“Bridging the Gap Between Management and Marketing” ?· “Bridging the Gap Between ... Business…

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  • Foundation Think Tank

    APRIL 13, 2012McGRAw HILL coMPAnIes 50TH FLooR, McGRAw RooM 1221 Avenue oF THe AMeRIcAs new YoRk, nY

    FOUNDATIONSociety for Marketing Professional Services

    Bridging the Gap Between Management and Marketing

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    7:30 8:30 am Registration and Networking Breakfast

    8:30 8:45 am Welcome SMPS Foundation President Donna Jakubowicz, FSMPS, CPSM

    8:45 11:45 am CEO/CMO Teams: How to Work Together Panelists:

    William J. Gilbane Jr., President and Chief Operating Officer, Gilbane Building Company

    Dennis M. Cornick, Senior Vice President, Director of National Sales and Marketing, Gilbane Building Company

    Anthony S. Bartolomeo, P.E., President and CEO, Pennoni Associates, Inc.

    Melissa D. Rysak, CPSM, Director of Corporate Communications, Pennoni Associates, Inc.

    Robert Packard, Assoc. AIA, Managing Partner, ZGF Architects, LLP

    Nancy Fishman, Principal, ZGF Architects, LLP

    Noon 1:30 pm Luncheon Presentation: Emerging Changes in Organizational Behavior and Other Future Trends Mark Rusty Sherwood, Senior Consultant, FMICenter for Strategic Leadership

    1:45 4:15 pm Why Gaps Exist and How to Overcome Them Panelists:

    Dana L. Birkes, APR, FSMPS, CPSM, Vice President of Business Development and Marketing, Flintco, LLC

    Phil Harrison, FAIA, LEED AP, President and Chief Executive Officer, Perkins+Will

    Laurin McCracken, AIA, FSMPS, Chief Marketing Officer, Jacobs Global Buildings NA

    Raymond F. Messer, P.E., President and Chairman of the Board, Walter P Moore

    4:15 4:30 pm Wrap-Up

    *Subject to change

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    ModeratorHugh M. Hochberg Principal, The coxe Group, Inc.

    Hugh Hochberg has consulted with over 800 professional service firms, including some of the mostly widely respected firms in the world. He consults in virtually all aspects of professional practice, and he is passionate about helping firms elevate their creativity and achieving extraordinary results. He has conducted numerous training programs to help professionals improve their skills in such areas as professional development, transition planning, leadership, communications, design process, marketing, selling, presentations, profit performance, and financial management. He has lectured and/or taught at nine universities in the United States and abroad and has conducted programs for numerous professional organizations in the US, Canada, Australia, Hong Kong, and South Africa.

    In addition to his work as consultant and speaker, he has written for several publications including Progressive Architecture, Architecture, Design West, Oregon Architect, and Oregon Business. He is an author in the AIA Handbook of Professional Practice and a co-author of Success Strategies for Design Professionals. Hochberg holds a bachelor of science and architecture from Rensselaer Polytechnic Institute and an MBA from Harvard.

    Luncheon speakerMark F. (Rusty) sherwood senior consultant, FMI center for strategic Leadership

    Rusty Sherwood is senior consultant with FMIs Center for Strategic Leadership. He is committed to building a better future for the global construction marketplace by developing exceptional leaders one at a time. He specializes in strategic thinking and the means and methods by which senior leaders and their teams develop the skills to lead enduring, high-performance organizations.

    Rustys industry experience spans 29 years, including 14 years with McGraw-Hill Construction as vice president leading national/global sales and business development teams in the sale and adoption of business intelligence and analytic services. Prior to McGraw-Hill, Rusty spent 15 years developing and leading domestic and international business development and marketing strategy for numerous US and foreign-based construction product manufacturers and wholesale distributors. He is a frequent speaker and featured keynoter on regional, national, and international design and construction economics, industry and business-shaping trends, and the strategic implications of both, by market segment.

    His vast industry experience with national and global firms, combined with a fact-based approach to assessing external and internal business drivers, using in-depth market analytics, business intelligence, and research methods, brings clients a seasoned, progressive approach to building organizations and teams with sustainable market competitiveness and unique industry position. Rusty earned his bachelors degree in marketing and international finance from the University of Southern California and his master of business administration from Pepperdine University.

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    Distinguished PanelistsAnthony s. Bartolomeo, P.e. President and ceo, Pennoni Associates, Inc.

