Is Your Marketing Program Really a Program?

The tools of marketing are not a program – they are simply tools.

by Bruce W. Marcus
Professional Services Marketing 3.0

A marketing program is not simply a catalog of tools. It’s a plan — a strategy and a tactical plan. It’s the sum total of all relevant activities, supporting one another, and not just random activities designed without objective, nor relevance to the needs of the prospective client.

It begins with a realistic understanding of the needs and opportunities of the markets you serve. It defines your abilities to meet those needs. It develops a strategy to persuade your market that you can serve its needs. And it formulates the tactics needed to make that strategy functional.

More on Professional Services Marketing 3.0 by Bruce W. Marcus:

Bruce W. Marcus
Bruce W. Marcus

Nine Things We Know For Sure about How to Grow an Accounting Firm
The CPA’s Castle Is Crumbling

My Address in Space: The Dynamics of Change at Accounting Firms

Six Quick Reasons Why CPA Firms Will Never Be The Same

14 Steps to Find the Right “Value Price”

It’s Not Just Accounting Anymore. Today, Everyone’s in Marketing

By defining the target audience first, you can devise the strategy to address that audience, by…