{"id":22509,"date":"2012-09-18t09:35:41","date_gmt":"2012-09-18t13:35:41","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=22509"},"modified":"2024-11-16t15:37:27","modified_gmt":"2024-11-16t20:37:27","slug":"accounting-firms-rapple-with-radical-change","status":"publish","type":"post","link":"\/\/www.g005e.com\/2012\/09\/18\/accounting-firms-rapple-with-radical-change\/","title":{"rendered":"what accounting firms need to understand to grapple with radical change"},"content":{"rendered":"

hint: and it won’t get any easier<\/strong>.<\/p>\n

by bruce w. marcus<\/em>
\n professional services marketing 3.0<\/a><\/em><\/p>\n

in planning for both a firm and its marketing program, there are three factors that should be understood:<\/p>\n

    \n
  1. the nature of the cpa firm, static for so many generations, is undergoing radical change. this process is influenced by a vast array of factors, many of which are new, some of which are unforeseeable.<\/li>\n
  2. where once cpas were isolated from marketers and marketing, they are now becoming active participants in the process, and many of them are themselves becoming astute marketers.<\/li>\n
  3. the driving force of this evolutionary process is the need to compete, imaginatively and innovatively. it\u2019s enhanced and accelerated by technology, which itself is in a constant state of innovation and flux.<\/li>\n<\/ol>\n

    more professional services marketing 3.0:\u00a0\u00a0<\/strong> <\/em>six reasonable goals for cpa firm marketing<\/a>\u00a0 \u00a0\u00a0 | \u00a0\u00a0 the tools of marketing are not a program \u2013 they are simply tools<\/a>\u00a0 \u00a0\u00a0 | \u00a0\u00a0 is your marketing program really a program?<\/a>\u00a0 \u00a0\u00a0 | \u00a0\u00a0 six metrics for marketing roi<\/a>\u00a0 \u00a0\u00a0 | \u00a0\u00a0 how to formulate the right marketing goals for your firm<\/a>\u00a0 \u00a0\u00a0 | \u00a0 \u00a0 get real: 15 questions for achievable growth<\/a>\u00a0 \u00a0\u00a0 | \u00a0 \u00a0 if you don\u2019t know where you\u2019re going, how do you know how to get there?<\/a>\u00a0 \u00a0\u00a0 | \u00a0 \u00a0 eight tips for staying one step ahead of the competition (and maybe the client, too)<\/a>\u00a0 \u00a0\u00a0 | \u00a0 \u00a0 nine things we know for sure about how to grow an accounting firm\u00a0\u00a0 | \u00a0 <\/a> \u00a0 the cpa\u2019s castle is crumbling
    \n<\/a><\/p>\n

    these factors, then, add up to the reality that if cpas are to compete successfully in today\u2019s marketplace \u2013 if they are to function successfully in the changing arena of professional services \u2013 there must be a shift in emphasis from the tenets of the old marketing to the realities of the new. <\/p>\n

    how does this translate into practice? what must be done to the strategic professional services marketing 3.0 plan to assure cpa firm survival in the coming decades?<\/p>\n

    it starts not with a radical redesign of the traditional firm \u2013 that will come of itself \u2013 but with assessment that springs from the old and goes to the new. it will not be imposed \u2013 it will emerge.<\/p>\n

    for example:<\/strong><\/p>\n