solving complex problems.

Suzie also discusses how sharing lessons learned across departments strengthens leadership, improves future project outcomes, and helps engineering firms grow without chaos. For AEC leaders looking to raise standards while protecting team culture, this conversation offers practical insights you can apply immediately.

Connect with Suzie Engel, PE

President and Owner, Motz Engineering

https://www.motzengineering.com/

Connect with Katie:  https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

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Brand is no longer a support function in AEC. It is a strategic lever that shapes perception, culture, recruitment, and long-term growth.

Katie Cash sits down with Emily Cannon, Vice President of Brand Strategy at Brasfield & Gorrie, to discuss what it really means to elevate the brand to the executive table. From aligning regional leadership to activating entertainment as a marketing currency, Emily shares how intentional collaboration between marketing and the C-suite is reshaping the firm’s internal culture and external presence. She also explores how brand influences retention, recruiting, pursuit strategy, and even proposal performance.

If your firm is navigating growth, leadership transition, or brand evolution, this conversation offers practical insight on aligning strategy from the inside out and turning brand into a measurable driver of momentum.

Topics discussed in this episode:

• AEC brand strategy
• Construction marketing strategy
• Brand alignment in AEC
• B2B brand strategy
• AEC leadership alignment
• Employer branding in construction
• Construction firm marketing

Connect with Emily Cannon, CPSM

Vice President of Brand Strategy at Brasfield & Gorrie, LLC

https://www.linkedin.com/in/emilycannon1/

Connect with Katie:  https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

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What does it take to lead a 70-year engineering firm into its next chapter of growth without losing the culture that built it?

Katie Cash sits down with Carrie Stokes, President and CEO of Barge Design Solutions, and Erika Booker, Chief Marketing Officer of Barge Design Solutions, to unpack how leadership vision, marketing alignment, and data-driven strategy fuel sustainable growth in today’s competitive AEC market. From intentional CEO transition planning to integrating communications and sales enablement, they share how employee ownership, disciplined client selection, and CRM-backed business development decisions protect both culture and profitability.

If you lead an engineering firm or support one through marketing and business development, this conversation offers a clear look at how alignment across the C-suite and marketing team drives measurable impact and long-term brand strength.

Topics discussed in this episode:

• Engineering firm leadership
• AEC marketing strategy
• Strategic growth planning
• Employee-owned firm model
• CRM implementation in AEC
• Business development analytics

Connect with Erika and Carrie, BARGE:

https://bargedesign.com

Connect with Katie:  https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

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What does it really take to get a major urban infrastructure project funded, approved, and built?

Jack Cebe, President & CEO of The Stitch at the Atlanta Downtown Improvement District, shares how his team is working to transform three-quarters of a mile of interstate highway into a 17-acre urban park with the potential to generate $9 billion in economic value. The Stitch is designed to reconnect downtown Atlanta, unlock development opportunities, and create a new community asset above the Connector.

With a background in landscape architecture and civil engineering, Jack breaks down how infrastructure capping projects come together, from funding strategies and approvals to design, engineering coordination, and project delivery. He also shares practical guidance for AEC professionals on building authentic networks and developing the communication and project management skills needed to lead complex, multi-stakeholder urban initiatives. 

Topics discussed in this episode:

• Infrastructure projects
• Atlanta Downtown Improvement District
• Park development
• Landscape architecture
• Grant funding
• Professional Networking

Connect with Jack Cebe, President & CEO of The Stitch:

https://www.linkedin.com/in/jackcebe/

https://thestitchatl.com/

Connect with Katie:  https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

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The future of the AEC industry is being shaped long before professionals step onto a jobsite, and it starts in the classroom.

Dr. Georg Reichard shares how Georgia Tech’s School of Building Construction is reimagining construction education to better align with industry needs. From hands-on, real-world projects to a renewed focus on communication, leadership, and emerging technologies, the program is designed to prepare students who are ready to contribute on day one. The conversation explores how academia and industry can work together to strengthen the talent pipeline, adapt to rapid technological change, and ensure the next generation of construction professionals is equipped for long-term success.

As the demand for skilled AEC professionals continues to grow, collaboration between educators and industry leaders has never been more important. This discussion highlights why investing in education today is essential to building a stronger, more innovative built environment tomorrow.

Topics discussed in this episode:

• AEC education
• Construction workforce shortage
• Georgia Tech building construction
• Construction leadership development
• Industry-academia collaboration
• Construction technology innovation

Connect with Katie:  https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

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The future of commercial real estate is being shaped by a more intentional, client-first approach that prioritizes alignment, transparency, and long-term value across every decision. As market conditions shift and expectations evolve, firms that lead with clarity and objectivity are redefining how real estate advisory supports business growth.

Jue Wang shares how T. Dallas Smith & Company has differentiated itself through a conflict-free advisory model that places tenant and buyer representation at the center of its work. She discusses how office, industrial, and mixed-use trends are evolving, how technology and data are raising the bar for insight and accountability, and why deeper collaboration between real estate advisors and AEC partners is essential to delivering better outcomes for clients.

This conversation offers a grounded, forward-looking perspective on what today’s decision makers value, how firms can strengthen trust through smarter advisory services, and what it takes to stay relevant as the built environment continues to evolve.

Topics discussed in this episode:

• Client-First Advisory
• Market Trends
• Real Estate Technology
• AEC Collaboration
• Workplace Strategy
• Next-Gen Leadership

Connect with Jue Wang, Director, T. Dallas Smith & Company

https://www.tdallassmith.com/

https://www.linkedin.com/in/jue-wang-ccim-b6a61851/

Connect with Katie:  https://smartegies.com/

Rate, Review, & Follow on Apple Podcasts:

We hope you’re finding value in our AEC Marketing For Principals.  Your feedback is important to us and we’d love to hear from you. 

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