"Every client interaction is a marketing opportunity."

Gear Up for Growth
With Jean Caragher
For CPA Trendlines

Marketing has evolved from a client acquisition tool to a vital part of a firm's overall strategy. “When we first started marketing firms, it was all about bringing in the client and not worrying about anything else,” says August Aquila of Aquila Global Advisors and author of the new CPA Trendlines practice manual, "MAX: Maximize Productivity, Profitability and Client Retention"

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“Marketing today should be so integrated into a firm that it can help the firm increase its enterprise value by making the firm more valuable if you decide to sell,” he says. Marketing activities, such as pricing strategies and enhancing client experiences, are essential for firms to differentiate and stay competitive.