Bd Wally Hise 4

Tuesday, December 12th, 2017

RESCHEDULED - How to Create a Marketing Budget and Stick to It


3101 Wilson Boulevard, Seventh Floor, Arlington, VA 22201


3:00 am - 5:00 am



Domain 2: Marketing Planning

It's that time of year again - time to update your marketing plan for FY18. Do you run into the same issues every year? Accounting gives you a report of last year's marketing spend and drafts a marketing budget based on those costs. There has to be a better way, right? In this program, learn the right way to develop a marketing budget based on strategic initiatives, sales goals, and metrics.

For those that have already registered and may not be able to make the new December 12 date, please cancel by December 10 for a refund.

What You'll Learn

Developing a marketing budget and tracking it is the best way to get the most out of your marketing funds and demonstrate your results to leadership. Learn the marketing budget basics: how to choose the right budgeting method for your firm, how to budget for labor costs and expenses, and how to hold your marketing and business development team accountable.

Join Susan Merrigan and Kathleen Held as they discuss best practices, lessons learned, and tracking methodology for your FY18 planning session.

Additional Details

Elevators unlock at 8am. Go to the ninth floor to sign in.

8-8:30 Registration

8:30-10 Program

CEUs: 1.5

Closest metro: Clarendon

Parking information: Parking under building

Questions?: Susan Merrigan | 202.367.2554 |

What It Costs

Registration deadline: December 10; walk-ins welcome

  • Member: $40
  • Non-Member: $60
  • Board Member: $30
  • CPSM: $30
  • Student: $15

Event Speakers

Susan Merrigan CPSM, FSMPS, MBA

Senior Marketing Manager


Susan Merrigan, FSMPS, CPSM, is the Senior Marketing Manager for SOM’s Washington, DC office and directs its marketing and business development initiatives. She has over 20 years of experience leading a wide spectrum of marketing initiatives and has been responsible for creating and staying within the marketing budget for design firms such as SOM, Perkins+Will, Stantec, Leo A Daly and AECOM. She is also a past SMPS DC chapter president, past SMPS National marketing communications award chair, and past SMPS National striving for excellence chair. An SMPS Fellow and Certified Professional Services Marketer, Susan received an MBA from the University of Florida, M.A. in Communication from American University, and B.A. in Communication, Law, Economics, and Government from American University.

Kathleen Held CPSM

Vice President of Marketing and Business Development


Kathleen Held is the Vice President of Marketing and Business Development at Cini•Little International, Inc., a multidisciplinary consulting firm offering foodservice, laundry and solid waste consulting services to the A/E/C industry. With more than 20 years of experience in the industry, Kathleen oversees the business development and marketing for the firm’s 13 worldwide offices. She develops strategic marketing programs, strengthening Cini-Little’s position in the global marketplace. Kathleen is a Certified Professional Services Marketer and an Associate Member of Foodservice Consultants Society International (FCSI). She is also a past SMPS DC chapter president, past SMPS National marketing communications award chair, and past SMPS NERC co-chair. Kathleen received a B.A. in Fine Arts from Frostburg State University.