Going Behind Enemy Lines

When I announced that I was having lunch with the marketing director at [insert name of competitor here], one of our partners who just happened to be passing through the lobby said, “What? You are having lunch with who?” I smiled and said, “Yes, we have lunch regularly.”

He looked at me with disbelief. I told him that we are “friendly competitors.” I then went on to tell him that competition is always going to be present in the marketplace. How we look at our competition will determine how well we do in the marketplace. After all, with the consolidation activity and the regular occurrence of mergers and acquisitions, yesterday’s competitor just might be tomorrow’s boss.

Knowing your competition goes beyond seeing what kind of ads they run and what they do at trade shows. I don’t have to meet them to know that stuff. To truly understand the differences your firm brings to the table, you have to know first hand what it’s like to be in your competitions’ offices. As a marketer, simply knowing my competition helps me better market my firm.

And, as creatives in an accounting environment, it helps to get the old creativity cranking when I meet with my marketing colleagues. We, as professionals, have developed a way to meet regularly and discuss issues about our careers and our roles in an accounting firm without giving away the family “jewels.” I encourage you to personally get to know your competitors. You’ll be a better marketer for doing it.

Upcoming CPE Webinars

Jul 16
Hand off work to others with finesse and success. Kristen Rampe, CPA will share how to ensure delegated work is properly handled from start to finish in this content-rich one hour webinar.
Jul 17
This webcast will cover the preparation of the statement of cash flows and focus on accounting and disclosure policies for other important issues described below.
Jul 23
We can’t deny a great divide exists between the expectations and workplace needs of Baby Boomers and Millennials. To create thriving organizational performance, we need to shift the way in which we groom future leaders.
Jul 24
In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the integrity of your spreadsheets, but reduce maintenance as well.