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DOLLARS AND $EN$E: How to Justify Your Marketing Budget
Thursday, October 21, 2021, 1:15 PM - 2:45 PM MST
Category: Education

Numbers don't lie. But they can be misleading or misunderstood because it's hard to attribute project wins and revenue to specific marketing expenditures. How can you be an advocate for the amount of money you're budgeting for your next fiscal year? You start by justifying what you spent the previous year. Join Carla Thompson FSMPS, CPSM to learn an easy method to track marketing labor and expenses. She'll also share what KPIs you can report to firm leaders to justify past expenditures and make a case for your next annual budget. You'll learn how to measure ROI and ROO--and if you don't know what those terms mean, you definitely need to attend this webinar!

  • Compare a bottom-up vs. top-down approach to budgeting
  • Understand the difference between direct VS indirect expenses
  • Learn quantitative (ROI) and qualitative (ROO) measures of success
  • See marketing dashboard/reporting examples
Ticket Prices
$35 Members
$50 Non-members


CEUs Available: 1, Marketing Planning #2

Note: Only SMPS Colorado Members may register at member pricing. All ticket prices increase on October 16.
Participants will receive Zoom meeting details via your registration email. If you are a member of another SMPS Chapter, are experiencing job insecurity or work for firms strictly limiting marketing expenditures, please email the admin the admin for pricing arrangements.


Carla Thompson
Senior Marketing Consultants
Elevate Marketing Advisors

Carla Thompson has 39 years’ experience in the AEC industry and is highly respected by clients, former employers, co-workers, and colleagues. She started her career as a temporary typist for a 50-person architectural firm—became their first Marketing Coordinator—and over the years she worked her way up to become the Chief Marketing Officer for a multi-office international design firm. Today she's a senior consultant/strategist and ‘CMO-To-Go’ with Elevate Marketing Advisors, working alongside Jen Newman and Doug Parker.

Carla is a Certified Professional Services Marketer and SMPS Fellow, and she has served on the National Board of Directors for three 2-year terms. In 2018 she received the Weld Coxe Marketing Achievement Award, the Society’s most prestigious honor, in recognition of her exemplary career achievements, leadership roles, and lasting contributions to the industry. She was the 27th recipient of the award, named in memory of marketing pioneer, SMPS founder, and past honoree Weld Coxe.