At SMPS, we’re proud to see firms embracing a culture of professional development and excellence that advances careers and organizational success. Infrastructure Engineering Inc. (IEI) exemplifies this commitment. By supporting their marketing and business development team to pursue the Certified Professional Services Marketer (CPSM) designation, IEI is investing in strategic growth and elevating the role of marketing within their firm and the A/E/C industry.

Kashif Khan, PE, president of IEI, shared:

“At Infrastructure Engineering Inc. (IEI), we foster a culture of excellence and continuous learning by supporting every employee’s professional development. This commitment strengthens our teams and drives long-term success.

For marketing and business development, the SMPS CPSM credential is especially valuable: it sharpens strategic thinking, enhances communication, and aligns our work with industry standards. Pursuing this credential underscores each employee’s commitment to their profession and growth.

Earning it demonstrates a deep understanding of professional services marketing and equips our team to be informed, forward-looking contributors. The result is a more effective and credible marketing and business development function that helps sustain our firm’s competitive edge and long-term success.”

SMPS believes that marketing and business development professionals are essential to a firm’s long-term success and growth. IEI’s approach shows how investing in their employees creates value and a competitive edge.

In today’s competitive A/E/C industry, the role of the professional services marketer has evolved into a highly strategic and specialized discipline. The Certified Professional Services Marketer (CPSM) designation offers a benchmark of excellence—one that confirms not just experience, but deep knowledge, strategic thinking, and a commitment to elevating the marketing profession within the built and natural environments.

CPSM is more than a credential; it’s a mark of distinction earned through dedication, preparation, and an unyielding passion for advancing our field. It represents a standard of professional competence developed through rigorous analysis and shaped by the brightest minds in our industry.

The genesis of the current CPSM program dates back to 1997 when a group of visionary leaders within SMPS, including SMPS Indiana’s own Tim Barrick, FSMPS, recognized the need for a more credible and robust certification. Tim, entering his term as SMPS president, boldly challenged the status quo and catalyzed a movement to elevate our profession. At his invitation, I was honored to serve on the inaugural 10-member Practice Analysis Committee (PAC), a diverse team of practitioners charged with reimagining the certification framework from the ground up.

Our work began during a pivotal weekend at SMPS HQ in Alexandria, VA, led by Education Director Stacey Gardiner, Executive Director Bonnie Shelton, and Pat Muenzen of the Professional Exam Service. Drawing from in-depth research and critical incident interviews with practitioners, the PAC synthesized our industry’s core competencies into a foundational Body of Knowledge, which was validated by feedback from over 350 selected SMPS members.

From that effort, the six domains of practice emerged and continue to shape the CPSM curriculum and exam. Since the initial effort, the domain names have changed and today we know them as:

1. Research
2. Planning
3. Client and Business Development
4. Proposals
5. Promotional Activity
6. Management

Being part of this collaborative, pioneering effort was both humbling and inspiring. I’m deeply grateful to Tim Barrick, FSMPS, and former board leaders like Julie Luers, FSMPS, and Michael Reilly, FSMPS, for their leadership and foresight. It’s gratifying to know that the CPSM designation continues to grow in stature, with over 1200 professionals having earned the certification as a testament to their expertise and commitment.

Since its inception, CE Solutions has embraced a strong marketing and business development mindset, consistently pursuing best practices to strengthen our impact in the A/E/C industry. The opportunity to participate in the reimagining of the SMPS certification program only deepened our respect for the CPSM designation. We firmly believe that those leading our marketing system should be equipped with this level of professional knowledge and credibility. The certification reflects a commitment to excellence and continuous improvement, which are values that align closely with our own.

To those who meet the eligibility criteria, I wholeheartedly encourage you to pursue your CPSM designation. It’s not only a powerful professional development milestone. It’s a declaration of your competence, credibility, and leadership within our industry.

To learn more about the CPSM program and how it can elevate your career, visit the SMPS website.

Article written by Steve Osborn, PE, SE, FSMPS, CPSM. Steve is founding principal | president & CEO emeritus of CE Solutions in Fishers, IN.

Congratulations to the following professionals who recently became SMPS Certified Professional Services Marketers (CPSMs). They join a group of more than 1,000 professionals who’ve made a commitment to professional excellence, career advancement, and pursuit of knowledge through the Domains of Practice. To learn more about the CPSM program, visit our website.

