Align Your Culture and Your Promise
At a program I attended recently, several CEOs sat on a panel discussing the success of their organizations over time. The advice they gave is just as appropriate to the accounting profession as it is for any corporate business. What they said was that when managing and growing your firm, be sure that the promises you make reflect the personality and talent of your employees and leadership team. In a nut shell, your culture supports your brand and if you are not realistic about the firm's philosophy and attitude, you may be making promises you can't keep!
Is your firm's focus on aligning your culture and your talent with your clients' needs? If not, why not?
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.