What are we doing right?

The adage that success breeds success holds true in marketing, according to August J. Aquila, PhD, senior vice-president, Practice Development Institute, Chicago. So how can firms find out what's working?

When planning marketing programs, firms should analyze past actions carefully to see whether and why they were successful. The survey below is a simple tool for firms to use when beginning this analysis because it offers firm leaders an overall picture of their marketing approach and how it's working. It also asks firm members to discuss their comfort with--and interest inactivities such as writing articles, public relations, seminars and selling. But even a very small firm can benefit from a brief, organized examination of its own efforts that can be accomplished by using this checklist.

1. How do you pursue new business?

2. How comfortable are you in executing the firm's marketing program?

3. Who in the firm should be responsible for marketing?

4. In which of these activities is the firm now involved:

a. Advertising.

b. Brochures.

c. Public relations.

d. Direct mail.

e. Newsletters.

f. Referral source development.

g. Trade show exhibits.

h. Survey and specialty reports.

i. Speaking engagements.

j. Seminars.

5. Which bring in the most new business?

6. Which would you personally like to pursue more actively?

7. How do you keep abreast of what's happening in the profession?

8. How should compensation reflect marketing results or failures?

9. How well does the firm cross-sell its services?

10. How would you rate your selling services?

11. Should the firm hold monthly marketing meetings?

The answers to this survey help firms plan new marketing programs better.

This article was adapted from The Marketing Advantage: How to Get and Keep the Clients You Want, published by the American Institute of CPAs management of an accounting practice committee.