Over the past 20 years, MARKETLINK has worked with many firms throughout the country to help them envision their company’s future. It’s been rewarding to plan and strategize a vision for a firm, then help them make it happen.


We’ve been fortunate to engage with a variety of talented and visionary leaders, technical professionals, and marketing and business development professionals. While each of them had a common goal to work towards, MARKETLINK recognized each had a different role and perspective on how they best contribute to their company’s overall success.


As we considered our theme of having 20/20 vision, it made us think of the importance of having a purpose to guide your efforts and help plan long-term. It’s not only important for an organization to have one, but also for every person within the organization to have a proper perspective of how to support and contribute to that vision. 


“We don’t see things as they are, we see them as we are.”—Anaϊs Nin


There are three groups of contributors that are critical to aligning your firm’s vision. Members of the leadership team have the years of experience to provide direction of where and how they want the company to go and grow. Technical staff provide the quality work that serves to keeping repeat clients and showcasing projects that propel the firm forward. Their contributions cannot be overlooked. Marketing and business development staff serve on the frontline to take the pulse of world their company works in and how best to adjust to the marketplace.


In the coming year, we’ll provide guidance for these three distinct AEC firm contributors.


Vision-Driven Leaders are principals and marketing leaders. You regularly share your vision for the future of what the firm can become and how to best to accomplish it. 


Expand Your Vision is targeted toward technical staff. Your focus lies in creating successful projects. We recognize there will be times when you need the encouragement to lift your eyes up to see what’s ahead and how you can participate.


Magnify Your Role is tailored toward marketing staff. You play an instrumental role in keeping everyone aligned toward pursuing the firm’s vision by assisting in strategic go/no-gos, developing collateral for new or expanded market sectors, and conducting market research important to making tactical decisions, among many other duties.


Each of these groups plays a significant role in fulfilling a company’s vision, and each has its own lens—different pairs of glasses, so to speak—through which they see the same thing. We hope to bring clarity and perspective to your entire firm as we guide each team member to sharpen their focus and develop 20/20 vision.


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About The Author

Stephanie Craft, MBA

Stephanie Craft, MBA, has worked in the A/E/C industry for more than 30 years. Her marketing strengths lie in researching and opening new doors for technical firms by getting directly to decision-makers and influencers, and obtaining and using client feedback to help firms differentiate themselves and strengthen client loyalty through targeted strategic efforts. She also works with firm leadership to evaluate in-house marketing and business development efforts to optimize staff processes and procedures. Stephanie has been a featured speaker at many AEC professional society meetings and has been selected “Chapter President of the Year” twice by the national Society for Marketing Professional Services for her management expertise serving as President of the Utah and Sacramento Chapters.

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