Michelle Golden explains how an accounting firm starts to change.
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Succession, underperforming partners also issues.
IS THIS YOUR LAST TAX SEASON?
Today's Top Trends in Mergers & Acquisitions:
Who's merging, who's not, and why:
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By Michelle Golden
The Rosenberg MAP Survey
It's been a major eye-opener for firms. Reality is hitting home about the true implications of technology advances, global standards, tax reform, and talent transition.
MORE FROM THE MAP SURVEY: 2019: Appetite for Growth Unabated | 2019: Doing More With Less | 2019: Tech Isn’t the Problem. It’s the Solution | 2019: Using M&A to Launch Consulting | 2019 Trends: Client Service Changes
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Overall, I’m impressed by the grace our profession’s leaders (across the Top 200) are showing as they embrace these huge changes as opportunities vs. threats.
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Competing today necessitates a client-driven, not practice-driven, firm.
by Michelle Golden
Professional Services Marketing 3.0 by Bruce W. Marcus
Bruce’s newest book documents an important evolution in professional firms and the way law and accounting firms interact with current and prospective buyers. These interactions include serving the client, but also—quite importantly—reflecting how people working in firms present themselves in terms of their ability to bring true value to those who hire them.
Bruce’s approach is two-fold: understand the past, and be intentional about the future. As you read, and consider your firm’s present marketing in light of this broader, historic context, you have the opportunity to identify counter-productive attitudes and approaches and move to an advanced level of marketing sooner than you otherwise might. The author shares, through his rich observations and experiences, that the views a professional holds about the value of his or her offerings, and marketing in general, are more important than the specific marketing tactics he or she undertakes.