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

SPONSORED REPORT

Revenue recognition: A complex effort

Implementing the new standard requires careful judgment. Learn how to make significant accounting judgments and document them and collaborate with peers for consistent application.

TECHNOLOGY Q&A

How to create maps in Excel 2016

Microsoft Excel 2016 has two new mapping capabilities. J. Carlton Collins, CPA, demonstrates how to make masterful 2D and 3D maps in Excel 2016.

QUIZ

News quiz: Economy and health care changes top CPAs’ list

CPA decision-makers’ economic outlook and the House Republicans’ proposed tax changes as part of replacing the Patient Protection and Affordable Care Act received attention recently. See how much you know with this short quiz.