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CPA
Firm Profile: Goldenberg, Rosenthal, LLP While our profiles are generally of larger firms, readers from smaller
firms should not dismiss the comparisons to their firms. The
practices of larger firms are what made them what they are, and those
practices were adopted when they were smaller firms. Goldenberg
Rosenthal is a firm that chooses to value the quality of life more than
profits. Yet it is a high earning firm and has been chosen by
The
Bowman 100 Special Report as one of the "best of the
best." Accounting Firm Marketing Our survey question was: How effective is the marketing function in middle market CPA
firms? Please rate on a scale of 1 to 10 with 1 being very ineffective and
10 being highly effective. Please include comments. The average
rating was 4.73. Comments of the consultants are
illuminating. CPA firms often get caught up in the details of a
particular strategic initiative without fully considering how their
activities will lead the firm to superior financial returns. Often
these initiatives are not strategies at all, but a means to an end.
The goals any new initiative should be focused on are fulfilling unmet
needs and dominating increasing market segments. If neither of these ideas
is incorporated in the strategic plan, then forego the plan and go back to
the planning process. We experience service at three different levels. Unfortunately,
the most common level of service is indifferent service. The full
article explains the levels and what you can do to improve the level of
service in your firm. Resource or Outsource to a Specialist? Firms with 100 or more people need marketing directors. They may need
to outsource projects to supplement efforts, but a firm this size needs to
dedicate managerial resource. Firms with 50 to 100 people should have at
least a marketing coordinator to help with mailings, database management,
and communications. Firms with fewer than 50 people probably do not need a
marketing director, could use a coordinator, but often have no marketing
resource. Firms with fewer than 25 people should outsource marketing
activities. It is logical to get acquainted with the other professionals who serve
your clients. One firm uses this approach almost exclusively to add
new clients. |
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Charles R. McCann,
CPA |
Accountants
World |
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