2013-2014
1 ABOUT THE SURVEY In 2013, SMPS partnered with Dynamic Benchmarking to develop a customized, dynamic marketing compensation and metrics survey platform. The platform was built and tested in early 2014 and launched to members in July. As of December 2014, 1,027 individuals have entered data into the survey platform. (2013 data was collected in the survey.) Data contained in the SMPS Marketing Compensation and Metrics Survey has been entered by individual professionals working in marketing and business development, primarily in the A/E/C industry. Data for this executive summary was retrieved in December 2014, and is based off of 2013 data. This is an online survey utilizing a dynamic platform. Data entry is year-round, which allows SMPS members the ability to enter and compare data on an ongoing basis rather than once a year as part of a static report.
Table of Contents: A Snapshot of Participants 2 Certification and Jobs 3 Role of Designation on Salary 4 Change and Employment 5 Job Responsibilities 6 Primary Discipline 7 Marketing Expenses 8 Client Satisfaction 9
2 A snapshot of participants HIGHEST LEVEL OF EDUCATION 4% 3% 2% 1% 18% Bachelor s Degree Master s/professional Degree Associate s Degree High School or equivalent Other Vocational/Technical School 72% DEMOGRAPHICS The median age of participants for the SMPS Marketing Compensation and Metrics Survey was 35 85% of participants were female and 15% were male Participants have worked a median of 10 years in the profession 12% of participants were located in the state of California and 21% were located within the Pacific Region (AK, WA, OR, CA, HI) EDUCATION The majority of respondents (72%) reported that they earned a bachelor s degree. For those with a degree, the top fields of study were: Other (29%) Marketing (24%) Business administration (20%) Communications (17%)
3 certification and Jobs The majority of participants identified their job function as being either a marketing coordinator or a marketing manager. Principal-in-Charge of Marke ng 3 Chief Marke ng Officer 4 JOB FUNCTION Business Development Director Business Development Manager Marke ng Director Marke ng Manager 7 8 14 32 Marke ng Coordinator 32 Marke ng Assistant (Administrator) 2 0 5 10 15 20 25 30 35 PERCENTAGE JOB INFORMATION 95% of respondents worked in marketing, business development, or another related position for an architectural, engineering, planning, interior design, construction, or specialty consulting firm 3% worked in marketing, business development, or other related position for a different type of firm 1% were employed or self-employed in a position unrelated to marketing 1% were consultants CERTIFICATIONS AND DESIGNATIONS While 59% reported not having a certification or designation, 27% reported they were Certified Professional Services Marketers (CPSMs). 10% of CPSMs indicated that they received additional financial compensation from their firm upon earning the designation. 3% of CPSMs noted that they received a promotion upon earning the designation.
4 ROLE OF DESIGNATION ON SALARY $20,000 $16,880 $15,000 $10,000 $6,880 $5,000 $0 $0 No Designa on Any Designa on (includes CPSM) CPSM Cer fica on THE ROLE OF PROFESSIONAL DESIGNATION In our survey, participants with the CPSM designation (Certified Professional Services Marketer) reported a median annual income that was $16,880 greater than participants with no designation. Finally, those survey participants with any designation reported an annual median salary that was $6,880 more than those participants with no designation. CPSMs also reported a median annual income that was $10,000 greater than those with any designation (including CPSM).
5 change and employment Out of Work 3% Received a Promo on Went to Work for a Different Employer Change in Job Title 17% 19% 19% None 59% 0% 20% 40% 60% 80% CHANGING TIMES In 2013, participants experienced the following changes at work: 19% went to work for a different employer 19% had a change in job title 17% received a promotion 3% were out of work Respondents have worked for their current employer for a median of 4 years and have been involved in a marketing role in the A/E/C industry (for any employer) for a median of 8 years. The median number of hours worked per week was 45.
6 job responsibilities 40% 35% 30% 25% 20% 15% 10% 5% 0% 35% 10% 10% 10% 6% 5% 5% Participants reported that they spend 35% of their time working on proposals. The rest of their time is spent on client and business development, marketing planning, promotional activity, other, management, and marketing research respectively.
