kuqert.blogg.se - Blueprinting marketing

#Blueprinting marketing drivers#
#Blueprinting marketing professional#

Some quick answers: Unless you address the initial questions about taking it to the next level and professionalizing your systems and operations, it will be extremely difficult to attract quality talent and clients in the future.

#Blueprinting marketing professional#

You will benefit from professional marketing and sales skills on your leadership and management teams to answer these and other questions that will impact your firm's future. You get the point the list is almost infinite.

How do we leverage technology rather than hours to deliver higher-value services?.What existing services should we eliminate?.

Who can get it done in a short amount of time?.

How do we name and message the services for understanding by our clients and prospects?.

How do we package and price those services?.

How do we find and retain quality talent?.

Other relevant questions, but often ones that slow progress (procrastination) follow: There are probably more questions than answers in most firms. Even many of the larger firms are comprised of smaller firms acquired by larger firms, so I believe the above statements are generally true for the entire profession.Īre you ready to take it to the next level? How about your other owners? How about your team? What happens if your firm doesn't professionalize their systems and operations? Most firms in the accounting profession are small businesses. Marketing and sales (business development) professionals have typically had a high rate of turnover in our profession, yet there has never been a more critical time for their skills in messaging, communication of the message (digital marketing) and utilizing processes that improve the staff and client/customer experiences. This includes but is not limited to technology, marketing, sales, leadership, finance, process and talent management. What do I mean by this statement? To survive, transform, thrive, firms must improve their systems and processes. Now is the time for firms to professionalize their operations, including marketing and sales.

Technical accounting skills are table stakes. Please don't misunderstand - it takes multiple skills (unique abilities) and a team to meet the needs and wants of today's clients/customers. Here is where professional marketing and sales skills differentiate from technical accounting skills. Professional marketing and sales skills are more important than ever, yet many firms believe they are too busy taking care of existing clients' needs.

#Blueprinting marketing drivers#

The economic drivers (technology and an expanding business capability model) have changed dramatically over the past three years, and the speed of change is only increasing. Learning is a two-way street and COOs, CMOs, CROs can benefit from some of the work we have done with CEO, CIO and leadership development programs. This is another reason firms are considering alternative practice structures. Traditionally, firm ownership restrictions have played a role in this strategy, but a broader perspective is needed. Historically in the accounting profession, only service line leaders and the CEO/MP have had a seat at the table or been members of the executive committee. As a long-time advocate of chief information officers having a seat at the table, I feel the same about CMOs, CROs and chief operating officers.