The Evolving Role of the Accounting Marketer


Firms are shifting. Future growth depends on attracting talent, staying relevant and differentiating from the competition. As a result the role of an accounting marketer is continually evolving.

Growth-minded firms are focused on some combination of expanding service lines and/or geographic footprints, providing broader services to their client bases, pursuing mergers and acquisitions, and harnessing new technologies to innovate service delivery. With this volume of diverse objectives, how does an accounting marketer keep pace?

To gain more insight into the minds and practices of accounting marketing professionals, Growth Strategies surveyed Association for Accounting Marketing members to determine what matters most to both firms and marketers, what firms are looking for from marketers and where they see the role heading. The good news: while still a work in progress, firms are relying more on marketers as valuable growth allies.

In this Growth Strategies article, you will gain valuable insights on:

  • Accounting firm reporting structures and the importance of having a “seat at the table.”
  • Expectations for the accounting marketing role and the key priority they are in position to support.
  • Strategies for firm growth and key areas to focus on.
  • What’s next for accounting marketers to focus on at firms that are in growth mode.
  • AAM’s survey results on what matters most to firms and marketers.

Key Takeaway

As marketers, we must view ourselves as more than a commodity to the business. “Act like an advisor, even if you’re not yet viewed as such,” suggests Kucera. “It matters that you have a voice within the firm. Use it to prove that you were hired for a reason.”

Read the full article to gain tips on insight into the evolving role of the accounting marketer.

Non-Members: learn more and subscribe

Posted in

About Mary Yanocha

Mary Yanocha, is the Chief Marketing Officer of Global Tax Management, Inc. Mary is a strategic marketing executive with a successful track record leading the execution of marketing strategies designed to increase the visibility and awareness of products, services, and overall brand presence to external audiences.

Welcome to CPA Growth Trends — your source for information, insights, tools and best practices to drive growth within an accounting firm.

Subscribe to our blog

* indicates required

This field is required.

Featured: Season 5 Episode 1

The Digital Lead Gen Process For Accounting Firms

with David Toth of Winding River Consulting

Explore expert strategies for digital marketing success with the latest insights on SEO, content strategy, lead generation and more.