#55: Have We Mislabeled the AEC Marketing Coordinator Role?
In this episode, we may have something controversial to discuss. What is the difference between business development, sales, and marketing? Are you one of the many people in your firm that has marketing in your title but perhaps the bulk of your daily tasks isn’t actually marketing? Tim Asimos is here to discuss with me the evolution of the AEC industry and the sales and marketing titles, job descriptions, and workloads. And perhaps the industry is getting it wrong.
We discuss the differences between the titles and where they should be. He also explains why a mislabeled marketing coordinator title could be affecting the recruitment and retention of ideal candidates. Tim will tell us who has a handle on these roles and how firms can realign to attract the best marketing professional.
Here are some highlights:
- Where does the AEC industry get it wrong between business development and marketing? 7:27
- What’s the difference between business development/sales and marketing? 10:00
- Where do shortlist presentations, capture planning, and proposals fall in business development and marketing? 13:21
- Generic marketing roles – How do they affect recruitment? 17:14
- Who does marketing better? 22:37
- How has the industry changed in the last 2 years? 24:14
- How should we call the AEC marketing coordinator? 27:05
Your Turn:
What do you think? Do you agree or disagree with Tim and me? Has the AEC industry mislabeled the role of the marketing coordinator?
Tell us what your job title is in the comments below and if you feel that it fits what your responsibilities and tasks include.
Meet the Guest:
Tim Asimos, CPSM, Partner, Director of Digital + Growth, circle S studio
As a recognized authority and catalyst for disruption in A/E/C marketing, Tim Asimos provides keen insights on modern marketing principles and an uncommon perspective gleaned from 20 years of experience both inside and outside the industry. As Partner and Director of Digital and Growth at circle S studio, a strategic marketing agency, Tim helps clients develop innovative strategies in content marketing, web development, account-based marketing, and digital.
A national speaker and syndicated blogger, Tim’s expertise has been featured in numerous publications, webinars, programs, and conferences around the country. He is a longstanding SMPS member and a Certified Professional Services Marketer (CPSM). Tim’s also a Past President of the Richmond, Virginia chapter of the American Marketing Association. He holds a B.S. in Communication Studies and an M.B.A. from Liberty University.
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2 thoughts on “Have We Mislabeled the AEC Marketing Coordinator Role?”
Well spoken from two industry experts. Appreciate the part about how proposals are part of the sales process. It is a very different skill set to be able to manage a full-service RFP versus a digital or social media marketer for instance. It is important to have the time and focus for proposals to get it to the winning finish line! Thank you for your insights!
You’re so very welcome! Thank you for listening. ~Cheers, Lindsay