How Marketing Professionals Can Remain Viable

Source: CPA Practice Management Forum

In this article, Tracy Crevar Warren, president and founder of The Crevar Group, advises: "Regardless of whether your job is in imminent danger or your department is facing significant cutbacks, now is the perfect time to examine your priorities. It is also the right time to consider new ways to add value to your firm."

• Marketing professionals should be aware of the expectation gap. If you don't know what the leadership in the firm expects of you, you cannot fulfill their expectations. Find out what they are by conducting a poll to determine:
  • How have priorities regarding marketing and practice growth changed in the economic downturn?
  • How can you best help the firm to achieve its growth agenda in this new economy?
  • What are the most effective uses of your talent in assisting the firm's professionals to achieve practice growth?

You may have to change your role--in a minor way by taking a more active role in identifying new ways to reach your target market, helping the firm consider new ways to gain competitive advantage, or advising younger staff to get more involved in promoting the firm--or in a major way by shifting your energies toward strategy and coaching versus branding and communications, or by helping your firm develop new niche practices or bringing more business acumen and leadership to the firm's partners in their practice growth initiatives.

Here are some actions marketing professionals can take:

• Use a variety of communication methods to let the firm know you have rebranded your role, and follow up to make sure the message is understood.
• Capitalize on cross-selling opportunities uncovered during busy seasons. Don't let these opportunities slip away again this year.
• Watch expenses:
  • Make sure they will help the firm reach its goals.
  • Renegotiate contracts with outside vendors, for example newsletters or printing.
  • Replace some of your larger events with more intimate, more narrowly targeted ones.
  • Replace printed material with electronic material.

Your ability to track results and communicate success is more important than ever.

For the complete article, click here.

From CPA Practice Management Forum, CCH Incorporated, 800-449-8114, May 2009, p. 5, "Marketing and Business Development Professionals Consider Ways to Add Value in Turbulent Times."