marketing & sales

the secrets of multi-hit marketing

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there’s room for both one-step and two-step marketing, but be smart about how you use them.

by jassen bowman

the number of steps that a lead must take in order to receive your full marketing message is an important consideration when planning marketing campaigns and media purchases.

more: grow faster, be more efficient | your sales funnel needs systems | how tax resolution works | 4 tax resolution industry flaws | need a new service line? consider tax resolution
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generally, the more steps that a lead must take in order to enter your marketing funnel is going to increase the quality of your leads, but decrease the quantity.

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how and why to hire a marketing director

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11 reasons why and 4 ways to make sure they fail.

by marc rosenberg
the rosenberg practice management library

cpas are generally not comfortable with business development and are rarely skilled in implementing marketing plans.

more: marketing plans and why you need one | how to manage the practice development function | 14 marketing activities needed now more than ever | now is the time to activate your referral network | the 4 marketing disciplines
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as a result, many firms go through a phase where the partners say to each other: “we all agree that the firm needs more revenue. we all agree that our partner group sucks at marketing. doing nothing is unacceptable, so let’s get someone to bring in business for us.”

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marketing plans and why you need one

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maze with word "plan" at the centerhow it differs from a strategic plan.

by marc rosenberg
the rosenberg practice management library

sorry for those of you who have absolutely no interest in football, but a marketing plan is as important as a football team’s game plan for the week. it’s a blueprint for how to win the game: how much passing versus rushing, working on the opponent’s weaker players by name, running left versus right, short passes versus long passes, who plays on which plays, and so on.

more: how to manage the practice development function | how to brand and differentiate your firm | why consultative selling works | how not to develop your practice | does your firm recognize all its skills? | 15 powerful niche marketing practices
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a marketing plan is a comprehensive written document outlining

  1. the firm’s practice development activities within a set time frame
  2. goals and action steps necessary to achieve the firm’s targeted revenue growth
  3. the best use of the firm’s resources
  4. the partners’ preferences in terms of what they are willing and not willing to do. examples: how active the partners agree to be in selling and advertising, use of internal personnel rather than relying on outsiders like marketing consultants, and whether they prefer to be generalists or specialists
  5. a budget for the firm’s investment in practice development activities

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how to manage the practice development function

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dollar being built of blocksyour firm’s existence depends on marketing.

by marc rosenberg
the rosenberg practice management library

sometimes the most important ingredient in marketing success has little to do with marketing.

more: how to brand and differentiate your firm | working business development into your day | how marketing systems produce business growth | 6 keys to developing new client prospects | protect and grow existing clients | 19 takeaways from the history of cpa firm practice development
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

this statement may seem illogical, even unbelievable, in a series professing to teach cpa firms how to generate revenue growth. but stay with us and you’ll see what we mean.
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