{"id":133457,"date":"2024-10-28t10:00:30","date_gmt":"2024-10-28t14:00:30","guid":{"rendered":"\/\/www.g005e.com\/?p=133457"},"modified":"2024-10-30t22:11:09","modified_gmt":"2024-10-31t02:11:09","slug":"sarah-cirelli-when-grassi-cpas-needed-a-swat-crisis-response-plan-capstone-conversations-jean-caragher","status":"publish","type":"post","link":"\/\/www.g005e.com\/2024\/10\/28\/sarah-cirelli-when-grassi-cpas-needed-a-swat-crisis-response-plan-capstone-conversations-jean-caragher\/","title":{"rendered":"sarah cirelli: launching the &#8216;swat&#8217; plan at grassi cpas | capstone conversations"},"content":{"rendered":"<p><em><strong>capstone conversations<\/strong><\/em><br \/>\n<em>informal and informative discussions with leading growth strategists from the nation&#8217;s most dynamic cpa firms.<\/em><\/p>\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"sarah cirelli: imagine a special weapons and tactics tool for your firm worth $2m in roi | capstone conversations\" src=\"https:\/\/player.vimeo.com\/video\/1015567615?h=dd3eb2c7ad&amp;autoplay=1&amp;&amp;muted=1&amp;loop=1&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_selres_start\">?<\/span><\/iframe><\/div>\n<h6 style=\"text-align: center;\"><span style=\"color: #808080;\">[preview] pro members always get the full video, and all the analysis, commentary and transcripts | <span style=\"color: #0056a6;\"><a style=\"color: #0056a6;\" href=\"https:\/\/goprocpa.com\">go pro here<\/a><\/span><\/span><\/h6>\n<p><iframe loading=\"lazy\" style=\"border: none; height: 205px; width: 100%;\" src=\"https:\/\/www.podomatic.com\/embed\/v2\/podcast\/5781641?episode_id=10808510&amp;theme=dark\" width=\"100%\" height=\"205\" frameborder=\"0\"><\/iframe><\/p>\n<h6 style=\"text-align: center;\">stream, listen, download, and subscribe to 卡塔尔世界杯常规比赛时间 podcasts anywhere: <a class=\"external\" href=\"https:\/\/cpa.click\/apple-podcasts\" target=\"_blank\" rel=\"noopener\">apple<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/podcasts-youtube\" target=\"_blank\" rel=\"noopener\">google\/youtube<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/spotify\" target=\"_blank\" rel=\"noopener\">spotify<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/iheart-podcasts\" target=\"_blank\" rel=\"noopener\">iheart<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/deezer\" target=\"_blank\" rel=\"noopener\">deezer,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/amazon-podcasts\" target=\"_blank\" rel=\"noopener\">amazon music and audible<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/playerfm-podcasts\" target=\"_blank\" rel=\"noopener\">player fm<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/audacy\" target=\"_blank\" rel=\"noopener\">audacy,<\/a> <a href=\"https:\/\/cpatrendlines.podomatic.com\/rss2.xml\">rss<\/a><\/h6>\n<figure id=\"attachment_131035\" class=\"thumbnail wp-caption alignright\" style=\"width: 294px\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-131035\" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug.png\" alt=\"\" width=\"294\" height=\"159\" srcset=\"\/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug.png 1600w, \/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug-424x229.png 424w, \/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug-849x458.png 849w, \/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug-768x415.png 768w, \/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug-1536x829.png 1536w, \/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug-300x162.png 300w, \/\/www.g005e.com\/wp-content\/uploads\/2024\/09\/capstone-conversations-with-caragher-from-vid-still-for-logo-bug-600x324.png 600w\" sizes=\"auto, (max-width: 294px) 100vw, 294px\" \/><figcaption class=\"caption wp-caption-text\"><a href=\"\/\/www.g005e.com\/tag\/capstone-conversations\/\">more capstone conversations here<\/a><\/figcaption><\/figure>\n<p><em>with jean caragher<br \/>\nfor 卡塔尔世界杯常规比赛时间<\/em><\/p>\n<p>when the covid pandemic hit grassi cpas, chief marketing officer sarah cirelli launched a &#8220;swat&#8221; program to stem the losses and reap an extra $2 million in new fees.<\/p>\n<blockquote><p>tune in to <a href=\"\/\/www.g005e.com\/tag\/capstone-conversations\/\">capstone conversations every monday<\/a> | follow jean caragher <a href=\"\/\/www.g005e.com\/?s=caragher&amp;as_author=1334&amp;category=&amp;tag=&amp;date=&amp;orderby=post_date&amp;cpat_as=1\">on 卡塔尔世界杯常规比赛时间 here<\/a>. |\u00a0get her best-selling handbook, <a href=\"\/\/www.g005e.com\/shop\/the-90-day-marketing-plan-for-cpa-firms\/\">the 90-day marketing plan for cpa firms, here<\/a> | catch jean caragher every friday with <a href=\"\/\/www.g005e.com\/tag\/gear-up-for-growth\/\">gear up for growth here<\/a><\/p><\/blockquote>\n<p>in this episode of capstone conversations with jean caragher, cirelli explains the swat toolset, which stands for &#8220;special weapons and tactics,&#8221; an automated dashboard with the firm&#8217;s crisis response and recovery services, all the marketing data, and every prospect and client who attended a webinar or called their hotline, the questions they asked, the industry they operate in, and where they were in the lead generation process.