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ear Ahead

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T R E N D S

Sustainability: Keyword for 2016 Many firms’ marketing plans for 2016 reflect an anticipated dip in 2017; here’s how A/E/P and environmental consulting firms are preparing.

By LIISA ANDREASSEN Correspondent M arketers are approaching 2016 with a watch- ful eye. Several economists have reported a possible dip in 2017, so with that in mind, market- ing is focused on sustainability and keeping teams in place. STRATEGIC SUSTAINABILITY. Dana Birkes, chief market- ing officer for Clifford Power Systems Inc. (Tulsa, OK), a 200-person power generation systems firm, says that, while everyone she speaks to in the busi- ness has an extensive backlog, economists are cau- tioning against another cyclical dip in 2017. “As a result, in 2016 I think it is important we fo- cus on sustainability of our current operations and continue to be strategic about what we are pursu- ing,” she says. “This includes being very selective on pursuit of clients and markets that stabilize the company for the long haul.” Recently, Clifford Power completed an extensive overhaul of its management team, restructured its sales team, launched a new brand, and moved to a new operating system. “The good news is, I believe we are now through the most difficult components of this transition and we now have a strong foundation to grow upon,” she says.

In 2016, the marketing department at Clifford will be focused on getting better versus getting bigger by expanding their market share in their current 10 locations. One area they will be spending a lot of ef- fort on is ingraining a culture of client service ex- cellence throughout the organization. “We are also going to continue to focus on improv- ing efficiencies in our processes through technolo- gy and equipment upgrades to increase our produc- tivity and profitability,” Birkes says. All in all, Clifford is gearing up for record sales in 2016 and setting the stage for sustainability to al- low them to weather through a potential cyclical downturn in 2017. The development of the infrastructure to support the firm’s 2016 growth has taken place over the past several years. Here are a few additional items the company is focused on in 2016: ❚ ❚ Working on continuing to grow staff competency ❚ ❚ Establishing written guidelines for best practices across their operational positions ❚ ❚ Standardizing their compensation system to assure they are consistent for the market ❚ ❚ Owning their own buildings in all of their markets, except one, by year-end See SUSTAINABILITY, page 10

uary 25, 2016, ISSUE 1136

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