CPSM Study Group: The Inside Scoop
Posted on Sep. 16, 2025 / SMPS Boston Info, CPSM / Subscribe 0
Many experienced AEC marketers decide to take the next steps in their career by pursuing CPSM certification. Learn more about the test, sponsorships, and other frequently asked questions on the SMPS Boston website or by reaching out to a member of the SMPS Boston CPSM Committee. If you’re interested in joining the SMPS Boston study group, visit the events page to see upcoming meetings or email Phil Learmonth, Director of CPSM Certification at [email protected].
As we come upon the start of the SMPS academic year, we reached out to previous CPSM study group graduates to celebrate their success and provide their perspectives about how joining the SMPS Boston CPSM study group helped them grow as professionals!
Participants:
Tiffany Horne, CPSM, Marketing Manager at TOCCI
Kim DiGiovanni, CPSM, Director of Marketing at NV5
Maria Salvatierra, CPSM, Director of Marketing & Business Development at Wilson Butler Architects
Jess Guyer, CPSM, Marketing Manager at GEI Consultants
Sara Garber, CPSM, Marketing Manager at Arup
Molly Romano, CPSM, Director of Marketing at Windover Construction
Kristie Norris, CPSM, Director of Marketing and Strategy at Nobis Group
1. What made you decide to pursue CPSM certification, and why did you choose to participate in an SMPS study group?
Tiffany Horne, CPSM: I wanted to continue my professional development, but I wasn’t ready to commit to a master’s program. The CPSM felt like the right step. It gave me both confidence and credibility as an AEC marketer, and it was a way to validate the knowledge I had built in practice. At first, I tried working through the Markendium on my own, but progress was slow. Joining the SMPS study group gave me accountability, structure, and a stronger path forward. After attending the info session with Phil, I realized I’d gain much more than discipline—it was about learning how the exam was structured, getting study tips, and hearing directly from CPSMs who had already passed. That insight was invaluable.
Maria Salvatierra, CPSM: I wanted to strengthen my technical background, since my studies were in marketing. Because marketing and business development in the AEC industry are highly specialized, I sought to deepen my expertise through benchmarks, tools, and strategies that are widely recognized as effective in the field.
Sara Garber, CPSM: In order to be promoted to our company’s leadership you need a professional certification. As an AEC marketer and SMPS member for many years, the CPSM aligned with my professional development goals. I have never been a particularly good test-taker so having the support system and accountability system really helped me feel confident for taking my first academic-style test in almost twenty years!
Jess Guyer, CPSM: I wanted to expand my knowledge of the AEC industry and improve how I contribute to my work. My academic background is not in marketing, and while I considered pursuing graduate studies, I found that the CPSM certification was a more relevant and practical way to advance my skills. I chose to participate in the study group because I learn best through discussion and collaboration. Being part of a group provided valuable opportunities to exchange ideas, ask questions, and gain different perspectives, which made the preparation process more engaging and effective for me.
Kristie Norris, CPSM: When I talked to CPSMs at events, I always found them extremely knowledgeable on lots of AEC marketing topics and I wanted to be known as an expert at my firm. Also, certification was tied to promotions and raises/bonuses. I joined SMPS study groups because it was helpful to keep me on track and motivated.
2. How do you feel participating in a study group benefited your experience with the exam?
Kim DiGiovanni, CPSM: Participating in the study group was incredibly beneficial to my exam preparation. The review sessions helped reinforce the material I had just read, and the practice questions offered a clear gauge of my understanding. Beyond content review, the group provided valuable insights into what to expect on test day, including the exam format, effective strategies for taking practice tests, and tips for maximizing solo study time. Equally important, the study group fostered a strong support system of peers who genuinely wanted each other to succeed. It helped me build a network of CPSM professionals I could reach out to with questions during my individual study sessions. Having access to others who had been through the same process, and were eager to help, made a big difference in my confidence and progress.
Sara Garber, CPSM: The study group helped immensely! When I didn’t understand a topic, it was reassuring to know others were also struggling, or to get their advice on how to have it make more sense. It also helped with accountability and staying on a studying schedule. We became a real cohort, providing support and cheerleading each other on!
Tiffany Horne, CPSM: Honestly, the study group is one of the biggest reasons I passed. Hearing from former CPSMs helped me focus; simple tips like making flashcards (which I resisted at first!) and the many practice tests really made a difference. The group gave me reassurance and confidence, so I knew what to expect on exam day. Without it, I probably would have dragged out the process, spent too much time rereading, and struggled to identify what really mattered. The group kept me focused and efficient.
