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With the sudden rise in technology, most tasks that require an individual to leave the comforts of their home can now require just a click on your smartphone.

If unaware, you could create and add checks to your accounting software online (we will discuss QuickBooks). You won’t even have to leave the comfy seat you are sitting in, slowly sipping away your coffee.

But to understand how you can do it, I must briefly inform you about QuickBooks and its services.

What is QuickBooks?

QuickBooks is cloud-based accounting software that utilizes the internet. This accounting software caters to the needs of business owners who wish to digitize their financial systems. QuickBooks includes a payroll system that automatically completes payroll according to the directions set by the business owner.

They could also get all their accounting needs fulfilled through this platform that Intuit creates.

QuickBooks is relatively easy to use, and once an individual gets the hang of it, all the tasks of the accounting department get very easy to do.

It also has an add-on program allowing users to modify the software according to their needs. They can set it up per their requirement, which would eventually help them create a solid yet sustainable system.

With other checks, there is also an option to add NSF checks to QuickBooks.

What Are NSF Checks?

NSF checks stand for non-sufficient fund checks. These checks potentially mean there isn’t enough money in an individual’s account to cash this check. Financial institutions also refer to these as dishonored checks because the bank cannot honor the payment due to a lack of funds. When a payor doesn’t have an adequate amount of available funds, the check is bounced or considered NSF, and the individual must pay an NSF (non-sufficient fund) fee. Accountants must add this fee to the general ledger.

An NSF check does not affect an account’s credit score, though.

You should then charge the fee to the customer whose account had insufficient funds.

There is a proper method of recording all the checks that bounce back due to insufficient funds.

Following is an explanation of how to record these checks online on QuickBooks.

How-To Add NSF Checks to QuickBooks Online

Create Two Service Items

In this step, the user must create service items corresponding to the bounced check and the fee.

Select the gear icon and then choose products and services

Click on new, then select the service item

Add the name as bounced check, select the bank account as well

In the same way, create a second item and name it jumped check fee

Select the save option and then close the tab

Formulate The Invoice

Now that you’ve created the service items, it is time to make an invoice.

Select New ⨁.

Click on customers and then go to invoices.

Add the date of the bounced check, then choose the item you created

Select the returned check fee item

Enter the fee to

Select Save and leave the tab

Make a Record of the Bank Services Charges

Again, Select New ⨁.

Go to Vendors, and from there, choose Expense.

Select the bank and add the date the check bounced

Add the NSF fee, then select the expense account

Add the fee the bank charges for the services

Select save

Make A Record of Payment from the Customer

Select New ⨁.

Go to the customers’ section and choose the option of receiving payment

Select the customer and add the mode of payment

Then, enter the amount received

Select the invoice created

Select Save

QuickBooks is one of the most accessible platforms for accounting needs. Adding and recording checks is relatively easy. Just follow the method mentioned above, and you will quickly find your way around the software.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

The strength of a business relies upon the detailed maintenance and bookkeeping of the company’s cash flow and accounts. Therefore, a sensible business owner organizes his business accounts every month. Keeping a close eye on its liabilities, equity, and assets is crucial. The most professional way to manage these elements is by reconciling balance accounts sheets.

Reconciliation is the process through which a business owner can get a clear idea about the percentage of revenue generated, spent, and saved.

Reconciliation refers to balancing the company’s account books to make it easier for you to understand. Therefore, it is vital as it helps the owner and the accountant estimate the amounts mentioned in the financial records.

Accountants conduct regular closings monthly, quarterly, bi-yearly, or annually. The figures in the financial statements are cross-checked with invoices, cheques, payment schedules, and other supporting documents to validate payment transactions.

Critical elements in reconciling account balance sheets include the following.

1. Cash Flow Statement: Analyzing earnings and expenditures.
2. Accounts Payable: Verification of accounts for which liabilities are pending.
3. Credit Card Details and Transactions: Examination of credit card records.
4. Prepaid Expenses: Confirmation of prepaid items.
5. Accounts Receivables: Validation of accounts where payments are pending.
6. Debt (Bank Loan, if applicable): Review of outstanding loans.
7. Equity: Assessment of the company’s ownership interest.
8. Fixed Assets: Verification of long-term assets.

This process ensures accuracy and integrity in financial reporting.

The Best Way to Reconcile Your Account Balance

Financial closing is a sedate challenge if you do not conduct it with total concentration. Most of the accounting software has an account closing module built-in. The procedure below can help you get the account closing done quickly and easily.

Get Your General Account Book Printed

The first thing you are required to do is get a clear printout of the general financial statement of your corporation that you are willing to reconcile.

Download the Bank Statements

Once you download the financial statement printout, the next step is to download the bank statements of the account you are willing to reconcile.

Verify Your Transactions

It is a crucial step that demands maximum attention and has zero tolerance for human error. Compare all the transactions mentioned in your business’s bookkeeping records with the bank statements. It will help you rectify miscalculations (if any).

Note Down the Differences Between the Two

While comparing the general company accounts with the bank statements, rectify all the possible miscalculations and note down all the possible errors.

Investigate the Matter

One or two errors are acceptable during verification, but if the miscalculations are more common, immediately call for an immediate investigation. In such situations, the chances of employee theft are high.

Rectify the Changes in The Financial Statements

After you have noticed it all, rectify the errors wherever necessary.

Aces Of Reconciling the Account Books

Reconciling is necessary to manage a healthy cash flow cycle. Also, it lends a helping hand in avoiding inaccurate financial information that may cause you potential financial loss, whose seriousness might lead you to bankruptcy. Some of the proven benefits of bookkeeping are listed below:

Detects Employee Theft

One of the most visible benefits of account verification is that it is the best detector and quickly unveils employee theft within the corporation. Major miscalculations make it clear that one or a group of your employees is the culprit in employee theft.

Manage Positive Cashflow

A healthy cash flow is the backbone of a strong business. However, maintaining positive cash flow is a tough job. Reconciling the accounts can help keep a stern eye on the company’s cash that enters and exists.

