Transcript Marketing_Presentation

Evaluating and
Working with a
Marketing
Professional: How to
make the relationship
work!
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About Us
Amy Hoppenrath
Kristin Wing
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About Us
Launched in 2009
Focused solely on
professional services
Focused on helping clients
build expertise
www.AccelerAction.com
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Our Conversation Today
› Marketing vs. Business
Development
› Strategist vs. Implementation
› The marketing brain vs the
CPA brain
› How to know if you’re ready
› How to hire or outsource
› How to help firm marketer be
successful
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Let’s Learn About You!
Raise your hand if you have a internal
marketing support (marketing director,
coordinator)
Raise your hand if you are thinking of
adding a marketing professional to your
staff
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Industry Trends with CPA Firms
The two biggest questions we hear from
CPA firms…..
What is this going to cost us?
What are other firms doing?
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Trends in CPA Firms
Association for Accounting Marketing 2010-2011 Survey
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Trends in CPA Firms
Association for Accounting Marketing 2010-2011 Survey
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Trends in CPA Firms
Association for Accounting Marketing 2010-2011 Survey
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Trends in CPA firms
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Trends in CPA Firms
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Stumbling blocks in CPA firms
CPA’s:
› Not sure what your really want to
accomplish
› Drive marketing from the tactical side.
› Don’t understand marketing.
› Don’t include marketing people in firm
strategy/planning
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What do you want?
Ultimately:
ROI
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Marketing & Business
Development
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Firm Marketing Over the Years
› Admin to
professional
› No job description,
no accountability
› The shift began…
› High skilled
directors
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Marketing brain v. CPA brain
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Marketing brain v. CPA brain
Marketers:
› Bring a different perspective
› Are educators
› Are collaborators
› Are facilitators
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A great marketer will….
› Develop a program that
help you to accomplish
your BUSINESS GOALS
› Be a strategic partner
› Offer a different viewpoint
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A great marketer will….
› Be jazzed about the
industry
› Have a ‘get it done’ attitude
› Naturally curious about the
industry
› Looking to find a business
challenge
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Potential obstacles
There are many obstacles to helping your
marketing professional achieve success
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Avoid The Kitchen Sink
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4 Ways to Avoid The Kitchen
Sink
Develop
Metrics
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4 Ways to Avoid The Kitchen
Sink
Prioritization
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4 Ways to Avoid The Kitchen
Sink
Make them a
part of the
process
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4 Ways to Avoid The Kitchen
Sink
Stay out of
their way
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Strategy vs. Implementation
Expert
Identify the skill sets that you
need
› Strategic planner
›
›
›
›
›
Make it happen
Collaboration
Educate
Advise
Focus
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Strategic Marketer
What does a strategic marketer do?
Helps your firm to achieve
it’s goals!
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The Best Mix
Implementatio
n
Marketing
Strategy
Implementatio
n
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Strategic Marketer
Builds marketing strategy
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Strategic Marketer
Creates niche strategies
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Strategic Marketer
CRM, data management tools
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Strategic Marketer
Creates business
development processes
and collaborates with
partners
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Strategic Marketer
Manages marketing budget
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Strategic Marketer
Hires and manages outside vendors
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Strategic Marketer
Managing firm assets (websites, etc)
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Strategic Marketer
Strategic public relations
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An Implementor
A strong implementor can ……
› Get things done
› Great relationships with firm professionals
› Very task oriented
› Details are important
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Implementor
Researching organizations, associations
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Implementor
Updating marketing collateral, assistance with
proposals
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Implementor
Managing firm events, webinars
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Outsource vs. Hiring Talent
› Management
› Budget
› Time
› Strategic
business focus
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Things to consider
› Is professional firm experience a must?
› Part time vs. full time?
› Be clear about what you need
› Accountability
› Job description
› Seat at the table
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Hiring External Help
What to consider:
› Budget
› Industry/
firm experience
› Communication
skills
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Hiring External Help
› Who will manage the relationship?
› What is the process for reporting results to
partners?
› How will the agency manage costs, estimates?
› How do they answer the question “What other
accounting firms do you work with?”
› Retainer vs. project
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Are you ready to hire?
› Aggressive growth goals
› Partners not using time efficiently
› Missing new client opportunities
› Poor tracking of business development
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Biggest reason?
No one knows who you are in
the marketplace!
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Are you ready to hire?
›Budget is there
›Professionals trying to be marketers
›Culture has shifted or… needs to
›Nothing is getting done
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Hiring Marketing Professional
› Sample job descriptions
› Recommend a hiring committee
› Professional services experience
› AAM salary survey
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In Summary
› It’s a long term commitment
› Setting expectations is critical
› Professional service firm experience
› Make them your partner
› Budget
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Trends in CPA Firms
Compensation
The AAM survey does include specific data
points for compensation across titles
including:
Marketing director
Marketing manager
Marketing specialist
Marketing coordinator
Sales coordinator
Business development manager
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Resources
› Association for Accounting Marketing
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Thank You
› Questions?
› Connect with www.AccelerAction.com
• Blog
• LinkedIn
• Facebook
› Phone consultation
› [email protected] or
[email protected]
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