This webinar is a collaborative effort between SMPS and PMKC. The content in this webinar is based on a White Paper funded by the SMPS Foundation, a not-for-profit 501(c)(3) organization established by the Society to promote research and education that advances the body of knowledge in the field of professional services marketing, which was authored by the presenter. The Society for Marketing Professional Services (www.smps.org) represents a dynamic network of 6,000 marketing and business development professionals from architectural, engineering, planning, interior design, construction, and specialty construction firms located throughout the United States and Canada. SMPS’s mission is to advocate for, educate, and connect leaders in the building industry. SMPS is the only organization dedicated to creating business opportunities in the A/E/C industry. Presented November 16, 2011.