    Anthony S. Bartolomeo, P.E., is the president and CEO for Pennoni Associates, an ENR Top 100 multi-discipline engineering firm. Tony is a civil engineering graduate of the University of Pennsylvania. He joined Pennoni in 1986 and has more than three decades of experience in environmental engineering, coupled with broad experience in the relationship development among the federal, state, and local government levels, all of which have a stake in the success of major civil infrastructure projects. He has integrated the engineering and financial aspects of major projects into the legal, regulatory, and community objectives, to the benefit of Pennonis diverse client base.

    Tony serves as a member of the board of directors for a number of not-for-profit organizations in the Delaware Valley. He was appointed by Mayor Michael Nutter as one of four co-chairs for the Philadelphia Council for College and Career Success, as well as being appointed to the Philadelphia Workforce Investment Board. In addition to his focus on education, Tony has a strong belief in corporate responsibility to our environment and serves as a leader in several organizations devoted to conservation and management of critical natural resources. He is chairman of the Pennsylvania Environmental Council and served on the Governors Marcellus Shale Advisory Commission for the Commonwealth of Pennsylvania.

    Dana L. Birkes, APR, FsMPs, cPsM vice President, Business Development and Marketing, Flintco, LLc

    Dana is corporate vice president of Flintco, LLC where she provides oversight for the business development, marketing and communications functions. She reports directly to the CEO of Flintco, a privately held, Native American-owned construction firm that works nationally from eight offices and has annual revenues in excess of $1 billion.

    Dana is a Certified Professional Services Marketer (CPSM) and is accredited in public relations. She is a member of the College of Fellows of both SMPS and the Public Relations Society of America. She served as national president of SMPS in 200708 and is currently a trustee and incoming president of the SMPS Foundation. Dana also serves on the board of ABC Services Corporation which provides management oversight for Construction Executive magazine, is a member of the national executive board of The Associated General Contractors of America, and is affiliate director for the American Institute of Architects of Eastern Oklahoma.

    Thank you to the Think Tank Task Force for organizing todays program:

    Scott Braley, FAIA, FRSA, Braley Consulting & Training William Long, P.E., FSMPS, CPSM, TN Ward Company

    Lisa Roberson, CPSM, Newcomb & BoydWilliam Viehman, AIA, LEED AP, Perkins+Will

    Rhodes White, FSMPS, CPSM, White ConsultingRonald Worth, CAE, FSMPS, CPSM, SMPS National

    Rachel Yoka, LEED AP, BD+C, CPSM, Timothy Haahs & Associates

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    Dennis M. cornick senior vice President, Director of national sales & Marketing, Gilbane Building company

    Dennis Cornick has worked in the A/E/C industry as a business developer for more than 30 years. He has been with Gilbane for 22 years and has served as senior manager of business development, regional business development manager, for multiple Gilbane offices and most recently as the director of the national sales and marketing services department. He is now implementing dynamic sales strategies and goals he developed in the Northeast region throughout Gilbanes 10 other regional offices and various business units.

    Dennis provides hands-on leadership to all of Gilbanes business development teams and collaborates with regional management of the business development function. He serves as the liaison to the Executive Management Team on sales activities and is the executive liaison to the Regional Business Development Managers Peer Group. He ensures that the companys business development priorities are closely aligned with the companys commercial strategies. He oversees the Gilbane University sales training program and works with each region in business development manager recruitment and development. He is currently leading all efforts on the implementation of a companywide CRM program and directs Gilbanes Center of Excellence leaders in various market segments.

    As the director of the national sales and marketing department, Dennis is also personally engaged in direct sales on a select group of clients, including some national accounts. He combines the very best that sales and marketing have to offer, resulting in the delivery of a quality, customer-focused product that is consistent across the organizational footprint.

    nancy Fishman Principal, ZGF Architects, LLP

    Nancy Fishman joined ZGF in 1984 as a marketing coordinator, supporting business development and public relations activities for the then-60-person architecture firm based in Portland, Oregon. Currently a principal in the firm, her position has evolved over the past 28 years into one with firmwide responsibilities to support the strategic direction of ZGF and oversee business development and communications. She leads a team of more than 30 marketing people, working closely with marketing directors in each of ZGFs 5 offices, and continues to lead specific business development efforts.

    Previous experience includes five years at the Daily Journal of Commerce in Portland, Oregon, as a reporter and news editor. She is a past president of SMPS Oregon and has served on the boards of other community organizations related to the arts, education, and womens health.

