Survey of the Roles of Marketing Staff

Source: Accounting Office Management & Administration Report

The Association for Accounting Marketing’s report on its 2004 survey is based on 220 responses.

Marketing responsibilities were stated as follows:

• Participation in strategic planning for marketing and sales—40% of firms
• Proposals—38%
• Research—36%
• Program development—32%
• Strategic planning—27%
• Collateral material—69%
• Public relations—67%
• Newsletters—66%
• Advertising—66%

Reporting to:

• Managing partner—42%
• Partner in charge of marketing/sales—19%

A formal marketing plan was reported by 57 percent, but a written budget was reported by 74 percent.

Almost half the firms reported they are “just getting started” in business development and sales.

Marketing/sales committees are present in 44 percent of the responding firms. The committee is chaired by the marketing person in 42 percent of these firms and by the marketing partner in 35 percent.

In response to the statement “marketing is a part of our firm’s culture,” only 32 percent responded positively.

From Accounting Office Management & Administration Report, April 2005, p. 3. Click here for the complete article

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