<\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"sarah cirelli: imagine a special weapons and tactics tool for your firm | capstone conversations\" src=\"https:\/\/player.vimeo.com\/video\/1015568215?h=142e99c317&amp;autoplay=1&amp;&amp;muted=1&amp;loop=1&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_selres_start\">?<\/span><\/iframe><\/div>\n<div><\/div>\n<div>the\u00a0 swat initiative resulted in nearly $2 million in roi by leveraging technology with firm goals, empowering teams to leverage advanced tools, and ensuring seamless technology integration within workflows. cirelli credits the firm&#8217;s adaptability, client-focused strategies, and the importance of continuous evolution in business practices to stay competitive.<\/div>\n<div><\/div>\n<div><strong>key takeaways:<\/strong><\/div>\n<ul>\n<li><strong>evaluate current tools and processes:<\/strong> audit your firm&#8217;s existing tools and workflows. identify gaps where a specialized tool or tactic could enhance productivity, client engagement, or team collaboration.<\/li>\n<li><strong>align technology with business goals:<\/strong> ensure that any new tool or strategy directly supports the firm\u2019s broader goals, whether improving client satisfaction, streamlining operations, or increasing revenue.<\/li>\n<li><strong>empower teams with training and resources:<\/strong> provide team members with training on advanced tools and encourage a proactive approach to learning. this prepares the team to handle challenges more effectively.<\/li>\n<li><strong>focus on client-centric solutions:<\/strong> choose tools and tactics that enhance the client experience, whether through better communication, streamlined services, or increased transparency.<\/li>\n<li><strong>regularly reevaluate and update tactics:<\/strong> the business environment and client needs change continuously, so revisit tools and strategies regularly to stay ahead of industry trends.<\/li>\n<li><strong>foster a culture of agility:<\/strong> encourage adaptability in the team\u2019s approach to problem-solving, making it easier to pivot or adopt new tools as needs evolve.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>hello. this is jean caragher, president of capstone marketing. i am excited today to be talking with sarah cirelli, chief marketing for grassi advisors and accountants, who was recently named the 2021 marketer of the year. sarah manages a team of eight experienced marketers who execute marketing, advertising communications, public relations, practice, growth and business development initiatives on behalf of the firm&#8217;s more than 350 employees. now, i could spend the rest of our time together talking about sarah&#8217;s accomplishments, so i&#8217;ll share the one that i believe makes her the proudest. sarah, i believe that is your swat workbook because you&#8217;ve talked to me about this before. swat stands for special weapons and tactics. it&#8217;s an automated tool that holds all of the firm&#8217;s crisis response and recovery services marketing data. that&#8217;s every person who attended a webinar called into their hotline, the questions they asked the industry they operate in, and where they were in the lead generation process, and all rolled out into a dashboard. and i understand that this swat initiative resulted in nearly $2 million in roi. so yeah,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>thank you. that&#8217;s just what i am really proud of. this we are, you were, yeah, it&#8217;s funny. i feel like the last time we spoke about it, we weren&#8217;t quite sure how impactful it would really be, and it&#8217;s evolved so much since then. but this, oh man, we love this thing. yeah, yeah, we really do wonderful things.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>you should be very proud of that. so, sarah, congratulations on being named the 2021 marketer of the year. and i know you were able to receive this live because you were at summit. so how did that? so did you know in advance?