Kayla McCause, LSSGB, CPSM

The SMPS Southeast Regional Conference was a reminder of how meaningful professional networks are built in real time through learning, generosity, reconnection, and shared momentum. From storytelling and leadership takeaways to growing interest in practical AI training for AEC professionals, this experience reinforced why SMPS continues to matter.

Across the industry, firm and marketing leaders feel the strain of heightened expectations, tighter resources, and a pace that won’t let up. In response, many firms instinctively try to do more. But the industry is changing in ways that make volume less effective than it was. What’s emerging instead is a need for a more curated approach to which work firms pursue, where they invest resources, and how they show up in the market.

Market research often starts with “we don’t know what we need to know.” That’s not a flaw—it’s the signal to slow down. Here’s how AEC firms can align on purpose, scope, and decisions before research begins, so insights support 2026 growth planning.