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SUMMARY:Learning Lab: Building Your BD Plan: A Framework for Marketing & BD Professionals at Accounting Firms
DESCRIPTION:Program Description\nMost marketing and BD professionals at CPA firms are handed a growth goal without a real plan for hitting it. The work ends up reactive: chasing whatever comes up\, responding to partner requests\, and hoping the pipeline fills itself. \nThis session gives you a better way. Neil Barrow and John Atkinson will walk through a practical\, repeatable framework for building a business development plan that fits a small or mid-sized accounting firm. You will learn how to get clear on your role and your firm’s growth priorities\, sharpen the way you talk about what your firm does\, figure out who you should actually be spending time with\, and turn all of it into a plan you can run week after week. \nThis is built for the people who do the work\, not for theory. You will leave with a structure you can put to use right away and the accountability tools to keep it going. \n  \nLearning Objectives\nAfter this session\, attendees will be able to: \n\nClarify their BD role and focus\, including where to spend time across new client acquisition\, cross-serving\, and brand building.\nBuild messaging that connects with real client problems and makes their firm’s differentiators clear.\nDefine an Ideal Client Profile and use it to prioritize targets\, referral partners\, and the right events and networks.\nCreate a repeatable BD plan that covers setting meetings\, running pursuits\, following through\, and qualifying needs.\nUse simple accountability tools like a Good Week Scorecard and a meeting rhythm to stay consistent and track what is working.\n\n  \nSpeakers \nJohn Atkinson | Founder & Managing Partner\, GrowthLogik \nJohn Atkinson is a recognized business development leader and coach with 30+ years of experience helping professional services firms drive sustained\, profitable growth. As the Founder of GrowthLogik\, he partners with CPA and advisory firms of all sizes to design practical growth systems\, build business development capabilities\, and coach professionals at every level. John has held senior leadership roles where he consistently led double-digit growth and built BD programs still in use today. Prior to launching GrowthLogik in 2024\, he started and sold 4 litigation support firms\, spent 11 years as VP of Business Development at Forvis Mazars and later served as Head of Revenue Growth at Fahrenheit Advisors\, where he launched and led the firm’s Sales Advisory Practice. \n  \nNeil Barrow | Founder + Chief BD Officer\, EnabledBD \nNeil started his career in software sales\, but (fortunately) got talked into public accounting\, where he led BD and origination efforts at two different firms for over eight years. Since then\, Neil has worked with over 40 firms to build or enhance their BD functions—proving that BD is not a soft skill. It’s a practical framework\, and when done right\, it develops people and drives results. Beyond Enabled BD\, Neil runs a monthly newsletter for professionals looking to get more BD tactics\, a podcast titled ‘I Hope This Email Finds You Well’ where he interviews BD professionals and leaders sharing strategies and tactics that work for them\, and also runs Underground BD\, an online community for BD professionals looking for clarity\, upskilling\, and support.
URL:https://accountingmarketing.org/event/learning-lab-building-your-bd-plan-a-framework-for-marketing-bd-professionals-at-accounting-firms/
CATEGORIES:Training
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