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>i don&#8217;t know if i&#8217;m supposed to say it, but they did tell me. they did tell me in advance. yeah, they did reach out. it felt so good to be in person. oh man. i think that, you know, we were local, so they wanted us to have a chance to invite lou, our ceo, and some others and be there to celebrate in person. so it was, it was really nice. it was really nice to see everyone. and i didn&#8217;t, you know, i knew i missed it, but i didn&#8217;t realize how much i missed seeing everyone until i got there, and there&#8217;s just nothing like in person. and it was my first experience too, with a really thorough like hybrid event. and i can&#8217;t imagine how hard that was to pull together, but, but, uh, yeah, in so great to be there in person, and it&#8217;s such an honor, too. i<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>i am very much looking forward to louisville next year because, for sure, you know we&#8217;re going to be past everything by then. yes. so sarah, tell us what is the biggest change that you made to your marketing program due to covid and as a follow-up, which change do you think will continue post-pandemic?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>wow. yeah, it&#8217;s amazing to think how much the pandemic has changed everything in relation to how we do business. i think one thing in particular that we did really well was our pivot in strategy period, and how we managed that pivot. you know, gene for as terrible as the pandemic was for us and so many people, it was also some of the most fun that i&#8217;ve ever had in my career. it was, it was so exciting. you know, when march hit last year, we completely pivoted our go-to-market strategy. i always knew the importance of that outside-in mentality in terms of letting the market dictate what service and offerings we&#8217;re bringing to market and what we believe is needed. you know, what we believe to be needed and how best to communicate and market those, but there was no better example than than this past year. you know, we had to completely abandon what we were doing for our strategy and our plan. as we knew it, and we had to take a step back and really anticipate what services and offerings we believed our clients would need to survive, let alone to grow. and we took that very seriously. so it was a really solid lesson in that outside-in mentality and not just putting out there what we believe to be the best, right? it&#8217;s but you know what? no what is the market dictating? and that effort in understanding what that is, and i also learned a really valuable lesson in moving quickly. so i think sometimes i don&#8217;t know if you can relate, but we often get paralyzed by our need to do everything perfectly and right. so we one thing, yeah, one thing. we just need to let it go when it&#8217;s good enough, right we know, and looking at things as you know progress, instead of just waiting until it&#8217;s perfect to put it out there and let others see it and enjoy it. and so we learned a really valuable lesson in doing things quickly. we we moved fast. we moved faster than we usually did. there were often times we were putting, you know, invitations out into the marketplace for a webinar taking place 48 hours later where we had no idea what we were even going to say, yeah, where we still had to go through the 100-page document to understand what the heck it is that, you know, for emergency loan support or whatever, and we moved quickly. and i think there&#8217;s really something to that. and the crisis response and recovery hotline that you referenced, we pulled that together in a day and without, without, really, you know, having a solid and formal process, but we wanted to just make ourselves available, and we said we&#8217;ll figure it out however it unfolds. and that lesson in moving quickly, i think, was something really great too, and i think two very valuable lessons that i&#8217;d like to continue and hold on to moving forward,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>right? yeah, yeah. i think it also shows us what we&#8217;re able to do. you know, in a crisis,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>yeah, yeah, yeah. you know what. that&#8217;s true too. you start to discover a lot of the undiscovered talent around you when your backs are against the wall and your your resources might be more limited than you want them to be, and that that, like excitement, generates new opportunities. and, yeah, i totally agree,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>right, absolutely. so you&#8217;ve talked a little bit about already what i wanted to know about. you know, what you&#8217;ve learned about yourself? have you something different about or about the firm and the firm&#8217;s reaction to all of this with the pandemic?