What Accounting Firms Need to Understand to Grapple with Radical Change

Hint: And it won’t get any easier.

by Bruce W. Marcus
Professional Services Marketing 3.0

In planning for both a firm and its marketing program, there are three factors that should be understood:

  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.
  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.
  3. The driving force of this evolutionary process is the need to compete, imaginatively and innovatively. It’s enhanced and accelerated by technology, which itself is in a constant state of innovation and flux.
Bruce W Marcus
Bruce W. Marcus

More Professional Services Marketing 3.0:   Six Reasonable Goals for CPA Firm Marketing     |    The Tools of Marketing Are Not a Program – They Are Simply Tools     |    Is Your Marketing Program Really a Program?     |    Six Metrics for Marketing ROI     |    How to Formulate the Right Marketing Goals for Your Firm     |     Get Real: 15 Questions for Achievable Growth     |     If You Don’t Know Where You’re Going, How Do You Know How to Get There?     |     Eight Tips for Staying One Step Ahead of the Competition (And Maybe the Client, Too)     |     Nine Things We Know For Sure about How to Grow an Accounting Firm   |     The CPA’s Castle Is Crumbling

These factors, then, add up to the reality that if CPAs are to compete successfully in today’s marketplace – if they are to function successfully in the changing arena of professional services – there must be a shift in emphasis from the tenets of the old marketing to the realities of the new.