Blog
Written by: Sarah Johnson Dobek Key Points Differentiation in accounting is achieved through consistent positioning, communication, and delivery—not design or slogans. True differentiation extends beyond marketing; it must be reflected in behavior, communication, and client experience at every level. Firms that treat differentiation as a firmwide discipline build stronger brands, attract better-fit clients, and sustain long-term…
Written by: Sarah Johsnon Dobek Key Points B and C clients provide consistent revenue, lower-maintenance relationships, and risk diversifications, for sustainable firm growth. Modern segmentation must evaluate more than revenue, factoring in fit, ease, potential, referrals, and profitability. Advances in AI, automation, and outsourcing have made it possible to serve smaller clients profitably again. …
Key Points AI-generated headshots offer varying levels of realism, customization, and speed depending on the platform. Generational perspectives shape expectations for workflow, pricing transparency, and professional authenticity. Choosing the right AI headshot tool depends on balancing realism, usability, and overall value for your needs. As AI-generated headshots surge in popularity for professional and personal…
Written by: Sarah Johnson Dobek Key Points A Chief Growth Officer (CGO) function aligns strategy, marketing, sales, and client experience to drive measurable, sustainable firm growth. Mid-sized firms benefit by assigning growth ownership—even without the CGO title—through clear roles, shared KPIs, and cross-functional alignment. CGOs focus on the full client journey, ensuring that onboarding, service…
Written by: Sarah Johnson Dobek Key Points A strategic growth plan builds long-term value by aligning teams, strengthening leadership, and enhancing client retention—not just increasing revenue. Consistent execution, clear ownership, and cross-functional collaboration are the key drivers of sustainable growth. Reviewing growth strategies regularly ensures firms stay agile, focused, and ready to adapt to changing…
Written by: Sarah Johnson Dobek Key Points A niche attracts attention, but building a structured practice group with defined leadership and workflows enables sustainable, scalable growth. Successful practice groups require clarity in positioning, consistent processes, and tools that align people, technology, and strategy. Evolving from niche marketing to a mature practice group improves service delivery,…
By: Sarah Johnson Dobek Key Points Sustainable growth in accounting firms depends on discipline, consistency, and structured routines, not just bold ideas. Building growth into weekly habits and fostering firmwide accountability creates momentum and cultural alignment. Firms that approach growth as a core business function achieve long-term success and adaptability in a changing market. …
By: Katie Renelt, Senior Client Advisor Key Points In-person events are regaining traction as one of the most effective lead-generation tools for accounting firms in 2025. Strategic preparation, clear role alignment, and timely post-event debrief maximize ROI and strengthen brand visibility. Marketing professionals serve as an event catalyst, turning every interaction into an opportunity for…
By: Sarah Johnson Dobek Key Points Growth for accounting firms in 2025 is defined by mindset, agility, and cultural alignment—not just revenue or headcount. Technology, evolving client expectations, and talent development are the leading forces driving firm transformation. Sustainable growth depends on partner alignment, a strong internal culture, and intentional leadership that connects strategy with…
By: Micayla Back Key Points Overly promotional language, urgency phrases, or robotic tone can trigger spam or AI filters and lower email deliverability. Marketers can avoid AI detection by using natural, conversational language and focusing on personalization and authenticity. Clear, human-centered messaging builds trust, boosts engagement, and ensures content reaches the right audience. In…
