The 4 Marketing Disciplines

How to deploy them as a framework for CPA firm practice development.

By Marc Rosenberg
The Rosenberg Practice Management Library

All marketing activities fall into one of four categories:

  1. Protect and grow revenue from existing clients.
  2. Identify and nurture referral sources.
  3. Focus on a well-defined group of prospects; get new clients.
  4. Support activities that complement those above.

We call these the Four Disciplines. Auditors follow certain steps of a predetermined program to perform an audit. It takes discipline to stay the course and execute the audit process.

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Marketing is no different. It requires discipline to engage in all four categories, execute the action steps continuously and avoid taking shortcuts or skipping steps altogether.