Takeaways from a “Monumental” Marketing Conference

I just got back from the SMPS Northeast Regional Conference in Washington, D.C., and I’m still energized. Not just by the sessions, but by a broader shift I felt in how our industry is thinking about marketing’s role in business growth. In almost every conversation, I felt proud to say, “at SMRT, we’re actually doing things differently.”

Words Matter. Especially the Ones We Use To Describe Ourselves

Interestingly, several of the roundtable discussions I participated in revealed that some of our partner organizations struggle within their own firms, being framed as “overhead” or “non‑billable.” Marketing is strategic work. Referring to marketing as overhead subtly diminishes the discipline, and by extension the people doing the work.

Marketing professionals are creative strategists. And strategy is not separate from creativity; it depends on it. How we describe our roles, our teams, and our contributions shapes how others perceive our value, and how confidently we claim our seat at the table.

Like a lot of things, when we change how we talk about it, we change how it’s valued.

Rethinking Marketing to Drive Revenue

One of the most compelling conversations centered on rethinking how marketing contributes directly to the bottom line.

In our current reality, AI is accelerating proposal execution, cutting writing time in half and increasing output across teams. But many organizations are now wrestling with a new tension: how to convert speed into smarter prioritization, balancing higher pursuit volume with the strategic and creative thinking that actually differentiates firms.

At SMRT, the story is different.

Marketing isn’t just supporting the business, it’s embedded in it. In addition to agency level marketing planning and research, today, SMRT’s marketing team is contributing directly to seven billable projects. This isn’t a future-state aspiration; it’s proof that marketing expertise delivers tangible, client-facing value. The idea of graphic design evolving into a standalone, billable service line isn’t hypothetical—it’s a logical next step, and one worth intentionally building toward.

Internal Engagement Is a Growth Strategy

I continue to be impressed with the amount of sharing SMRTers participate in on CALVIN. As it turns out, research shows that healthy internal exchange of ideas and stories correlates with profitability increases of up to 25%. This means, when we consistently talk about our projects, our people, and lessons learned, we’re socializing shared experience and increased knowledge in a way that sharpens the skills we rely on externally.

This behavior turns individuals (and teams!) into marketing ambassadors, and eventually thought leaders. Strong internal engagement is the foundation of a strong external presence.

AI Won’t Replace You, But a Person Who Knows AI Will

AI dominated the conversation at NERC. The takeaway: AI will not replace you, but a person who knows AI will.

Arguably, no one has benefited more from AI than marketing. But have no doubt, it’s leveling every playing field. So much so that I heard rumblings that many firms are struggling to identify what differentiates them from their competition. While content has never been easier to generate, what’s more difficult than ever, is connecting in a meaningful way with another human, and THAT, in itself, is a differentiator.

One person shared that her company has started turning traditional cover letters into short, recorded videos. Its low‑cost, easy to execute, and creates an immediate face‑to‑face connection in a sea (or inbox) full of 14 other RFP submittals.

Focus on Impact. The Titles Will Follow.

No marketing conference is complete without a career pathway discussion. A final takeaway that felt especially grounding: focus on your impact and the titles will follow.

Careers aren’t ladders to climb—they’re scavenger hunts. The most meaningful growth comes from curiosity, experimentation, and saying yes to work that stretches you. Most excitingly, these things don’t require permission, just action.

What NERC reinforced for me is that our businesses are evolving, and we get to help define what comes next.

Cheers,
Anna