Kassia Alamm, CPSM

Traci M. Althouse, CPSM

Taylor N. Arias, CPSM

Courtney E. Behm, CPSM

Danielle Bergmann, CPSM

Katie Bock, CPSM

Emily Browning, CPSM

Monica Bruaw, CPSM, LEED Green Associate

Caitlin  A. Carbone Hernandez, CPSM

Tiffany Carter, CPSM

Jimmie Collins, CPSM

Victoria Edwards, CPSM

Stacey Ellis, CPSM

Julie C. Fountain, CPSM

Sara Garber, CPSM

Kelly M. Garza, CPSM

Melanie M. Gill, CPSM

Lisa Gill, CPSM

Amanda Gluck, CPSM

Sarah K. Godward, CPSM, MSTPC

Zach Gostanian, CPSM

Karin Grinzel, CPSM

Mary Gunnison, CPSM

Jessica  F. Guyer, CPSM

Wallace Hise, P.E., CPSM

Matthew E. Jacobsen, CPSM

Callie T. Key, CPSM

Sarah Kinnard, CPSM

Elizabeth O’Rourke Kupcha, CPSM

Michelle Laframboise, CPSM

Corie Lahr, CPSM

Mimi Lai Drivas, CPSM, LEED Green Associate

Virginia T. Larsen, CPSM

Corissa J. Lickingteller, CPSM

Jeana Majeske, CPSM

Bethany, May, CPSM, CF APMP

Rory W. McMahon, CPSM

Jena K. Naylor, CPSM

Martha, Ortiz, CPSM

Kristen Palczewski, CPSM

Trisha Palmer, CPSM

Robyn Payne, CPSM

Nicole C. Pesce, CPSM

Jacki M. Quinn, CPSM

Kelly E. Reinhardt, CPSM

Lisa Robach, CPSM

Natalie Rodriguez, CPSM

Molly Romano, CPSM

Carolina Romero, CPSM

Morgan Rooney, CPSM

Andrea R. Rushlow, CPSM

Ritu Sandhu, CPSM

David A. Santana, CPSM

Myriah McMahan Shewchuk, PLA, LEED AP, CPSM

Blake Thompson, CPSM

Deena M. Turnbull, CPSM

Anya Walker, CPSM

Jennifer Wilds, CPSM

Megan Young, CPSM

Vicki Zak, CPSM

Congratulations to the following professionals who recently became SMPS Certified Professional Services Marketers (CPSMs). They join a group of more than 1,000 professionals who’ve made a commitment to professional excellence, career advancement, and pursuit of knowledge through the Domains of Practice. To learn more about the CPSM program, visit our webpage.

Wendy P. Abeel, CPSM
Stephany R. Achorn, CPSM
Melissa  Aiken, CPSM
Michelle Ann Bailey, CPSM
Caitlin A. Barry, CPSM
Kendra Braunger, CPSM
Ashley Bulluck, CPSM
Kaity Burke, CPSM
Briana M. Carter, CPSM
Kristina B. Chang, CPSM
Renee Childress, CPSM
Lesley E. Cocores, CPSM
Jennifer Cowell, CPSM
Charlotte F. Deni, CPSM
Maureen Duffy, CPSM
Erin M. Emerson, CPSM
Lynn M. Enebrad, CPSM
Christopher Gardner, CPSM
Emma M. Hale, CPSM
Olivia Jacobson-McKelvie, CPSM
Lisa Marie Jensen, CPSM
Kathryn E. Jones, CPSM
Ashley M. Kaylor, CPSM
Paula Lawson, CPSM
Kim McDonough, CPSM
Lindsay R. McGimpsey, CPSM
Cisley McPhail, CPSM
Michele M. Ode, CPSM
Krystal  Paisley, CPSM
Emma B. Parker, CPSM
Jessica J. Parkins, CPSM
Ellen Peniston, CPSM
John G. Porter, CPSM
Kyle Reed, CPSM
Matt Rich, CPSM
Duncan Robertson, CPSM
Carley Frances Smith, CPSM
Jessica Lynn Snyder, CPSM
Jennifer C. Stanton, CPSM
Tracy Taylor-Sea, CPSM
Christa C. Wall, CPSM
Jamie Walters, CPSM
Nolan R. Wilds, CPSM
Ryan Williams, CPSM
Christine K. Young, CPSM

Earning my CPSM was one of the most difficult and rewarding experiences of 2019. I underestimated the level of effort it takes to carve out time to study and retain the information. I like to consider myself a lifelong learner, so I thought all would go well even though college ended about 10 years ago.

I thought that things like not having any children or pets and having a husband who cooks dinner would really give me an edge and allow me more time to focus. However, I quickly learned the greatest obstacle to my success was myself. I had to repeatedly, deliberately choose myself and my own goals over the “crises” (real and perceived) that life constantly threw at me—and make good on a goal I set in writing for myself years ago.

So why did I do it? Originally, my goal was about making more money. I wasn’t too far out of college and new to the A/E/C industries when I came across the infamous SMPS infographic about the benefits of earning the CPSM. I needed to make more money without creating more student loan debt, so earning eligibility to sit for the exam seemed like an obvious choice.

As I progressed in my career, the exam became less about money and more about credibility. Earning this designation represents having a particular level of A/E/C marketing acumen. It places me in league of people I highly respect as professionals. Many of them are my mentors. Now, I get the chance to mentor others and give back at a different level as a CPSM. It’s a great feeling to help others navigate the careers that will help them reach important milestones personally and professionally.

What was the CPSM journey like? It was a bumpy ride. I initially joined the CPSM study group hosted by SMPS Maryland. At the first study session, I told the group I couldn’t continue. My husband I were moving to North Carolina in just a few weeks.

I moved to North Carolina, started a new job, and got involved with SMPS Research Triangle immediately. I put my CPSM aspirations on the back burner for a few months. Then the chapter opened their study group this past spring. We had a lot of interest but, by the time we got to the second study session, we were down to two people—me and the person I still affectionately call my “study buddy.” She and I met each week on Wednesdays at 7:30 a.m. before work for months.

