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carrie steffen: leaders in accounting need these two superpowers | capstone conversations

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capstone conversations
with jean caragher
for 卡塔尔世界杯常规比赛时间

being a managing partner is tough enough, but now accounting firm leaders must master two new superpowers and cpe won’t help.

according to carrie steffen, co-founder and president of the whetstone group, a cpa firm growth strategy agency based in cedar rapids, iowa, managing partners always needed myriad skills. but today, a new generation of cpa firm leaders needs two more.

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“two of the characteristics that are in my mind, sort of leadership superpowers that maybe weren’t talked about in the last generation of leaders or even 10 years ago, are vulnerability and generosity,” steffen tells jean caragher in this episode of capstone conversations.

steffen
the world for cpa firm marketing professionals is getting more complicated, too.
today, the first thing a marketing executive must do in a cpa firm is not marketing. it’s mastering the art of managing the firm’s cpas.
“fundamentally, the challenge marketers face are people inside their firms who are not totally ‘getting’ what they do,”

“it’s gotten a ton better,” she says. “i still think there is a bit of a misperception among some leaders and partners inside of firms.”?

only marketers who understand what their practitioners do, what clients need, and how to bridge those gaps can excel in today’s increasingly sophisticated field of accounting marketing.
five more takeaways:
  1. the techniques for educating partners and firm leaders on marketing’s role and ensuring proper integration between marketing strategies and practice development.
  2. leveraging technology, from crm systems to social media platforms, to communicate with clients and prospects and to manage projects.
  3. managing the complexities of remote work to advance firm culture and internal communication, even as it becomes a vital aspect of marketing strategies.
  4. curiosity has become a key skill for successful marketers in the accounting industry.
  5. improve productivity and time management by avoiding distractions and maintaining focus by eschewing multi-tasking in favor of single-tasking.

about carrie steffen

carrie steffen is president and co-founder of the whetstone group, launched in 2000. the firm provides growth consulting services to hundreds of cpa and professional service firms nationwide. the firm determines how to best organize for growth and build a sustainable growth culture, develops comprehensive growth plans, provides ongoing support and consultation, establishes accountability and coaching programs for business development, and implements follow-up strategies to manage the sales process and maximize marketing roi. she is a member of the association for accounting marketing hall of fame.