AEC Marketing for Principals

Katie Cash and Judy Sparks
  • 4.5 (15)
  • MARKETING
  • UPDATED WEEKLY

AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.

  1. 1D AGO

    Why Process Discipline Is the Hidden Advantage in Engineering Firms

    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: 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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    39 min

  2. MAR 11

    Aligning Executive Vision with Brand Strategy with Brasfield & Gorrie's Emily Cannon

    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 strategyConstruction marketing strategyBrand alignment in AECB2B brand strategyAEC leadership alignmentEmployer branding in constructionConstruction firm marketingConnect 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: 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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    44 min

  3. MAR 4

    Engineering Firm Leadership and Marketing Alignment with Barge Design Solutions

    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 leadershipAEC marketing strategyStrategic growth planningEmployee-owned firm modelCRM implementation in AECBusiness development analyticsConnect with Erika and Carrie, BARGE: https://bargedesign.com 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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    44 min

  4. FEB 19

    How Big Urban Projects Get Funded, Approved, and Built with Jack Cebe from The Stitch

    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 projectsAtlanta Downtown Improvement DistrictPark developmentLandscape architectureGrant fundingProfessional 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: 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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    35 min

  5. JAN 28

    Preparing the Next Generation of AEC Leaders at Georgia Tech with Dr. Georg Reichard

    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 educationConstruction workforce shortageGeorgia Tech building constructionConstruction leadership developmentIndustry-academia collaborationConstruction technology innovationConnect 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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    36 min

  6. JAN 7

    Commercial Real Estate Trends AEC Leaders Should Watch with Jue Wang

    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 AdvisoryMarket TrendsReal Estate TechnologyAEC CollaborationWorkplace StrategyNext-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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    34 min

  7. 12/12/2025

    Data Driven AEC Marketing And Knowledge Management with Katie Robinson

    What happens when AEC marketing owns the data story and becomes a true strategic partner to the firm? Katie Cash sits down with Katie Robinson, Chief Marketing Officer at LS3P, to unpack how a traditional proposal shop evolved into a firmwide, agency-style marketing and knowledge management team. Katie shares how LS3P aligned marketing with business strategy, centralized project data through a data manager program, and used tools like Power BI and AI to unlock insights that support both pursuit strategy and firm leadership. She also explains why open access to project data, clear security rules, and cross-functional collaboration are non-negotiables for sustainable growth. From Expert Hours that support thought leadership to an AI steering committee that protects IP and improves efficiency, Katie shares a practical roadmap that any AEC firm can start small and scale. Marketers will come away with clear strategies for strengthening relationships across the firm, earning a seat at the strategic table, and elevating marketing from a support function to a true driver of growth. Topics discussed in this episode: AEC marketingLS3PCRMPower BIAI in AECStrategic planning Connect with Katie Robinson, Chief Marketing Officer / Vice President / Principal at LS3P: https://www.ls3p.com/portfolio/katie-robinson/  https://www.linkedin.com/in/katie-schroer-robinson/  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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    41 min

  8. 11/13/2025

    AEC Marketing Budgeting From the Ground Up with Jason Kruger

    Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms. Katie Cash sits down with Jason Kruger, Partner at Citrin Cooperman, to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together, they discuss how to define success, set measurable KPIs, and build budgets from the ground up rather than relying on projections that lack real data. Jason also shares how firms can safeguard cash flow during expansion, create accountability across departments, and prepare their reporting to meet the expectations of potential buyers during an acquisition. Tune in to hear what sets financially disciplined AEC firms apart. Jason unpacks how intentional budgeting, transparent reporting, and alignment between sales, marketing, and finance drive measurable and lasting growth. Topics discussed in this episode: AEC marketingFinancial strategyRisk ManagementProfit MarginSales and Marketing AlignmentConnect with Jason Kruger, Partner at Citrin Cooperman LinkedIn: https://www.linkedin.com/in/jason-kruger-a0b159b/ Email: JKruger@CitrinCooperman.com 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.  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!   And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.

    41 min
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4.5
out of 5
15 Ratings

About

AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.

Information

  • Creator
    Katie Cash and Judy Sparks
  • Years Active
    2019 - 2026
  • Episodes
    97
  • Rating
    Explicit
  • Copyright
    © 2026 AEC Marketing for Principals
  • Show Website
    AEC Marketing for Principals

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