how to deploy them as a framework for cpa firm practice development.
by marc rosenberg
the rosenberg practice management library
all marketing activities fall into one of four categories:
- protect and grow revenue from existing clients.
- identify and nurture referral sources.
- focus on a well-defined group of prospects; get new clients.
- support activities that complement those above.
we call these the four disciplines. auditors follow certain steps of a predetermined program to perform an audit. it takes discipline to stay the course and execute the audit process.
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marketing is no different. it requires discipline to engage in all four categories, execute the action steps continuously and avoid taking shortcuts or skipping steps altogether.
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