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>yeah, you know, it taught me, i think, quite a bit on how successful i can be personally, when i narrow my focus on one or two really impactful initiatives. i know you know this already about me, but i tend to be very excitable about a lot of things. i get, you know, i get very excited about most things, and i love everything, and it sounds good, but it can it can make it. can make focusing very challenging. so, you know, i that&#8217;s not something that comes easily to me. i&#8217;ve had to really, really develop my productivity skills and my focus skills. and the one book that i always say, the one thing, it&#8217;s like my my bible, it just teaches you how to be productive, but it&#8217;s made for people like me who just have shiny disease and they&#8217;re all over the place. but one thing again that i learned last year through all of this, we we really, we really narrowed our focus on on what we were what we were working on, and we said no to a lot of stuff that we normally would have said yes to. so we focused almost entirely on creating great content, simple content, quickly putting it out into the marketplace through webinars or alerts, building that swat tool, and then nurturing and building out those those leads and pursuing those leads with our people and when normally we&#8217;d be like researching the best podcast tool, and you know what i mean, and doing all these things, and you really narrowed our focus, it taught me a lot. you know?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>i think that&#8217;s a great lesson for everybody, because i always pride myself on being able to get things done. but i do have to remind myself of that focus of, okay, i&#8217;ve worked for a bit on this. now let&#8217;s spend some time on this, when i really should just keep spending time on that first thing, right, and with you and getting that done, and also then, then get to the next thing. and it&#8217;s also hard<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>too, because, you know, i. love my peer groups. i love aam. i love more global. and there&#8217;s some, oh, my god, there&#8217;s some talented market, you know, accounting marketers out there. and i love watching everyone. and it&#8217;s easy to feel envious when you see another firm or another marketing department with maybe a, you know, bigger budget or bigger team or different tools. and it can sometimes be, you know, a little discouraging if you don&#8217;t have those things, and you think you can&#8217;t achieve the same success. but we learn, you know, it&#8217;s great to be inspired by other firms, but everybody&#8217;s got different needs and different geographic factors and different industries of focus. and, you know, doesn&#8217;t need to be enough. you know, you don&#8217;t need to be discouraged. i feel like you don&#8217;t need to have 25 of the newest and hottest pieces of technology to be successful. technology is supposed to make things easier, not more complicated. and everything that we did this past year was with was with everything that you can already find in your fridge, right with excel. we use excel. we used teams, we used, you know, our website. so that was a that was, i learned a lot again, you know, it&#8217;s, it&#8217;s, you can do a lot with a little bit. and it was nice. it was nice to learn that, because sometimes it&#8217;s, you know, you know.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>and you know what, sarah, you know, there might be firms out there that do have other tools or things that they use, or you think that they use, but, you know, there&#8217;s always a story behind that too, about how well it&#8217;s actually working or not. so it&#8217;s, i think that&#8217;s the message of, you know, use what you have and become really efficient at using those tools. you know, there was a stat. i&#8217;m not going to remember it now, but how little i want to say it&#8217;s about, on average, people learn about 20% of the microsoft suite. so people learn just enough to be dangerous, you know, with word and excel and powerpoint and all stuff, and they don&#8217;t know, like, 80% on the other half of what it can do. so<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>that&#8217;s so funny, you say that, yeah, in my mind, where, when i was just speaking to you, one of the some of that undiscovered talent that we found around us, somebody who works with us, you know, was able to use excel in a way where it was very similar to power bi, and what he was able to do in excel, it didn&#8217;t feel like excel anymore. and i&#8217;m like, where are they teaching the i did not learn any of that. it&#8217;s like, amazing, right? exactly.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>so tell me. so let&#8217;s, let&#8217;s step off the pandemic a little bit. yeah. overall, what have you found to be the greatest challenge in marketing, cpa firms?