The world of public accounting continues to evolve as firms broaden their scope of services and develop the new areas of expertise that today's business decision-makers demand. Firms now find themselves complementing their core service offerings of accounting, audit, and tax with a cradle-to-grave approach that includes such diverse services as business valuations, litigation support, mergers and acquisitions assistance, IT consulting, succession planning, wealth management, and a wide variety of consulting services that range from revenue acceleration to business intelligence to risk management and corporate governance. All of this activity has created an increasing need for much more effective marketing strategies. GPAs who accept an ever-expanding role are using sophisticated marketing initiatives to alert the business community of their depth of expertise and increasing capabilities in non-traditional areas.
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