Prevents Financial Miscalculations

Human errors are common in every field, particularly in maintaining financial records. Settling down your accounts at the end of every month and year can assist you in preventing even the slightest possible accounting or calculation error.

Final Sum-Up

Accounting and its management are crucial parts that help in successfully establishing a business. At the end of every month or year at least, reconcile your accounts to avoid errors. If you go careless about managing the balance sheets, you might land your business on a drowning track, causing you unbearable financial loss.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

With technological advancement and evolution, businesses will soon require more than just calculations from their CPAs to make the wheels move.

CPAs play one of the most critical roles in building up and keeping a business in good shape. If they don’t do their job well, they may risk the company’s well-being that the owner would have established with their sweat, blood, and tears.

Research suggests that the upcoming time has huge expectations set for CPAs, according to which they must adapt to remain a part of the game. If they lack in any aspect, their work may be outdated and sometimes irrelevant.

Before we discuss the expectations employers have for their CPAs, let’s first take a quick look at who CPAs are and what their job entails—for those who might not be completely aware.

Who Are CPAs? What Are Their Jobs?

CPAs are Certified Public Accountants whose job is to crunch numbers surrounding a business to keep its finances neatly tucked away.

CPA is the generally accepted term for accountants in most countries. A CPA, or a certified public accountant, has to go through the proper academic experience that equips them with the knowledge they need as an accountant.

They play the most pivotal role in the business setup as they must monitor its financial health. Their job requires them to clear out any dues as an accounting year concludes while pressing the owner to make decisions that would benefit the company – which comes into fruition in the form of profit.

Expectations And Responsibilities of a CPA In the Upcoming Future

With the technological revolution upon us, researchers have solid reasons to believe that most businesses require CPA expertise to keep the global economy up and running. Technology is gradually taking hold of all spheres and has also become an integral part of the world of accounting and finance.

For this purpose, CPAs must be ahead of their game. They must have the ability to be the providers of insight to stabilize the business and improve the financial health of their clients.

Studies have revealed that businesses expect their CPAs to give pieces of financial advice rather than just making calculations left and right. Since their knowledge pertains to finances, they could propose beneficial ideas to their clients to allow the business to flourish. This flourishing could be financially as well as socially.

CPAs’ business advice is supposed to pave paths for business owners to expand their businesses in a sustainable way, which would, of course, increase their chances of gathering capital to continue funding their businesses. Companies expect their CPAs to find ways of maximizing cash inflow while also cutting down on the outflow, which is only possible by deducting any extra costs.

Current Expectations

Currently, most businesses report that their accounting staff does not cater to these requirements and are attentive to crunching numbers all day, but soon enough, the expectations will rise, and the stakes will be higher than ever. These businesses would place all these responsibilities on their accounting staff and expect them to create a model to promote progress for the company.

Companies expect so much from CPAs because their job is to know the numbers revolving around the company. With so much knowledge and data, they should communicate this in ways that will benefit their clients and their businesses. Many business owners do not understand this independently, so they rely heavily on CPAs.

For this purpose, all CPAs should be prepared with their insights and fully equip themselves to the point where they feel confident in themselves to make informed decisions for the organizational betterment.

Conclusion 

In the imminent era of technological evolution, Certified Public Accountants (CPAs) face a transformative shift from traditional number crunching to becoming strategic advisors. Beyond the conventional role of financial record-keeping, businesses now expect CPAs to offer insightful financial guidance, navigating technology integration into accounting and finance. The emphasis is on propelling companies toward sustainable growth by proposing strategic ideas beyond numerical calculations. CPAs are seen as pivotal in shaping the financial health of businesses, influencing expansion strategies, attracting capital, and fostering overall progress.

While the current gap between expectations and the predominantly numerical focus of accounting staff exists, it is anticipated that CPAs will soon bridge this divide, emerging as leaders in creating models for organizational advancement. Their evolving role underscores the integral connection between CPAs and the success of businesses as they navigate the complexities of the future, aligning financial health with strategic growth.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

The WACC is one of the market indices used to secure the return on investment. Without a doubt, this is a typical issue for everybody who makes financial investments.

As you know, an investor will never deposit money where he believes it will not be lucrative. Therefore, it has a minimum credible indicator of how much capital invested in a firm should create profit, functioning as a parameter with the WACC.

The amount denoted by the Weighted Average Cost of Capital also defines what percentage of the company’s capital is dedicated to paying creditors. In this sense, it serves as a light for avoiding indebtedness.

It also considers investor engagement and the expected Economic Value Added (EVA). That is, the return on investment, which is charged as a cost.

The idea of this article is precisely to make understanding the WACC, this important financial indicator, more straightforward.

What is WACC – Weighted Average Cost of Capital?

The WACC (Weighted Average Cost of Capital) is a weighted average in economic jargon.

It implies that the value retrieved by its computation reflects each piece’s weight in a company’s finances.

It will help if you consider that the WACC is one of the metrics that projects seek third-party finance in the execution phase. The cost of capital for the development of a firm is incorporated in its calculation.

Nothing could be fairer; every new firm faces risks and hazards.

As a result, investors must have a safety margin on the return earned by their invested capital, correct?

That is why measuring the weighted average cost of capital, which defines how much profit an investment should generate, using one year as a reference, is vital.

What is the WACC for?

It is easy to understand that the WACC is primarily used as an index to determine how much return an investment provides. However, it also aids in calculating the value of an opportunity in this regard.

As a result, the WACC may assess a company’s ability to create a positive economic spread, the difference between the ROI and the WACC. As a result, it must always be less than the ROI, resulting in the previously mentioned EVA.

Given the preceding, it is evident that it should only use the weighted average cost of capital in highly restricted circumstances and scenarios.

A business, for example, that wishes to attract angel investors can and should utilize the WACC as an attractive element.

It is also essential to understand that the less you rely on third-party funds, the lower this index.

Therefore, the security of investors will be greater as more equity capital composes its equity in its initial phase.

