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CRM Best Practices Expert Panel Joint Program Website

Thursday, April 29th, 2021

CRM Best Practices

Zoom Virtual Meeting. Link to be sent prior to event.


9:00 am - 10:30 am



Domain 1: Marketing Research

Domain 2: Marketing Planning

Domain 3: Client and Business Development

Domain 6: Management

The benefits of a Customer Relationship Management (CRM) system are endless – from helping a firm build stronger relationships and winning more work, to improving the quality of submittals and communications, the possibilities are endless. Each firm has their own specific needs when it comes to a CRM system and it can feel overwhelming to get started, to move the needle on adoption and continuously maintain high quality data. Our panel of experts has worked across platforms, at varying size firms and covers multiple disciplines within the industry – each with their own unique perspective on how to help you and your firm win at CRM!

What You'll Learn

During this event, we’ll dive into some of the best practices for:

  • Getting your company on board with using a CRM
  • Vetting a system for your firm
  • Encouraging the culture shift needed to improve adoption and integration of the system
  • Continually driving the adoption process
  • Improving and Maintaining data quality
  • Developing processes and workflows for your team
  • The future of CRM utilization

Thank you to everyone who provided feedback on their firm’s CRM challenges.

What It Costs

Registration Deadline: April 28, 20221

  • Member: $30
  • Non-Member: $40
Additional Details

Agenda / timeframe:

  • 8:45 - Zoom Meeting Opens for all attendees
  • 9am – Panel discussion begins
  • 10:15am – Q + A period

Questions? Contact Amanda Cole: 407.227.2779,

Event Speakers

Scott D. Butcher CPSM, FSMPS

Director, Strategic Growth Advisory


Scott D. Butcher, FSMPS, CPSM has 30 years of experience in the AEC industry. He is the Director, Strategic Growth Advisory at Stambaugh Ness, past director of SMPSHQ, and past president of the SMPS Foundation. He has given more than 275 presentations to local, regional, and national events of SMPS, AIA, ACEC, AGC, ABC, CMAA, SAME, PSMJ, SDA, ASCE, IFMA, USGBC, Deltek, and others. A widely-published author who has written 20 books/ebooks, Scott writes the Marketropolis blog on and has written more than 225 articles and blogs for AEC media. He is a Certified Professional Services Marketer and a Fellow of SMPS. Scott also led multiple research initiatives for SMPS and authored the corresponding reports including Marketing 2022: A Survey Exploring Current & Future A/E/C Marketing Practices and Sell. Do. Win Business. A Report on How A/E/C Firms are Using Staff to Win More Work.

Cyndi Powell

Business Development Leader


Cyndi Powell is a Business Development Leader for Triad Engineering, Inc. She has been with Triad for nearly 4 years leading Business Development efforts for Triad in Maryland, Northern Virginia and the Eastern Panhandle of West Virginia. Cyndi is also responsible for marketing tasks, proposal writing and more. Almost from day one, Cyndi was tasked with evaluating the CRM system Triad was using at the time and then researching and developing a new/better CRM solution for the firm. We went from using Cosential to Hubspot CRM in December of 2017. Implementation and employee adoption is an on-going process/struggle, but we have made strides in the last year that have us moving in the right direction!

Brett Smith

Marketing Manager


Brett is the Marketing Manager at Providence Engineering. During his 5+ years in the AEC industry he has used multiple CRM systems including Deltek, Cosential and HubSpot. He developed Providence’s current CRM and works closely with the BD and Engineering teams to cultivate the firm’s company-wide BD culture.

Barb Mahaffey, MBA


Melissa Rysak CPSM

Director of Marketing & Business Development