evaluating and working with a marketing professional: how to make the relationship work!
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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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