Don’t Get Caught Without a Marketing Plan

Source: Capstone Connection

Jean Caragher, president of Capstone Marketing and a leading consultant to accounting firms, has created a practical and insightful list of requirements for a marketing plan:

• Know your clients (see “Be a Strategic Marketer”).
• Create a compelling story about your firm and make sure everyone on your team tells it right.
• Include the initiatives that have worked for you in the past.
• Your goals must be SMART: Specific, Measurable, Attainable, Realistic, and Timely.
• Your goals must be in alignment with your vision for your firm.
• Be certain to include a plan for cross selling.
• Make sure your partners are committed to the plan.
• Provide soft skill training for your people.

For the complete article, click here and read “Ten Must Answer Questions for Your Marketing Plan.”

From Capstone Connection, Marketing Ideas and Strategies for CPA Firms, Capstone Marketing, www.capstonemarketing.com, November 11, 2008.