Maria Salvatierra, CPSM: It was tremendously beneficial—building accountability, keeping me focused on the goal, and providing an experience that was both enjoyable and supportive.
Jess Guyer, CPSM: Participating in the study group was very helpful. Connecting with others who were also learning the material allowed us to discuss real-world applications and compare them to the concepts in the book. These conversations helped me feel more prepared for the exam.
Molly Romano, CPSM: The study group was helpful in so many ways. In addition to the camaraderie you have with the fellow candidates and study group leaders, you also have their perspectives to supplement your own journey through the materials. The accountability to stay on pace with the group was also critical. I would have been much more apprehensive going into the exam if I didn’t have the insights from people who had already been through it.
Kristie Norris, CPSM: It made me feel much more prepared. Knowing everyone leading the group had gone through the same exam and process made me feel like it was achievable. The activities we did really drilled in the concepts, acronyms, formulas, and terms that were on the exam. Additionally, the Boston CPSM Study Group has had a 100% pass rate for a few years now, so what we're doing clearly works!
3. How much information did you know about the subjects going into the study group? What was something you learned from a study group peer?
Jess Guyer, CPSM: I was familiar with many of the topics, but I hadn’t worked with all of them directly. Through conversations with my peers, I gained insight into how they applied the concepts and ideas in their roles, which helped me see new ways to incorporate them into my own work.
Tiffany Horne, CPSM: I had a solid foundation from my work experience, but the study group helped me recalibrate my approach. In practice, every firm has its own “right way” of doing things, but the exam is about aligning with best practices in the Markendium. The biggest lesson I learned from peers was not just what to study, but how to answer, choosing the “best possible answer” even when multiple options seemed reasonable. That shift in mindset was huge for me.
Maria Salvatierra, CPSM: I’d known about the certification for some time, and it was always a goal I wanted to achieve. Passing it means not only validating my experience but also grounding it in a respected framework of benchmarks and strategies recognized throughout the industry.
Sara Garber, CPSM: I’ve been in this profession my entire career so I would say I knew a lot going into the group. However, some of the SMPS terminology is different from what I’ve used in my career so I had to work on connecting the dots. One of our study group peers was a rockstar and also joined other SMPS chapter CPSM study groups and then came back and shared those additional resources with us. It was really helpful to get the additional study materials.
Kim DiGiovanni, CPSM: Having worked in the industry for nearly 20 years, I brought a solid foundation of knowledge into the study group, which helped with some of the exam material. However, I quickly realized that just because my firm approaches something a certain way doesn’t mean it aligns with the “by the book” standards covered in the exam. Some domains, like research, were less familiar to me since they aren’t part of my day-to-day responsibilities, so I spent extra time absorbing and understanding that content. One standout moment was during the proposal domain session led by Kristie Norris. When we reviewed the proposal color review stages, blue team, pink team, red team, and gold team, she shared a visual showing Power Rangers in those colors and in that order. That image stuck with me and helped me recall the sequence during the exam.
Kristie Norris, CPSM: I feel like most people knew about the proposals, and I had some experience with the other domains in my job, but the study group and CPSM materials provided very helpful processes, particularly in research, planning, and business development. My peers often provided different perspectives and suggestions for how to improve an existing process as well.
4. How has getting certified opened doors for you professionally?
Kristie Norris, CPSM: I find there's an increased level of trust in my experience since becoming a CPSM. Colleagues are more willing to listen to my input and include me in high-level business and strategy decisions because the CPSM lends credibility. Additionally, I received a major promotion shortly after receiving my CPSM that helped prepare me for my position today.
Tiffany Horne, CPSM: Earning my CPSM has strengthened my credibility both inside and outside my firm. Internally, it has elevated my voice at the table. I feel more confident backing up ideas with industry best practices, and leadership recognizes the value of that perspective. Externally, it has connected me to a larger network of CPSMs and SMPS members, opening up conversations and opportunities I might not have had otherwise. It’s been a meaningful step in positioning myself not just as a marketer, but as a strategic partner.
Maria Salvatierra, CPSM: It has been essential for my personal growth, boosting my confidence in my experience, and it has also been recognized by my team as a pathway to excelling in my role.
Jess Guyer, CPSM: Since getting certified, I felt more confident and knowledgeable in my job, both in familiar areas and in new responsibilities. After becoming certified, I was promoted to a manager position and now lead a team. The CPSM material helped me feel more prepared for my role.
