Case Study — eMarketing

Client Information

• Client: eMarketing (Marketing Services Firm)

• Delivery Partner: Accepted Deviation

• Solution: Zoho Books Customization + Full Accounting Structure Build (Chart of Accounts, Expenses, Assets)

• Industry: Marketing Services / Agency

Executive Summary

eMarketing required a robust accounting foundation that accurately reflects how a marketing services firm operates—multiple service lines, varied expense types, and asset tracking—without relying on manual workarounds. Accepted Deviation delivered a heavily customized Zoho Books setup, including a redesigned Chart of Accounts and complete configuration of accounts, expense categories, and asset structures to enable clean reporting, consistent bookkeeping, and reliable financial control.

Business Challenge

As eMarketing expanded its operations, its accounting setup needed to move beyond a basic bookkeeping structure. The key pain points were:

• Lack of a structured, scalable Chart of Accounts aligned with marketing agency operations.

• Inconsistent expense categorization, making it difficult to trust management reporting.

• Limited visibility and control over recurring expense types (tools/subscriptions, contractors, ads-related spend, production, travel, etc.).

• No standardized approach for recording and tracking assets and related accounting treatment.

• Increased month-end workload due to unclear account mapping and manual fixes.

Project Objectives

eMarketing needed Zoho Books to function as a reliable accounting backbone by achieving:

1. A clear, scalable Chart of Accounts aligned to service-industry financial reporting.

2. A complete setup for all key accounting areas: income, COGS, operating expenses, balance sheet accounts, and assets.

3. Standardized expense classification to reduce errors and improve reporting quality.

4. A structure that supports efficient monthly close and audit readiness.

What Accepted Deviation Delivered

1) Heavily Customized Chart of Accounts (COA)

We built a new Chart of Accounts designed specifically for a marketing services company, ensuring proper separation between:

• Revenue streams (service categories, if required)

• Direct costs vs operating expenses

• Administrative overhead vs delivery-related expenses

• Balance sheet accounts (banking, receivables/payables, advances, accruals, etc.)

This provided eMarketing with a reporting structure that management can rely on and scale over time.

2) Complete Setup for Accounts, Expenses, and Financial Categories

We configured Zoho Books end-to-end to ensure every transaction type lands in the correct accounting bucket, including:

• Expense categories mapped to real operational spending patterns

• Vendor-related expense handling and standardization

• Consistent treatment of common marketing-agency spend (software tools, subscriptions, outsourced work, creative production costs, etc.)

• Controls and logic to reduce misclassification and “miscellaneous” posting

3) Assets Structure and Accounting Readiness

We implemented asset-related setup so the company can record and manage relevant assets properly in the system, including:

• Asset account structure aligned with standard accounting practice

• Clear placement of assets on the balance sheet

• Proper categorization for purchases that should be capitalized vs expensed (based on eMarketing policy)

4) End-to-End Zoho Books Configuration and Accounting Foundation

Beyond COA design, we delivered a full Zoho Books configuration that supports stable operations, including:

• Core system setup aligned with accounting requirements

• Clean mapping and structure to support reporting accuracy

• A setup that enables smoother month-end closing with fewer manual adjustments

Results & Business Impact

Following the implementation, eMarketing achieved measurable operational improvements:

• Reliable reporting: Management reports are now based on a structured COA and consistent expense classification.

• Cleaner bookkeeping: Reduced posting errors and fewer month-end corrections due to improved account mapping.

• Scalable accounting foundation: The COA and categories are built to support growth without needing frequent redesign.

• Improved financial control: More clarity on where money is spent and how expenses are distributed across the business.

• Faster monthly close: Standardized accounts and expenses reduced reconciliation time and improved workflow discipline.

Why This Worked (Key Differentiator)

Instead of a standard Zoho Books “quick setup,” Accepted Deviation approached the implementation as a full financial system design project—building a structured accounting model that matches how a marketing services firm actually operates, and ensuring Zoho Books is configured to enforce consistency over time.

Scope Snapshot

• Zoho Books customization and configuration

• New, heavily customized Chart of Accounts

• Full setup of accounts, expenses, and balance sheet structures

• Asset categorization structure and readiness for proper accounting treatment

• System foundation designed for accurate reporting and efficient month-end close