When “selling” is mentioned at conference tables around the country, images of uncomfortable networking functions may emerge in professionals’ minds. An expression of fear may even be visible on many faces. Boring after-hour events full of intimidating strangers balancing cocktails and hors d’oeuvres, peering nervously around the room rarely elicit…

Thirty years ago, the AICPA revised its Code of Professional Ethics to allow advertising and solicitation, and accounting marketing was born. Ever since, firms have wrestled with how to link their marketing investments to tangible sales results.