featured

breaking it down: marketing job descriptions

word "marketing" highlighted above other wordsmake sure what you’re looking for is what you want.

by marc rosenberg
the rosenberg practice management library

here are detailed job descriptions for two key positions in cpa firms: marketing director and director of business development.

more: how incentives for business development should work | is it time to hire a marketing consultant? |how to manage the practice development function | networking for fun and profit | 14 marketing activities needed now more than ever | now is the time to activate your referral network | the 4 marketing disciplines
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

for a cpa firm marketing director, the objective is to lead the strategic development, planning and execution of the firm’s marketing goals and action steps, all designed to continuously increase the firm’s revenue.

planning

  1. develop, monitor and execute a firm marketing plan
  2. attend partner meetings and retreats
  3. compensation based on overall firm growth, not just the success of tactical efforts

client communications

  1. design and manage a reporting system for regular contacts with clients, referral sources and prospects
  2. plan and coordinate client seminars
  3. develop firm brochures, in-house capabilities brochures and other promotional materials
  4. develop and maintain the firm’s website and continually search for ways to attract business and gain name recognition through the internet, email and social media
  5. maintain and update a mailing list for firm promotional materials
  6. enhance the firm’s image and name recognition in its markets; this includes writing periodic media releases
  7. promote the firm with newsletters and blogs
  8. create direct mail pieces
  9. develop a systematic procedure for mailing firm publications to clients, referral sources, prospects and the media
  10. send thank-you notes to referrers and congratulatory notes to people mentioned in newspapers and journals

provide staff education, training, marketing support

  1. plan and coordinate periodic marketing meetings for the staff on business development ideas and sales techniques
  2. ensure that all firm personnel are properly educated about the firm’s services
  3. conduct in-house marketing and sales training seminars
  4. provide firm members with current articles and materials applicable to business development and the marketing of professional services
  5. develop a list of business and trade associations and civic and charitable organizations that firm members can join; recommend firm members for memberships that are a good fit
  6. assist and advise in the drafting of client proposals
  7. develop and fine-tune a business development incentive program for staff to identify leads and bring in business
  8. identify opportunities for firm members to deliver speeches; develop a bank of speeches they can give
  9. identify opportunities to write articles for publications
  10. monitor the business development efforts of partners and staff
  11. monitor the competition

a director of business development is somewhat different.

general description

primary goal is bringing in business. keeps the firm’s pipeline of leads and opportunities full and works with other firm members to maximize the close rate on the pipeline leads. develops and sustains an internal sales culture that has enthusiasm and energy.

three main activities:

  1. lead generation – roughly 60 percent of the time
  2. qualifying leads, developing opportunities – 20 percent
  3. firmwide activities (promoting and representing the firm, assisting others with business development activities, etc.) – 20 percent

specific duties

  1. drive a high volume of leads to the firm; make cold calls, present proposals; responsible for meeting or exceeding targeted number of calls and prospect meetings
  2. own and manage the firm’s pipeline of leads and opportunities, running periodic meetings to review progress and coordinate joint selling efforts
  3. support partners in their follow-up efforts with leads
  4. increase cross-selling opportunities with existing clients
  5. perform and coordinate networking activities
  6. coach firm personnel in their business development activities
  7. develop relationships with key individuals in the community
  8. promote and enhance the firm’s name awareness
  9. obtain public speaking and other showcasing opportunities

typical goals

  1. annual firmwide growth of x percent
  2. annual personal revenue contribution of y percent
  3. pipeline win rate of z percent
  4. total number of leads personally contributed to the pipeline

key milestones

  1. after 90 days on the job:
    1. identify specific industry and service targets
    2. understand the services the firm provides and who delivers these offerings
    3. start networking process (minimum of 2-3 new business sales calls per week).
    4. join and attend targeted organizations.
  2. at six months:
    1. beginning of the sales lead pipeline; qualified opportunities (2-3 per week)
    2. identify and possibly assist in closing x number of opportunities with partners
  3. at one year:
    1. 30-50 leads in personal lead pipeline
    2. close 2-3 large opportunities by year-end
    3. close revenue of $x (can be mix of roughly 65 percent personal leads and 35 percent partner leads)

compensation approaches

overall rule of thumb: if the goal is to pay a business development director a base of $100,000 and a bonus of $100,000, here is an example of how target sales might be computed:

formula

comp arrangement #1

  1. base of $_______ (often around $100,000)
  2. bonus: 3 components:
    • 5% on year 1 billings, 3% for year 2 and 1% for years 3 to 5; $500,000 seems reasonable for a total annual sales number
    • if sales exceed $500,000, then commission rate is 10% of the amount over $500,000 in first year
    • commission based on total pipeline dollars won
      • between x and y of sales: $10,000
      • between y and z of sales: $15,000
      • over z of sales: $20,000

comp arrangement #2

  • project work: 6% of revenues brought in
  • annuity work: 6% for year 1 and 4% in year 2

specific provisions

  1. bonus should be as large a percentage of total compensation as possible.
  2. bonus should be paid as quickly as possible after fees are collected.
  3. pipeline win rate excludes clients where lead came in unsolicited and is 100 percent certain.
  4. business development director should be reimbursed for cellphone use, auto mileage and reasonable t&e.
  5. business development director is not eligible for the same sales bonus pool as the staff.
  6. upon leaving the firm, the business development director receives future bonuses only to the extent that client invoices are paid but the bonus was unpaid.