Evaluating and Working with a Marketing Professional: How to make the relationship work!

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About Us

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Amy Hoppenrath Kristin Wing

About Us

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Launched in 2009

Focused solely on professional services

Focused on helping clients build expertise

www.AccelerAction.com

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

7Association for Accounting Marketing 2010-2011 Survey

Trends in CPA Firms

8Association for Accounting Marketing 2010-2011 Survey

Trends in CPA Firms

9Association for Accounting Marketing 2010-2011 Survey

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

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› Strategic planner› Make it happen› Collaboration› Educate› Advise› Focus

Strategic Marketer

What does a strategic marketer do?Helps your firm to achieve

it’s goals!

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The Best Mix

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Marketing

Strategy

Implementation

Implementation

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?

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›Budget is there›Professionals trying to be marketers›Culture has shifted or… needs to›Nothing is getting done

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

CompensationThe AAM survey does include specific data points for compensation across titles including:

Marketing directorMarketing managerMarketing specialistMarketing coordinatorSales coordinatorBusiness 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› Kwing@AccelerAction.com or ahoppenrath@AccelerAction.com

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