High-growth accounting firms are investing significantly more in marketing than their slower-growing counterparts, according to the latest 2025-26 AAM Marketing Budget Benchmark Study by the Association for Accounting Marketing (AAM) in collaboration with the Hinge Research Institute.

The study, based on responses from 87 firms with a combined annual revenue exceeding $16 billion, reveals that firms in the top 25% for three-year compound annual growth rate spend 2.1% of their revenue on marketing, excluding compensation. This is double the 1% allocated by other firms in the sample.

This strategic allocation appears to pay off. These high-growth firms experience a 38.5% revenue growth rate, which is up to seven times faster than their slower-growing peers.

The report also highlights differences in staffing structures. High-growth firms maintain a marketing staff-to-employee ratio of 1:49, compared to 1:57 at lower-growth firms. Interestingly, despite their pivotal role, marketing professionals at high-growth firms earn 27% less on average than those at firms with slower revenue growth.

Further, high-growth firms allocate 66% more of their marketing budgets to talent recruitment and employer branding, underlining their focus on building strong internal foundations.

Face-to-face engagement remains a priority. These firms dedicate nearly 29.6% of their marketing budget to in-person events like conferences and client appreciation gatherings—21% more than low-growth firms.

Laura Metz, President of AAM, emphasized the evolving approach: “Today’s high-performing accounting firms are taking a somewhat more balanced approach to marketing. Digital and content strategies are growing, but in-person connections at conferences and events remain where the most valuable relationships and brand moments happen.”

The study underscores how intentional marketing strategies continue to drive competitive advantage in the accounting sector.

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News Source: Finance.Yahoo.com