‘You have Arrived at Your Destination!’
Applying Market Research to Achieve Your Objectives
I would be lost without my GPS App. Literally. Lost. I am so challenged that I don’t even know when I’m lost! That’s why I plug in my coordinates before I leave the driveway. It gives me comfort knowing that if (ok, when) I get off track, which can happen even before I leave my own neighborhood, I will hear my GPS command ‘re-calculating’ followed by instructions on how to get back on track. I consider it a victory when I hear the sweet words ‘You Have Arrived at Your Destination!’ Consider market research your GPS for work. It is essential to plot the right path and stay on course to meet your objectives. This session will cover what you should be researching, how to conduct research and existing tools and industry resources for data mining so you consistently arrive at your intended destination.
Dana is V.P./Chief Marketing Officer at Clifford Power Systems, Inc. a leading provider of off-utility power solutions. In this capacity she provides positioning/strategic direction and supports plan implementation to grow new business. She joined the company in April of 2013.
Her 30 year career includes serving as corporate vice president of business development, marketing and communication for a national construction management firm, management of public relations for a leading public telecommunications company and directing the marketing and communications teams for international architectural and engineering companies.
Dana was president of the SMPS Foundation the year the research for this book was conducted and continues to serve as a trustee on its board. She also currently serves on the board of ABC Services Corporation, which provides management oversight for Construction Executive magazine. Her past service on many professional and community boards includes SMPS (as national President), the national board of Associated General Contractors of America, the Public Relations Society of America (PRSA) and has served several terms on the board of the American Institute of Architects of Eastern Oklahoma. Additionally, she has been on the boards of the Tulsa Historical Society, Leadership Tulsa, the American Lung Association, and the Center for Counseling & Education.
Dana is a Certified Professional Services Marketer and a Fellow of SMPS. She is an accredited public relations professional and a member of the College of Fellows of the Public Relations Society of America. A sought after speaker on the topics of sales, professional development, marketing and public relations, Dana’s resume includes presenting to 1000s at national, regional and local venues. She is a published author, providing content for many business and industry publications and contributing to three books on the profession.
One of 50 women in the state recognized for community and business leadership in the Oklahoma Woman of the Year program, Dana is also a recipient of the national Weld Coxe Marketing Achievement Award-the highest individual honor bestowed in the industry of marketing professional services. Recently, she was selected by a national executive ranking organization as one of the top five private company Chief Marketing Officers in the country –a list that also included the CMO’s of Cox Communications, Samsung Communications and Hearst. In 2013, Dana was named PRSA Tulsa’s Professional of the Year.
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When & Where
The Society for Marketing Professional Services (SMPS) is a community of marketing and business development professionals working to secure profitable business relationships for their A/E/C companies. Through networking, business intelligence, and research, SMPS members gain a competitive advantage in positioning their firms successfully in the marketplace. SMPS offers members professional development, leadership opportunities, and marketing resources to advance their careers.
In September of 2001, a small group of A/E/C marketers met and quickly decided that an SMPS chapter in Oklahoma was desperately needed to help firms within the state join together to form stronger partnerships and also to offer training opportunities for its members. Within three months officers were elected, Articles of Incorporation were filed, and on December 11, 2001, Oklahoma was declared the 50th SMPS chapter in the nation.