Consultants Forum: Jean Marie Caragher

Marketing consultant Jean Marie Caragher has written a book designed to help CPA firms win new clients by creating a focused, actionable marketing plan in just 90 days.

Jean Marie Caragher

Jean Marie Caragher

The book, The 90-Day Marketing Plan for CPA Firms: How to Create Your Firm’s Roadmap for Growth, is now available at

The book begins with the exclusive research findings and includes practical step-by-step instructions, worksheets, examples and real-life case studies. It lays out a week-by-week schedule to:

  1. Conduct fact-finding and analysis;
  2. Set realistic goals and objectives;
  3. Develop strategies and action plans;
  4. Calculate budgets and measure results; and
  5. Make continuous refinements.

According to Caragher, of Capstone Marketing, success requires a few important rules:

Stick to the schedule. This creates a sense of urgency and makes the marketing plan a priority project. With that said, don’t be concerned if you stray by a few days here and there. The point is that you keep the process moving forward.

No shortcuts. It is important to implement each step. You’ll notice that there is quite a bit of research to be conducted at the start. You may be thinking, “Do I really need to conduct a client survey?” or “Do I need to analyze client data for three prior years?” How you end up utilizing this handbook is completely up to you. However, the more items that you skip, the less effective your marketing plan will be.

Accountability. Whether you are a CPA or a marketer, remember: Someone must be in charge. Someone must take the ultimate responsibility to make sure that each step is completed.

Leadership. An extra tip for marketers: Find the partner – ideally, your managing partner – who will give you 110% support and help sell this process to the partner group. Without this partner support, no matter how talented you may be, you will not be successful.

“It’s not just a book, but a business management tool, an instruction manual, on the new process to get accountants up-and-running as fast as possible with a smart and practical biz-dev strategy aimed at getting real results,” according to Caragher.