by jean caragher
capstone marketing
lack of time is an often-used excuse for failing to plan. however, i believe that we make time for the things that we really want to do. almost anyone can get a start on a networking plan by answering the following questions: read more →
by jean caragher
capstone marketing
clearly, over the past 15 years marketing professionals have elevated the sophistication and effectiveness of cpa firm marketing programs.
cpa firms employing marketing professionals are no longer news. but too many partners still don’t understand what marketing can and cannot do. the discrepancies often lead to frustration and failure.
so, let’s get real. here are the top 10 expectations partners should have for their marketing departments: read more →
by jean caragher
capstone marketing
capstone research reveals that two of the top three challenges that cpa firm marketing professionals face are “fighting fires” and “lack of partner support.”
but all that becomes a little more manageable if the partner and the marketing director share realistic expectations with each other.
here are the top 10 expectations marketers should have for their firm’s partners: read more →
six easy ways to follow up.
by jean caragher
capstone marketing
building relationships takes time. real networking begins after the first meeting. remember, networking is not selling. it is about building relationships and helping others.
when you meet someone whom you think will strengthen your network, you need to follow up and discover how you can be of help. here are six ways to follow up:
by jean caragher
capstone maketing
networking continues to be the most effective way for cpas to generate new business. yet, networking remains a marketing activity that many cpas consider uncomfortable and intimidating. how can you resolve the risk and reward of networking? read more →
how to get more for your buck while controlling costs.
by jean caragher
rarely have two forces collided in the accounting business with more force than the way new business development is crashing into cost-control.
but you can, indeed, have it both ways. that is if you know how to manage your marketing costs and ascertain marketing roi.
here are nine strategies for getting more bang for your marketing buck. read more →
by jean caragher
since strong client relationships contribute to client satisfaction, longevity and lead generation, partners often encourage their managers and staff to build relationships with their clients. but these managers and staff look at the relationships their firm’s partners have built over time and think it’s impossible to replicate their results.
however, building relationships with clients can be done using the same behaviors that we use when building friendships and courting our spouse or significant other.
consider these 12 tips to build client relationships: read more →
what you need to know to get started today.
a record number of accounting firm professionals joined last week’s webinar on client service, satisfaction and retention, produced by the seven keys to successful cpa firm management.
co-presenter jean caragher of capstone marketing summed it up at one point, saying, “the bottom line: every cpa firm claims to deliver excellent client service.”
but, she added, “how does your firm support that claim? do you have a formal client satisfaction and retention program?”
if not, today is the day to start.
here’s how: read more →
she finds an interesting detail in business week’s “best place to launch a career”
at her blog, “what i’ve learned so far,” jean writes:
the big 4 firms hold the top four spots: deloitte (1), e&y (2), pwc (3) and kpmg (4). grant thornton (51) and rsm mcgladrey (66) also make the list. kudos to the accounting profession! however, when asked to identify the most desirable trait in new employees the responses were either “college gpa” or “college major.” are we setting the bar too low? companies like general mills, nestle, johnson & johnson, marriott, and cigna are looking for leadership; booz allen hamilton, merck, and walt disney are looking for communication; and, wells fargo, progressive, amazon.com, and prudential are looking for analytical skills. think of the competitive advantage you could create by expecting more from your recruits than a college degree!
jean reminds us, “it’s not all about the benefits. it’s about the people.”
is your marketing program stalled?
jean caragher, president of capstone marketing and a leading consultant to accounting firms, offers eight ideas for jump-starting your marketing program: read more →
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