2018 Small Firm Council Winter Seminar: Leading Innovation, Fostering Growth: Essentials to Achieving a Sustainable, Profitable Business

Thursday February 1, 6:15 PM – 7:15 PM; Friday, Feb. 2, 7:30 AM – 6:15 PM; Saturday Feb. 3, 7:15 AM – 12:30 PM (CST)


Member Organization: National Events

Faculty: Mark Goodale, Principal and Co-Founder of Morrissey Goodale

Click here to download the full agenda.

Looking to grow your business? Who isn’t!

Whether it’s how to market, what key firm positions to fill, how to organize the firm into teams or when it is time to delegate more, it’s your leadership that ultimately grows your business. That’s why you’ll want to join other small firm leaders from around the county for an in-depth examination of three strategic agendas your firm will need to become more successful, profitable.

Seminar topics will focus on:

  • Sustainability – Promoting on-the-job learning and growth, and seeking new ways to improve your management process and protocols
  • Serviceability – Creating client value and a superior client experience through firm innovation and thought leadership
  • Survivability – Focusing on consistently generating and investing profits to expand your firm’s influence into current and prospective target markets

This seminar is for firm leadership tasked with making decisions, such as: owners, principals, HR professionals, CEOs, CFOs.



Thursday, February 1, 2018

3:00 - 6:00 pm                            Small Firm Council Steering Committee Meeting (All are                                                              Welcome)

6:15 - 7:15 pm                            Welcome Reception (Sponsored by the Small Firm Council)

Dinner on your own


Friday, February 2, 2018

7:30 - 8:30 am                           Continental Breakfast 

8:00 - 10:00 am                         Small Firm CEO Roundtable

Tricia Ruby, SFC Chair, ruby+associates

10:00 - 10:30 am                       Break

10:30 am - 12:00 pm                 Small Firm Panel Discussion: Perspectives on Growth

12:00 - 2:00 pm                         Joint Coalition Roundtable Lunch

2:15 - 6:15 pm                           Seminar — Part I: Essentials to Achieving a Sustainable

Profitable Business

                                                             Mark Goodale, Morrissey Goodale                

4:00 – 4:30 pm                            Break - Foyer

Dinner on your own


Saturday, February 3, 2018

7:15 - 8:15 am                              Continental Breakfast

8:00 am - 12:30 pm                      Seminar — Part II: Essentials to Achieving a Sustainable

Profitable Business

                                                                Mark Goodale, Morrissey Goodale                           

10:00am – 10:30am                     Break

12:00 – 12:30 pm                         Seminar Wrap-Up

                                                                Tricia Ruby, Chair, Small Firm Council

12:30pm                                       Adjourn    

About the Speaker:

Mark is a co-founder of Morrissey Goodale. His breadth of experience includes organizational development, strategic planning, mergers & acquisitions, marketing, and executive search. He is a trusted advisor and coach to dozens of industry executives.

Before helping to establish Morrissey Goodale, Mark was the Corporate Strategic Marketing Manager at PBS&J (now a part of Atkins) where he was charged with improving and implementing progressive corporate initiatives geared to position the firm for successful, large-scale client pursuits. Prior to that, he worked at ZweigWhite for over a decade and headed the firm’s strategic business planning and marketing business units.

Mark has authored numerous articles for industry magazines such as Civil Engineering Magazine, CE News, and Consulting Specifying Engineer. He has been quoted many times in various industry publications and newspapers, and is featured in the Morrissey Goodale/Axium video series, “Building High-Performance Organizations”. Mark was also a frequent contributor to ZweigWhite’s publications and events, and authored The Healthcare Market for AEP and Environmental Consulting Firms, the first of ZweigWhite’s market intelligence reports.

Always a top-rated speaker, Mark delivers presentations around the country on a wide variety of management topics at AIA, ACEC, NSPE, CSE, and ZweigWhite events.

Mark received his MBA from the Sawyer School of Business at Suffolk University where he now teaches Business.



Coalition Members - $399
ACEC Members - $499
Non-members - $599



Hilton Garden Inn Austin Downtown & Convention Center
500 North IH 35
Austin, Texas 78701

Phone: (877) 782-9444 use group code: ACEC
Special Rate - $189/night until January 4, 2018 or until block sells out


Heather Talbert



Refunds, Credits, Substitutions, and Cancellations

For cancellations received at least 15 days prior to program date, ACEC will issue a full refund. For cancellations received between 14 days and 3 days prior to program date, ACEC will issue credits toward any ACEC online class, live or on-demand. Credits are valid for 6 months from issue date. For cancellations received 2 days or less before a program date, no refunds or credits will be issued. Refunds or credits will not be issued for "no-shows." Registrants may choose another online class or substitute attendee/s without penalty at any time. Contact education@acec.org for further information.




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