SmartSKILLS: Financial Literacy for Modern Marketers

Marketing leaders are increasingly expected to connect their efforts to business performance, but many have never been taught how to read the financial reports that drive executive decision-making. In this practical SmartSkills session, Scott Steiding, Chief Growth Officer of Bennett & Pless, will break down the fundamentals of a Profit & Loss (P&L) statement and explain what marketers should know about revenue, overhead, profitability, utilization, and key financial metrics.

Attendees will gain a better understanding of how firm leaders evaluate performance, make investment decisions, and measure success—equipping marketers to have more strategic conversations and demonstrate greater business impact.

What You'll Learn:
- The key components of a Profit & Loss (P&L) statement and how they fit together
- How revenue, direct labor, overhead, and profit impact firm performance
- Common financial metrics used by AEC leadership teams to evaluate success
- How utilization, multiplier, and profitability influence business decisions
- What marketers should know to better align marketing efforts with firm goals
- How to speak the language of firm leadership and contribute more strategically to growth conversations