Ten categories of information your firm needs to manage … and how to make it happen.
By Bruce Marcus
Professional Services Marketing 3.0
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.
A terrific definition of chaos is when a client asks two different people in your firm the same question – and gets two different and conflicting answers.
MORE: Manage Knowledge as a Marketing Tool | How to Put Target Marketing into Context | Everyone in Your Firm Is Marketing | Professional Services Marketing Requires Flexibility | How to Set Marketing Objectives | Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm
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Another form of it is when there’s a crisis, and the media calls and gets somebody on the phone who hasn’t been briefed – but who answers the questions anyway. There’s real horror for you.
A managing partner bemoans the fact that his or her clear and well-defined vision of the firm has become so diluted by the time it gets transmitted down the line that there’s cause to wonder if everybody is working for the same firm.
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