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>there&#8217;s an incredible amount of pressure to keep innovating, as our professor, you know, our profession changes quickly. you know, just just as an accounting and consulting firm, being at the forefront of continuously innovating and specializing and creating competitive offerings, bringing them to market. you know, creating offerings that are competitive in price, with technology and automation and and then, how do you even begin to put it out into the universe with with social media being so saturated and there being so much noise online, and then once you get to your target, how do you connect your met? you know, how do you how do you connect your message, and how do you really break through? and i feel like that just keeps getting harder. it&#8217;s not impossible, but it keeps getting harder, creating offerings, bringing them to market, being making them unique, making them attractive, communicating effectively with so much noise. that&#8217;s, i think that&#8217;s, that&#8217;s, that&#8217;s it, that&#8217;s it. and it&#8217;s, it&#8217;s like an easy answer, but it&#8217;s so hard to do. and then talent, i feel like consistently bringing on board new, new talent and interesting talent. and it&#8217;s, it&#8217;s a challenge. it&#8217;s constantly on, on my mind. i&#8217;m sure it&#8217;s on yours too,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>yeah. but i think especially with the market you&#8217;re in, you know, being in new york, new jersey, you know all that,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>there&#8217;s too many good firms around. there&#8217;s too many, i know there are. you&#8217;re right,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>right? so i think every market feels that same thing, what you were just saying, but the bigger markets, it&#8217;s exponential, you know, it&#8217;s just that much more of a challenge for you.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>yeah, and as an accounting marketer, to how do you, how do you continue to learn what tools are available, and how do you, how do you decide which pieces to automate and which which actual warm bodies to bring in to your department, and how do you justify either one and continuously advocating for a larger budget, improving roi on everything that we do? and it&#8217;s tricky. it&#8217;s tricky. it&#8217;s fun, but it&#8217;s tricky. yeah, right. right?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>what changes have you noticed in accounting marketing over the last 10 years?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>you know, i feel like marketing has truly earned an incredible amount of respect within accounting firms, they&#8217;ve become, we&#8217;ve become such a vital part of the core leadership and core strategy, where i don&#8217;t know that that was always the case, right? i mean, take eric by chick, for example, right? of course, i like, i&#8217;ll work not even close. i know. i&#8217;ll slide him into any conversation just to but that would have never happened 10 years ago, right coming on board as ceo, managing partner of beach fleishman, oh, my god, did you earn that? but, like, that&#8217;s amazing. as you know, the our entire industry is like, that is totally possible, and it is, i feel like marketing has proven such a direct and positive impact on practice, growth and culture and revenue, we&#8217;ve truly joined the top ranks of leadership and strategy within firms, and we&#8217;re trusted and we&#8217;re valued, and at least i&#8217;m so grateful that that has been my experience, and i hope that&#8217;s the experience for most of us. it&#8217;s not for all of us yet, but i know that that&#8217;s where we&#8217;re trending. but i think, you know, at least the conversations i&#8217;m having accounting marketers, you know we know our value now, right? you know we&#8217;re trying more and we&#8217;re asking for more, and we&#8217;re trying things and failing, and you know we&#8217;re demanding to be involved, and we&#8217;re earning our right to be there, and it&#8217;s becoming more and more competitive, which is so fun, but that increased level of respect among you know, the leadership within our firms is like, wow.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>that just warms my heart more than you know, and i can see it too. i do. i&#8217;m so proud of eric, and it is so well deserved for him. but, you know, i guess i could keep focusing on this pandemic. there&#8217;s nothing like a crisis to really wake people up that marketing department, i mean, they&#8217;re working hard. i mean, and look at what you were just saying before, about all that content, the focus on the content and the webinars and the programs and and all of that, firms can&#8217;t do that without a marketing department.