Let Marketing and Business Development Lend a Hand
Price is a component of the buying decision. You aim to make it less of one, but when all things are created equally, price is typically the tie breaker. This leads to spreadsheets with multiple variables, guesstimates on hours and blended hourly rates all with the hope of coming up with a price that makes the prospect happy and satisfies your firm’s realization goals. All of this work is done at the engagement level by a partner or partners who will oversee the engagement. Read more
https://www.cpagrowthguides.com/wp-content/uploads/2017/02/Price.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2017-02-22 22:46:562017-02-22 22:53:56Five Ways to Improve Your Pricing…and Profits
The new year always brings new trends, but in the accounting profession, many of the trends firms will face in 2017 are continuations from this year. Yet, there are some new things on the horizon that you should be thinking about, too.
In this industry, you often hear people share that firms spend between 2 and 4 percent of revenue on marketing. Well, what number is it exactly? And what is included in that calculation? These are important factors for a firm to properly benchmark how they stand in relation to the industry.
A few years ago, the Association for Accounting Marketing (AAM) partnered with the Hinge Research Institute to better figure that out. Firms were asked to submit their spending, as a percentage of revenue, in specific categories that it felt should be included in a budget. And they are conducting this survey again now to be released in 2017.
https://www.cpagrowthguides.com/wp-content/uploads/2016/11/piggy-bank-e1480366326170.jpg288857Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-11-28 20:44:252016-11-28 20:53:04How Much do CPA Firms Spend on Marketing?
When it comes to strategically growing a CPA firm, there are three equally important components – marketing, business development support and product management. You can probably name the person(s) who are responsible for marketing in your organization. You know who is responsible for selling. But who owns the product management function? Most people can’t answer that question. Read more
https://www.cpagrowthguides.com/wp-content/uploads/2016/10/innovation-box.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-10-26 17:02:422016-10-26 17:04:44Who Owns Product Management in Your Firm?
What do top growth leaders do to enhance the sustainability of growth within a firm? While firms are seeing growth organically and through merger and acquisition, it is organic growth that is imperative to long-term success. If you understand what it takes to drive this growth, your firm can achieve year-over-year revenue increases. Read more
https://www.cpagrowthguides.com/wp-content/uploads/2016/09/Sustainable-Growth.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-09-21 22:22:452016-09-21 22:30:14Enhance Your Growth Sustainability
Does the thought of conducting a client satisfaction survey scare you? You aren’t alone. Many accountants are afraid of getting less than stellar reviews. But guess what? Your clients are giving you feedback whether you asked for it or not – and that feedback is available for all to see online. And there is nothing you can do to stop online sharing, nor should you want to. Read more
https://www.cpagrowthguides.com/wp-content/uploads/2016/08/online-reviews.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-08-31 21:42:462016-08-31 21:44:18Use Online Client Feedback to Improve Your Firm
Your firm has come up with a growth goal. It may have stemmed from discussions around client attrition, charge hours and changes in your clients’ businesses. Your partners agree that a 7 percent goal sounds reasonable. So you drop that number into your budget without really looking at how that goal will be achieved. Now what? Read more
https://www.cpagrowthguides.com/wp-content/uploads/2016/07/hit-goal.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-07-26 22:16:272016-07-26 22:17:29Will You Hit Your Growth Goal?
Does the concept of saying “no” to a prospect seem ridiculous to you? You are not alone. However, you will actually experience more growth and greater profitability while doing more rewarding work if you narrow your focus to a sub-segment of the buying population you can help best. Read more
https://www.cpagrowthguides.com/wp-content/uploads/2016/06/target.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-06-22 23:24:482016-06-22 23:24:48A Narrow Focus Will Help You Spur Growth
You’re working to develop a culture within your firm that supports growth at every level. One where everyone understands what you are working toward and their role in the process. One where team members are encouraged and rewarded for putting the goals of the firm before personal ones.
This is a great goal that will produce benefits to your firm for decades to come. However, it won’t be easy. Chances are it will take a few years to make such a monumental shift. You will have many issues that you’ll need to address and things to implement. And you’ll need to make some tough decisions. If you are going to bet the growth leader your firm needs, focus on: Read more
https://www.cpagrowthguides.com/wp-content/uploads/2016/06/growth-foundation.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-06-22 21:45:402016-06-22 21:51:24Create a Culture that Supports Growth
You have a personal brand whether you’ve given any thought to it or not.
