Jean Caragher articles

5 Often-Overlooked Keys to Client Retention

5 Often-Overlooked Keys to Client Retention Download the PDF Tips provided by Jean Caragher, Capstone Marketing Know why clients leave your firm.  In research conducted by CPA Trendlines clients indicate that the #1 reason they’d change CPA firms is “poor client service, attentiveness” (at 70%). But CPAs rate “poor client service, attentiveness” only at 22%. … Continue reading

Continue reading 5 Often-Overlooked Keys to Client Retention

Planning and Follow Up are Key Elements of Successful Retreats

by Jean Marie Caragher Download the PDF Many CPA firms conduct annual partner retreats—not because they want time out of the office, but because they can see measurable results from investing the time. A retreat is not a vacation. It is an opportunity to gather those people responsible for charting the course of your firm’s … Continue reading

Continue reading Planning and Follow Up are Key Elements of Successful Retreats

Managing Growth Effectively Requires Firms to Possess the Right Plan, the Right People and the Right Clients

Managing Growth Effectively Requires Firms to Possess the Right Plan, the Right People and the Right Clients By: Jean Marie Caragher Download the PDF Managing growth is one of the biggest challenges faced by executives at middle-market accounting firms. It falls just behind staffing issues and succession planning on the list of obstacles faced by … Continue reading

Continue reading Managing Growth Effectively Requires Firms to Possess the Right Plan, the Right People and the Right Clients

Jean Marie Caragher on Marketing

Jean Marie Caragher on Marketing Download the PDF The Big Trend Focused marketing efforts including niche marketing and working targeted prospect lists. Many firms are using these marketing strategies with mixed results. True niche marketing requires a champion, a dedicated team, a marketing plan and budget, and implementation. Working targeted prospect lists requires ongoing, consistent … Continue reading

Continue reading Jean Marie Caragher on Marketing

Referral Networks: Building Relationships is a Long Process, but Not as Tough as it Sounds

CPA Practice Management Forum – August 2006 Download the PDF Successful relationships with referral sources are built the same way successful personal relationships are built: slowly. It takes consistent, personal contact over a long period of time. Think years and decades, not months. When getting started, there is no room for shyness, and little reason … Continue reading

Continue reading Referral Networks: Building Relationships is a Long Process, but Not as Tough as it Sounds

Motivating Partners

Motivating Partners By Jean Marie Caragher, President, Capstone Marketing Download the PDF Capstone Marketing recently conducted an online survey that was completed by 34 CPA firm managing partners.  When asked, “Other than ‘lack of time’ what is your greatest challenge in marketing your firm?” 35 percent responded, “Motivating partners to be more active marketers.”  Here … Continue reading

Continue reading Motivating Partners

Survey: Despite Staffing Woes, Most Firms Not Willing to Turn Down Clients

Survey: Despite Staffing Woes, Most Firms Not Willing to Turn Down Clients Download the PDF Even though managing partners list a shortage of professional staff as the greatest challenge to marketing their firms, most are not turning down new work or shedding clients to ease the situation, according to the results of a recent survey. … Continue reading

Continue reading Survey: Despite Staffing Woes, Most Firms Not Willing to Turn Down Clients

Seminar Best Practices: Careful Thought, Attention to Details Make for Successful Events

Published December 2005 Download the PDF If you’ve ever planned a seminar or conference for clients or prospects, or any other firm function, you know how critical the details can be. Good event planners make it look easy. But the key to hosting a successful event, they say, is a lot of thought and follow-up. … Continue reading

Continue reading Seminar Best Practices: Careful Thought, Attention to Details Make for Successful Events

Think Strategically: Align Marketing Efforts with Firm’s Vision and Goals, Written or Otherwise

Published July 2006 Download the PDF Though they may have different definitions for what it means, many accounting firms are turning to strategic marketing to push toward both short-term and long-term goals. Put simply, strategic marketing is about aligning marketing efforts to the firm’s overall goals and initiatives, regardless of whether those goals and initiatives … Continue reading

Continue reading Think Strategically: Align Marketing Efforts with Firm’s Vision and Goals, Written or Otherwise

Accountability: Greater Impact from Personality or Culture?

Accountability: Greater Impact from Personality or Culture? By Jean Marie Caragher Download the PDF During a recent conversation a consulting colleague said, “Managing partners with a marketing orientation are less likely to hold partners accountable.” I was intrigued since I hadn’t thought about accountability – a big issue in the accounting profession – by personality … Continue reading

Continue reading Accountability: Greater Impact from Personality or Culture?

The missing ingredient of growth: Does your firm need to hire a marketing director?

The missing ingredient of growth: Does your firm need to hire a marketing director? By Jean Marie Caragher Download the PDF Firms of all sizes are placing a greater emphasis on obtaining new clients. Research conducted by the Association for Accounting Marketing and Hinge Research Institute revealed that high growth CPA firms employ more marketers, … Continue reading

Continue reading The missing ingredient of growth: Does your firm need to hire a marketing director?

Four Factors of Successful Accounting Firm Marketers

Four Factors of Successful Accounting Firm Marketers By Jean Marie Caragher Download the PDF Over the years I’ve had the opportunity to interview many people, including Association for Accounting Marketing (AAM) Hall of Fame inductees, AAM Volunteers of the Year, and Marketers of the Year (an award sponsored by CPA Practice Management Forum). I always … Continue reading

Continue reading Four Factors of Successful Accounting Firm Marketers

Tips for Tax Season

You don’t have to give up marketing during the coming busy season, according to Jean Marie Caragher, president of Capstone Marketing. She offers these tips for keeping your toe in the water while your nose is to the grindstone. 1.  Maximize the effectiveness of your receptionist and reception area. Notify the receptionist about which clients … Continue reading

Continue reading Tips for Tax Season

Twelve Steps to Better Client Relationships

By Jean Marie Caragher Download the PDF Since strong client relationships contribute to client satisfaction, longevity and lead generation, partners often encourage their managers and staff to build relationships with their clients. But these managers and staff look at the relationships their firm’s partners have built over time and think it’s impossible to replicate their … Continue reading

Continue reading Twelve Steps to Better Client Relationships

Expand Your Horizons: Niche Marketing Success Stories

By Jean Marie Caragher Download the PDF Niche marketing has become a successful strategy for many CPA firms because it identifies target markets and resources, distinguishes a CPA firm from the competition and generate higher profit margins. Niche market specialties will focus both your firm’s marketing program and your marketing professional’s activities by providing a … Continue reading

Continue reading Expand Your Horizons: Niche Marketing Success Stories