
All Aboard! Developing an Effective Marketing Training Program
Includes a Live Web Event on 09/18/2025 at 2:00 PM (EDT)
In the A/E/C industry, marketing and technical staff alike find themselves diving straight into marketing efforts, proposals, and interviews, often without much training. That method can be somewhat effective—you learn something new on each project, but this scattershot approach can leave gaps in employees’ knowledge. Studies have shown that employees who are well trained feel more confident and are better able to perform their daily responsibilities.
It’s well worth the time and effort to create a marketing training program for new staff—both those new to the industry and those new to your firm. In this webinar, we’ll talk about how to determine your audience for the training and the topics they need to be trained on, how to develop a plan for training, how to mix and match training formats to maximize impact and address different learning styles, and how to continually evaluate and adapt your program over time. Presenter JenMcGovern, FSMPS, CPSM, will share lessons learned from developing marketing training programs at ENR Top 100 engineering firms as well as tips she has gained from training dozens of marketers and technical staff.
Learning Outcomes:
- Attendees will learn the importance and impact of having a structured training program
- Attendees will understand how to use diverse learning methods to improve information retention
- Attendees will be able to develop a plan for their own training program
Jen McGovern, FSMPS, CPSM
Mid-Atlantic Regional Capture Manager
VHB
Jen McGovern, FSMPS, CPSM, is the Mid-Atlantic Regional Capture Manager for VHB, a 2,200-person engineering, planning, and environmental science firm with 30+ offices along the East Coast. With extensive editing, writing, and marketing experience, she fell into the AEC industry in 2012 and found a passion for proposals and infrastructure projects. From capture strategy to positioning to proposal messaging, Jen has provided hundreds of hours of training , helping marketers and seller-doers win more work. Jen is a past president (and current Chapter Advisor) of the SMPS Washington, DC, chapter and serves on the Editorial Committee for the SMPS Marketer journal. She achieved her CPSM designation in 2015 and was recognized as a Fellow of the Society in 2025.
SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.
Per-Site Registration Fee*
SMPS Member Site Registration: $199
Nonmember Site Registration: $259
*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!
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Register
- Non-member - $259
- Member - $199
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