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>no way. no way. yeah, i think, i think, you know, marketing, marketing really stepped up during this pandemic, too, for sure, and that&#8217;s it, can&#8217;t, you know, we really stepped up that, that fear, that that&#8217;s heightened sense of uncertainty, it debilitated a lot of people. but i feel like the the you know, the accounting marketers, it motivated us. it really did. i&#8217;ve heard so many stories from our peers about how how we stepped up, and how everybody stepped up, and it was like the best to hear that. and all the surveys we&#8217;ve taken, i&#8217;ve heard that they&#8217;ve done more and better. and i&#8217;m like, hell yeah. you know, that&#8217;s awesome.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>it is. it&#8217;s very exciting. because, you know, you know another thing i see,\u00a0you know, back in the old days, it used to be, you know, marketers would work for an accounting firm or a law firm if they couldn&#8217;t get a real marketing job somewhere else, you know, like in a corporation or an agency or something like that. and now i believe that marketers can look to a career in professional services marketing, that they can have a career path within firms to be successful and grow and become leaders, and, you know, do all of these things that we&#8217;ve been talking about that&#8217;s so true.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>i can remember coming out of college, getting the internship with with them, and my, you know, me telling my friends my marketing friends like, and i&#8217;m, like, an accounting firm, you know? i&#8217;m like, but now, shame on me, right? i&#8217;m like, i would never answer like that. but they&#8217;re, they&#8217;re at that time, it felt a little like that, you know, felt a little like, can you update this powerpoint? and,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>yeah, yeah. can you order lunch, you know, can you arrange this party, right? can you get items, right? yeah, i think you&#8217;ve also been fortunate, sarah, to be within firms. who are, you know, that are forward thinking and, you know, enable their marketers to really do what they&#8217;re capable of doing. grateful every day. yeah, absolutely. so tell me, what do you think is the factor or skill that you have that contributes to your success?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>i think it&#8217;s, um, it&#8217;s probably mostly attitude, attitude based. i try and have it just a generally good attitude. i have told. have my meltdowns, but they&#8217;re there. i at least space them out far. i can keep, keep going, you know, pretty steadily. so i try. i really do try and have a great positive attitude about about most things. and i really do like to try, try weird things, and it&#8217;s okay if you fail, and i&#8217;ll try again. i also am, like, really interested in the psychology of humans and why people do what they do. i probably, jean read more about human behavior than i do about marketing. i just am a total nerd when it comes to why, what motivates people to do, why they, you know, to do what they do. i really, really enjoy that. and i that has come, that has come in handy, more more than i will tell you. so, yeah, so understanding different personalities and how to motivate them really comes in handy. i think i do a pretty good job at that. and also, you know, fostering internal relationships within the firm. i try, i try and be good at using the same set of skills, of course, and i try and teach our team that as well. so it&#8217;s really good idea to foster those internal relationships with key people to move initiatives forward. you know, the heads of finance, heads of legal, operational leaders, anybody who&#8217;s going to sign the check on whatever it is we&#8217;re trying to buy. you know, there&#8217;s, there&#8217;s value in that. i i keep up on my craft, of course, but if i had to put it on my true marketing skills or those other things, i might go the other way. yeah, very interesting, yeah. but that&#8217;s definitely true, because everybody has their own, you know, internal thinking and, you know, the way they do things. so to be able to understand that better, or understand their personalities better, perhaps, and it helps you get in the minds of the buyers, too. so when you&#8217;re when you&#8217;re crafting your marketing content. you&#8217;re speaking in such a way to speak to, you know, certain human characteristics. you know, when somebody buys, when somebody buys one of our services, they don&#8217;t buy one of our services because they need one of our services. they&#8217;re buying one of our services because they need to protect something, or they&#8217;re or they want to, you know, be competitive in an area to look good in front of their peers, you know. so, so if you understand and dig at that level, wow, the power that&#8217;s in that, yeah, and we try to leverage that,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>yeah, i think you just said a very important thing. so i know you&#8217;ve met, you know, many talented marketers. you know, you referenced about them before, and all do you see any commonalities in their skills or talents that you feel have made them successful?