How to Calculate WACC

It is critical to emphasize that the WACC reflects a firm’s risk to external investors.

The link is proportionately direct, which means that the higher the risk, the higher the necessary return, and hence the higher the WACC.

Assume that a corporation determines the entire capital to be opened is R$ 400 thousand.

In this scenario, we have three options for generating initial capital:

• From the creators themselves
• From market-attracted partners
• Institutions of finance (banks).

WACC Formula

In the first effort, a bank request permitted the financing of R$ 80 thousand, representing 20% of the capital required to launch the firm.

The institution charges a 12 percent annual interest rate on this sum, which implies that it must pay R$ 9,600 in interest.

In turn, the new company partners stipulate a return of 16% on the amount invested, which will be R$320 thousand.

Therefore, they should receive, in the form of profit/dividend distribution, a total of R$51.2 thousand.

Therefore, per year, the new company will pay a total of R$ 60.8 thousand (9.6 + 51.2), which represents a capital cost of 15.2%.

It can do all these calculations by applying the WACC formula:

WACC = Ke x We + Kd x Wd, in which:

• Ke = cost of equity
• Kd = cost of third-party capital
• We = percentage of equity in the capital structure
• Wd = percentage of third-party capital in the capital structure.

If the corporation is taxed under the Real Profit regime, it can also deduct any Income Tax (IR) deductions applicable to loaned funds in this computation.

However, because it is more appropriate for corporations taxed under Simples, it will always compute the Weighted Average Cost of Capital without considering the IR.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

Financial markets play a crucial role in the economy and help in the efficient flow of savings and investments, facilitating raising capital for the economy and manufacturing products. The borrower, lenders, and the entire economy benefit from financial markets and institutions.

Individuals, companies, and governments in need of funds can quickly find financial institutions or markets willing to assist them and how much it will cost them. This information enables investors to compare the cost of finance to the predicted return on investment, allowing them to make investment decisions.

In many developing nations, limited financial markets, instruments, financial institutions, and poorly defined regulatory frameworks may make obtaining capital more expensive and diminish the return on savings and investments. Due to a lack of financial transparency, information is not as readily available to market participants, and risks may be higher than those with more developed economic systems. Furthermore, keeping a balanced portfolio is more difficult in small markets with a limited selection of financial assets or savings and investment possibilities. In such weak financial markets with little trading activity, it can be challenging to identify alternatives.

Stock Exchange

Large stock exchanges with a high trading volume provide more liquidity to market participants than smaller exchanges with fewer equities and investors and, hence, fewer trading opportunities. Many recognize The United States’ financial system as the most advanced in the world. Daily transactions on the financial markets are massive in terms of assets in a year or less and resources in a year or longer. Many financial assets are liquid, and others have secondary markets where traders can transfer current assets cheaply.

Financial Market Roles

Financial markets are essential for raising capital and providing goods and services. Credit and investment rates signal producers and consumers, both financial sector participants. These signals aid in routing finance for clients, corporations, governments, and investors (from savers, notably families, and businesses) who want to rent money by linking those who value money the most (for example, those willing to pay higher prices or interest rates). On the other hand, strong financial markets and institutions facilitate the international flow of cash among countries.

Because financial market development is one of the global indices of competitiveness, the link between financial market expansion and competitiveness has become one of the significant issues. Earlier research has found that the impact of financial market expansion on economic growth is a solid predictor of competitiveness. Endogenous growth theories have significantly affected the foundations of global competition. Economies produce growth through technological advancement or improved output quality and output growth drivers.

Economic Variables

Economies break down into several economic variables at two levels: micro-levels, such as production factor productivity, and macro-levels, such as macroeconomic resource availability to development. As a result, recognizing sources of economic growth is crucial to stimulating economic activity and assisting it with structural improvements. You can find financial and fiscal stability in countries with an active and established financial market with a high volume of transactions. With the decrease in unemployment, investors’ confidence has increased. A vibrant financial need can also assist governments in maintaining stable payments, accelerating industrial capacity growth, and promoting and sustaining social stability.

Economic development requires balanced growth, which includes expansion in all areas simultaneously. The government has arranged the national financial system to make funds available to all sectors to balance manufacturing, agriculture, and service development. Investment volume has increased in recent years in countries with a vibrant young financial market. On the other hand, direct investment volumes are low in countries with underdeveloped or newly developed capital markets, both globally and locally.

Conclusion 

In conclusion, the role of financial markets in the economy is undeniably crucial, catalyzing the efficient flow of savings and investments. These markets and institutions play a pivotal role in capital formation, enabling individuals, companies, and governments to access funds for various needs. The information provided by financial institutions empowers investors to make informed decisions by comparing the cost of finance to the anticipated return on investment.

However, challenges persist in developing nations where limited financial infrastructure and regulatory frameworks may hinder access to capital, making financing more expensive and reducing the returns on savings and investments. A lack of financial transparency exacerbates these challenges, increasing risks for market participants. The importance of well-developed financial markets becomes evident in their ability to facilitate economic growth, international cash flow, and competitiveness.

In essence, the vibrancy and maturity of financial markets are intertwined with economic development and stability. A solid financial system attracts investment and contributes significantly to progress and prosperity.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

Stating your value far less than what it is is sometimes considered a trick to garner a vast audience that lauds you for your work ethic and appreciates what you provide in the market.

Undervaluation is a common scheme bookkeepers and accountants employ to avoid losing customers, as the world of accounting and finance is highly competitive. People are waiting to pounce on the first chance to land a job where you are right now.

But would you believe me right now if I told you that you are losing more than you’re gaining by understating your value in the market?

I know, it doesn’t sound apparent. You would assume that you cannot get out of sight of the companies since you are readily available. Losing market value is a gradual process where you lose your worth in the market because you understated your value when entering the market and are now perceptually tied to this lower valuation.

Let’s read up on why bookkeepers often give in to this trend and how they can manage it.

