Michael Brewster, director of marketing at J.H. Cohn‘s Eatontown, New Jersey office, says marketing success depends on the efforts of individual partners and staff. Not only do firms need written marketing plans, but staff need such plans as well. Marketing plans create accountability among other things. Brewster lists four important elements of a personal marketing plan:

• Focus on a limited number of key targets—clients, prospects, trade or professional association executives, etc. Identify issues most important to these people. Develop ways to advise them on these issues.
• Include a program of learning in specific niche areas, and engage in activities to exploit niche expertise (e.g., authoring articles, making presentations, becoming active in trade associations).
• Create a network of referral sources including bankers, lawyers, and other influential people (e.g., bond agents, architects, engineers, etc. who serve the construction industry) in target niches. ( e.g., bond agents, architects, engineers, etc. who serve the construction industry)
• Create a program of learning in marketing and sales.

From Marketrends, January/February 2006, p. 6. Association for Accounting Marketing, Inc., Kansas City MO, 816-221-1206, www.accountingmarketing.org.