What is the most significant change CPA firm managing partners have noticed in accounting marketing over the past 20 years? Partners now consider marketing an integral part of managing and growing their firms. And, the vast majority agree that their marketing professionals have contributed to their firms’ growth and success.
Yet, a few of the common stumbling blocks still encountered by CPA firm marketing professionals include:
- An unclear (or lack of a) job description.
- Unrealistic expectations, both on the part of the marketing professional and the firm’s partners
- Partners’ lack of support for the marketing effort.
- Marketing professional’s lack of authority and support.
- Lack of a firmwide marketing plan.
- Inability to demonstrate return on investment.
Don’t let your firm fall into this trap! Utilize Capstone Marketing’s proven strategy to recruit the ideal marketing professional to meet the needs of your firm.
Published articles regarding marketing professional recruiting
October 2015 – The missing ingredient in growth-Does your firm need to hire a marketing director?, Accounting Today – CPA 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, one marketer for every 34 people vs. 45 people. This demonstrates that marketers can contribute to your firm’s growth. Yet, firm size isn’t the only criteria when considering hiring your firm’s first marketing professional. Read this article to learn more.
September 2015 – Beating the Longevity Odds – Career Paths of 3 Marketers, Growth Strategies – The accounting marketing profession has come a long way. Marketing director tenure has increased dramatically. Marketers are achieving partner, principal and chief marketing officer status. So, with these advances have partner expectations of their in-house marketers changed. Read this article to find out.
January 2014 – Four Factors of Successful Accounting Firm Marketers, CPA Practice Management Forum – Over the years, I have had the opportunity to interview many people and always ask about the factors that make accounting firm marketers successful. Read this article for the four factors that stood out.
July 2000 – Marketing directors shake up traditional firm structures, Accounting Today – Capstone Marketing research on career paths for marketing professionals. Has progress been made?