Every project begins long before a proposal is written. The way a firm positions itself in the market influences which clients call, what opportunities appear, and how much leverage the firm has when fees are discussed. Marketing, business development, and project economics are deeply connected, even though they are often managed as separate functions inside a firm.
In this session, Natalie Lozano, Director of Market Strategy at Toole Design, explores how planning and design firms can bring these pieces together into a more intentional growth strategy. Drawing on more than 25 years of experience working with architecture, engineering, and planning organizations, Natalie will share how firms can sharpen their positioning, build stronger client relationships, and pursue work that supports both mission and financial performance.
This conversation looks beyond marketing tactics to the underlying economics of client relationships. Attendees will explore how a firm’s message shapes the opportunities it attracts, how business development influences project profitability, and how leadership decisions about positioning ultimately determine the kind of work a firm wins.
For principals, marketing leaders, and business development professionals, this session offers a practical look at how aligning market strategy with firm economics can lead to stronger client partnerships, better projects, and more sustainable growth.
Guest Speaker:
- Natalie Lozano
Director of Market Strategy at Toole Design
During this session, you'll learn how to:
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