7 PRIMARY DISCIPLINE Engineering Architecture Construc on Management Construc on/contrac ng Architecture/Engineering Other Geotechnical engineering Landscape architecture Environmental engineering Marke ng consul ng Interior design Design/Build 3% 2% 2% 1% 1% 1% 8% 14% 13% 12% 12% 0% 5% 10% 15% 20% 25% 30% 35% 31% THE FIRMS Firms operate a median of 4 offices. The scope of firm operations were reported to be: 35% Multi-state/regional 24% Worldwide 23% National 11% Statewide 7% Local 22% of firms maintain an office outside of the United States: 20% Asia 17% Middle East, 16% Europe 15% Canada 11% Australia and South America 8% Pacific Rim 7% Africa 31% of participants reported their firm s primary discipline was engineering, followed by 14% architecture, 13% construction management, 12% construction/contracting, and 12% architecture/engineering. EMPLOYEES A median of 130 employees were employed by firms at all offices. In 2013, the number of marketing-related full-time employees (FTEs) in the firm remained the same for 57% of respondents while it increased for 34%, and decreased for 8%. A median of 50 FTEs were employed at your office only. Of those employees, two FTEs (median) were primarily involved with marketing, two FTEs (median) were involved with marketing as well as other areas, and 38 FTEs (median) had no marketing involvement.
8 MARKETING EXPENSES Out-of-House Consultant expenses Technology expenses Planning and research expenses Promo on expenses (pr, collateral, adver sing, etc.) BD expenses (proposal dev, leads, short list presenta on, etc.) Compensa on & Fringe Benefits for Non-Marke ng Personnel Compensa on & Fringe Benefits for BD & Marke ng Personnel 3% 5% 3% 5% 2% 20% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% MARKETING STATISTICS The total marketing expense as a percentage of Office Net Revenue (including all personnel and non-personnel expenses) was 5% (median). Compensation and Fringe Benefits for business development and marketing personnel accounted for 38% of that total. MARKETING PLANNING 71% of participants reported that their firm has a marketing plan. 65% percent reported that the firm prepares a marketing budget. Statistics on the median marketing budget and changes in marketing spending are also available in the survey platform.
9 CLIENT SATISFACTION Face-to-Face interview 40% CLIENT ACTIVITIES This survey also asked participants to report on the number of projects the firm pursued, the number of projects won, and the firm hit rate. Proposal statistics and costs, shortlist statistics, information on the go/no-go process, client satisfaction, and CRM software questions were also added to the survey. Participants reported that 64% of firms measure client satisfaction. Face-to-Face interviews are used 40% of the time followed by email surveys (30%), and phone surveys (20%). ACCESS TO THE SURVEY The is available to individuals holding active membership in the Society for Marketing Professional Services (SMPS) for free if they enter a required percentage of data; it is also available on an annual subscription basis to members electing to not enter data for $99 and to nonmembers for $199. REPORTS YOU CAN RUN Survey questions can be filtered on factors including state, region, role/responsibility, years in the profession, education level, field of study, and professional designation (depending on the number of responses received). Firm-related questions can be filtered by state, region, firm discipline, firm operations, number of offices, office gross revenue or office net revenue, total FTEs, and more. Filtering may provide a more accurate comparison. If a person joins SMPS, and enters 40% of the data, he or she will receive a free, year-long subscription to the Marketing Compensation and Metrics Survey. For more information, visit: www.smps.org/mktgcompsurvey
The Society for Marketing Professional Services (SMPS) is a community of marketing and business development professionals working to secure profitable business relationships for their A/E/C companies. Through networking, business intelligence, and research, SMPS members gain a competitive advantage in positioning their firms successfully in the marketplace. SMPS offers members professional development, leadership opportunities, and marketing resources to advance their careers. SMPS is the only organization dedicated to creating business opportunities in the A/E/C industry. Companies tap into a powerful national and regional network to form teams, secure business referrals and intelligence, and benchmark performance. SMPS was created in 1973 by a small group of professional services firm leaders who recognized the need to sharpen skills, pool resources, and work together to build their businesses. Today, SMPS represents a dynamic network of 6,000+ marketing and business development professionals from architectural, engineering, planning, interior design, construction, and specialty consulting firms located throughout the United States and Canada. The Society and its chapters benefit from the support of 3,700 design and building firms, encompassing 80% of the Engineering News Record Top 500 Design Firms and Top 400 Contractors. SMPS Headquarters 123 N. Pitt Street Suite 400 Alexandria, VA 22314 Phone: 800.292.7677 Email: info@smps.org Website: smps.org