Sara Garber, CPSM: Getting certified is one less hurdle I have to overcome as I transition from mid-career to leadership. As mentioned above, my firm requires a certification for everyone in their leadership tier, so one less thing I have to think about!
5. Did having scheduled time to meet in the study group help to budget time for it?
Maria Salvatierra, CPSM: Definitely. Each session gave me a clear sense of where I should be and highlighted the sections I needed to review or work harder on. At the same time, I created my own study schedule outside those sessions, guided by the feedback I received.
Molly Romano, CPSM: Yes! The pace of the study group is very intentional to allow you time to read each domain thoroughly in time for the exam, with additional time to review and delve deeper into any areas you need more time with. Eight months can seem like plenty of time, but it flies by, especially when trying to squeeze studying in on top of work and life. The study group was invaluable for me in staying on top of it throughout the year.
Tiffany Horne, CPSM: Absolutely. Our monthly meetings gave me built-in deadlines that kept me on track. Knowing I was responsible for a section and needed to contribute to the group motivated me to prioritize studying. It turned what could have felt overwhelming into manageable milestones.
Kim DiGiovanni, CPSM: Having scheduled study group sessions was key to staying on track. Knowing I needed to finish each book before the next meeting helped me prioritize my time and commit to a consistent study routine. Some months, I was reading the final pages just before class but I always made sure to complete the material. Without that structure, it would have been easy to fall behind with all the demands of work and life. Finding time to study was one of the biggest challenges in preparing for the exam. After the study group ended, I had a couple of months to prepare independently and maintaining that discipline was crucial. Scheduling the exam early on in the process helped me commit to taking the exam rather than pushing it off. Choosing one of the last possible days within the testing window also gave me more time to study, which was a strategic decision that someone in the study group mentioned and worked well for me.
Jess Guyer, CPSM: Yes, having regular meetings provided helpful checkpoints. I aimed to read each book before our sessions, which helped me make steady progress and kept the process from feeling overwhelming.
Sara Garber, CPSM: YES. I am definitely a procrastinator, and with anxiety around test taking to begin with, it would have been very easy for me to put everything off until it’s too late. The scheduled time to meet was critical to feeling confident with the test and passing!
Kristie Norris, CPSM: Absolutely! I was able to set deadlines for myself knowing when the next study group would be and what homework assignments I had to complete. It's sometimes hard for me to motivate myself if there isn't a set deadline or recurring schedule to complete a task, and the study group provided the structure I needed to be successful.
6. What was a big breakthrough moment for you, if any, in the process?
Molly Romano, CPSM: The exam is looking for comprehension, not just memorization, so when I learned how the exam questions and responses were structured, that was a key moment for me because I was able to adapt my studying process. The study group was a key part of helping me understand and prepare for this aspect of the exam.
Tiffany Horne, CPSM: My breakthrough was realizing the value of going back to the basics. Revisiting the foundations reminded me that I already had a strong base of knowledge, I just needed to connect it more intentionally to what I do day to day. That shift not only helped me prepare for the exam but also changed how I approach my work. It gave me a fresh perspective and, ultimately, made me a stronger marketer.
Sara Garber, CPSM: Honestly, the whole process made me feel more confident in my capabilities. Having been in this profession for 17 years, it reaffirmed my knowledge and value add of the industry.
Maria Salvatierra, CPSM: I didn’t recognize any major breakthroughs during the process—it felt more like a steady race. The final month, however, was the key period when I sprinted, dedicating every evening and weekend to studying.
Kim DiGiovanni, CPSM: A major breakthrough for me came when I took the practice exam provided during registration. Although it didn’t show which specific questions I got right or wrong, it did give a breakdown of my performance across each domain. Based on advice from the study group leaders, I took the exam early enough in my preparation to allow time to revisit the areas where I scored lower. Seeing a passing score gave me a huge confidence boost. It reassured me that I was on the right track. More importantly, it helped me focus my remaining study time on the domains that needed improvement. That combination of early assessment and targeted review was a turning point in feeling prepared to pass the exam.
Kristie Norris, CPSM: I was finding that mock exams and quizzes often had multiple answers that could be correct, but being able to think through the process and application helped me identify the right answers. If two answers are similar, but one is part of the process for the other, the answer would be the overarching process. Additionally, when multiple answers would be necessary but you can't complete one without doing the other first, the right answer would be the very first step. This tip was super useful for another CPSM, who contacted me the week before the exam to help her study. When I prompted her with, "are any of these answers technically part of the other?" or "what is the first thing you would do?" her mock exam scores drastically improved - and she passed the exam!
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