Inside the 2026 Marketing & Business Development Circle Trends
- Boomer Consulting, Inc.
- May 29
- 1 min read
Marketing and business development leaders in accounting firms are being asked to drive growth in a more complex environment than ever before.
Not just brand awareness. Not just lead generation.
They're helping firms think through growth strategy, client experience, AI adoption, team structure, business development alignment, and how marketing contributes to measurable business outcomes.
Inside recent Boomer Marketing & Business Development Circle meetings, growth leaders from firms across the country shared what they're seeing, where expectations are shifting, and the questions they're actively working through together.
A few themes stood out:
The line between marketing and business development continues to blur as firms seek greater alignment across the client journey and create shared accountability for growth.
AI is changing how marketing work gets done, creating opportunities to shift time away from content production and toward strategy, client insights, and growth initiatives.
Firms are reevaluating team structures and roles as expectations evolve faster than traditional marketing and business development models.
Growth leaders are placing greater emphasis on measuring business impact, using data and reporting to connect marketing activities to firm strategy, opportunities, and revenue outcomes.
Client experience is becoming a strategic growth initiative, with firms investing more intentionally in differentiated experiences for their most valuable client relationships.
The result is a clearer picture of where marketing, business development, and growth leadership inside accounting firms are headed next.
The 2026 Inside the Marketing & Business Development Circle Trends resource offers a behind-the-scenes look at the conversations, challenges, peer insights, and strategic questions shaping forward-thinking firms right now.
Download the Trends resource to explore what marketing and growth leaders across the profession are paying attention to next.
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