In simple terms, a brand is the benefits delivered to your customers. This expands to individuals, as well. Personal branding is about the talents and abilities you have and the way you act, and interact, with others. It’s how you approach the work you do and the people you encounter. Read more
https://www.cpagrowthguides.com/wp-content/uploads/2016/05/personal-brand.jpg288955Katie Tolinhttps://www.cpagrowthguides.com/wp-content/uploads/2015/12/CPAGG-logo_no-tag-300x123.jpgKatie Tolin2016-05-25 20:58:522016-05-25 20:59:52Why You Need to Manage Your Personal Brand
Five Ways to Improve Your Pricing…and Profits
in Growth plan, Strategy, Uncategorized/by Katie TolinLet Marketing and Business Development Lend a Hand
Price is a component of the buying decision. You aim to make it less of one, but when all things are created equally, price is typically the tie breaker. This leads to spreadsheets with multiple variables, guesstimates on hours and blended hourly rates all with the hope of coming up with a price that makes the prospect happy and satisfies your firm’s realization goals. All of this work is done at the engagement level by a partner or partners who will oversee the engagement. Read more
2017 Trends in Accounting Marketing
in Content marketing, Data-driven strategies, Growth plan, Innovation, Marketing technology, Social media strategy, Strategy, Uncategorized/by Katie TolinThe new year always brings new trends, but in the accounting profession, many of the trends firms will face in 2017 are continuations from this year. Yet, there are some new things on the horizon that you should be thinking about, too.
Read more
How Much do CPA Firms Spend on Marketing?
in Content marketing, Growth coaching, Growth plan, SEO, Thought leadership, Uncategorized/by Katie TolinIn this industry, you often hear people share that firms spend between 2 and 4 percent of revenue on marketing. Well, what number is it exactly? And what is included in that calculation? These are important factors for a firm to properly benchmark how they stand in relation to the industry.
A few years ago, the Association for Accounting Marketing (AAM) partnered with the Hinge Research Institute to better figure that out. Firms were asked to submit their spending, as a percentage of revenue, in specific categories that it felt should be included in a budget. And they are conducting this survey again now to be released in 2017.
Read more
Who Owns Product Management in Your Firm?
in Growth plan, Innovation, Strategy, Uncategorized/by Katie TolinWhen it comes to strategically growing a CPA firm, there are three equally important components – marketing, business development support and product management. You can probably name the person(s) who are responsible for marketing in your organization. You know who is responsible for selling. But who owns the product management function? Most people can’t answer that question. Read more
Enhance Your Growth Sustainability
in Business development, Growth plan, Innovation, Marketing technology, Strategy, Uncategorized/by Katie TolinWhat do top growth leaders do to enhance the sustainability of growth within a firm? While firms are seeing growth organically and through merger and acquisition, it is organic growth that is imperative to long-term success. If you understand what it takes to drive this growth, your firm can achieve year-over-year revenue increases. Read more
Use Online Client Feedback to Improve Your Firm
in Client Service, Strategy, Uncategorized/by Katie TolinDoes the thought of conducting a client satisfaction survey scare you? You aren’t alone. Many accountants are afraid of getting less than stellar reviews. But guess what? Your clients are giving you feedback whether you asked for it or not – and that feedback is available for all to see online. And there is nothing you can do to stop online sharing, nor should you want to. Read more
Will You Hit Your Growth Goal?
in Data-driven strategies, Growth coaching, Growth plan, Strategy, Uncategorized/by Katie TolinPlanning produces better results
Your firm has come up with a growth goal. It may have stemmed from discussions around client attrition, charge hours and changes in your clients’ businesses. Your partners agree that a 7 percent goal sounds reasonable. So you drop that number into your budget without really looking at how that goal will be achieved. Now what? Read more
A Narrow Focus Will Help You Spur Growth
in Growth plan, Niche development, Segmentation, Uncategorized/by Katie TolinDoes the concept of saying “no” to a prospect seem ridiculous to you? You are not alone. However, you will actually experience more growth and greater profitability while doing more rewarding work if you narrow your focus to a sub-segment of the buying population you can help best. Read more
Create a Culture that Supports Growth
in Growth plan, Uncategorized/by Katie TolinYou’re working to develop a culture within your firm that supports growth at every level. One where everyone understands what you are working toward and their role in the process. One where team members are encouraged and rewarded for putting the goals of the firm before personal ones.
This is a great goal that will produce benefits to your firm for decades to come. However, it won’t be easy. Chances are it will take a few years to make such a monumental shift. You will have many issues that you’ll need to address and things to implement. And you’ll need to make some tough decisions. If you are going to bet the growth leader your firm needs, focus on: Read more
Why You Need to Manage Your Personal Brand
in Personal branding, Strategy, Thought leadership, Uncategorized/by Katie TolinYou have a personal brand whether you’ve given any thought to it or not.
In simple terms, a brand is the benefits delivered to your customers. This expands to individuals, as well. Personal branding is about the talents and abilities you have and the way you act, and interact, with others. It’s how you approach the work you do and the people you encounter. Read more