Katie Tolin of CPA Growth Guides joins Steve Major on the podcast today.
A self-proclaimed data geek, Katie uses all sorts of data to help firms determine their best growth strategies.
Before starting CPA Growth Guides in 2015, Katie spent all of her nearly 20 year career in professional services marketing including roles at local, regional, super-regional and national firms:
Regional Marketing Director | BDO USA, LLA
Director (non-equity partner)/Director of Practice Growth | SS&G, Inc.
Director of Practice Growth | Rea & Associates, Inc.
Marketing Manager | Rea & Associates, Inc.
Marketing Coordinator | Krugliak, Wilkins, Griffiths & Dougherty Co., LPA
HONORS & AWARDS
Top 100 Most Influential People in Accounting
Most Powerful Women in Accounting
Accounting Marketing Hall of Fame
Accounting Marketer of the Year
12 Marketing Achievement Awards
Silver Quill & Best of Division
20 Under 40!
The biggest challenge and biggest opportunity is to use the accountants passion for data to become true business advisors. Technology is driving huge change. It is allowing a more efficient service offering but also allows us to provide a more effective solution.
There is innovation because of :-
Innovation should be a business function. It is imperative given that the accounting industry is a mature industry. You must be different. Imperative that you make innovation a priority.
True differentiation leads to higher growth rates.
Understand competitors – do what they are not.
Differentiation can be around a process or an industry.
Listen to the voice of customer.
There is some level of risk through differentiation but as we know profits come from risk.
It is also important to look at packaging. Often accountants don’t properly understand what they sell. Maybe understanding technical but not understanding value.
Must regularly talk to customers to understand value.
What problem are you solving?
The billable hour is unsustainable.
Change is hard but test & experiment.
Advice to new firm – can’t be all thing to all people. Think about who you are.
Advice to all firms – become a speciality practice.
Succession is a huge issue.
One key piece of advice – use data to set marketing strategy.
Linkedin – Katie Tolin
Website – www.cpagrowthguides.com
Twitter – @cpagrowthguides