March 2013 Leadership Forum
Vol. 5 No. 3, March 2013
The Leadership Forum is a panel of the most prominent thought leaders in the profession. Each month we ask them to respond to a question dealing with CPA firm management and leadership.
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This month's question is:
Where are firms putting their marketing dollars this year? And where do you think firms should be putting their marketing dollars to achieve the best results?
Consultants and Other Prominent Observers
| August Aquila | Aquila Global Advisor Group, LLC | www.aquilaadvisors.com [email protected] |
| Marketing is a broad term that encompasses many different activities. In the purest sense, marketing is about creating opportunities for the firm. So my comments deal with marketing and not sales or business development...More | ||
| Jean Caragher | Capstone Marketing | www.capstonemarketing.com [email protected] |
| To achieve the best results CPAs should create a marketing plan that will guide them in achieving their growth goals. The marketing budget is then developed to support the plan...More | ||
| William Carlino | Transition Advisors | www.transitionadvisors.com [email protected] |
| Firms should be investing in a number of areas: first and foremost in social media venues. Roughly 70 percent of Top 100 firms have a Facebook and LinkedIn presence. Secondly...More | ||
| Angie Grissom | The Rainmaker Consulting Group | www.therainmakeracademy.com [email protected] |
| Many firms are putting marketing dollars into event sponsorships for top clients. I agree with this expenditure as long as firm leaders are being strategic about which events to sponsor ...More | ||
| Bob Lewis | Visionary Marketing | www.thinkvisionary.com [email protected] |
| The number one issue facing firms is a toss up between partner accountability and firm succession. Neither of those areas are really marketing issues. The next biggest hole in the profession is a complete lack of a sales culture and process...More | ||
| Bill Pirolli | DiSanto Priest & Company | [email protected] |
| We are doing more target marketing by establishing Practice Centers in our firm and specifically marketing to those industries...More | ||
| Joe Tarasco | Accountants Advisory Group | www.accountantsadvisory.com [email protected] |
| ...Having a well-organized marketing internal structure will allow for more successful results. Whether it's in-house marketing professionals or outsourced marketing hands-on support, the marketing program should be managed and monitored...More | ||
| Lisa Tierney | TIERNEY Coaching & Consulting | www.TIERNEYCoaching-Consulting.com [email protected] |
| Many CPA firms' marketing directors are confiding to me that their firm maintains a generic advertising campaign in their local market's Business Journal, large Chamber publication and/or general billboard, etc. I would strongly emphasize that there be a switch in focus to more finely-tuned trade or niche-focused publications...More | ||
| Sandra Wiley | Boomer Consulting, Inc. | www.boomer.com [email protected] |
| Firms are continuing the quest to push marketing and business development efforts in their firm. The trends in 2013 will include education for their Partner and Managers, development of systems to track projects and client development, social media strategies...More | ||
| Jennifer Wilson | ConvergenceCoaching LLC | www.convergencecoaching.com [email protected] |
| Digital marketing, social media, web site updates, content, industry-specific surveys and marketing investments, and selling to target accounts. | ||