Why Do Bookkeepers Often Undercharge?

Bookkeepers often undercharge their clients because, in their minds, they believe they are following an extended, strategically designed business plan that would assist them in keeping clients. This strategy often backfires, and the bookkeeper is at a loss rather than an advantage.

Another reason is that bookkeepers undervalue themselves and their services. They don’t believe in their work enough to put up a strong front and be paid for their services accordingly. This lack of self-belief adds to the factor of fear as well. Most bookkeepers believe that if they state their value for what they think they are, the client may end up upping and leaving to find other potential matches in this vast market. They may also be underconfident about their work.

Bookkeepers are also known to put themselves in the shoes of their clients. They believe their work is easy and their employer will not value their position enough to pay them a large salary. This mentality doesn’t get them far as they start undercharging. Undercharging for bookkeeping services benefits the client, while the bookkeeper loses more than they are gaining.

Change The Mentality

You and all your other bookkeeper acquaintances need to change your mentality to create a shift in the narrative.

My mentality, the thought process that goes into undervaluing yourself, has to change.

You need to understand you may be able to do a job in less time than someone without experience or skillset. Finishing tasks quicker may make you think you are giving the job less time than the other individual. Remember, the client is not paying for your time; instead, they pay for the skill you have acquired through years of education and hard work. They are also paying for the expertise that allows you to get tasks done quickly, as you can only gather such knowledge through experience.

This mentality could completely change the game for you. Through this mentality shift, you could create a pedestal that would catapult you into the market and allow you to garner an audience that appreciates and values you.

Confidence is Key

If you think you are not worth your clients’ fee, you may want to reflect on when you started. Think of all the hours you spent cracking issues only because you can now do all this work.

Be confident in your work and always believe in yourself. You are not overcharging; neither are you incapable. Your expertise is valuable when you can solve all the problems, so you are worth every penny. By undermining yourself, you are losing your value and giving your clients the idea that you are unsure of your work, which would give them the confidence to take advantage of your services.

Conclusion

In conclusion, undervaluing oneself, especially among bookkeepers, may initially seem like a strategic move to secure clients in a competitive market. However, the long-term consequences reveal a significant loss of market value. Bookkeepers often fall into this trap due to a misguided belief that undercharging will retain clients or a lack of confidence in their worth. To break free from this cycle, a shift in mentality is crucial.

Understanding that clients pay for expertise and efficiency, not just time, can reshape the narrative. Confidence becomes a critical element in asserting one’s actual value. By embracing the skills and experiences that set them apart, bookkeepers can establish a strong presence in the market, gaining the respect and appreciation they deserve. Undervaluation ultimately undermines the individual and the perception of their capabilities, hindering professional growth and potential success.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

By: Jennifer Brazer

Jennifer is the author of From Cubicle to Cloud and Founder/CEO of Complete Controller, a pioneering financial services firm that helps entrepreneurs break free of traditional constraints and scale their businesses to new heights.

Fact Checked By: Brittany McMillen

Small Business Challenges: Turning Struggles into Success

Small businesses are the backbone of the economy, but running one can feel like constantly trying to keep multiple plates spinning. In my journey as the CEO of Complete Controller, I’ve worked with thousands of entrepreneurs who share one fundamental truth: success doesn’t come easy, but the right mindset and strategies make all the difference. Whether you’re debating how to manage cash flow, attract top talent, or compete in crowded markets, addressing these challenges head-on is key to scaling your business sustainably.

Let’s explore the most common hurdles small businesses face—and, more importantly, how to overcome them.

Financial Challenges: Cash Flow and Funding

Money is the lifeblood of any business, and cash flow issues have toppled more ventures than I care to count. Studies show that 22% of U.S. small businesses struggle to pay bills due to cash flow issues, and it’s no surprise—71% hold less than four months’ worth of cash reserves[2]. As a former small business owner who often balanced razor-thin margins, I know this predicament personally.

Managing cash flow

1. Create a fluid budget. Don’t just make one and forget it. Revise your budget regularly to reflect market changes, seasonal fluctuations, and unexpected expenses.
2. Enforce speedy invoicing. At Complete Controller, we’ve found that sending invoices quickly reduces late payments and keeps the cash flowing in. Treat delayed invoicing like lost time—it adds up.
3. Cut unnecessary expenses. I can’t stress this enough. From subscriptions you don’t use to inefficient vendor contracts, audit regularly and trim the fat to increase your runway.

Securing funding

Gone are the days when small business owners could only rely on banks. Explore crowdfunding, angel investors, and grants as alternative financing models. Investors, in particular, respond to strong business plans, so lay out your vision clearly. At the end of the day, the question isn’t, “Should I invest in your company?” but, “Can I afford not to?”

Case study: Learning from the data

A study by PYMNTS Intelligence highlights that 45% of small business owners have to forego their own paychecks because of cash flow shortages[2]. Such alarming statistics reinforce that businesses must embrace tools like automated cash flow management systems, which increase operational accuracy by 95%. Transitioning to these systems was one of my smartest decisions for Complete Controller—efficiency freed my time to focus on growth.

Standing Out in Tight Markets

With small businesses accounting for about half of total private employment[3], the competition is fierce. Differentiating yourself is no longer just helpful—it’s survival.

Building your competitive edge

1. Nail down your Unique Value Proposition (UVP). At Complete Controller, we honed our edge early by offering scalable, cloud-based bookkeeping solutions—a game-changer in our industry. What’s your signature value? Maybe it’s unbeatable customer service or innovative products.
2. Invest in your brand. Think beyond logos and websites. A consistent tone, clear messaging, and visuals across customer touchpoints can embed your business into consumer minds.

Tackling the Talent Challenge: Hiring and Retention

Recruiting and retention are the second biggest concerns for 19% of small business owners, according to Guidant Financial[1]. Getting this wrong can halt a growing business in its tracks.

Recruitment strategies for success

• Competitive pay matters—period. But flexibility matters just as much. Remote and hybrid work options aren’t perks anymore; they’re standard.
• Don’t wait for the perfect candidate if the clock is ticking. Hire for potential and train for the role.

