Take 5

What are creative ways marketers can help roll out strategic plans to achieve buy-in?

Beyond just tying your marketing strategy and goals back to the overall firm strategy, which is important, marketers have the opportunity to use their unique perspective to get a seat at the table in the creation of the plan. Strategic plans exist as a roadmap for growth, which is the ultimate focus of any marketing department. So, it’s important to utilize that growth perspective, as well as be the voice of a client in the room. As marketers, we are so involved with client experience that we can play the integral role of ensuring that client service is not sacrificed on the path to growth.

Jeshanah Fox, marketing director, Brown Schultz Sheridan & Fritz CPAs

Getting buy in doesn’t happen when you roll your plan out, it happens at the beginning. Getting input from all staff levels can help provide different perspectives, giving you the best chance of success. Tie your strategic goals to something measurable and if those metrics are tied to something individuals in your firm can control, reward them for achieving the metric. Always be on the lookout for how you can help the team present them in a professional and visually pleasing way. It’s amazing how much more strategic plans can be taken seriously when the presentation is professionally designed.

Tara Davis, marketing manager, Harris CPAs

I have always had success by including key members of the professional staff in the strategic planning process. Securing their ideas and insights gives them a sense of ownership of the plan. This in turn will encourage their support and participation in the plan's roll out and implementation. To further increase buy-in, be sure to keep all the contributors in the loop throughout the planning process. Once the plan is finalized, be sure to point out where their ideas and contributions have been included. Lastly, thank them publicly (i.e., in front of other influential firm professionals), if possible; this will add accountability as well as show them that their contributions were valued and appreciated.

Jonathan Ebenstein, president, Strategic 7 Marketing

Achieving buy-in for a plan’s rollout begins well before the plan is even started. When prioritizing which practices to focus on, work with leadership to consider whether these four ingredients for success are in place: a committed practice leader, an active team, the right technical expertise and a robust market opportunity that aligns with the firm’s objectives. The first factor — a leader to champion the effort — is the most important of all. You can have the best opportunity in the world and the best of intentions, but a strong leader is needed to build excitement, motivate the team and bring accountability.

Jill Jacobs, chief marketing officer, Marcum

Strategies should be personalized to niche and practice focus. The first step is to understand the firm’s growth strategy and which areas they want to grow. Secondly, where are the challenges and hidden opportunities? Marketers should also pay attention to trends in each client industry. When you can match up client industry trends with the desires and personal goals of firm leaders, then you have data to support buy-in on your strategic plan. Research plus communication leads to creative ideas. If you have related niches, could they co-host a podcast together for valuable cross-promotion? Objective interviews with leaders are extremely valuable to get creative with your marketing.

Dawn Wagenaar, principal, Ingenuity Marketing Group LLC

Interviews by Christine Proulx Grzyb