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    william J. Gilbane Jr. President and Chief Operating Officer, Gilbane Building Company

    William J. Gilbane, Jr., is the president and chief operating officer of Gilbane Building Company, one of Americas largest builders. He is a member of the fourth generation of the Gilbane family, owners and leaders of the company since its founding in 1873. The company specializes in construction management of large and complex projects like the National World War II Memorial in Washington, DC, T.F. Green Airport in Rhode Island, and other landmark structures across the country. He has spent his entire career with Gilbane, rising through the ranks to his current position where he helps lead the overall operations of the company including maintenance of client relationships and close involvement with major projects.

    Phil Harrison, FAIA, LeeD AP Principal, President and Chief Executive Officer, Perkins+Will

    As president and chief executive officer, Phil is responsible for Perkins+Wills strategic focus and business performance. He is directly involved with the firms quality initiatives including design excellence, sustainability, and technical delivery; he oversees firm growth, diversification, and development; and he defines the firms business objectives for performance, collaborative operations, and staff development.

    Phil joined the firm as an architect in 1993, working with science + technology, healthcare, and corporate clients. He has served as the firms president, a member of the firms board of directors, and managing director of one of the largest regional practices in the firm. Phil is involved in a number of community and civic organizations in Atlanta, where he lives with his family. He holds a bachelor of arts degree from Harvard College and a master of architecture and a graduate degree from Harvard University School of Design.

    Laurin Mccracken, AIA, FsMPs Chief Marketing Officer, Jacobs Global Buildings NA

    The chief marketing officer for Jacobs Global Buildings, Laurin McCracken serves in this capacity as a consultant. Jacobs is a publically-held corporation with earnings of over $3 billion. Laurin provides long-term strategic information to the architecture and engineering arm of Jacobs.

    Laurin holds a bachelor of arts and a bachelor of architecture from Rice University and a masters in architecture and urban planning from Princeton University. He is a Registered Architect in the states of Texas, New Jersey, and Mississippi and holds an NCARB Certification. He is also a Registered Interior Designer in the state of Texas. Laurin is a past president of the Society for Marketing Professional Services and a recipient of SMPSs prestigious Weld Coxe Marketing Achievement Award.

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    Raymond F. Messer, P.e. President and chairman of the Board, walter P Moore

    Ray Messer is CEO and chairman of the board of Walter P Moore, an international structural and infrastructure engineering firm. Ray joined Walter P Moore in 1981 and became president in 1993. He has experience in various aspects of engineering design, project management, and construction and is a registered Professional Engineer in four states.

    Prior to receiving degrees as a bachelor of science in civil engineering and a master of science in engineering mechanics from Columbia University in New York City, Ray obtained a bachelor of arts in mathematics from Carroll College in Helena, Montana. Ray currently serves as a board member of the American Council of Engineering Companies Life/Health Trust and other community and not-for-profit boards.

    Robert Packard, Assoc. AIA Managing Partner, ZGF Architects, LLP

    Bob Packard is ZGFs managing partner, responsible for directing the firms strategic, marketing, and operational activities. In this role for nearly 30 years, he provides vision and leadership at all levels within the firms practice. He also continues to lead project teams on notable projects for clients including Childrens Hospital Colorado, the US State Department, and Portland International Airport.

    In addition to his firmwide responsibilities, Bob actively works within the profession to promote and encourage design excellence. He is former chair of the AIA Large Firm Roundtable and has served on numerous other national boards as well as civic and educational organizations. He has taught courses in professional practice and leadership at the University of Oregon, University of Washington, and University of Colorado. He has delivered numerous speeches and participated on panels for the Center for Health Design, Stanford University, AIA Federal Procurement Task Group, the AIA Annual Convention, and Harvard Graduate School of Design.

    Melissa D. Rysak, cPsM Director of corporate communications, Pennoni Associates, Inc.

    Melissa Rysak, CPSM, is the director of corporate communications for Pennoni Associates, an ENR Top 100 multi-discipline engineering firm with 900 employees in 29 offices. Beginning with the firm as the public relations manager eight years ago, Melissa is currently responsible for managing Pennonis corporate communications group, handling lead distribution and proposal development efforts, staff experience and resumes management, public relations, advertising, web site and social media, marketing, branding, event planning, internal and external communications, and outreach efforts. Pennonis corporate communications efforts are centralized in the Philadelphia headquarters, and the staff of nine includes proposal and communications specialists, public relations specialists, and a full-time graphic designer.