Retention is just as critical

Investing in employee happiness delivers long-term value. Professional development programs, open communication, and performance recognition create an environment where employees build careers, not just jobs. Over my years as a leader, I’ve seen how high turnover can erode morale and stall innovation. Don’t wait until it’s too late.

Adapt or Become Obsolete: The Role of Technology

Technology can take a company from surviving to thriving. Yet so many small businesses resist adopting new tools, often clinging to outdated systems that bog them down.

Making technology work for you

1. Use automation to your advantage. Tools like inventory software or CRM platforms free you from monotonous tasks. For instance, automation helped us cut bookkeeping errors by over 30% at Complete Controller.
2. Stay current on industry trends. If you’re not learning, you’re falling behind. Regular webinars or subscriptions to reputable tech blogs can transform your company’s trajectory.

The numbers don’t lie: 84% of businesses see increased growth and savings with automated cash flow management[2]. The question isn’t whether to jump on the technology train—it’s deciding how quickly you can get on board.

Customer Acquisition and Retention: Building a Loyal Base

Attracting customers is a challenge, but retaining them is an art. It takes more than one-off interactions; it’s about building trust over time. Good relationships with your customers ensure consistent revenue streams and invaluable referrals.

Gaining traction with customers

• Invest in SEO and social media. These tools allow small businesses to punch above their weight—and they’re cost-effective, too.
• Personalization is king. Engage customers as individuals, not numbers. Personalized ads, emails, and offers can drastically improve conversions.

Keeping them around

Use feedback loops to listen and act on customer concerns. Word of mouth and loyalty programs are your long-term friends—customers who feel valued stick around.

Navigating the Risks, All Businesses Face

Whether it’s economic downturns or cyber threats, risks are inevitable. The best approach is to prepare early. Think of risk management as your business’s insurance policy against disruption.

Being proactive

Start with a simple risk assessment. Rank risks based on the probability of impact and form a response plan. And don’t skimp on insurance. You wouldn’t drive without it, so why run a business without adequate coverage?

Scaling Without Succumbing to Growing Pains

Scaling too quickly without infrastructure can cause more headaches than growth. To truly scale, businesses need systems that expand seamlessly.

• Automate what you can. Manual processes slow you down.
• Outsource tasks that aren’t in your core wheelhouse. This frees up bandwidth for your team to focus on advancing the business mission.

Why Balance Matters

Entrepreneurs often toss work-life balance out the window in pursuit of success, but burnout doesn’t discriminate. Trust me, I’ve been there. To sustain long-term success, wellness must be non-negotiable.

Make rest and recovery mandatory—for yourself and your team. Schedule gym memberships, meditation breaks, or mental health days right alongside budget reviews and strategy meetings.

A Culture of Agility Equals Relevance

The businesses that adapt are the ones that last. I can’t emphasize enough how flexibility matters, especially in unpredictable markets. Leaders who actively listen to customers and embrace change are always positioned ahead of the curve.

Conclusion

There’s no sugar-coating it: running a small business is hard. But with smart strategies and a forward-facing mindset, it can also be incredibly rewarding. If you’re feeling overwhelmed, remember that help is always within reach. Reach out to my team at Complete Controller here to take the first step toward fresh possibilities for your business future.

FAQ

What are the biggest challenges for small businesses?

Financial constraints, competitive markets, compliance, talent retention, and scaling are among the top hurdles.

How can small businesses manage cash flow effectively?

Fast invoicing, thorough budgeting, and embracing automation tools are key.

How can I stand out in crowded markets?

Communicate your UVP clearly and create a memorable brand presence.

What strategies help retain employees?

Offer competitive pay, focus on growth opportunities, and cultivate an empowering workplace culture.

How do you navigate unexpected changes?

Keep listening to customer feedback, monitor trends, and stay flexible in your strategies.

Sources

• Guidant Financial, 2024 Small Business Trends
• PYMNTS Intelligence
• U.S. Treasury Department
• Statista

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

We have all heard the quote, “Unity is strength!” but how many of us have sat down and thought about how being united affects the quality of work and brings forth new ways to cater to an issue?

In the vast and well-spread-out world of accounting, professionals in different industries have different aspects of the business they must focus on.

Accountants

An accountant’s job is to put their accountancy skills to good use and prepare tax returns and other statements for the company that employs them. The accountant is a professional with official certification that vouches for their knowledge and experience.

Bookkeeper

As the name suggests, a bookkeeper takes care of the books, a.k .a. financial records that reflect all the company’s expenses, costs, and sales. A bookkeeper must keep the accounting books clear and ensure that every cost and expense mentioned aligns with the company’s budget.

Consultants

A consultant, also called a financial adviser, is an individual whose job is to advise. The business owner does not have the apt knowledge to make financial decisions that would benefit them and increase their asset value. The consultants thoroughly study the business’s financial data and then advise the business owner to make decisions that would help their empire grow.

These three professionals come together and join forces to complete the world of accountancy. There are so many advantages to them joining together to help their clients.

A Multifaceted System

When a bookkeeper, an accountant, and a consultant join hands when dealing with a single client, all professionals take charge to cater to their side of the job.

All of them are professionals who can work on different aspects of the same business, all regarding its finances. An accountant would manage all the business accounts and develop a plan to calculate the taxes, profits, and losses. They would also create financial statements for their client.

On the other hand, the bookkeeper would immediately take over the company’s books and identify all the costs, sales, and other expenses.

A consultant would then profoundly study all the data to make an informed decision. Their job asks them to identify trends and designs that would make the business grow. They could also identify any loopholes and advise ways to get them out.

Together, all three professionals could cater to client’s different needs and help them grow their businesses exponentially.

Technology – An Added Plus!

We are now in the era of technology. Everything has been upgraded and made easier with the help of technology, which is why accounting professionals should also use it.

