{"id":22728,"date":"2012-09-25t16:28:40","date_gmt":"2012-09-25t20:28:40","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=22728"},"modified":"2024-09-01t14:49:24","modified_gmt":"2024-09-01t18:49:24","slug":"nine-fundamentals-for-a-marketing-culture-in-an-accounting-firm","status":"publish","type":"post","link":"\/\/www.g005e.com\/2012\/09\/25\/nine-fundamentals-for-a-marketing-culture-in-an-accounting-firm\/","title":{"rendered":"nine fundamentals for a healthy marketing culture in an accounting firm"},"content":{"rendered":"

and four key ingredients.<\/strong><\/p>\n

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

how does an accounting firm become part of professional services marketing 3.0?<\/p>\n

part of the answer resides in building a marketing culture within a firm, which means that everyone in the firm understands that he or she has an active role in marketing and practice development and understand what that role entails.<\/p>\n

more professional services marketing 3.0:\u00a0\u00a0<\/strong>\u00a0\u00a0what accounting firms need to understand to grapple with radical change<\/a>\u00a0\u00a0 |\u00a0\u00a0 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<\/a><\/em><\/p>\n

a firm may be said to have a marketing culture when it\u2019s professional staff:<\/p>\n

    \n
  1. understands and recognizes the role that marketing plays in firm management and development.<\/li>\n
  2. understands and respects the professionalism of the marketing professional and the marketing staff.<\/li>\n
  3. recognizes the relationship between what they do and the needs of the marketplace.<\/li>\n
  4. understands and accepts its role in the marketing process.<\/li>\n
  5. understands and accepts that non-billable hours spent on marketing are an investment in the future of the firm, and are not simply non-billable hours.<\/li>\n
  6. participates in specific marketing activities.<\/li>\n
  7. retains and supports competent professional marketing staff.<\/li>\n
  8. structures the firm to develop and pursue a marketing program.<\/li>\n
  9. and ultimately, is managed by people who understand and enthusiastically support the marketing effort.<\/li>\n<\/ol>\n

    a firm that meets these criteria is one that will compete successfully, function profitably, and grow.<\/p>\n

    building a marketing culture<\/em><\/strong><\/p>\n

    building a marketing culture is a process that requires\u2026.<\/p>\n

      \n
    1. top management support<\/li>\n
    2. good marketing professionals<\/li>\n
    3. marketing education of appropriate firm professionals<\/li>\n
    4. a sound and professional marketing structure within the firm<\/li>\n<\/ol>\n

      firms may have their rainmakers, <\/em>the partner who could go into a revolving door alone and come out arm in arm with a new client. but in today\u2019s competitive marketplace, one or two rainmakers are not enough, if only because the competitive firms have three or more rainmakers going after the same prospective clients that you want. the firms that want to grow and thrive must be turned into marketing machines \u2013 to have a culture that understands and supports a marketing effort.<\/p>\n

       <\/p>\n

       <\/p>\n

      \"click<\/a>
      click to buy<\/figcaption><\/figure>\n

      bruce w. marcus is a pioneer in professional services marketing and coauthor of “client at the core.” this is adapted from his new book, “professional services marketing 3.0,” available for purchase here<\/a>. <\/em><\/p>\n

      copyright 2011. used by permission.<\/em><\/p>\n