    Melissa is a proud member of the inaugural class of SMPS University and has served the board of SMPS Philadelphia as membership chair and CPSM education chair. In addition, Melissa serves with her husband and son as an Ambassador Family for the March of Dimes.

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  • 13

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  • 14

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    sMPs Foundation Board of Trustees

    PRESIDENT Donna Jakubowicz, FSMPS, CPSM Corporate Marketing Director Barton Malow Company 26500 American Drive Southfield, MI 48034-8258 (248) 436-5502 donna.jakubowicz@bartonmalow.com

    PRESIDENT-ELECT Dana L. Birkes, APR, FSMPS, CPSM Vice President Business Development & Marketing Flintco, LLC 1624 West 21st Street Tulsa, OK 74107 (918) 587-8451 dbirkes@flintco.com

    SECRETARY Larry D. Casey, CPSM Senior Vice President Skanska USA Building 700 King Farm Blvd #200 Rockville, MD 20850 (301) 795-3100 larry.casey@skanska.com

    TREASURER Teresa Bollinger, CPSM Vice President Business & Finance Financial Consulting Solutions Group 7525 166th Avenue NE #D-215 Redmond, WA 98052 (425) 867-1802 tareeb@fcsgroup.com

    TRUSTEESScott W. Braley, FAIA, FRSA Principal Braley Consulting & Training 3502 Creekview Manor NE #200 Atlanta, GA 30319-1979 (404) 252-9840 scott@braleyconsulting.com

    The SMPS Foundation is a not-for-profit 501(c)(3) organization established by the Society for Marketing Professional Services to promote research and education that advances the body of knowledge in the field of professional services marketing and develops a greater understanding of the role and value of marketing in the industries we serve.

    The SMPS Foundation actively promotes recognition of professional services marketing as an essential element of the modern A/E/C business model. It seeks to identify and evaluate evolving marketing practices and to provide marketers with information and tools needed to achieve effective results in the changing business environment.

    Scott D. Butcher, FSMPS, CPSM Vice President JDB Engineering Inc. 3687 Concord Road York, PA 17402-8628 (717) 757-5602 sbutcher@jdbe.com

    Michelle Fitzpatrick, FSMPS, CPSM Principal Marketivity Inc. 225 NW 18th Avenue Portland, OR 97209 (503) 224-1655 michelle@marketivity.com

    Larry E. Gramlich Partner Troutman Sanders LLP 600 Peachtree Street NE #5200 Atlanta, GA 30308 (404) 885-3607 larry.gramlich@troutmansanders.com

    William Long, P.E., FSMPS, CPSM Vice President TN Ward Company 129 Coulter Avenue Ardmore, PA 19003 (610) 649-0400 wlong@tnward.com

    Michael J. Reilly, FSMPS Principal Reilly Communications 546 East Broadway Boston, MA 02127 (617) 464-1717 mreilly@reillycommunications.com

    Lisa B. Roberson, CPSM Client Relations Manager Newcomb & Boyd 303 Peachtree Center Ave NE #525 Atlanta, GA 30303-1277

    (404) 730-8511 lbroberson@newcomb-boyd.com

    Janice Tuchman Editor-in-Chief Engineering NewsRecord Two Penn Plaza 9th Flr New York, NY 10121 (212) 904-3251 jan_tuchman@mcgraw-hill.com

    William Viehman, AIA, LEED AP Principal Perkins+Will 1382 Peachtree Street NE Atlanta, GA 30309-3248 (404) 443-7606 bill.viehman@perkinswill.com

    NATIONAL BOARD REPRESENTATIVE Kevin Hebblethwaite, FSMPS, CPSM Executive Free Agent Hebblethwaite LLC 155 Primrose Pass Newnan, GA 30265 (770) 401-4797 kevin@hebblethwaite.net

    CHIEF ExECUTIVE OFFICER Ronald Worth, CAE, FSMPS, CPSM Society for Marketing Professional Services 123 N Pitt Street #400 Alexandria, VA 22314 (800) 292-7677 ext 221 ron@smps.org

    FOUNDATIONSociety for Marketing Professional Services



    Our thanks to the following sponsors for their generous support of this program.


    FOUNDATIONSociety for Marketing Professional Services