007: Sarah Johnson Dobek: 'Marketing isn't about a shiny object; it's about execution.'

What do CPAs and accountants underestimate when it comes to marketing? According to Sarah Johnson Dobek, founder and president of Inovautus Consulting, the answer to that question is social media, in particular, LinkedIn and a “block and tackle” approach to business development. In this episode of Accounting Marketing Doesn’t Suck, Hugh Duffy talks with Sarah about her growth consulting firm, which works with public accounting firms in the $5 million to $40 million in revenue range. In Sarah’s experience, the biggest opportunity for small firms to grow is in diversifying their services, moving away from solely compliance-driven work and becoming a forward-looking firm. Tune in to hear more about Sarah’s work approach, what Top 100 firms are doing the best advertising and to find out what industry she sees as similar to the ever-growing cannabis sector.   Guest Bio: Sarah Johnson Dobek, founder & president  Twitter  | Facebook Sarah Johnson Dobek is President and Founder of Inovautus Consulting, a national consulting firm that develops strategies, programs, and training designed to help accounting firms grow faster and in the right direction. Sarah and her team work with firms to assess their growth goals and execute practical marketing and business development plans. With her unique background in operations, human resources, practice management, and marketing, Sarah delivers insightful, practical advice that guides organizations down the right path toward achieving the growth they desire. Sarah’s ability to understand where an organization is starting from, coupled with her disciplined approach to best practices, drives results for firms and helps them to evolve. Prior to forming Inovautus, Sarah was the Director of Marketing for a Chicago-based accounting firm and the Director of Consulting Services at PDI Global, where she learned the nuts and bolts of public accounting firms and the importance of aligning marketing, people, and practice management strategies to achieve growth. Sarah is a sought-after speaker for conferences, board meetings, and professional service associations and societies. She is a thought leader appearing throughout the profession through articles, podcasts, and videos in Accounting Today, CPA Society publications, the AICPA Journal, CPA Practice Advisor, and more. Having been named a “Top 100 Most Influential Person” by Accounting Today in 2013, 2014, 2016, 2017, and 2018, and a two-time “Top 20 Under 40 Vendor” by CPA Practice Advisor, Sarah is without a doubt glued into the profession. Living and breathing her passion, she’s also a member and former board member of the Association for Accounting Marketing (AAM) and the past President and member of the CPA Consultants Alliance.