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.

MORE: 15 Powerful Niche Marketing Practices | 19 Takeaways from the History of CPA Firm Practice Development | Why You Have to Kill the Old Paradigms | Are You Ready for the Great Disruption?
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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.

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Marc Rosenberg

Marc Rosenberg at cpatrendlines.com

About the Author

Marc Rosenberg, CPA, is a nationally known consultant, author and speaker on CPA firm management, strategy, and partner issues.

See more by Marc Rosenberg

His CPA Trendlines publications include:

President of his own Chicago-based consulting firm, The Rosenberg Associates, he is founder of the most authoritative annual survey of mid-sized CPA firm performance statistics in the country, The Rosenberg Survey. He has consulted with hundreds of firms throughout his 20+ year consulting career. Accounting Today has acknowledged Marc Rosenberg as one of Top 100 Most Influential People in the CPA profession for the past 11 consecutive years and INSIDE Public Accounting has repeatedly recognized him as one of the Ten Most Recommended CPA Firm Consultants.

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