Rick Telberg || CPATrendlinesResearch Marketing and Business Development Trends Survey

1

THANKS FOR JOINING THE SURVEY!

Where should we send the results?

THANKS FOR JOINING THE SURVEY! Where should we send the results? Name
Email

2

OVER THE PAST YEAR, how have your (or your firm's) marketing and business development activities changed?

Increased Significantly	Increased Somewhat	No change	Decreased Somewhat	Decreased Significantly
* OVER THE PAST YEAR, how have your (or your firm's) marketing and business development activities changed? Increased Significantly	Increased Somewhat	No change	Decreased Somewhat	Decreased Significantly

3

OVER THE NEXT YEAR, how do you expect your marketing activities to change?

Increase Significantly	Increase Somewhat	No change	Decrease Somewhat	Decrease Significantly
*OVER THE NEXT YEAR, how do you expect your marketing activities to change? Increase Significantly	Increase Somewhat	No change	Decrease Somewhat	Decrease Significantly

4

How are your PERSONAL marketing activities changing?

Increasing Significantly	Increasing Somewhat	No change	Decreasing Somewhat	Decreasing Significantly
*How are your PERSONAL marketing activities changing? Increasing Significantly	Increasing Somewhat	No change	Decreasing Somewhat	Decreasing Significantly

5

PLEASE EXPLAIN: What will you (or your fim) be doing differently in the next year?

6

WHAT ARE YOUR MARKETING OBJECTIVES?

(Please check all that apply.)

WHAT ARE YOUR MARKETING OBJECTIVES?

(Please check all that apply.)

Lead generation

Client retention

Recruitment of new employees

Niche or Specialty Services

Brand Awareness / Firm Visibility

Sales Promotion

Adding new clients

Incremental revenue

Profitability

Getting more partners and staff involved in marketing activities

Focusing our marketing efforts

Creating a marketing culture

Improve the sales closing ratio

Shortening the sales cycle

Other, please specify

7

YOUR MARKETING PLANS:

Over the NEXT 12 MONTHS, which of these activities will you or your firm be INCREASING?

(Please check all that apply.)

YOUR MARKETING PLANS:

Over the NEXT 12 MONTHS, which of these activities will you or your firm be INCREASING?

(Please check all that apply.)

Print advertising (including newspaper, magazines)

Online advertising (including SEO, Paid Search, Google AdWords, etc.)

Direct response promotion - postal

Direct response promotion - email

E-newsletters

Print newsletters

Public relations (news releases, media relations)

Thought leadership (blogging, publishing articles, speaking engagements, white papers)

Internet advertising, search engine marketing (ie: Google Adwords, Pay Per Click)

Search engine optimization (ie: SEO, website changes)

Seminars (in-person)

Webinars (online)

Social media (LinkedIn, Facebook, Twitter, Youtube, etc.)

Upgrading the firm's website

Networking with prospects and referral sources

Board & civic organization involvement

Sponsorships

Yellow pages ads and listings

Trade shows and conferences

Other, please specify

8

PLEASE RATE your organization in marketing and business development.

