by bruce w. marcus
professional services marketing 3.0
in building a growth plan for your firm, perspective is important.
objectives, clearly defined as they should be, should not be overwhelming. nor should they be adhered to slavishly. it’s often enough to know what you want to do, why you want to do it and how you plan to get it done. read more →
by bruce w. marcus
professional services marketing 3.0
because an accounting firm’s marketing program must do more than accumulate clients, and because it must function in a dynamic world that’s constantly in flux, an effective marketing program can’t be a static list of activities that use a static list of marketing tools. read more →
by bruce w. marcus
professional services marketing 3.0
your accounting firm’s ultimate objectives are the context for marketing programs, which are, in turn, the blueprints for achieving your firm’s objectives. to think of marketing otherwise is to court marketing programs that are irrelevant and unproductive. read more →
by bruce w. marcus
the fact remains we know far less than we should about why, when or how people choose to do business with an accounting firm – or with one firm over another.
but, in light of what we do know, and considering the singular nature of marketing professional services (as compared, for example, to product marketing), what works? read more →
by bruce w. marcus
professional services marketing 3.0
learn to question everything you do. ask yourself the question, “this is the way i did it yesterday. is it the best way to do it today?” you’ll be amazed at the answer. read more →
by bruce w. marcus
professional services marketing 3.0
i’m puzzled by the accounting firm that continues to function today as it did many decades ago – in so many areas, as if the world continues to be as it was decades ago. read more →
by bruce w. marcus
professional services marketing 3.0
if you ask me where i live, i tell you that i live on the corner of x and y streets. it was there yesterday, it’s there today and will be there tomorrow. but i live on a planet in space that’s constantly in motion, as are the other planets in our orbit. my address in space, then, is always in relation to the other planets in orbit, and therefore, constantly changing.
this dynamic between planets in motion exists between ideas and events as well, and is a major factor in the evolutionary process of change.
this is how the evolutionary process works to create change: read more →
by bruce w. marcus
professional services marketing 3.0
for all the talk about change, and all the writing and talking and handwringing about change, it becomes clear that too many professionals see change as an event, finite, an end in itself. in fact, change is not an event that’s arbitrarily made to happen, but a process — the result of which is that something changes. read more →
by bruce w. marcus
professional services marketing 3.0
it’s not difficult to understand in this economic environment why the word change looms so large in the accounting profession’s dialogue. read more →
by bruce w. marcus
professional services marketing 3.0
at a verasage conference not too long ago ron baker addressed the question of why so few top 100 firms have switched to value billing. but the answer is not difficult to discern. “there are decades of culture,” he says, “around the culture of time sheets.”
they are literally at the center of all financial reporting in the firm, and there is too much investment in time sheets and related financial systems for senior management to move in different directions. “it’s human nature to remain on the shores of the familiar,” he says. as for the future, he is optimistic, as am i. read more →
by bruce w. marcus
professional services marketing 3.0
of all the emerging changes in the world of professional services marketing 3.0, few are as innovative as the accounting firm seiler llp in silicon valley’s redwood city. read more →
by bruce w. marcus
professional services marketing 3.0
outstanding examples of the new kind of law firms and accounting firms arising with professional services marketing 3.0 share a drive to remake their business models to better and more economically serve clients.
their focus is on putting the client, rather than the practice and the firm, at the core of their business model. read more →
…and spell success.
by bruce w. marcus
professional services marketing 3.0
typical proponents of professional services marketing 3.0 are accountants who have learned to think and act like marketers, accountants who have developed new kinds of accounting firms, and new kinds of governance structures. read more →