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Accounting firm marketing: From spending more to spending right

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For years, accounting firms have treated marketing budgets as a line-item percentage, often hovering between 2% and 3% of firm revenue. But recent trends reveal a smarter shift underway. High-growth firms are spending differently, not necessarily more.

The most successful accounting firms are evolving their marketing strategies, a shift that can be seen in the last three Association for Accounting Marketing’s biannual budget benchmark studies. As a result, strategic reallocation, organizational structure and market focus are driving better outcomes without bloated budgets.

Spend shrinks, but efficiency climbs

In 2021, firms averaged 3.0% of revenue on marketing, including compensation. That dropped to 2.5% by 2023, and further to 1.68% in 2025. Despite this downward trend, high-growth firms continue to outperform their peers. In 2025, high-growth firms achieved an average annual growth rate of 38.4% — a staggering seven times higher than their low-growth counterparts.

Interestingly, high-growth firms in 2025 allocated 2.5% of their revenue to marketing (including compensation), which is nearly double that of firms with average growth. This shows that while the industry at large is tightening budgets, the firms that are growing fast are still placing strategic weight behind marketing.

High-growth firms have consistently reallocated their spend toward tactics that build connection, visibility and conversion. Here’s what that looks like over time:

  • Regional and local marketing. In 2021, budget control was largely centralized. By 2023, things began to decentralize, and by 2025, high-growth firms were allocating 57% more budget to regional/local efforts than their peers. This shift allows messaging and engagement to align closely with local market dynamics, something broad national or regional campaigns can’t replicate.
  • Conferences and events. In 2021, virtual events and webinars surged due to pandemic constraints. But by 2023, there was a return to hybrid models. In 2025, high-growth firms led a full revival of in-person events, allocating 21% more budget here than low-growth firms. Notably, these events also include client appreciation and relationship-building, likely tied to an increased focus on the client experience as a way to drive loyalty and referrals.
  • Video content. Digital maturity has increased every year, but the 2025 study shows a sharp pivot toward video. Nearly 64% of high-growth firms plan to increase video production budgets. Why? Video outperforms static content in explaining complex services, humanizing firms and driving engagement across platforms.
  • Employer branding. One of the most telling shifts is in recruitment marketing. In 2021, this was a footnote. By 2023, it became a secondary focus. In 2025, it’s a top priority. High-growth firms plan to spend even more on employer branding and recruiting next year, reflecting the fierce talent market.

Smart firms should use these insights to pressure-test their own budgets. Don’t just compare your percentages, compare priorities. Are your dollars going to where growth is happening? Be sure to align spending to growth potential. 

What high-growth accounting firms don’t do

Just as revealing as where money flows is where it doesn’t. Looking back to 2021, firms leaned heavily on traditional advertising, centralized branding, and combined business development and marketing teams. These approaches have steadily lost favor:

  • Traditional advertising. Once a staple, traditional advertising is now a budget relic. Across the past five years, spending in this area has steadily declined. In 2025, it is the smallest slice of the budget for most high-growth firms.
  • Blended biz dev/marketing teams. In 2021, many firms had combined marketing and business development roles. But by 2023, top-performing firms began separating the functions. By 2025, 62.5% of high-growth firms had distinct, cross-functional biz dev and marketing teams. This structure allows each to develop deep expertise and focus.

These shifts become areas for strategic eliminations. Where are you still spending out of habit, not impact? You want to intentionally subtract. That discipline is part of what sets high-growth firms apart.

The organizational structure supports strategy

Budget allocation is only half the story. High-growth firms are also reorganizing their teams to better execute on a go-to-market strategy. One key trend is the ratio of marketers to total employees.

In 2025, high-growth firms maintain approximately one marketer per 49 full-time equivalents, compared to one per 57 at low-growth firms. This seemingly small difference has an outsized impact. More marketing capacity means better campaign execution as they can better support revenue-generating initiatives.

High-growth firms also support more practice areas with their marketing teams. The 2025 study shows that most high-growth firms support between five and eight industry-specific practice areas. This segmentation allows for targeted messaging, deeper expertise and clearer differentiation.

Lessons in smarter spending

So, what should firms take away from this data?

  • Reallocate, don’t inflate. Instead of focusing on growing the budget, make your goal the strategic distribution of spending. High-growth firms are putting dollars where they convert, including events, video, regional activation and employer branding.
  • Segment for relevance. Broad campaigns are losing steam. Build support around verticals, regions and services with differentiated value propositions.
  • Fund relationship acceleration. Business development and marketing alignment is key, but separation is powerful. Each function should have its own focus, team, budget and metrics.
  • Use events to close, not just show up. Events that deepen client relationships or drive targeted introductions are expected to see an increase in budget dollars compared to broad conferences.
  • Bet on video and brand. High-growth firms are planning to increase video production as they tell better stories with richer media and human-focused branding.

