AEC Marketing for Principals

Author: Katie Cash and Judy Sparks

AEC Marketing for Principals is the go-to podcast for leaders in the commercial real estate, architecture, engineering, and construction industries who are passionate about advancing their firms through strategic marketing. Brought to you by Smartegies, the leading growth consulting firm for the built environment, this podcast dives deep into the unique challenges and opportunities faced by principals and senior leaders.
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Language: en

Genres: Business, Government, Marketing

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AEC Marketing Budgeting From the Ground Up with Jason Kruger
Episode 90
Thursday, 13 November, 2025

Consistent, ground-up financial planning is the difference between hopeful growth and profitable growth for AEC firms.Katie Cash sits down with Jason Kruger, President and Founder of Signature Analytics (now with Citrin Cooperman), to explore how AEC leaders can better align sales, marketing, and finance for intentional growth. Together, they discuss how to define success, set measurable KPIs, and build budgets from the ground up rather than relying on projections that lack real data. Jason also shares how firms can safeguard cash flow during expansion, create accountability across departments, and prepare their reporting to meet the expectations of potential buyers during an acquisition.Tune in to hear what sets financially disciplined AEC firms apart. Jason unpacks how intentional budgeting, transparent reporting, and alignment between sales, marketing, and finance drive measurable and lasting growth.Topics discussed in this episode:AEC marketingFinancial strategyRisk ManagementProfit MarginSales and Marketing AlignmentConnect with Jason Kruger, Partner at Citrin CoopermanLinkedIn: https://www.linkedin.com/in/jason-kruger-a0b159b/Email: JKruger@CitrinCooperman.comConnect with Katie: https://smartegies.com/ Rate, Review, & Follow on Apple Podcasts:We hope you’re finding value in our AEC Marketing For Principals. Your feedback is important to us and we’d love to hear from you. Here’s how you can help. Scroll to the bottom, rate our podcast with five stars, and select “Write a Review.” Let us know what you found most helpful from this episode! And if you haven’t done so already, give the podcast a follow, and you'll be notified when new episodes come out.