ChallengesAt lunch the other day, I asked my dining companion, who happens to be the chief marketing officer at a top 50 CPA firm, what she saw as the greatest challenges for accounting marketing professionals.
Her answers re-affirmed what I'd heard anecdotally from other marketing professionals, and also coincided with some of the issues that had come up in discussions at the Association of Accounting Marketing conference I attended earlier this year. A few years ago, her answer might have been that marketers' biggest obstacle was convincing accountants that they needed a marketing director. But that's not really the case today. Accounting marketing as a profession has matured. The AAM, which basically created the accounting marketing profession, is in its sixteenth year. And while not every firm has a person devoted specifically to marketing the firm, nearly everyone has heard of the concept.
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