1. Sonoma Partners – Accounting Overview
2017

2. What is happening in Accounting firms today?
Center of our universe
What we’re selling
People and
partnerships
Practice area/
Service lines
Key revenue driver
New Clients
Wallet Share

3. Navigating the Unknowns
Client Unknowns
Sold/ unsold services
Client and industry news
Relationships with staff and other clients
Internal Unknowns
Who knows whom
Who knows what
Who met with clients when
Process Unknowns
Internal best practices
Integrating marketing and biz dev
How, when, and what thought leadership to send to client

4. How is this being accomplished?
Push Information
Auto Alerts to Staff
Analyze sales cycles to refine processes
Deliver information where people work
Knowledge Sharing
Align teamwork with compensation
Centralize information
Track all relationship with clients
Collaboration
Broadcast success socially
Take discussions about clients off
Highlight best practices in action

5. CRM for Accounting Client Management Creating “One Firm”
Strategic Marketing
Creating “One Firm”

6. Client Management Collaboration/ Knowledge Sharing
Identify Cross-Sell Opportunities
Key Account/ Strategic Planning
Relationship and Referral Tracking

7. Strategic Marketing Segmentation/ Targeted Communications
Integration with Marketing Automation Tools
ROMI Tracking
Lead Scoring/ Assignment

8. Creating “One Firm” Streamlined Marketing List Creation
Integrations to Time and Billing/ Practice Management Systems
Highly Flexible Reporting
Analytics and Deep Outlook Integration

9. How can a CRM System Help?
CRM serves as a central platform that puts it all together.
External
data
Client
data
Relationship/ Referral tracking
Business
process
Marketing Automation
Reporting + analytics

10. Sonoma Partners Accounting Clients

11. Plante Moran Plante Moran Project Fast Facts: About Plante Moran:
Customer Success Story
Plante Moran Project Fast Facts:
About Plante Moran:
# of employees: 2000
# of users in deployment: 1500
Plante Moran leads as the nation’s 13th largest certified public accounting and business advisory firm, with a staff of more than 2,000 professionals in 22 offices around the world.
The Challenge:
The Solution:
The Result:
The marketing team needed a better way to more effectively manage leads from events and campaigns.
Complex financial advisory workflows and processes required a way to be centrally managed.
Upgraded CRM platform.
Integration between CRM and internal account platform.
The marketing team now tracks all direct mail campaigns, events, and tradeshow leads in CRM.
The upgrade incorporated automated workflows, including lead qualification and approval processes.

12. Grant Thornton The Challenge: About Grant Thornton: The Solution:
Customer Success Story
The Challenge:
Limited visibility into account and contact records led to inefficiencies amongst their Sales Team.
Their previous system was unable to access to information across multiple employee groups and practice areas.
About Grant Thornton:
Grant Thornton LLP is one of the world’s leading organizations of audit, tax, and advisory firms. They believe in establishing close client relationships and providing personalized service.
The Solution:
A single, standardized CRM solution.
Enterprise mobility allows access to the CRM system on the go.
Grant Thornton Project Fast Facts:
# of employees: 14,000
The Result:
The new mobile solution gives employees necessary functionality where and when they need it.
Easier cross-team collaboration through integration between other internal systems.
Visible and centrally located customer data, making sales processes more efficient and strategic.

13. Customer Success Story: Grant Thornton
Since
CRM was implemented:

14. CRUSH Conference for Professional Services