My study tools included the Markendium books, A/E/C Marketing Fundamentals, the old CPSM study guide and the new CPSM study guide. I used the old one mostly as a source of additional questions for practice. I reached out to co-workers who passed the exam recently. They offered practice questions from their former study groups. I used those to help me understand the concepts needed to pass the exam. It’s more than memorization.

I also reached out to Deb Osuch, CPSM, after reading about her CPSM journey. She told me that reading the Markendium books the second time really helped her. I took her advice and began reading them twice. Realizing how much confirmation bias happens in your first read was eye-opening.

With all these materials and support you would think I walked into the exam feeling super confident. Not the case! I was so intimidated I rescheduled my test a few times. Finally, the tips in the study guide about attitude and passing a few practice exams got me off the fence and into the exam room in November. I set this goal for completion in 2019, and I owed it to myself to at least try. I took the test on a Saturday morning. To maximize my odds, I took the day before my exam off from work.

I sat in that chair, frazzled with my heart racing, for the first few minutes. Then an hour and a half passed, and I’d gotten through all the questions. I circled back one last time through my answers and hit submit. The wait was on.

Days later, I got an envelope in the mail. I wasn’t expecting it for at least another week. The size of the envelope should have been my first cue but, I still didn’t know until I ripped the edge of the envelope and my CPSM pin fell out into my hand. I instantly burst into tears, shouted “I passed” and hugged my husband. He stopped cooking dinner and insisted we go out to celebrate.

If one of your goals is to obtain your CPSM designation, make it a goal for 2020. It’s the new year and a time to put yourself first.

Article written by Uniqueka Walcott, CPSM, proposal manager for Moffatt & Nichol. If you’d like to share your CPSM journey, please reach out to Linda Smolkin, SMPS content manager. 

So why did I do it?

Good question. I’ve been in the A/E/C world for 27 years. I spent most of the time in a dual technical/business development role. A seller-doer with expertise in environmental science and a serious passion for building relationships and connecting with people. But up until five years ago when I took on the role as SME’s marketing manager, visibility and branding were not part of my daily routine. I had a lot to learn!

I was blessed with an outstanding marketing team and tasked with building it to be the best marketing team in SME’s history. I owed it to them and my firm to learn cutting-edge marketing strategies, to help the team grow, and to help SME succeed. The first thing that helped me on my learning journey was joining SMPS. The next thing? Earning my CPSM. I had no doubt both would help set me up for success and, thus, my team and my company.

What was the CPSM journey like?

I anticipated the process would involve reading, studying, and taking a difficult exam and not much more. I was so wrong! As it turns out, preparing for the CPSM exam was a thrilling journey! It was an adventure with a-ha moments around every corner and even some “what was I thinking?” instances.

I resisted the urge to just study. Instead, I immersed myself in the process and chose to engage with people and programs at every chance. I started with the Society’s immersion course. It was really helpful, but I didn’t stop there:

• MARKENDIUM, the SMPS Body of Knowledge that was published in 2016, became my Bible. I read each of the six Domains of Practice front to back, more than once.
• A/E/C Marketing Fundamentals was an excellent resource and encouraged thinking outside the box.
• I read articles in the bi-monthly Marketer journal, particularly those that aligned with study concepts I was working on.
• I watched SMPS webinars like Smart Market Research, Marketing Automation, and Driving Conversations Through Content Marketing and Social Media.
• I participated in on-line MARKENDIUM Labs. They helped me make connections between study concepts and my real-world business environment.
• I joined the SMPS Michigan study group, which was supremely helpful in keeping me engaged and on track for preparing for the CPSM exam … and it was fun!

The most impactful tool that helped me go from knowing it to owning it was the MySMPS chat forums. I engaged with fellow SMPS members across the nation and contacted SMPS colleagues personally. We conversed not merely about the study material but about real-world marketing challenges I was facing in my day-to-day business. I learned best practices about how others manage workflow in their marketing teams, how they encourage team members to become ambassadors for their brand, and types of perception surveys they send in conjunction with marketing campaigns. This kind of real-world engagement played a big role in helping me to pass the CPSM exam.

Was it worth it?

The journey in preparing for the CPSM exam and earning the prestigious credential was a game changer for me. Despite 27 years in A/E/C, I didn’t know what I didn’t know. The Body of Knowledge and diversity in delivery models are outstanding. The strategies taught are practical, doable, and impactful. Every day, I make decisions and plan strategies from a whole new perspective and am better positioned to transform business through marketing leadership! In the end, my firm will benefit as I bring ideas to the table that are rooted in SMPS education and great minds.

I’ve always said, if you don’t love what you do, why are you doing it? After my CPSM epic adventure, I love what I do even more. If you’re considering the CPSM designation, stop thinking about it and begin your own journey. I was nervous about it, for sure. But looking back, all I can think about now is: What took me so long to decide?

Debra K. Osuch, CPSM, REM, is marketing manager for Midwest-based consulting engineering firm, SME. She can be reached at deb.osuch@sme-usa.com.