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.

Register or login for access to this item and much more

All Accounting Today content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access