The fallout from the still-unfolding global financial crisis provides several perfect examples of "fat tail" risk, those that flow from the low-probability, high-impact events that generate upheaval more often than we think.
As the CEO of Clifton Gunderson for 16 years, I was privileged to work with many partners and staff that understood the dynamics of marketing to our current clients, to prospective clients, and to clients that were previously lost.
Solo firm marketers are continuously pulled in many different directions, filling multiple roles and wearing many hats. Where should you focus your limited time and resources to maximize your impact for the firm?
Thirty years ago, the AICPA revised its Code of Ethics to allow advertising, and accounting marketing was born. Ever since, firms have wrestled with how to link marketing investments to tangible sales results.
Communication is at a crossroads and this includes the digital space. Organic or paid? Influencer marketing or from the brand? Regardless of where you net out, your brand deserves to be in the spotlight.
Video marketing is taking consumers by storm because it engages customers and prospects and helps convert them into buyers. Recent statistics show that video content is not only effective, but the demand for it has grown at a rapid pace.
Today’s digital marketing tools give us access to a tremendous amount of data on our marketing efforts. What these tools do not give us is more time in front of our managing partner to share our treasure trove of insights.
Merging a new practice into an accounting firm has a huge impact on the acquiring firm's culture, delivery systems, professional development, business development philosophy, marketing, and internal communication and technology processes.
Many business development professionals have dual roles: working externally to generate and pursue opportunities; and working internally to help others with their personal business development efforts.
Networking continues to be a top lead generation strategy for CPA firms. In fact, according to Gear Up for Growth, networking with prospects and referral sources is one of the top four marketing activities firms of every size plan to increase.
When most people think of office politics, they have a visceral negative reaction. But here’s the thing: When you learn to navigate the unspoken rules of the workplace, you can achieve more than you ever dreamed!