Marketing & BD as Growth Accelerator: Plans, KPIs and Team Evolution in the AI Era

Back by popular demand, Ying Liu, LEED AP BD+C, and Scott D. Butcher, FSMPS, CPSM, will dive deeper into the current state of AEC Marketing & Business Development. Part 1 of the series focuses on strategy and data; Part 2 will be more tactical and practical, readying attendees to operationalize what they learned in Part 1.

In this session, attendees will learn:

• Building effective marketing and BD plans aligned with firm-wide strategy.
• Establishing meaningful KPIs and dashboards for performance tracking.
• Best practices from high-performing firms on budgeting, pursuits processes, and accountability.
• Modern team composition: roles, skills, and how AI/automation are reshaping workflows.

About the Series

Marketing and business development are not support functions; they are strategic engines of growth. Drawing on Zweig Group’s 2025 Marketing & Business Development Report, this webinar will help firm leaders understand how brand positioning, client targeting, and pursuit strategies align with long-term vision; how trends in marketing & BD team structure, compensation, and training shape performance; and how CRM and AI tools enable scalable, data-driven pursuits.

Attendees will learn how to turn benchmarking data and best practices into actionable strategies that elevate marketing & BD from reactive support to integrated engines of sustainable growth.