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.

CURRENT CATEGORY:
Internal marketing structure and motivation

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GET YOUR DUCKS IN A ROW

Learn the importance of motivating and coordinating the marketing efforts of others.

When describing your marketing role, do any of these terms come to mind: cheerleader, mom, nanny, nag, coach, coddler, politician, disciplinarian, beggar, peacekeeper, spiritual leader? Marketing sometimes requires these sub-roles. Yet, some people view them as beyond the scope of their ‘real’ job which, in turn, can be frustrating.

Because this is a service-based industry, day-to-day marketing activities can become ‘personal.’ Sensitivities arise, egos flourish. When do you encounter resistance from the firm’s staff and leadership? Is it when you propose holding consistent marketing meetings? When brainstorming new public relations activities to build your brand? When seeking approval to spend ...

The ZweigLetter and AE Marketing Letter

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GET ‘EM OUT OF THE DARK AND INTO THE LIGHT!

Imploring all A/E leaders to be inclusive with their business development and marketing professionals

As a consultant, I sometimes encounter this odd situation: AEC leaders excluding their marketing and business development staff from strategic decisions and financial performance information. (That statement in itself seems strange, as I’d like to think that marketing/business development is such an integral function that those professionals are considered a vital part of leadership/ownership).

While this industry has finally evolved to recognize that marketing/BD is essential rather than a ‘necessary evil’, some leaders are still keeping important information from marketing/BD. I am guessing at their ‘reasoning’ behind this counterproductive approach:

-Preserve morale: If the financials are in bad shape, leadership does ...

PSMJ's AE Rainmaker

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