Making Marketing Measurable: A Weighted KPI System That Tells the Real Story

Live Event: October 22, 2026, 2:00 PM ET

Speakers: Kelly Jo Jefferis, Roman

Marketing teams have more data than ever, yet many still struggle to answer one fundamental question: Is our marketing actually working? For AEC firms, the answer cannot be found in website traffic, social engagement, proposal volume, or any other single metric. Marketing works as a connected system, and measuring it requires a more complete view. In this session, Kelly Jo and Roman will introduce a practical, weighted KPI framework that consolidates business development outcomes, client and market growth, engagement, and brand visibility into a single transparent marketing health score. Attendees will see how the system organizes channel-level data without letting vanity metrics overshadow the work most closely tied to business growth. They will also learn how to adapt the framework to their own firm and use the results to make better decisions about team capacity, priorities, time, and investment.

Learning Objectives:

1. Identify a balanced set of KPIs that connects marketing activity to business development, client growth, and broader firm priorities.

 2. Build a weighted marketing scorecard that distinguishes business outcomes from leading indicators and is adaptable to firms of different sizes and stages.

3.  Interpret KPI results to communicate a credible executive-level story and make informed decisions about team capacity, budget, and quarterly priorities.

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!