Thursday, March 19th, 2015

Left and Right Brain CRM: Bridging the gaps between people, process and technology


1200 19th Street, NW, Second Floor, Washington, DC 20036


11:00 am - 12:30 pm



Client Relationship Management (CRM) systems have come a long way since the days of the rolodex. Today, A/E/C firms are considering both simple and complex processes and tools that help make it easier to monitor, maintain and leverage client relationships in pursuit of business objectives at a faster rate than ever. Some view investing in the newest technologies as a fast fix for their marketing information tracking woes, while others are pushing the tracking and maintenance to already busy marketers. Often, selected options lack the right buy-in, implementation strategy, or technology, leaving firms scrambling to prove return on investment and unable to achieve success. In this ninety minute session we will bridge the gaps between the right and left brain perspectives, exploring the science and behaviors behind the rollout of successful CRMs through the experiences of those who have been there.

What You'll Learn

During this session attendees will learn:

  • What to think about before building implementing your CRM
  • How to avoid process and people pitfalls during implementation
  • How to choose a system that is right for your company
  • What you can and should you be tracking
  • How a good CRM can inform your strategic marketing efforts
  • How to achieve buy-in from the top
  • How to engage technical staff and demonstrate success
  • How to keep the momentum after implementation
Additional Details

Closest Metro: Dupont Circle, Farragut North (Red Line)

Parking: Street and public parking in area

CEU Credits: 1.5

Questions? Contact Laura Ewan, MGAC, 202.942.4472 / Registration will open at 2:30PM

What It Costs
  • Member: $40
  • Non-Member: $60
  • Board Member: $20
  • CPSM: $30
  • Student: $15

Event Speakers

Stacey Ho CPSM, MBA


Stacey Ho, MBA, CPSM is a crazy right, and left brain, marketer and database geek. She has spent over a decade preparing proposals for A/E/C firms. Prior to that, she taught software skills and in 2007 she obtained her MBA to improve her overall business knowledge. In 2008, Stacey combined her marketing, business, and software skills into a job implementing a marketing information database for a large civil engineering firm. Realizing that she really could combine her right and her left brain talents in the world of A/E/C marketing, Stacey has spent the rest of her career both as a CRM and marketing database consultant, and now as a marketer once again with Brown and Caldwell bridging the gaps between the people, process and technology challenges with data management. As a CPSM and an SMPS Oregon past president she regularly drinks the SMPS Kool-Aid and is, of course, constantly seeking out others to join her. Stacey is passionate about the power of data, loves to “pay it forward” to her fellow marketers by helping firms elevate marketing through improved information management, and strongly believes that data entry is NOT a dirty word.

Joanna Hoffschneider



Joanna Hoffschneider, ALEP, founded Resolute Consulting to combine her first career in teaching and training with her second in marketing and business development. Joanna has always enjoyed bringing order and focus to the business world around her, providing the space for people to leverage their strengths and expertise. A previous winner of SMPS DC's Golden Tuba Award, Joanna has a reputation for incisive analysis and respectful candor. She is known for her ability to hear the signal through the noise, pulling out relevant and impactful threads from the wealth of information provided by stakeholders. These skills benefit both individuals and organizations, applied at different scales. Organizational engagements are roughly divided into retainer-based engagements, providing strategic support and focus for organizational leadership, and special projects, addressing a specific identified need. Individual engagements include one-to-one coaching, customized for the individual but always specific and forward-facing, and group coaching, addressing themes through custom curricula.

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.

Martin Sharpless Assoc. AIA

Vice President


Martin Sharpless, AIA is a strategic leader of the team at Skanska USA as a Vice President in the Washington, DC regional offices. An A/E/C industry leader with deep client and design firm relationships built over a 30-year career in the Mid-Atlantic region, Martin focuses on innovative solutions for clients in Education, Healthcare, Government, Commercial, Corporate and Life Sciences.