make sure you’re prepared.
by august j. aquila
price it right: how to value accounting services
here are 20 basic questions to ask yourself and your partners before engaging a marketing consultant:
- what is our firm’s mission?
more: five ways smart marketing boosts your firm’s enterprise value | marketing’s role in staffing and recruitment | seven ways that marketing helps you retain clients | five ways to make partners fall in love with marketing | losing can help you win more | eight areas to cover for personal goals | service quality: the key to client retention | how life cycle changes your marketing | clients buy solutions, not features
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- is our mission clearly stated and easily understood by the market?
- what is our firm’s image in the market?
- what is our firm’s vision? what do we want it to become?
- do we have a core marketing strategy?
- will we allocate sufficient resources to your marketing endeavors?
- who are our best clients?
- do we know why they selected our firm?
- how do our current clients make buying decisions?
- do we know the key needs of each major market we serve?
- who are the top 10 clients we lost in the last 12 months?
- why did they decide to leave our firm?
- who are our major competitors?
- are our major markets growing?
- are our major markets shrinking?
- how are our competitors viewed in the market?
- what trends are happening in the top 20 percent of your clients?
- how is technology affecting our clients?
- how is the firm reacting to recent changes in technology (e.g., ai)?
- to what extent will the partners buy into the marketing program?
great discussion questions for your next retreat.