“But they’re overhead.”
Pam Beesley, overhead
[editor's note: I've edited the original text slightly from this post to protect the anonymity of the people involved.]
“But they don’t generate profit for the firm. They’re overhead.”
But I was caught off guard by this comment made by a member of the technical staff when the name of an overhead person came up. This overhead employee had been with the firm for roughly eight years and had clearly been doing a great job with their projects.
Was this the perspective of most of the technical staff at my firm? Perhaps that’s how we in marketing (and other overhead staff) are viewed. Are we just glorified admins?
Judging by the collective gasp in the room after the “overhead” comment, I do believe that this person was in the minority. But it did get me thinking.
The marketing group at our firm – to include business development and public relations – is an absolute strategic resource to the firm, highly respected professionals operating at a very high level. We partner on strategic planning and implement that plan. We meet with clients before projects are announced. We prepare go/no go scores and push back against principals who wish to pursue difficult projects and demand they make their case. When a go is made, we do whatever it takes to make a comprehensive and beautiful proposal and interview so that we are in the best position to win the project. We promote the firm’s projects and people and frequently place project mentions, staff quotes, and authored articles. And we help win design awards for our projects.
I started this blog to share some of the insights I’ve gained over the last ten years marketing professional services for a major architecture, engineering and construction (A/E/C) firm so that you too can evolve beyond just being 100 Percent Overhead into a marketing powerhouse and a strategic resource for your firm.