Ultimately, smarter spending means being ruthlessly clear about what marketing is meant to do and funding it accordingly. Every line item should defend its place in the strategy. If it doesn’t, it’s time to reallocate or remove.

Spend with intention, not assumption

Growth doesn’t come from adding dollars. It comes from rethinking how marketing supports the business. Firms that are growing fastest are better aligning dollars to results. Every tactic used maps to a strategic goal. Every dollar supports a revenue lever: nurture, convert, recruit or retain.

Marketing is about clarity. The firms pulling ahead are those that treat every dollar as a strategic decision, not a sunk cost. Choose with intention. Spend with precision. Grow with alignment.

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Accounting

SEC’s Semiannual Reporting Proposal Faces Investor Pushback: What CFOs Need to Know

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U.S. Securities and Exchange Commission (SEC)

A proposal from the U.S. Securities and Exchange Commission to potentially shift some public companies away from quarterly financial reporting toward a semiannual model is drawing significant pushback from investors, even as it continues moving through the regulatory process. The debate has direct implications for corporate finance teams, auditors, and the broader transparency of U.S. capital markets.

What the SEC Proposed

According to a summary published by accounting advisory firm Cohen & Co., the SEC issued a proposed rule on May 19, 2026, aimed at simplifying financial reporting requirements for many U.S. public companies. The proposal would potentially reduce the frequency of certain mandatory disclosures from quarterly to semiannual, a structural change that has not been made to core U.S. reporting requirements in decades.

The proposal follows an extended debate within U.S. policy circles, with proponents arguing that reduced reporting frequency could lower compliance costs and free up management time for longer-term strategic planning rather than quarter-to-quarter results management.

Why Investors Are Pushing Back

Comment letters submitted in response to the proposal have been extensive, and according to Cohen & Co.’s review of the public record, investors “appear to be largely opposed” to the shift, viewing frequent interim reporting as a core benefit of U.S. capital markets relative to other jurisdictions.

Accounting and law firms have taken a more measured position, generally urging any changes to remain aligned with the Financial Accounting Standards Board (FASB), whose existing disclosure requirements and guidance are built around a quarterly reporting cadence. A shift to semiannual reporting without corresponding changes to FASB guidance could create friction between SEC filing requirements and GAAP-based disclosure expectations.

Lessons From the U.K. Experience

The debate is not without precedent. The United Kingdom moved away from mandatory quarterly reporting for listed companies in 2014, returning to a semiannual disclosure requirement. According to Cohen & Co.’s analysis, that experience offers a cautionary data point: there was no measurable increase in capital expenditure or R&D investment following the change, while analyst coverage of affected companies declined as reliable interim information became less available — a particular risk for smaller and newly public companies that rely on analyst coverage to maintain investor visibility.

Practical Implications for Finance Teams

Beyond the debate over disclosure philosophy, the proposal carries practical complications. Many companies have debt covenants and credit agreements structured around quarterly financial delivery; a shift to semiannual reporting could require renegotiating those terms. Reduced reporting frequency would also extend the “window of market silence” between disclosures, a factor that governance and investor-relations teams would need to manage carefully to avoid information asymmetry.

Separately, and unrelated to the reporting-frequency debate, the SEC and FASB have continued finalizing more routine updates this year. New Accounting Standards Updates are taking effect for December 31, 2026, fiscal year-ends covering income tax disclosures, credit loss measurement, induced debt conversions, and stock compensation, according to Eide Bailly’s review of 2026 ASU activity. Additional guidance on paid-in-kind dividends and environmental credits is also on the near-term horizon.

What to Watch Next

The semiannual reporting proposal remains in the comment and review phase, and no final rule has been adopted as of this writing. Finance leaders should monitor the SEC’s regulatory agenda for further movement, while treating the current quarterly reporting requirement as the operative standard until any final rule is issued and an effective date is set.

Given the extent of investor opposition documented in the comment file, a full shift to mandatory semiannual reporting appears more likely to result in either a scaled-back compromise or continued study rather than swift adoption — though the SEC’s ultimate direction remains uncertain.

