Think Marketing



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


Year-end tax planning and what’s new for 2016

Practitioners need to consider several tax planning opportunities to review with their clients before the end of the year. This report offers strategies for individuals and businesses, as well as recent federal tax law changes affecting this year’s tax returns.


News quiz: Retirement planning, tax practice, and fraud risk

Recent reports focused on a survey that gauges the worries about retirement among CPA financial planners’ clients, a suit that affects tax practitioners, and a guide that offers advice on fraud risk. See how much you know with this short quiz.


Bolster your data defenses

As you weather the dog days of summer, it’s a good time to make sure your cybersecurity structure can stand up to the heat of external and internal threats. Here are six steps to help shore up your systems.