“The process by which prospective clients have looked for, researched, assessed, and bought accounting and financial consulting services had been shifting. For years, firms have been shifting their marketing and business development processes online to become more effective and efficient. After all, going digital leveled the playing field, so to speak, giving smaller firms not only the appearance but also the audience reach of larger players.

This year, those firms that had embraced digital techniques earlier than others more quickly found their footing when traditional practices, such as in-person events, were put on hold due to COVID-19. Still, today’s marketplace presents obstacles and opportunities, but no clear path forward.”

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