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Can Marketing and Sales Play in the Same Business Development Band? Harmonizing Around These Four Concepts Would Help Gr wthStrategies Winter 2012-2013 • Volume 2 • Issue 4 The Journal of Accounting Marketing and Sales Can Marketing and Sales Play in the Same Business Development Band? Harmonizing Around These Four Concepts Would Help Fueling the Growth Agenda Tie Thought Leadership Strategy to Reputation, Relationships and Revenue Growth Strategies: The Journal of Accounting Marketing and Sales From the Editors is published four times a year by the Association for Accounting Marketing, Inc. (AAM). It is a benefit of membership in AAM. It is easy to see a correlation between musicians working The views expressed in any article do not represent the official toward the same goal — a flawless piece of music — position of, or endorsement by, AAM or the author’s employer. and the integral parts of marketing departments and Association membership for executive, associate and affiliate business development departments working toward a members is $275 annually with a one-time $50 initiation fee. common goal — increased growth. Association membership for student members is $150 annually with a one-time $50 initiation fee. In this issue’s feature articles, we explore concepts that can Copyright © 2012 by Association for Accounting Marketing, help your firm strike the right chord to promote business Inc. All rights reserved. Article reprints for Growth Strategies: growth — from integrating marketing and sales to grooming The Journal of Accounting Marketing and Sales must receive a “rock band” that consistently releases chart-topping thought approval from the Association for Accounting Marketing. leadership. AAM Headquarters 15000 Commerce Parkway, Suite C As in every issue, we also bring you perspectives on a vari- Mount Laurel, NJ 08054 ety of topics through our departments. Phone: 856-380-6850 / Fax: 856-439-0525 Email: [email protected] Trends & Insights. Lisa Rozycki brings us insights into social Website: www.accountingmarketing.org media trends, XBRL developments and the perennial issue of Pete Pomilio, MBA, Executive Director building better teams. AAM Headquarters On Your Mind. Paul Kaiser offers a four-step process to help Sara Eliker, Assistant Executive Director marketers turn their partners into published authors. AAM Headquarters Editorial Board Growing Rainmakers. Karen Love describes the professional Shana Karle, Editor development opportunities for women who participate in Ingenuity Marketing Group LLC community service that aligns with the firm’s strategic goals. Phone: 651-690-3358 Email: [email protected] The Change Agent. Colleen Rudio provides a blueprint Michael Bowlan Eileen Monesson for aligning strategy with daily operations and individual Brown Smith Wallace, LLC PRCounts, LLC performance. Kim Cooley Amy Mosebach The Growth Leader. Bruce Marcus shares insights into the Henderson, Hutcherson Moss Adams LLP and McCullough, PLLC evolution of professional services marketing. Lisa Rozycki Lee Eisenstaedt LR Marketing Group Case Study. Joanne Elgart shares how the Atlanta office of L. Harris Partners, LLC Laura Sparks CohnReznick drove top-line results by introducing process Larry Feld Creative Sparks LLC and accountability. Hunter Group CPA LLC Elizabeth Zadezensky Take a Stand. Thalia Zetlin asserts that sales must be viewed Holly Fish CPAmerica International as one component of marketing — not something separate. EGP PLLC Angie Grissom Watching an issue take shape must be similar to what a con- The Rainmaker Academy ductor experiences. As editors of this issue, we feel like we’ve Amanda Hopson-Walker assembled a finely tuned group of musicians (our authors) PDI Global who are offering some beautiful music (concepts and ideas) for your listening — or rather reading — pleasure. So push Beth Johnson “play” by turning the page. And become part of the orchestra Schechter Dokken Kanter by submitting your ideas ([email protected]) Jill Kovalich for publication in a future issue. Connstep Becky Livingston Royal Apple Marketing Sincerely, Laura Sparks, Kim Cooley, Editor Editor In This accountingmarketing.org Issue Winter 2012-2013 • Volume 2 • Issue 4 Features Departments Trends & Insights Opportunities firms can translate into competitive advantage Marketers Struggle to Quantify Social Media ROI p. 5 Expanded Service Capabilities and Differentiation May Be in the Future for XBRL-Knowledgeable Firms Three Competencies to Build Better Teams p. 6 On Your Mind Practical tips that marketers can put into practice today Painless Content: From Partner to Publication p. 12 Growing Rainmakers Ideas for developing grow-the-firm skills Access Women’s Influence Through Community Outreach Can Marketing and Sales Play in the p. 16 Same Business Development