Program Track Overview
The 2026 PRC conference is organized into three tracks. Within each track, sessions integrate skill sets, lessons learned, and implementation strategies – ranging from personal to practice growth.
Download the SMPS PRC 2026 Schedule for your convenience (all information will be available via the Guidebook App).
Share processes, procedures, tools, and resources relevant to roles and responsibilities of the modern marketing team, including strategic and integrated marketing and communications. These sessions also cover research (the foundation of any solid marketing plan), proposals, interviews, and promotional activity.
Help Business Development professionals learn new techniques and share best practices for making connections and growing work for their firms.
Domains of Practice
Topics are rooted in the six Domains of Practice and focus on the latest thinking and methodologies, and appeal to varied experience levels of conference attendees, ranging from emerging professionals to experienced leaders.
Domain 1: Research
Marketing research is executed to gather, record, and analyze data related to marketing a firm’s services. The data can be used to identify and define marketing opportunities; generate, refine, and evaluate marketing actions; monitor marketing performance; and forecast trends.
Domain 2: Planning
The marketing plan serves as a map to define a firm’s market prospects and key market characteristics. The plan should include marketing goals and strategies to ensure successful direction to the team, as well as information on how marketing budgets and efforts should be spent.
Domain 3: Client and Business Development
Business development involves relationship building with current and prospective clients, often prior to a request for proposal. Through interaction with the client, development activities may include calls, visits, correspondence, social media, referrals, and trade shows.
Domain 4: Proposals
Proposals are prepared in response to a specific solicitation where the project and scope of work are identified. Proposals can include general firm information, relevant projects, a technical project approach, and key staff resumes.
Domain 5: Promotional Activity
This undertaking includes all forms of communications and inbound/ outbound marketing. Some examples include advertising, direct mail, website, social media, brochures, presentations, special events, public relations, and press releases.
Domain 6: Management
Management involves coordinating the efforts of staff and/or consultants to accomplish marketing goals and objectives. Using available resources, management effectively plans, organizes, staffs, and directs projects of an organization or firm.
