Articles

Anne Scarlett has authored over 60 published articles. They are organized by topic in the sidebar to the right. Often, Anne expands upon these topics, presenting to audiences in intimate training sessions as well as at highly-attended conferences. In addition, her insights are frequently quoted in A/E/C industry publications. Representative articles include those below.

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Internal marketing structure and motivation

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ARE YOU HAVING FUN AT WORK?

Eight tips to boost the fun factor.

“I need to have more fun at work!”

I hear this sentiment often—whether from a partner in an engineering firm, or a head of compliance at an accounting firm, or a fellow adjunct professor. The desire to truly enjoy one’s work engulfs us all, regardless of salaries, titles or degrees.

So, is one of your perpetual resolutions to inject fun and humor into your business development efforts (and into work in general)?

Some firms—namely the hot, young, tech-savvy organizations—make a concerted effort to weave fun into their physical and cultural work environment. Advertising agency mcgarrybowen clearly works hard and plays even harder; their fun ...

Modern Steel Construction

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BUSINESS DEVELOPMENT: SET YOUR TECH PROFESSIONALS UP TO SUCCEED

As AEC business developers, we go to great lengths to fill our firm’s pipeline with long-term, robust clients. Because this is a daunting task, we often hope that the entire firm will jump on the ‘Everyone sells!’ bandwagon. Yet there are days when it feels like we’re alone—like our internal colleagues are impatiently waiting for us to produce more business.

While we recognize that our technical staff have their own pressures—billable hour quotas, client interface, successful project delivery, the works—when it comes to “sales,” we implore them to share some of the responsibility. The first step, perhaps, is to build empathy ...

10 WAYS TO KEEP YOUR BUSINESS DEVELOPMENT TEAM MOTIVATED AND PRODUCTIVE

Lessons learned from a home renovation.

Recently, I had the “pleasure” of buying an 1887 home that needed more renovation than anticipated—significantly more. As we moved forward with the project, unwelcome surprises would unfold again and again. From the start, we were working with an extremely tight budget. So, when the extra repairs became unavoidable, we were put in a precarious financial position.

Because of this dramatic shift in scope, I adopted an unconventional role in terms of how I engaged with the general contractor and to what level I participated. As I took on this role, ...

EXPAND YOUR BUSINESS DEVELOPMENT TEAM

Co-opt the talents of every generation!

As business development professionals, we constantly beat the drum: ‘Everyone is a marketer!’ We hope that each staff member will then magically step up and contribute to the firm’s overall sales and growth. Oh, and this is on top of their existing responsibilities, that, incidentally, they are measured upon.

One surefire way to increase results from your ‘expanded marketing team’ is to measure everyone formally— during performance reviews— on their business development contributions. In addition, though, it’s up to business development leaders to help staff find their way in terms of contributing to the bigger picture of firm growth. ...

RainToday and PSMJ Rainmaker

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TOUCH PLANS— MAKING SURE YOUR CLIENT CONTACT STRATEGY IS EFFECTIVE AND WELL-EXECUTED

Help your firm’s leadership and technical staff to remain in close touch with prospects and clients.

Keeping in touch— regularly and authentically— with clients and prospects is an essential marketing strategy. To non-marketing professionals, this responsibility is overwhelming. For this reason, client relationship management (CRM) systems were created. Yet, rarely does everyone use this software effectively. How can you, as a marketing professional, help your leadership and technical staff to make the touch process systematic and automated in practice, but memorable and sincere in perception?

I suggest meeting with each of the key players on an individual basis, to help them create their own personal touch plan for the year. But, first, facilitate a group session ...

AE Marketing Letter

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GO FOR THE WIN-WIN-WIN BY LEVERAGING THE VALUE OF ORGANIZATIONAL INVOLVEMENT

Tips for marketing professionals to make your firm’s organizational involvement easy and effective.

We often reiterate, “Everyone in the firm is a marketer.” As marketing professionals, we must provide “everyone” with the tools and guidance to best support the firm’s marketing efforts. Visibility is one essential marketing ingredient, so it’s no surprise that active exposure within non-profit organizations— civic, professional, social— is an excellent way for individuals to contribute to the firm’s overall marketing activity.

To make this happen, review your firm’s existing organizational involvement program, or consider spearheading a new initiative. Based upon your firm’s available resources, size, and structure, you may opt to collaborate with another department, such as human resources, in ...

AE Marketing Letter

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MAXIMIZE YOUR COACHING POTENTIAL

Tips for marketing professionals to be effective, motivational marketing coaches for their internal colleagues.

By streamlining professional coaching approaches to create a realistic program of your own, AEC marketing professionals have the opportunity to provide informal coaching to internal colleagues. The more you elevate your own skills in the art of coaching, the more you will also be able to elevate others’ marketing confidence, performance, and results.

Your current role already has multiple facets. Taking on a more structured, meaningful coaching role may require a shift— postponing, reducing, or altogether eliminating a few other responsibilities— in order to carve out time to coach a few promising internal coachees.

When developing your coaching process, keep it ...

AE Marketing Letter

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NURTURE YOUR STAFF AND REAP REAL BENEFITS

Training will dramatically boost the quality—and retention rate—of your employees.

I was overcome with pride when an engineering client recently stated: “We want to significantly grow the quality—not necessarily the quantity—of our people.” It’s true; scrambling to recruit new hires is not always the best way to accommodate an increase in workload.

Quality is the operative word. Is success measured in terms of growth? Often, yes. And is growth defined through an increase in revenue, an increase in profit, or a combination of the two? Think about this: A firm can reasonably double its revenue in about five years, but potentially remain (yikes!) stagnant in—or even (double yikes!) ...

Modern Steel Construction and SullivanKreiss Newsletter

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GET RESULTS THROUGH SAVVY MOTIVATION:

Communication techniques for effective delegation.

Lessons of love can be applied in the workplace. Who knew? In the Five Love Languages, author Gary Chapman identifies five ways to communicate positive messages to a romantic partner – by speaking in a language that best connects with the individual. His theory is that people receive love (a.k.a. positive reinforcement) in different ways. Once you discover their individual preference, then positive reinforcement will be sent and received with far more clarity.

In our professional lives, at one time or another we’ve all had people reporting into us (direct reports), while we also have someone that we ...

Modern Steel Construction

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GO TEAM MARKETING!

Three steps to achieve the best results from your firm’s marketing team.

While you were earning your technical degree, how many classes did you have on the subjects of marketing, communications or sales? Conversely, how many classes do you think members from the marketing department had focusing on geotechnology or hydrology? Both questions likely received the same response: few to none.

With two unrelated paths of education and experience, it’s no wonder that the relationship between technical and marketing folks requires some tender loving care in order to be most productive. Speaking as one of ‘them’ – a former business development director with ‘only’ an interior design degree ...

CE News, Structural Engineer, and AE Marketing Letter

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