{"id":33181,"date":"2014-02-23t05:32:04","date_gmt":"2014-02-23t10:32:04","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=33181"},"modified":"2024-09-01t14:48:55","modified_gmt":"2024-09-01t18:48:55","slug":"six-big-changes-accounting-firms-cant-stop","status":"publish","type":"post","link":"\/\/www.g005e.com\/2014\/02\/23\/six-big-changes-accounting-firms-cant-stop\/","title":{"rendered":"six big changes accounting firms can’t stop"},"content":{"rendered":"

don’t even try. you’ll get flattened.<\/strong><\/p>\n

\n

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

assuring cpa firm survival in the coming decades starts not with a radical redesign of the traditional firm \u2013 that will come of itself \u2013 but with six assessments that spring from the old and go to the new. change will not be imposed \u2013 it will emerge.<\/p>\n

first, 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

    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

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