Teaching CPAs the six metrics of real ROI.
By Bruce W. Marcus
Professional Services Marketing 3.0
Tactics are the most difficult part of an accounting marketing program because so much of what must be done depends upon the scarce, non-billable time of partners and professional staff.
MORE: AAM Honors Bruce W. Marcus, Visionary Professional Services Marketer | Accounting Marketing Takes a New Step in the Evolutionary Process | The Delicate Art of Positioning Your Firm in the Mind of the Prospect | Who’s Better at Marketing? Lawyers or CPAs? | Even a Random Disaster Can Be Controlled with Risk Management | Managing Risk in Client Relations | Your Clients Love You? What If You’re Wrong? | The Three Degrees of Risk | Four Essential Habits for Building Client Trust | The Nine Hallmarks of a Marketing Culture | The Four Cornerstones to Building A Marketing Culture | Getting the Client is Only Half the Battle | Practice Development: It’s Not Rocket Science | Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm
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If the firm’s management hasn’t made clear that participation by every professional in the firm is an integral part of recognition and growth within the firm, you can scrap the marketing program. It can be helpful if the non-billable hour was renamed the investment hour because if those hours are spent on marketing, investment hours are exactly what they are.
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