Think Marketing

BY STANLEY ZAROWIN

GOLDEN BUSINESS IDEA

lthough a business doesn’t usually expect its accountants to give marketing advice, there are some areas in which number-oriented CPAs can provide some very useful counsel.

For example, CPAs can track the source of sales leads; if more leads come from the sales staff rather than from marketing, that’s often a sign the marketing program is not effective in pulling in live leads. Or, if the marketing department regularly uses deep price discounts as a sales strategy, the accounting department can prepare breakeven analyses to demonstrate how that strategy affects the bottom line. Using a steady stream of gimmicks to boost sales simply trains customers to wait for the next gimmick before placing their order.

—Stanley Zarowin

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QUIZ

8 sentences to help you master subject-verb agreement

When professionals prepare written material for readers inside their organization or outside, they should make sure that no errors distract from the message they need to convey. Take this short quiz for practice in subject-verb agreement.