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>yeah, there are some. there are some really creative, creative firms out there. too many to name right now, but i you know every time, that&#8217;s what i love the most, honestly, about the peer groups and anytime we get to, you know, a chance to get together and hearing experiences. and the most successful people that i talk to are really just like, not afraid to try something different. and they they&#8217;re good at getting inspiration from outside or industry too, and trying something, and they don&#8217;t mind being the first person to test it out and not abandoning it entirely if it doesn&#8217;t work, but then changing it. another person i love that i mentioned all the time is lori colvin from armanino. she&#8217;s a saint, and she&#8217;s so freaking good at what she does and her team, and she gets on the phone with me anytime i want to talk something out, and they do such an amazing job out there. but you know, i love that. i love that in a professional, somebody who is willing to try something new and learn from it, share their lessons with others, too, and those who are willing to to leverage peer relationships, i think they get a lot out of that as well, i do, for sure, absolutely.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>so what is your best piece of advice for accounting marketers,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>to do whatever you can to get yourself into those high level conversations within the firm, so understanding the goals of the firm, very clearly, having access to those conversations. ask as many questions as you can. you know, the more that we can do that, the better we can align whatever it is we&#8217;re working on with the end goal and actually have an impact. and if you&#8217;re not there, ask to be there. you know, not, not wait to be asked, asked to be there. if they say no, get the heck out of there, you know, or really make a case for it. and just the more and the more clearly you understand at that level, even the challenges, the problems, the issues, the goals, the better you can align the efforts, the better your. spending your resources, the more roi they&#8217;re going to see. more successful you&#8217;re going to be, the happier everybody&#8217;s going to be. so that&#8217;s, that was the best thing that i, that i really ever did was i asked, i asked to be involved, and if i couldn&#8217;t sit in on the actual meeting, i asked for notes, or i asked for anything relevant for me to know. you know, i really did that, and i do that even now sometimes, and it&#8217;s important, and that would be some of my biggest the<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>best advice. so let me ask you an unplanned question. so yeah, your managing partner, lou grassi, said he appreciates that you aren&#8217;t afraid to challenge his ideas if you feel you have a better solution. so tell us your approach to presenting those alternative ideas. yeah,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>i love lou, but like he can be super intimidating. he kind me for those. and i said this, you know, summit too, you know, he&#8217;s very new york. but again, gene like it comes down to understanding lou and what motivates him and how to position the ask, you know, in favor of what is and what motivates him, and understanding why he feels the way that he feels. thank god. lou is as tough as he is. he&#8217;s got 350 families that he&#8217;s responsible for. and, you know, every day, every decision, i can&#8217;t imagine what that must feel like. you know, every decision you make ultimately decides the course of the ship. and that&#8217;s a lot of pressure i feel. i feel for him. so i am also very mindful about the things that i&#8217;m saying to him. i because i feel that same pressure, and i absorb some of that pressure, but i use branding as an example for this. when we decided to rebrand grassi had been about a 40 year brand at that time, and i had heard that there were some folks in my shoes sooner who had approached the idea of branding, and it was and it was shot