Communication Culture and Behavior Leadership Marketing Articles from other publications

The Ten Commandments for Building a Marketing Culture

Burt Bierman, a marketing guru and retired CPA firm partner, gives me hope for professional services marketing. He understands business development more instinctively and fundamentally than almost anyone I know. At this year's Association for Accounting Marketing Conference, Burt spoke about building a marketing culture in a CPA firm.

His ten commandments, listed below, apply to your firm, whatever your profession.

Thou shalt:

1. Define expectations clearly.
2. Have a written plan.
3. Prepare a marketing budget.
4. Write a description of marketer's roles and responsibilities.
5. Support continuing education for marketers.
6. Embrace partner participation.
7. Create partner incentives.
8. Encourage marketing creativity.
9. Support a strategic role for marketing.
10. Have patience to wait for results.

© Melinda Guillemette 2009