Today's Features
MARKETING & SALES

Ten Key Questions for a Successful Marketing Plan

Don’t waste your efforts by shortchanging your planning.

By August Aquila
MAX: Maximize Productivity, Profitability and Client Retention

The main reason most marketing programs don’t work is that not enough time is spent up front in the planning stage. Marketing, like anything else, takes careful planning as well as execution.

MORE by August J. Aquila
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I’m going to propose 10 key questions that you need to answer before embarking on your next marketing program.

  1. What one purpose do you want to accomplish? Too often, accountants begin a marketing program without really knowing what they want to accomplish. Sometimes there are so many things they want to do that it becomes unrealistic to achieve all of them. The result is confusion and dissatisfaction.

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ADVISORY & CONSULTING

Six Steps to Freedom: A Road Map for High-Value Tax Advisory

An action plan including what to do in 60 minutes to start.

By Jackie Meyer
The Balanced Millionaire: Advisor Edition

By now, you’ve read about the mistakes I made, the strategies I discovered, the value of leading with advisory, the power of technology, and even the ultimate exit strategy. You’ve learned how to build, scale and eventually sell a high-value tax advisory firm that works for you, instead of the other way around.

But knowledge alone isn’t enough. The real magic happens when you take what you’ve learned and turn it into action.

MORE by Jackie Meyer
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This article is designed to be a clear, actionable road map that helps you take each concept and turn it into results. We’ll break down the steps you need to take – one by one – so that you can create your own transformation. Whether you’re just starting out or you’ve been running your practice for years, this action plan will help you move toward the freedom formula: more value, less stress and a firm that can thrive without you.
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CLIENT SERVICE OPPORTUNITIES

Why You Need a Specialization

man holding pen touching the word "specialization" floating in air with symbols

The five types you have to choose from.

By Ed Mendlowitz
Call Me Before You Do Anything: The Art of Accounting

I was not a specialist. In some respects, I am the last of the “expert generalists” and generalists are fast becoming extinct.

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In this age of specialization and niche expertise, being a generalist is a negative to most people, indicating a lack of competency in their area. I tend to think of the old general practitioner physicians versus the modern-day specialists. No one looks at the whole patient.
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AUDIT & ASSURANCE

The Hidden Factory in Accounting: Why Rework Is Quietly Eating Your Capacity

The question firm leaders often ask is simple: Where did the capacity go?


By William Englehaupt

Accounting firms rarely struggle because they lack plans, tools, or capable professionals. Most engagements begin with detailed project plans and clear milestones. Yet despite all of that structure, work still arrives late, review pressure spikes at the end, and teams feel chronically overextended.

MORE Productivity | MORE Audit and Assurance

The answer usually isn’t visible on the plan. It sits in what many firms experience but rarely name—the hidden factory.

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PRO Member Exclusive

Why Strategic Planning Matters More Than Ever

Ten benefits and ten challenges.

diagram
Based on a concept by Eric Teller, director of Google X

By Matt Rampe

Our world is changing at an increasing rate.

Eric Teller, CEO of Google X research and development lab, says that “even though human beings and societies have steadily adapted to change, on average, the rate of technological change is now accelerating so fast that it has risen above the average rate at which most people can absorb all these changes.”

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This probably will not come as a surprise. Artificial intelligence, cloud-based solutions, automation and data analytics are rapidly advancing and changing the way accountants work forever.

And the rate of change is not limited to just technology. Barry Melancon, former CEO of the AICPA, said, “We faced a level of disruption none of us had ever experienced before,” at the end of 2020, but the changes have not stopped or slowed. Similarly, in an Accounting Today article, current AICPA CEO Mark Koziel said, “You’re going to hear, ‘Disrupt, disrupt, disrupt.’ I hate that word. How many people want to be disrupted? How many people want a root canal? But the whole marketplace is being disrupted – it’s not just us.”
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