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

RESOURCES

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VIDEO

Excel walk-through: Sparklines

Want to liven up your spreadsheets with some color and graphical elements? Kelly L. Williams, CPA, Ph.D., shows how to use Excel sparklines, which illustrate data trends and patterns via small charts that fit in a single Excel cell.