When we started the Boomer Marketing & Business Development Circle in 2019, our discussions centered around tactics like branding, paid advertising, SEO, content, and email marketing.
Today, the conversation is much different. Our members are Marketing & Growth leaders who are helping shape firm strategy, client experience and sustainable growth.
What’s behind this shift, and how is it shaping the future of the profession? Let’s dive in.
The shift in focus from tactics to strategy
Growth leaders now play a crucial role in driving overall firm strategy. They contribute to areas as diverse as influencing client experience, pricing and packaging services, client retention, mergers and acquisitions and strategic accountability at both staff and partner levels.
As their reach has expanded, their input and decisions have become instrumental in defining the future of their firms.
They’re at the forefront of evolving business models prioritizing higher-value services and improved profitability, stemming from the profession’s goal of staying competitive and meeting clients' changing needs. Growth leaders aren’t just helping their firms generate new business; they help nurture long-term relationships, understand market trends and position their firms as industry leaders.
This shift represents a change in how firms approach growth. These leaders aren’t siloed into marketing departments—they’re central to the overall strategic vision of their firms. They contribute to strategic planning processes and play a vital role in aligning firm initiatives with long-term goals to create sustainable growth.
The mindset of a growth leader
Mindset sets successful growth leaders apart. They possess a growth-oriented approach that prioritizes long-term vision and adaptability. These leaders are innovators who anticipate market changes and pivot strategies to capitalize on emerging opportunities.
A growth leader’s mindset is strategic, resilient and focused on fostering collaboration across all levels of the firm. They understand that genuine growth comes from creating value—not just for the firm but also for clients.
Cultivating this mindset requires encouraging forward-thinking, rewarding innovation and fostering an openness to change. Firms that invest time and effort into developing this mindset across their leadership team are better equipped to handle the complexities of today’s market.
Essential skillsets for driving growth
In addition to the right mindset, growth leaders need a diverse skill set. They must make data-driven decision, using analytics to guide strategy and measure success. They must be able to interpret client feedback and other data and tailor their approaches to stay ahead of market trends.
Client relationship management is another essential skill for growth leaders. Building trust, understanding client needs and delivering value help firms maintain the long-term client relationships that fuel growth.
Leveraging the right toolset
Growth leaders rely on a comprehensive toolset to maximize impact, including customer relationship management (CRM) systems, marketing automation tools, data analytics platforms and AI-driven solutions. These tools help the firm streamline processes, enhance client engagement and drive business development.
Adopting the right technologies makes marketing and business development efforts more efficient and helps firms differentiate themselves in a competitive marketplace. Growth leaders who leverage these tools effectively are better equipped to guide their firms through today’s challenges and opportunities.
How to cultivate growth leaders
For firms looking to empower and cultivate growth leaders, here are some actionable steps to consider in the year ahead:
Invest in leadership development programs. Encourage marketing and business development professionals to attend leadership development courses and industry conferences to build their professional networks and sharpen their strategic thinking and innovation capabilities.
Promote a culture of collaboration. Create opportunities for cross-functional teamwork. This helps marketing and business development professionals align with partners, staff and other departments.
Leverage technology. Invest in tools that support data analysis, client experience and strategic business development.
Encourage ongoing learning. The accounting profession is evolving. Encourage growth leaders to stay informed about the latest trends, best practices and opportunities.
Align growth with firm strategy. Integrate marketing and business development professionals into strategic decision-making processes to ensure their impact is felt firm-wide.
Remember, growth leaders aren’t just focused on marketing tactics; they drive comprehensive strategies that shape your firm’s long-term success. By cultivating the right mindset, skillsets and toolsets, your firm can empower growth leaders to lead your organization into the future.
Could you benefit from a peer network of other advisory service leaders?
The Boomer CAAS Circle is a peer group of advisory service leaders from top accounting firms who benefit from sharing knowledge, best practices and lessons learned. Apply now to get plugged into the Circle and start transforming your firm.
Jon Hubbard, Shareholder, Consultant, at Boomer Consulting helps accounting firm leaders find success in the areas of leadership, talent and growth. Jon is a facilitator for the Boomer P3 Leadership Academy, Boomer Talent Circle and Boomer Marketing & BD Circle. He also guides firms to grow and be more effective in the areas of client service, marketing and business development.
Jon speaks at various industry conferences, user conferences, state societies, and associations. He is a Storybrand Certified Guide and Certified Kolbe Consultant.