With increased competition, tightening margins, and commoditized services, accounting marketers must use innovative approaches to help drive firm growth. Marketing automation software, enhanced content, and social media are valuable tools to help generate leads, but your marketing and business development strategy may be missing a key element: a firm-wide culture of business development. From building top-down support to implementing the right tools and processes, developing a business development mindset across the firm takes time, teamwork and strategy. Rachael Higginbotham, Marketing Director of top 100 firm Postlethwaite & Netterville (P&N) will share her firm’s cultural evolution, and how changing the firm’s focus on business development has been the single most significant contributor to firm growth in recent years. Join Rachael as she provides real examples of what has worked—and what has not worked—in cultivating a culture of business development. Participants will leave this webinar with the following: * Understanding of how a focus on culture can maximize your impact on growth * Ideas for tools, training, and processes to build your “BD culture stack” * Techniques for measuring cultural success and demonstrating ROI This session will inspire marketers to consider ways they can use culture to enhance firm growth and will provide a practical framework for shaping the culture within their own firms.