There are so many modes of digitizing accountancy and finances, which would provide ease to these professionals and make the task quicker, which would eventually benefit the client.

Help Each Other To Help Them

Since they are from the same field, accounting professionals can help each other to help their clients.

If all professionals come together and form a system, they could develop a plan and design it to cater to all the financial system issues. They would each highlight how they can help the business in their department and then develop a plan that is a success in theory and would be compatible when applied practically.

An accountant, consultant, and bookkeeper joining hands and forming a team might seem like a dream come true for any client plunging into the business world. Business owners, especially those getting into it for the first time, are often scared and have many questions to answer.

These financial advisors and professionals would be able to communicate with the client and help them understand how their business would perform in the competitive market.

Conclusion 

In the world of accountancy, unity is indeed strength. When united, accountants, bookkeepers, and consultants form a multifaceted system. Their collaboration leverages technology, providing efficiency. By helping each other and forming a cohesive team, they can address diverse financial needs, offering clients a comprehensive and successful approach to business growth. This united front becomes a valuable resource for clients entering the competitive business landscape, providing guidance and insights to navigate challenges successfully.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

Just because you have vehicles waiting for services does not mean the auto repair shop is profitable. To boost your margins, plan your operations for efficient customer service that adds to your reputation and permits your technicians enough time to make appropriate repairs. Stock high-margin parts and retain meticulous books so that you could endure doing the things that made your money and alter your practices were needed to boost profit.

Schedule Properly

Making a schedule that permits sufficient time for repairs to be executed appropriately keeps your technicians busy with enough work. Track the job done in the past to measure the number of repairs your techs could perform in one day and then maintain the repair schedule so that you have sufficient trucks and cars coming in and going out on the same day. If you retain too many repairs assured to customers, something will be wasted or insufficiently repaired. If you maintain a schedule too casually, you will contain a schedule of no more than that amount of work for every employee.

Focus on Labor Cost

Shopping for cheaper parts to boost your profit margin on your sales might increase your profit slightly, but controlling your worker’s expenses results in much more growth in profit margin. For instance, a body shape business’s profit margin on sales typically averages between 20 to 28%; however, the labor profit margin averages 50 to 60 percent. The concern instead is to lessen your labor costs by altering the advantages you gave, reducing salaries, or increasing your retail labor price. Extra strategies may involve adding hours to your employee’s schedule and hiring outside sources to pay for training like vendor-supplied training or government programs.

Check Vehicle

Clients do not appreciate parting in a shop to have something else break down soon after. You can provide your technicians extra time to inspect every car for different problems, but give some spare time to each repair order, from approximately half an hour to one hour. Show your findings to clients who mainly permit you to repair while you have the truck or car. Examination, followed by intelligence to the clients, reduces the number of vehicles you contain to process each day and maintains clients’ satisfaction, leading to returning business and reducing marketing costs.

Reduce Marketing

It charges less to keep clients than it does to attract new customers. However, you must maintain a marketing value online and in some advertising mediums; concerning customer referrals and services could also boost your profit margin and lessen your advertising costs. As truck and car manufacturing enhance, and clients tend to keep their cars longer, competition in the repair market or industry will endure to thrive and grow, according to the new or small business development center. As the number of available shops or stores increases, it becomes even more significant for you to ensure that your clients are managed relatively and not sell services and parts they do not need. Additionally, giving an examination lessens turnaround time in your store or shop and increases customer loyalty. Maintain a referral program that reimburses customers for sending you new business.

Schedule an Appointment for Each Customer Task

Proper scheduling confirms that the workers can work efficiently and be provided precisely to the clients. Scheduling is undoubtedly one of the most robust manners to boost your vehicle shop’s profit margin. Examine the previous work and control the needed repair timings.

When tasks are given to the employees, you can ensure that work is done as effectively as possible. And you could thus deliver the examined products to the clients without extreme waiting times. This is a sure-fire approach to boost your auto repair shop’s profit margin.

Invest in the Right Automobile Software

The world is becoming digitalized now, and for a positive reason. Our work has become far more straightforward and effortless, and the result is more effective and efficient with the right software. Do the research and invest in software to organize and track your sales and assist with bookkeeping and accounting activities. If you need to discover how to make your auto repair store or shop more profitable, the right software in finance can provide you with the solution you are looking for and exponentially yield your mechanic shop.

Bottom Line

Now that you know the various and innumerable approaches to leveling up your auto repair profit margin, take your time and plan. You can certainly transform your business with some clear-cut and concrete decisions. About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

By: Jennifer Brazer

Jennifer is the author of From Cubicle to Cloud and Founder/CEO of Complete Controller, a pioneering financial services firm that helps entrepreneurs break free of traditional constraints and scale their businesses to new heights.

Fact Checked By: Brittany McMillen

Characteristics of Marketing Control: Key Insights for Success

Characteristics of marketing control include systematic monitoring processes, measurement standards, variance analysis, and corrective action protocols that help businesses align marketing activities with strategic objectives. These foundational elements create a feedback loop that transforms raw marketing data into actionable insights for optimization.

I’ve spent over two decades watching businesses struggle with marketing controls – often investing heavily in campaigns without proper oversight mechanisms. At Complete Controller, we’ve analyzed financial data from thousands of businesses across industries, and one pattern remains consistent: companies with robust marketing control systems consistently outperform their competitors. Throughout this article, I’ll share practical frameworks and real-world examples that will help you implement effective marketing controls in your business, regardless of size or industry.

What are the characteristics of marketing control, and why do they matter?

• Marketing control characteristics include suitability, understandability, timeliness, flexibility, cost-effectiveness, and actionability
• Effective systems flag meaningful deviations from goals while filtering out normal market fluctuations
• Control mechanisms must balance comprehensive monitoring with focused analysis of key performance indicators
• When properly implemented, marketing controls transform vague strategies into measurable outcomes with clear ROI
• Controls should evolve with your business, adapting to new channels, market conditions, and organizational priorities

Foundation of Effective Marketing Control Systems

Marketing control systems serve as the central nervous system for your marketing operations. Without proper controls, even brilliant strategies can fail in execution. The most effective systems share several fundamental characteristics that transcend industry or business size.

