Ask the President! SMPS SFBAC President Michelle Martin Answers Your Questions
You may recall Michelle Martin’s breakthrough performance in the all-new “Ask The President” Video Teaser about two weeks ago.
In this, Michelle sourced questions directly from YOU, SMPS membership, to answer your burning questions for our fearless leader. From pay cuts at the expense of doing what one loves to marketing lessons learned, Michelle candidly answered just a few of your questions. In this Shortlist article, we share more questions—and more honest feedback—from La Presidente.
How do you see digitization (AI, marketing automation) impacting marketing MOST directly?
Michelle: AI has the potential to continuously elevate our marketing game. Currently, artificial intelligence and marketing automation are in our lives and in our work whether we recognize it or not. From technologies such as predictive text, which now seem commonplace, to the ability to quickly harness the power of big data in areas such as content intelligence, a marketer’s access to insights is vast. In the A/E/C industry, I find most of our firms are technologically advanced but focused on project advancements and innovations. Within the marketing roles—business development, communications, and marketing—we have the opportunity to lead our firms to the most impactful ways to leverage AI in our roles (beyond today’s marketing automation). We also have the responsibility to leverage AI ethically.
We are seeing different kind of roles evolving in A/E/C marketing; for example, Content Managers and Experience Directors—roles that are more associated with client journey rather than a traditional marketing or BD growth trajectory. Can you comment on this trend?
Michelle: The A/E/C industry is embracing a trend that started in product marketing and tech companies, and the evolution is worth celebrating! Applying marketing acumen to a broader spectrum of a firm’s operations has proven to lead to greater growth and stability. I’m excited by the trend and look forward to the next unexpected role that a fellow marketer leans-in to create at their firm.
The Bay Area is a DAUNTING yet opportunistic place for a new marketer to live. If real estate prices aren't scaring new grads away, throw in a hyper-competitive tech industry offering a plethora of trendy-titled job options. What characteristics do you think makes a marketer with staying power in this landscape?
Michelle: Marketers not motivated by trendy titles but rather roles that have day-to-day impact on a company’s success may be interested in the A/E/C industry. The staying power for most of us lies in the appreciation of being a part of lasting change in our communities. From new BART lines and revitalized parks to hip new offices and transformative hospitals, each project has immediate and enduring impact. And yet, I empathize with the extreme housing costs here in the Bay Area, so that gets down to personal preference. The cost per square foot feels worth it to me because this dynamic city and incredible surrounding landscape is my “backyard.” Being a part of the A/E/C industry with its long staying power, versus the often-volatile tech world, assures me that I can continue to live in the Bay Area through economic ups and downs.
I know that SMPS is technically a non-profit organization. Could you explain what kind of non-profit SMPS is?
Michelle: The Society of Marketing Professional Services (SMPS) is a 501(c)(6) non-profit, which translates to an association that is organized and operated primarily to promote the common business interests of its members. First organized in 1973, SMPS today is a diverse community of over 7,000 marketing and business development professionals working together to move the A/E/C industries forward.
SMPS is the only organization dedicated to creating business opportunities in the A/E/C industry. Through networking, educational opportunities, and industry leading research, SMPS members gain a competitive advantage in positioning their firms successfully in the marketplace. On top of that, SMPS offers its members ongoing professional development, leadership opportunities, and marketing resources to advance their careers. Our local San Francisco Bay Area Chapter (SFBAC) is the venue for the majority of a member’s experience. The SFBAC’s mission is the same as the Society’s: to advocate for, educate, and connect leaders in the building industry. Our efforts align with our collective vision: business transformed through marketing leadership.
Juggling it all: How do you juggle your demanding work position and your SMPS Presidency position?
Michelle: Achieving perfect work/life/volunteer balance is a myth. What is possible is prioritizing what’s needed at the moment and what will have the greatest impact in the long run. Past President Ali Bedwell of Skyline Construction gave me sage advice before taking on the role as Chapter President. She said to dedicate an hour at the beginning and an hour at the end of each work day to SMPS needs, and focus on my SmithGroup job during the other core hours. This advice provided guidance and the realization that the role does not need to be daunting. It helps that I have a knack for compartmentalizing, which allows me to focus on a task at hand rather than stress about everything else that needs to get done. Most important are my teammates in my firm and in SMPS. We have an exceptional SMPS SFBAC board that adds value to all aspects of the SMPS experience, providing members and guests the platform necessary to lead our businesses through the transformations needed to thrive in the market. In short, it’s fun and rewarding!
What were your impressions of SMPS when you first joined, compared to now?
Michelle: My first impressions of SMPS were very positive, and my impressions continue to be positive today, just with a different focus. Early in my A/E/C career, SMPS was a place I could learn both technical and leadership skills and then experiment with them before applying them in my day-to-day job. A mentor within my then-growing SMPS network guided me to the realization that it was up to me to connect what I was learning with specifically deciding what I could take back to add value to my firm. This was an ah-ha moment that spurred my career growth. Now, I continue to stretch and practice my skills in SMPS through the lens of what will benefit me and my firm. SMPS’s mission to Educate, Connect, and Advocate were quickly evident. More recently, Advocate has made a bigger impression on me. The perceived value of communicators’, marketers’, or business developers’ contributions has improved during my tenure, proven by the recent increased number of our local chapter members joining the C-Suite, becoming stakeholders, and even creating new roles. But more can be done, and as a collective body of SMPS members I believe we can advocate for each other by raising awareness of just how much we are transforming our businesses.
