Product Marketing is Reshaping Accounting Firms
From Services to Solutions
Accounting firms aren’t just selling tax returns and financial statements anymore. If we want to stay relevant, we need to move beyond the traditional mindset of billing by the hour and start thinking like product companies. That means embracing product marketing, an approach that’s been a game-changer in the tech world but is still not well embraced in our industry. And guess what? It’s imperative for the firm of the future.
What is Product Marketing in an Accounting Firm?
Product marketing is not about selling hours — it’s about selling outcomes. It’s about packaging our expertise, technology and processes into tangible, repeatable and scalable solutions that solve specific client problems. Think of it as moving from a one-off, custom-tailored service model to a productized service model.
When you sell a productized service, you create a standard solution that delivers a predictable result. Your clients can see and evaluate it before they buy. Instead of customizing services from scratch every time, you can focus on delivering value faster and at scale. Whether it’s outsourced accounting, tax planning or business advisory, product marketing turns what we do into something tangible, scalable, and most importantly, marketable.
Why Product Marketing is Critical for Accounting Firms
So, why should accounting firms take product marketing seriously? Here’s what makes it a game-changer for firms looking to stay relevant and competitive in a rapidly evolving industry.
1. It’s Easier to Sell and Teach
Selling a product is easier than selling time. Employees can understand a productized service better because it has a clear value proposition, a structured process and a defined outcome. That means your team can sell it more effectively, and your clients will know exactly what they’re getting.
2. It Creates a Competitive Advantage
Firms that productize their services stand out in the marketplace. Instead of competing on price for traditional compliance work, they become known for innovative, high-value solutions tailored to their ideal client base. And clients aren’t looking for just another CPA. They want a strategic partner who can help them grow their businesses, streamline their operations and leverage technology to make smarter financial decisions.
3. It Increases Efficiency and Profitability
Hourly billing incentivizes inefficiency. The longer something takes, the more you charge. But productized services flip that model. By standardizing solutions and leveraging technology, firms can deliver higher-quality services in less time. That means better margins and happier clients.
4. It Aligns with the Future of the Profession
The old-school firm model is dying. Technology and AI are automating compliance work, and firms that don’t evolve will be left behind. Productized services integrate technology into the client experience, positioning firms as forward-thinking and indispensable. Plus, with subscription-based pricing models becoming the norm, firms that build scalable product solutions will have more predictable revenue streams.
5. It Creates Raving Fans
When your solution is spot on, clients feel like you made it just for them. They’re not just satisfied; they’re thrilled. Product marketing ensures that services are designed with the client’s pain points in mind, making them feel heard, valued and understood. That translates into loyal clients who sing your praises, refer new business and stick with your firm for the long haul.
How to Implement Product Marketing in Your Firm
Understanding the importance of product marketing is just the first step. Now, let’s talk about how to make it a reality in your firm with these actionable steps.
1. Identify What to Productize
Start by looking at your services through a product lens. What problems do your clients consistently face? What processes can be standardized? Think beyond tax and audit to things like advisory services, CFO-level insights and even compliance services can be packaged into productized solutions.
2. Create a Defined Process
A great productized service isn’t just about what you deliver. It’s about how you deliver it. Define every step of the client journey, from onboarding to implementation to reporting. Automate where you can and document your process so it’s repeatable and scalable.
3. Align Pricing with Value
Ditch the billable hour. Productized services allow you to price based on the value delivered, not the time spent. Use tiered pricing models, subscription-based fees or fixed pricing to create clarity for clients and consistency in revenue.
4. Market Like a Tech Company
Your marketing strategy needs to shift from “We do accounting” to “We solve this specific problem for this specific client.” Thought leadership, digital content, webinars and strategic partnerships should be core components of your marketing playbook.
5. Appoint a Product Manager
This might be the most radical idea yet, but it’s essential. In tech companies, product managers own the development, positioning and lifecycle of a product. Why shouldn’t accounting firms have product managers? They don’t need to be CPAs; they just need to understand the market, technology and client needs. This role ensures your firm continues to innovate and deliver services that align with future demands.
The Future of Accounting Firms is Product-Driven
The traditional firm model is broken. Firms that refuse to change will struggle to compete as technology commoditizes compliance work. The firms of the future will look more like product companies, leveraging technology, automation and strategic marketing to create scalable, high-value solutions that clients actually want to buy.
More than that, firms that embrace product marketing are creating raving fans. Your clients become your best advocates, referring new business and deepening their loyalty to your firm. The more tailored and intentional your offerings, the more likely clients are to stick around and sing your praises.
Product marketing is not a trend. It’s the foundation of the next generation of accounting firms. The question is, will you embrace it or get left behind?