At their core, successful marketing control systems maintain alignment between daily activities and long-term objectives. They create visibility into what’s working, what’s not, and why—allowing for data-driven decisions rather than gut feelings. A well-designed system turns marketing from a cost center into a measurable investment with clear returns.

Suitability and contextual relevance

Effective marketing control systems must be appropriate for your specific business context. What works for an enterprise won’t necessarily work for a startup or small business.

For small businesses, simplicity trumps complexity. Focus on tracking a handful of meaningful metrics like customer acquisition cost, conversion rates, and customer lifetime value. I’ve seen many SMBs overwhelmed by attempting to track every possible metric, resulting in analysis paralysis rather than actionable insights.

For larger enterprises, more sophisticated controls become necessary as marketing complexity increases. Department-specific KPIs, regional variations, and product-level metrics may all require monitoring and management through integrated dashboards.

Timeliness and real-time monitoring

In today’s fast-paced market, delayed information loses value rapidly. Modern marketing control systems must deliver insights quickly enough to enable course corrections before significant resources are wasted.

• Daily monitoring of high-impact metrics (ad spend, conversion rates)
• Weekly review of campaign performance and trend analysis
• Monthly strategic assessment of broader marketing objectives
• Quarterly deep-dive analysis and strategy refinement

The most effective organizations have moved beyond monthly or quarterly reporting cycles. Using marketing automation tools, 76% of companies now track campaign performance and customer journeys in real time, allowing for immediate tactical adjustments when needed.

Exception-based reporting

Strong marketing control systems highlight meaningful deviations while filtering out noise. Rather than overwhelming decision-makers with every metric, they focus attention on areas requiring intervention.

Exception-based reporting follows a simple principle: flag only what matters. This includes:

1. Metrics falling outside predetermined variance thresholds
2. Emerging trends that suggest future opportunities or threats
3. Critical performance indicators tied directly to strategic goals

This targeted approach prevents information overload and ensures management attention remains focused on high-impact decisions.

Implementing Actionable Marketing Controls

The gap between theory and practice is where most marketing control systems fail. Implementation requires translating abstract concepts into practical workflows that your team can consistently execute.

When I work with clients at Complete Controller, we emphasize creating systems that generate insights, not just reports. The difference is crucial—reports tell you what happened, while insights tell you why it happened and what to do about it.

Defining measurable standards

Every effective control system begins with clear, measurable standards against which performance can be evaluated. These standards should be:

• Specific and quantifiable
• Aligned with broader business objectives
• Realistic yet challenging
• Time-bound with clear measurement periods

For example, rather than a vague goal to “increase brand awareness,” an effective standard might be: “Increase unprompted brand recall among target audience from 15% to 25% within six months, as measured by quarterly brand tracking surveys.”

These standards then become the foundation for your marketing measurement methods and evaluation processes.

Cross-functional collaboration

Marketing doesn’t exist in isolation. Effective control systems integrate data and insights from across the organization, particularly sales, finance, and operations.

• Sales and Marketing Alignment: Regular reconciliation of marketing qualified leads (MQLs) with sales qualified leads (SQLs) to identify conversion gaps
• Financial Integration: Ongoing monitoring of marketing spend against revenue generation to calculate true ROI
• Operational Feedback: Production capacity and inventory levels informing promotional timing and scale

This cross-functional approach ensures marketing decisions reflect the full business context, not just marketing department priorities.

Technology integration for control

Modern marketing strategy management techniques rely heavily on integrated technology systems. The right technology stack can automate data collection, streamline analysis, and facilitate real-time decision-making.

Key components often include:

1. Customer Relationship Management (CRM) systems
2. Marketing Automation Platforms
3. Analytics and Reporting Dashboards
4. Attribution Modeling Tools
5. Project Management Systems

Companies using predictive analytics for marketing controls see 18.5% higher ROI than those relying on manual methods. These advanced tools help businesses anticipate market shifts and adjust strategies proactively, making controls more effective and efficient.

Real-World Applications of Marketing Control

Abstract principles only matter when they deliver real results. Let’s examine how organizations have implemented effective marketing controls to drive meaningful business outcomes.

Case study: Sprint’s in-house digital marketing transformation

Sprint faced declining market share and rising customer acquisition costs in a highly competitive telecommunications market. By bringing digital marketing in-house rather than relying exclusively on agencies, they created a more responsive control system.

The results were dramatic:

• 50% reduction in campaign adjustment time
• Improved customer targeting accuracy
• Substantial reduction in subscriber losses

Their internal team’s ability to analyze data in real-time and quickly adjust campaigns demonstrated how direct control improves marketing precision and ROI. This approach exemplifies the elements of successful marketing control in action.

Digital transformation of marketing controls

The shift to digital marketing has fundamentally changed how controls operate. In 2000, internet ads represented just 3.5% of total U.S. ad spending. By 2024, they account for 77.7% of the market.

This digital transformation has created both challenges and opportunities for marketing control:

• More granular data availability
• Faster feedback cycles
• Increased channel complexity
• Greater need for integration across platforms

Modern control systems must account for this digital-first reality while maintaining focus on overall marketing effectiveness, not just digital metrics in isolation.

Overcoming Common Control Challenges

Even well-designed marketing control systems face obstacles. Anticipating and addressing these challenges is essential for long-term success.

Data overload and analysis paralysis

The abundance of marketing data can become overwhelming without proper filtering and prioritization. Many organizations track everything but understand nothing.

To combat data overload:

• Establish a clear hierarchy of metrics with primary, secondary, and diagnostic indicators
• Create visual dashboards that highlight critical variations
• Schedule regular “insight sessions” focused on interpretation, not just reporting
• Use AI and machine learning to identify patterns and anomalies automatically

These approaches help transform raw data into meaningful marketing performance evaluation that drives action rather than confusion.