down. and i thought to myself, and i said, you know, i can understand why somebody who spent 40 years building a brand would feel some type of way about changing it. you know, there&#8217;s a legacy there so, so when i approached that conversation, i was ready to tell him, you know, we&#8217;re not going to change it. we&#8217;re not going to blow it up. you know, we just want to take what you&#8217;ve built for 40 years and enhance it so more people see it, and more people like it, and more people can understand it and it, you know, you you have access to sharing your legacy with more people. and i came prepared, you know, with with prototypes of what it might look like to take that fear away from him and and when i talk to lou, i&#8217;m quick, and he&#8217;s got six meetings, and once in three minutes, and you know, it&#8217;s like you gotta so it took me a long time to learn how to do that. but i try, i try, and that&#8217;s how i try and it scares me. just scares me every time i have a different opinion than lou, but right? but you, but<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>you have the courage to do that, and that&#8217;s a that&#8217;s a great lesson, because obviously he respects what you have to say. otherwise you wouldn&#8217;t be in the position that you&#8217;re in. but also, i think what was one aspect of what you just said, it&#8217;s so important to know the person like you were talking about before, and the best way that person&#8217;s going to receive that message. so you&#8217;re telling me that you&#8217;re doing your homework ahead of time. you&#8217;re anticipating the questions he&#8217;s going to ask you. in the branding example, you had some examples of what this might look like, and also, so you were prepared? yeah,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>there are even, i&#8217;ve heard the name escapes me now. i&#8217;ll have to find it again. but there are even tools that like extensions that will connect to linkedin and run these personality type reports. so if so you know how to approach that person, how they&#8217;re motivated, what they what they&#8217;re probably thinking, what to focus on, what to stay away from, right? i remember, forget the name of it. i don&#8217;t have to find it. but i love, i love everything like that. i&#8217;m<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>like, right, right. okay, so final question, what is your best piece of advice for managing partners?<\/p>\n<p>&nbsp;<\/p>\n<p><strong>sarah cirelli\u00a0 <\/strong><\/p>\n<p>the flip side of my advice for marketers is to pull your marketing people into the conversation yeah. so i if, if managing partners are not already including your marketing or practice growth and bd people into your very highest level strategy and conversations, you&#8217;re not taking advantage of. you&#8217;re not taking advantage of all of that opportunity. tie them very closely, communicate with them, tell them what you&#8217;re trying to accomplish, and give them a chance to be a part of it. task that do not even task them with being a part of it. you know, make that the crux of what they&#8217;re. doing for you, and then, and then trust the advice they give you, because it&#8217;s often going to look different than what you might think, and it might be expensive at times. and to trust the advice and to welcome that, that new part into the strategy, and i&#8217;ve only ever seen, seen it be, you know, successful, and that would be my advice. yeah,<\/p>\n<p>&nbsp;<\/p>\n<p><strong>jean caragher\u00a0 <\/strong><\/p>\n<p>wonderful. well, we&#8217;ve been talking today with sarah cirelli, the chief marketing officer at grassi advisors and accountants and the 2021 marketer of the year. sarah, congratulations again. and thank you. thank you<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><strong>capstone conversations<\/strong><br \/>\n<a href=\"\/\/www.g005e.com\/?p=133457\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-133462 \" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2024\/10\/sarah-cirelli_-imagine-a-special-weapons-and-tactics-tool-for-your-firm-_-capstone-conversations-low.gif\" alt=\"\" width=\"250\" height=\"141\" \/><\/a><br \/>\n<em>with jean caragher<br \/>\nfor 卡塔尔世界杯常规比赛时间<\/em><\/p>\n","protected":false},"author":1334,"featured_media":133462,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1362,2271,2734,2764],"tags":[4561,4560,4687],"class_list":["post-133457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-video","category-marketing","category-podcast","category-video","tag-capstone-conversations","tag-jean-caragher","tag-sarah-cirelli"],"acf":[],"yoast_head":"<!-- this site is optimized with the 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