Evaluating and Working with a Marketing Professional: How to make the relationship work! 1

About Us 2 Amy Hoppenrath Kristin Wing

About Us 3 Launched in 2009 Focused solely on professional services Focused on helping clients build expertise

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 4

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 5

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? 6

Trends in CPA Firms 7 Association for Accounting Marketing Survey

Trends in CPA Firms 8 Association for Accounting Marketing Survey

Trends in CPA Firms 9 Association for Accounting Marketing Survey

Trends in CPA firms 10

Trends in CPA Firms 11

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 12

What do you want? Ultimately: ROI 13

Marketing & Business Development 14

Firm Marketing Over the Years ›Admin to professional ›No job description, no accountability ›The shift began… ›High skilled directors 15

Marketing brain v. CPA brain 16

Marketing brain v. CPA brain Marketers: ›Bring a different perspective ›Are educators ›Are collaborators ›Are facilitators 17

A great marketer will…. ›Develop a program that help you to accomplish your BUSINESS GOALS ›Be a strategic partner ›Offer a different viewpoint 18

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 19

Potential obstacles There are many obstacles to helping your marketing professional achieve success 20

Avoid The Kitchen Sink 21

4 Ways to Avoid The Kitchen Sink Develop Metrics 22

4 Ways to Avoid The Kitchen Sink Prioritization 23

4 Ways to Avoid The Kitchen Sink Make them a part of the process 24

4 Ways to Avoid The Kitchen Sink Stay out of their way 25

Strategy vs. Implementation Expert Identify the skill sets that you need 26 ›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! 27

The Best Mix 28 Marketing Strategy Implementatio n

Strategic Marketer Builds marketing strategy 29

Strategic Marketer Creates niche strategies 30

Strategic Marketer CRM, data management tools 31

Strategic Marketer Creates business development processes and collaborates with partners 32

Strategic Marketer Manages marketing budget 33

Strategic Marketer Hires and manages outside vendors 34

Strategic Marketer Managing firm assets (websites, etc) 35

Strategic Marketer Strategic public relations 36

An Implementor A strong implementor can …… ›Get things done ›Great relationships with firm professionals ›Very task oriented ›Details are important 37

Implementor Researching organizations, associations 38

Implementor Updating marketing collateral, assistance with proposals 39

Implementor Managing firm events, webinars 40

Outsource vs. Hiring Talent ›Management ›Budget ›Time ›Strategic business focus 41

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 42

Hiring External Help What to consider: ›Budget ›Industry/ firm experience ›Communication skills 43

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 44

Are you ready to hire? ›Aggressive growth goals ›Partners not using time efficiently ›Missing new client opportunities ›Poor tracking of business development 45

Biggest reason? No one knows who you are in the marketplace! 46

Are you ready to hire? 47 ›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 48

In Summary ›It’s a long term commitment ›Setting expectations is critical ›Professional service firm experience ›Make them your partner ›Budget 49

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 50

Resources ›Association for Accounting Marketing 51

Thank You ›Questions? ›Connect with Blog LinkedIn Facebook ›Phone consultation or 52