CHICAGO -- Marketing paves the way for winning market share points in a tough market, but the paradox cited by industry professionals at a recent conference is that many -- perhaps most -- architecture, engineering and construction firms continue to undervalue marketing.

"We're moving from an environment of growth to where winning every share point is a slugfest," said Michael Krauss, a fellow with Chicago-based DiamondCluster Inc., at ZweigWhite's 2003 AEC Marketing Leadership Conference.

Keynote speaker Jim Shaffer, president of marketing and organizational performance consulting firm Jim Shaffer Group of Annapolis, Md., found that 75 percent of attendees polled before the conference believe that marketers in AEC firms are not as proactive as they need to be in order to have maximum impact on their firms' success. Additionally, 55 percent of respondents believe marketing needs to focus more on strategic activities.

Shaffer, Krauss and Mark Zweig, president of ZweigWhite, and other AEC industry marketing experts offered several recommendations for firms to get more out of their marketing departments:

Focus on high-value activities. Marketing professionals should reduce low-value tasks, such as preparing routine proposals, and take more of the lead in driving market strategy.

Monitor key metrics. Marketers should understand a firm's performance drivers, analyze market trends that influence those metrics and propose strategies to take advantage of market trends.

Evaluate strategic plan frequently. Firms should update their strategic business plans more frequently than once a year at a retreat. A monthly review may be a good idea for many firms.

Increase marketing's visibility within the firm. The marketing department needs to promote itself within its organization in order to raise its perceived value.

Make marketing an internal consultancy. When marketers adopt the role of internal marketing/sales consultants they can improve the firm's marketing and sales efforts and in turn increase their own value to the firm.