Resource constraints for small businesses

Small businesses often lack the resources for sophisticated marketing control systems. However, effective controls remain essential regardless of size.

For resource-constrained organizations:

• Focus on a limited set of high-impact metrics
• Leverage affordable or free analytics tools (Google Analytics, social media insights)
• Establish simple weekly review processes
• Prioritize customer feedback as a qualitative control mechanism

The key is consistency and focus rather than comprehensiveness. Even basic controls, consistently applied, yield better results than elaborate systems that are poorly maintained.

Future-Ready Marketing Control Frameworks

Marketing control systems must evolve as technologies and customer behaviors change. Forward-thinking organizations are already adapting their approaches to remain effective in this dynamic environment.

AI and predictive analytics in control systems

Artificial intelligence is transforming marketing oversight processes by shifting from reactive to predictive controls. Rather than simply identifying what went wrong, AI-powered systems can predict potential issues before they occur.

Volkswagen demonstrates this approach through their AI-targeted advertising system. By analyzing user behavior data, they prioritized high-conversion audiences and lowered cost-per-lead by 30%, showing how automated controls maximize budget impact.

These predictive capabilities enable:

• Anticipatory budget adjustments before campaign performance declines
• Early identification of emerging market opportunities
• Automated optimization of channel mix and creative elements
• Personalized customer journeys based on behavioral predictions

Organizations embracing these technologies gain significant competitive advantages through more efficient resource allocation and faster market response.

Integrated performance management

The future of marketing control involves breaking down silos between marketing metrics and broader business performance indicators. This integration creates a more holistic view of marketing’s impact.

Leading organizations are implementing:

• Unified dashboards combining marketing, sales, and financial metrics
• Cross-functional KPIs that measure handoffs between departments
• Customer lifetime value calculations that incorporate all touchpoints
• Attribution models that account for both online and offline interactions

These integrated approaches align marketing controls with the principles of marketing performance management that drive sustainable business growth.

Final Thoughts: Transforming Control into Competitive Advantage

Effective marketing control isn’t just about measurement—it’s about creating a culture of continuous improvement and accountability. When properly implemented, these systems transform marketing from a creative black box into a strategic driver of business value.

I’ve seen firsthand how businesses transform when they implement robust marketing controls. The clarity, confidence, and competitive edge that comes from knowing exactly what’s working (and what isn’t) can’t be overstated. At Complete Controller, we’ve helped countless clients integrate their marketing and financial controls to create truly data-driven organizations.

Ready to transform your marketing effectiveness through better controls? Contact our team at Complete Controller for specialized guidance on integrating marketing performance with financial management for maximum business impact.

FAQ

What are the four main types of marketing control systems?

The four main types are annual plan control (monitoring ongoing performance against yearly goals), profitability control (measuring actual profit contribution of different products or segments), efficiency control (evaluating cost-effectiveness of marketing activities), and strategic control (ensuring marketing strategies remain aligned with changing market conditions and company capabilities).

How often should marketing controls be reviewed and updated?

High-impact metrics should be monitored daily or weekly, while broader strategic controls typically require monthly review. The control system itself should undergo comprehensive evaluation quarterly to ensure it remains relevant as business objectives and market conditions evolve.

What software tools are most effective for marketing control?

The most effective tools include CRM platforms (Salesforce, HubSpot), marketing automation systems (Marketo, Mailchimp), analytics platforms (Google Analytics, Adobe Analytics), and business intelligence tools (Tableau, Power BI). The ideal combination depends on your business size, complexity, and specific marketing activities.

How do marketing controls differ between B2B and B2C businesses?

 B2B marketing controls typically emphasize lead quality metrics, sales cycle length, and account-based marketing performance, with longer measurement timeframes. B2C controls focus more on immediate conversion rates, customer acquisition costs, and brand perception metrics across higher volume, shorter-cycle customer journeys.

What is the relationship between marketing planning and marketing control?

Marketing planning establishes strategic objectives and defines the standards against which performance will be measured. Marketing control then monitors actual performance against these standards, identifies variances, and guides corrective actions. Effective control systems create a feedback loop that informs future planning cycles, creating continuous improvement.

Sources

• Bell, Ryan, et al. “In-housing Digital Marketing at Sprint Corp.” Harvard Business School, June 2020, www.hbs.edu/faculty/Pages/item.aspx?num=57758
• ExplodingTopics. “31+ Marketing Automation Statistics & Trends (2024).” 21 Feb. 2024, explodingtopics.com/blog/marketing-automation-stats
• FAO. “Chapter 3 Marketing Strategy, Planning and Control.” www.fao.org/4/w3240e/w3240e03.htm
• Fiveable. “Implementation and Control of Marketing Strategies.” 7 Aug. 2024, library.fiveable.me/marketing-strategy/unit-15/implementation-control-marketing-strategies/study-guide/IWCuSLqShDSnAlFl
• Forbes. “How AI Is Transforming Marketing.” Forbes Tech Council, 8 Sept. 2020, www.forbes.com/sites/forbestechcouncil/2020/09/08/how-ai-is-transforming-marketing/
• Google Sir. “11 Characteristics of Effective Marketing Control System.” www.googlesir.com/characteristics-of-effective-marketing-control-system/
• Harvard Business Review. “The Right Way to Handle Data Overload.” July 2017, hbr.org/2017/07/the-right-way-to-handle-data-overload
• IAB. “Internet Advertising Revenue Report.” 2000, www.iab.com/wp-content/uploads/2015/05/IABPwC004_2000.pdf
• McKinsey & Company. “Marketing and Sales Insights.” www.mckinsey.com/business-functions/marketing-and-sales/our-insights
• Young Urban Project. “6 Best AI Marketing Case Studies.” 19 May 2025, www.youngurbanproject.com/ai-marketing-case-studies/
• Zion Market Research. “Digital Marketing Analytics Market Size Report.” 2023, www.zionmarketresearch.com/report/digital-marketing-analytics-market-size

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.