Band? Harmonizing Around These Four Concepts Would Help The Change Agent p. 7 Inspiration to lead a strategic change initiative Linking Vision to Execution with the Balanced Scorecard Can the cacophony of “disconnectivity” between p. 18 marketing and sales be smoothed into much-needed harmony? Tune into experienced marketing and sales The Growth Leader professionals who discuss the key elements in blend- Q&A with a legend in accounting marketing and sales ing their efforts. Then, remix insights from Suzanne Bruce Marcus on the Evolution of Professional Services Marketing Lowe, author of a seminal book on the topic, on how p. 22 to achieve effective integration. Michael A. Bowlan and Wade Clark Case Study One firm’s growth initiative Fueling the Growth Agenda Driving Revenue, Getting Results: Process and Accountability Tie Thought Leadership Strategy to Reputation, p. 24 Relationships and Revenue p. 14 Take a Stand A growth leader weighs in on an issue related to firm growth How can professional services firms stand out from the Get BD Under the Marketing Umbrella and Let It Rain crowd? By building a rock band made up of partners p. 26 and managers with distinct points of view about issues that matter most to clients, and by harmonizing those messages across multiple channels. Pauline Weger Issue Editors Laura Sparks and Kim Cooley Growth Strategies is designed by PDI Global, part of the Tax & Accounting business of Thomson Reuters 4 Growth Strategies Vol 2 • Issue 4 Trends & Lisa Rozycki, LR Marketing Group Insights Marketers Struggle to Quantify Social Media ROI How many times have we heard the mantra, “If you can’t a focus on revenue generation, ROI measurement tools will measure it, you can’t manage it”? When it comes to social change. Of those surveyed, 38 percent use increased fans, media ROI, many marketers struggle with quantifying the likes, and interactions as measurement tools; 21 percent use benefits and firm partners may ask marketers to prove the increase in revenue attributable to social media marketing value of social media for their firms. They are not alone. activities, and 15 percent measure increased brand awareness. According to several research studies of marketers, measur- According to Brian Zanghi, CEO of Awareness, Inc., the take- ing social media ROI remains one of their top challenges. away for marketers who are just starting out in social media is that with limited budgets, resources, and experience, you Awareness, Inc., creators of the Social Marketing Hub, surveyed won’t “get there fast” by following all the strategies of social over 320 marketers from a wide variety of industries and levels media pioneers in your industry. Plan for and invest in social of social marketing experience in their annual survey State media management systems and technologies that allow of Social Media Marketing. The 2012 challenge identified by for scalable, measurable growth rather than just allocating 77 percent of respondents was the lack of sufficient resources. people to the effort. Following in second was measuring the ROI of social media marketing programs at 58 percent. More experienced marketers were most challenged by ROI measure- ment. Novices were more challenged with managing their social media pres- ence and integrating it with the rest of their marketing efforts. The annual Social Media Marketing Industry Report, conducted by Michael A. Stelzner and sponsored by the Social Media Exam- iner, surveyed more than 3,800 fellow marketers to find out how they are using social media. Measuring ROI and identify- ing a target audience are the top areas they would like to focus on, with 40 percent of respondents indicating that each area is the most pressing. According to Measuring the Business Impact of Social Media, a 2011 survey of more than 700 marketers conducted by soft- ware provider Wildfire, marketers will soon measure social media’s impact through more traditional ROI measures of sales and costs attributed to social media. Currently, respondents focus on growing and engag- ing their fan bases rather than generating Source: State of Social Media Marketing: Top Areas for Social Marketing Investment revenue. As organizations move toward and Biggest Social Marketing Challenges in 2012, Awareness, Inc. accountingmarketing.org 5 Trends & Lisa Rozycki, LR Marketing Group Insights Expanded Service Capabilities and Differentiation May Be in the Future for XBRL-Knowledgeable Firms The AICPA and XBRL US, the nonprofit consortium for XBRL, According to the AICPA press release, the certification will require recently announced plans to develop a Certificate Program for professionals to complete approximately 30 hours of on-line U.S. GAAP reporting in XBRL format. It is scheduled to launch training, “ranging from understanding the basics of XBRL and
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