 

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Accounting

AI-Driven Automation and Continuous Accounting Frameworks

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The accounting profession is undergoing a fundamental structural transition as enterprise finance departments shift from periodic month-end closes toward automated continuous accounting models. By integrating specialized machine learning algorithms directly into enterprise resource planning (ERP) platforms, chief accounting officers are transforming financial reporting from a retrospective exercise into a real-time operational asset.

The Shift from Periodic Close to Continuous Financial Reporting
Traditional accounting workflows heavily relied on manual data reconciliation, spreadsheet calculations, and multi-week closing cycles at the end of each fiscal period. In contrast, continuous accounting frameworks utilize automated software agents to process, validate, and post transactional data in real time as business activities occur.

Automated bank reconciliation tools cross-reference incoming bank feeds, invoice records, and purchase orders automatically. By resolving transactional variances instantly throughout the month, corporate accounting teams eliminate the traditional workload spikes associated with quarterly and annual closes.

Machine Learning in Audit Trails and Anomaly Detection
Advanced natural language processing (NLP) and machine learning tools are redefining internal audit and financial control environments. Automated systems analyze 100% of general ledger entries, identifying anomalous transactions, duplicate payments, and unauthorized journal entries in real time.

Rather than relying on random statistical sampling, corporate internal auditors can focus their attention on high-risk flags automatically surfaced by algorithmic monitoring platforms. This continuous risk assessment strengthens internal controls over financial reporting (ICFR) and significantly reduces fraud risk.

Evolving Roles for Accounting Professionals
As routine data entry and manual reconciliation tasks become fully automated, the skill set required for accounting professionals is shifting toward data analysis, system design, and strategic business advisory.
– Systems Governance: Accountants are increasingly responsible for monitoring algorithmic accuracy and managing data integration pipelines.
– Business Partnership: Finance professionals leverage real-time financial dashboards to advise operational leaders on margin management and working capital allocation.
– Regulatory Compliance Management: Accounting teams utilize automated platforms to ensure compliance with dynamic tax codes and international accounting standards.

Core Implementation Recommendations
1. Deploy Automated Reconciliation Tools: Integrate continuous transaction processing modules into existing enterprise ERP architectures.
2. Establish Algorithmic Governance Controls: Implement strict internal testing protocols to ensure automated accounting rules comply with GAAP/IFRS standards.
3. Reskill Accounting Teams: Invest in training finance staff on data analytics, workflow automation, and predictive financial modeling.

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Accounting

Global ESG Reporting Standards and Double Materiality Compliance

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Corporate accounting departments face expanding reporting expectations as international sustainability disclosure standards achieve regulatory enforcement across major global jurisdictions. Chief Accounting Officers (CAOs) and corporate controllers are establishing rigorous internal accounting controls to treat Environmental, Social, and Governance (ESG) metrics with the same data precision, auditability, and governance as traditional financial statements.

Regulatory Harmonization Under Global Sustainability Frameworks
The implementation of standardized sustainability reporting frameworks—notably rules established by international sustainability accounting boards—has created unified expectations for public and large private enterprises. Corporations must report standardized metrics covering greenhouse gas emissions (Scope 1, 2, and material Scope 3), energy utilization, workforce demographics, and supply chain governance.

In Europe and other participating international jurisdictions, double materiality principles are mandatory. Under double materiality, organizations must report both how external sustainability risks impact corporate financial performance, and how internal corporate operations affect surrounding environmental and social structures.

Integrating Sustainability Metrics into Core ERP Systems
To provide auditable non-financial data, enterprise organizations are integrating specialized carbon accounting and ESG management platforms directly into core ERP systems. Automated data collectors capture energy utility invoices, logistics fuel consumption metrics, and vendor compliance records in real time.

Establishing automated, traceable data pipelines ensures that non-financial reporting is supported by clear audit trails. This structured approach allows external financial auditors to provide reasonable assurance on sustainability disclosures during annual corporate reporting cycles.

Financial Impacts and Capital Market Disclosure
Accurate ESG reporting directly influences corporate cost of capital and institutional credit ratings. Commercial lenders and institutional asset managers systematically incorporate sustainability metrics into risk pricing models. Companies that demonstrate transparent, verifiable progress in operational energy efficiency and climate risk mitigation benefit from expanded access to green bond markets and lower debt pricing.

Action Steps for Accounting Leadership
1. Implement Double Materiality Frameworks: Conduct comprehensive assessments to identify material financial and operational sustainability metrics.
2. Build Auditable Non-Financial Data Pipelines: Automate ESG data collection within core accounting software to ensure data integrity.
3. Align Sustainability with Annual Financial Filings: Prepare non-financial disclosures concurrently with financial statements to satisfy regulatory audit expectations.

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