"High-performing marketing teams connect firm strategy, market demands, client insights and performance data. They help leaders answer hard questions like: Which industries should we double down on? Which services are scaling and which are not? Where is demand coming from, and where are we misaligned? This means marketing leaders need to turn data into clear direction, and teams must see how their work supports the firm's overall growth, not just individual campaigns."
"The accounting profession continues to undergo rapid structural change. Private equity investment, firm consolidation and acquisition-driven growth are reshaping the competitive landscape, and in many cases, flattening it. As firms scale through acquisition, their brands often converge. Service menus expand, but differentiation blurs. From a buyer's perspective, many firms begin to sound interchangeable. In 2026, standing out is less about louder marketing and more about clear differentiation:"
Marketing in 2026 is evaluated by impact and alignment rather than sheer output. High-performing marketing teams connect firm strategy, market demands, client insights and performance data to guide leadership decisions. Marketing helps leaders determine which industries to prioritize, which services are scaling, where demand originates, and where misalignment exists. Marketing leaders must translate data into clear direction and ensure teams understand how their work supports firmwide growth, not just individual campaigns. Structural shifts like private equity investment, consolidation and acquisition-driven growth are flattening competition and blurring differentiation. Standing out requires clear strategic differentiation and close alignment between marketing and firm leadership.
Read at Accounting Today
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