Quantifying Leadership

Source: MarkeTrends

Capstone Marketing and Bay Street Group, LLC, have sifted through thousands of survey responses in an effort to quantify how certain management practices correlate with CPA firm success. Preliminary findings indicate several characteristics that distinguish the “leaders” from the “laggards.” For example, leaders are:

• Three times more likely to adhere to a clear set of corporate values,
• Six times more likely to offer thorough, continuous technology training,
• Three times more likely to align training with business strategy,
• Fifteen times more likely to use a marketing plan,
• Four times more likely to be able to pass along fee increases without client resistance,
• Ten times more likely to set business goals that are specific and measurable,
• Four times more likely to get everyone involved and accountable for new business development efforts.

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From MarkeTrends, the magazine of the Association of Accounting Marketers, www.accountingmarketing.org/trends.asp, May/June 2009, p. 1, “Is Your Firm a Leader or a Laggard?”