Marketing? Know Your Goals First

Digital strategies level the playing field.

By Penny Breslin
It’s Not Just the Numbers

Picking the best clients won’t automatically bring you a steady stream of eager prospects, ready to pay you their hard-earned cash. You have to do some work to help them find you.

MORE: Pick Your Favorite Clients | Top Ten Types of Clients (And 24 More Reader Suggestions) | Eight Things to Stop Doing Now | Keep the Accountants Focused on Accounting | Which Kind of Team Do You Have? | You Don’t Have to Do Everything | What Do You Want Advisory Services to Be? | Meet the New BOS | Why AI Is Not the Enemy
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Most accountants and bookkeepers would rather do anything other than marketing. Most equate marketing with being a pushy and sleazy used-car salesman. A better way to think about marketing is telling the world what you do, who you do it for, and how you can help the people who need your help.

Posted on November 22, 2022

Penny Breslin

About the Author

Penny Breslin is co-author with Damien Greathead of It's Not Just the Numbers, published by CPA Trendlines.

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Co-author Damien Greathead

She is the founder of MoneyPenny, a consulting firm specializing in helping accounting firms and other businesses embrace the power of technology to simplify their operations and increase their profit margins.

Drawing on her years of experience and her knowledge of what it takes to run a successful business, Penny oversees the development of back-office processes for her client firms. From the initial evaluation of the firm’s workflow to technology selection to assisting in the on-boarding of the firm’s clients, Penny works with her clients to maximize the benefits of a paperless and cloud-based firm. Penny has been recognized by Worldwide Who’s Who for showing dedication, leadership, and excellence in providing quality consulting services to an international clientele made up of CPA firms and other businesses.

Penny holds a Master of Business Administration in Global Management and is a member of the Intuit Pro-Advisor Group. She's also a Xero Certified Advisor, a member of the Wave Pro Network, and a FreshBooks consultant. She has also co-authored the book, “CFO Services for the Accounting Firm: How to Start.” A firm believer in being able to work from anywhere, you’ll often find Penny running her business on the beach after a morning surf session. She’s also an avid supporter of Meals on Wheels and Oxfam.

Damien Greathead is Head of Accountant and Advisor Marketing for Intuit Quickbooks, based in Sydney, NSW, Australia. He's passionate about helping accountants and bookkeepers have a lasting impact on their small business clients. He's worked with hundreds of firms around the world to help evolve their business models for great growth and profitability. He speaks to accountants and bookkeepers on cloud technology, service definition and pricing, and marketing. Prior to joining Intuit, he was head of marketing at Practice Ignition and Vice President of Business Development at Receipt Bank, North America (now Dext). He can be reached on Linkedin

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