This episode is an Ask Me Anything with Rachel Charlton of Sticky Communications, and the questions go straight to the stuff AEC marketers deal with in real rooms.
We talk about what buy-in actually is, why it rarely shows up “as a stage” in the pursuit process, and how marketers build credibility with technical teams before the fire drill starts. From interview prep and slide strategy to role clarity and change management, we break down what it looks like to lead with the client’s perspective, build a coalition inside the firm, and move ideas forward without turning every meeting into a fight.
You’ll hear practical guidance for marketers working in both consultant and in-house roles, plus the mindset shifts that help you stay steady under pressure, create momentum, and increase influence long before the room fills up.
In this episode, we cover:
-
Why buy-in is a cultural condition, not a pursuit phase
-
How to build a coalition (and why champions matter)
-
The difference between being a producer and being a partner
-
What to do when your message isn’t landing in the room
-
Interview prep realities: storytelling first, slides second
-
Role clarity, decision rights, and why chaos shows up
-
Why “voice of the client” is the most powerful seat in the room
-
Three takeaways: influence, environment, and clarity
Guest: Rachel Charlton, Founder, Sticky Communications
Rachel Charlton is the founder of Sticky Communications, where she helps AEC and professional services teams clarify positioning and turn expertise into sales enablement that actually gets used. With 13+ years in the industry, she partners with leadership, marketers, and SMEs to shape pursuit strategy, strengthen brand and messaging, and translate complex work into clear, decision-ready communication—across proposals, presentations, and client conversations. Part strategist, part translator, Rachel is known for bringing structure to messy moments and helping teams show up with confidence (without the chest-thumping).