AAM Minute Monthly Poll

We are asking our readers to contribute to our topic conversation and share a little about what they do in their firms.

Last month, we asked about how your role as a marketer is evolving. Here’s how you answered:

Q1: How have you seen your role as a marketer evolve over the past five years?

I’ve been asked to perform more biz dev related tasks

31.25%

My performance is based more on metrics than ever before

25.00%

My marketing team has moved from generalists to more specialized roles

37.50%

Other- I see my role changing into an overall business advisor, not necessarily just marketing related

6.25%

Q2: In your role as a marketer, do you have specific revenue goals you have to bring in?

Yes

0.0%

No

68.75%

Not yet, but that’s something I’m interested in talking to my partners about

25.00%

Other- not revenue goals, but client goals

6.25%

 

Q3: Does your firm have a path to partner for marketing?

Yes

18.75%

No

43.75%

Not that I know of

37.50%

 

Looking at the responses to our survey, it is clear that a marketer’s role in the majority of firms is changing. While it is still uncommon to have a direct revenue goal or a clear path to partner, these ideas are being considered at many firms. Marketers are being tasked with performing new business tasks, moving from generalists to specialists, and the issue of metrics and measuring results with numbers is becoming more and more important.

While the changes can feel overwhelming, it is clear that our roles are becoming more and more vital to the success of our firms. We are no longer just in a support position for our accountants, we are actually helping to drive growth and affect the bottom line.

Author and motivational speaker John Maxwell says, “Change is inevitable. Growth is optional.” That is clearly true in the accounting field and in our role as marketers. We must be agile and evolve as our roles do. If we are not afraid to change and adapt, we will certainly grow as marketers and lead growth in our firms.

This month we ask that you please take a minute for the minute and answer this month’s poll questions about your experience with CRM.