today's features

bissett bullet: ask the expert

today’s bissett bullet: partner: “we tried this before and it didn’t work.”
mb: “based on your analysis of that project, why didn’t it work?”
*silence*
partner: “dunno.”

by martin bissett

“we tried marketing and it did not work” is a refrain often heard from the managing partner’s office. this is because they neither understand marketing nor understand the failure or success thereof. to understand the subject, we first must master it, so bear in mind that to understand what makes a great marketing person or a great marketing campaign, we first must understand the discipline itself.

today’s to-do:

take advice from a leader in their field about what works and what doesn’t in terms of professional services marketing so that you can delegate the task of marketing your firm in the future with the assurance and discernment that you know what works and what doesn’t.

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gen z redefines careers | arc-slc

students push for networking, compensation clarity, and creativity as the path to success in a changing profession.

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not your headcount

accounting arc – student-led conversations
with chayton farlee
center for accounting transformation

when dominic piscopo, cpa, compared his first big 4 paycheck to his weekend bartending income, he had one reaction: disbelief. “i clocked 100 hours during busy season, and the check wasn’t much different than what i made in two nights at the bar,” he recalls.

more accounting arc: bootleggers, baptists, & cpas: rethinking licensure | cpa firm ownership under firewalking violation: when showing your cpa gets you in trouble | audit bags to tiktok tags, gen z talks success | students challenge accounting’s traditional career path | true grit: recognizing struggles that shape our successes | more admins, fewer students, no planwhat career advice gets wrong for gen z – and how to fix it |your identity is not a liabilitywhat happens in vegas… gets reported on a tax returnburnout, be gone: accounting needs a boundary breakthroughthe ultimate business hack you’re probably ignoringresilience, real talk, and the road to mental wellnessblockchain could still reshape accountingwhat gen z wants from business | firm differentiation depends upon client service

instead of shrugging it off, piscopo started asking questions—lots of them. he gathered salary data from peers across firms and discovered his cohort was underpaid compared to the market. presenting the numbers to leadership, he helped secure a nearly 10% raise for his entire group.

“that was the moment i realized transparency could change the profession,” piscopo says.

piscopo shares the story on accounting arc: student-led conversations, hosted by accounting student chayton farlee. the two explore how networking, pay transparency, and building side projects can help students and young professionals stand out in an industry struggling to recruit and retain talent.

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fourteen ways to get the right clients

you should be selective. here’s how.

by august aquila
max: maximize productivity, profitability and client retention

marketing should be about mainly getting the right clients for your firm – clients who will help you achieve your financial and strategic goals.

more by august j. aquila
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it’s often been said, “no profits, no firm.” firms can attract the right clients through a combination of strategic marketing, networking, reputation building and providing excellent service. here are some steps and strategies that can help a cpa firm attract the right clients.
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back to basics: where is the cash?

person on roof wielding fire hose spewing out paper currency

profits don’t mean anything if they’re not backed.

by ed mendlowitz
77 ways to wow!

cash is the lifeblood of a business. cash amounts. cash flows. cash changes. no matter what anyone tells you, cash is the bottom line you must watch and accumulate.

more by ed mendlowitz
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

simplistically, knowing your cash balance gives you a sense of how you are doing. if it goes up, you are making money – if it goes down, you are losing money.
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make your kpis more meaningful

what are employees working toward? they need to know.

by jody padar
radical pricing – by the radical cpa

key performance indicators separate the signals from the noise. throwing timesheets into the trash is your opportunity to focus all your attention on what is most important to your firm’s continued success.

more by jody padar
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

good kpis are quantifiable measurements agreed to beforehand. they must be important to the organization as a whole and specific. here are a few examples you might consider adopting:
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