	Never (Not at All True)	Sometimes	Often	Always (Completely True)
Our marketing strategies ACHIEVE their goals.	*PLEASE RATE your organization in marketing and business development. Our marketing strategies ACHIEVE their goals. Never (Not at All True)	Our marketing strategies ACHIEVE their goals. Sometimes	Our marketing strategies ACHIEVE their goals. Often	Our marketing strategies ACHIEVE their goals. Always (Completely True)
We follow a written, strategic MARKETING/BIZ-DEV PLAN.	We follow a written, strategic MARKETING/BIZ-DEV PLAN. Never (Not at All True)	We follow a written, strategic MARKETING/BIZ-DEV PLAN. Sometimes	We follow a written, strategic MARKETING/BIZ-DEV PLAN. Often	We follow a written, strategic MARKETING/BIZ-DEV PLAN. Always (Completely True)
Our revenue growth SURPASSES MOST COMPETITORS'.	Our revenue growth SURPASSES MOST COMPETITORS'. Never (Not at All True)	Our revenue growth SURPASSES MOST COMPETITORS'. Sometimes	Our revenue growth SURPASSES MOST COMPETITORS'. Often	Our revenue growth SURPASSES MOST COMPETITORS'. Always (Completely True)
Our PROFITS are better than most of our competitors.	Our PROFITS are better than most of our competitors. Never (Not at All True)	Our PROFITS are better than most of our competitors. Sometimes	Our PROFITS are better than most of our competitors. Often	Our PROFITS are better than most of our competitors. Always (Completely True)
We target NICHES and SPECIALTIES.	We target NICHES and SPECIALTIES. Never (Not at All True)	We target NICHES and SPECIALTIES. Sometimes	We target NICHES and SPECIALTIES. Often	We target NICHES and SPECIALTIES. Always (Completely True)
Everyone is involved and accountable for GENERATING NEW BUSINESS.	Everyone is involved and accountable for GENERATING NEW BUSINESS. Never (Not at All True)	Everyone is involved and accountable for GENERATING NEW BUSINESS. Sometimes	Everyone is involved and accountable for GENERATING NEW BUSINESS. Often	Everyone is involved and accountable for GENERATING NEW BUSINESS. Always (Completely True)
We're not afraid to turn away or "fire" CLIENTS WHO DON'T FIT OUR TARGET.	We're not afraid to turn away or "fire" CLIENTS WHO DON'T FIT OUR TARGET. Never (Not at All True)	We're not afraid to turn away or "fire" CLIENTS WHO DON'T FIT OUR TARGET. Sometimes	We're not afraid to turn away or "fire" CLIENTS WHO DON'T FIT OUR TARGET. Often	We're not afraid to turn away or "fire" CLIENTS WHO DON'T FIT OUR TARGET. Always (Completely True)
We have a "MARKETING CULTURE."	We have a "MARKETING CULTURE." Never (Not at All True)	We have a "MARKETING CULTURE." Sometimes	We have a "MARKETING CULTURE." Often	We have a "MARKETING CULTURE." Always (Completely True)
We REWARD people for winning new business.	We REWARD people for winning new business. Never (Not at All True)	We REWARD people for winning new business. Sometimes	We REWARD people for winning new business. Often	We REWARD people for winning new business. Always (Completely True)
We make business development activities part of ROUTINE PERFORMANCE EVALUATIONS.	We make business development activities part of ROUTINE PERFORMANCE EVALUATIONS. Never (Not at All True)	We make business development activities part of ROUTINE PERFORMANCE EVALUATIONS. Sometimes	We make business development activities part of ROUTINE PERFORMANCE EVALUATIONS. Often	We make business development activities part of ROUTINE PERFORMANCE EVALUATIONS. Always (Completely True)
CLIENTS AGREE to fee increases and recommendations for additional services.	CLIENTS AGREE to fee increases and recommendations for additional services. Never (Not at All True)	CLIENTS AGREE to fee increases and recommendations for additional services. Sometimes	CLIENTS AGREE to fee increases and recommendations for additional services. Often	CLIENTS AGREE to fee increases and recommendations for additional services. Always (Completely True)
I'm SATISFIED with our marketing strategies and activities.	I'm SATISFIED with our marketing strategies and activities. Never (Not at All True)	I'm SATISFIED with our marketing strategies and activities. Sometimes	I'm SATISFIED with our marketing strategies and activities. Often	I'm SATISFIED with our marketing strategies and activities. Always (Completely True)

9

BOTTOM LINE: In marketing and business development... What's working for you these days?

10

PLEASE TELL US SOMETHING ABOUT YOURSELF....

In what type of business do you work?

PLEASE TELL US SOMETHING ABOUT YOURSELF....

In what type of business do you work? Public accounting

Business or Industry

Government

Not-for-profit

Education

Vendor/Service-Provider to the Profession

Other, Please Specify

11

How many people work in your office or location?

How many people work in your office or location? 1 (Sole Practitioner)

2 to 10

11 to 50

51 to 100

101 to 500

More than 500

12

Which best describes your position?

Which best describes your position? Managing Partner/CEO/COO/Sole Prop.

Senior Executive/Partner/CFO/Controller

Senior Staff/General Management

Mid-Level Staff/Internal Audit

Junior Staff/Support

Other, Please Specify

13

Are you an in-firm marketing professional?

Are you an in-firm marketing professional? Yes

No

14

OPTIONAL: Can we quote you? Thanks!

OPTIONAL: Can we quote you? Thanks! Name
Email
Phone