And how marketing fits in.
By Bruce Marcus
Professional Services Marketing 3.0
We’ve seen accounting and law professionals learn to work as partners with marketers. Typical proponents of this new form of marketing are accountants who have learned to think and act like marketers, accountants who have developed new kinds of accounting firms and new kinds of governance structures. It’s a system that in at least one aspect draws upon a product marketing practice – in that the marketers participate in designing aspects of accounting and law practice.
MORE: How Marketing Has Evolved | Accountants Don’t Sell Soap. | Why Competition Matters Most | Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm
EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
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It’s a system in which accountants relate to clients in more constructive ways, and in dialogues rather than monologues. In accounting firms in which the barriers between partners and associates who are skilled and talented have eroded, and client service teams that not only serve clients better, but function as marketing instruments, by virtue of developing better ways of demonstrating the possibilities of extended service.
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