You can’t read an accounting industry publication or attend a conference without hearing about the disruptors. As marketers and business developers for CPA firms, our instinct is to assume this information doesn’t apply to us since we are not responsible for the service delivery of our firms. That’s true in many instances, but who in your CPA firm is going to be the leader of the changes needed for your firm’s growth to stay relevant? Why can’t that be you?
On a recent planning call for the Winning is Everything conference, the committee had a great discussion around the topics experienced members wanted to hear. Nearly every idea considered came back to one overarching theme: Leading Change and Growth. How do we lead through change? How do you motivate change and when is change too much? We’ve heard about entering new markets, but when and how do you pull out of a market? What’s marketing’s role in innovation and pricing? We have more questions than we have answers for sure!
Be a CPA Firm Growth Leader
Outside of the CPA profession, the role of the CMO is evolving if not disappearing (hello, Coke, McDonald’s and Uber to name a few). It comes down to the fact that companies want more than marketing. They want new revenue streams, expanded offerings, a bigger pipeline, increased client retention and more. Marketing is part of the equation, but it’s more than brand awareness that is motivating CEOs and boards.
You can be the leader your CPA firm needs to drive growth. While you may not do the service, you can push for disruptors to be evaluated and adopted. You can direct the firm toward the strategies that can actually fill the pipeline and you can even lead up and help firm leadership move the ship. That means you have to look at your job in a new light, but for the right people in the right firms, this can be very impactful.
Areas Impacting Marketing Leadership
As the Winning is Everything content committee worked to take all the areas growth professionals need to focus on and put them into an agenda, here’s what they came up with:
- Leading Change & Growth: A Case Study
- Change: Communicating, Driving and Establishing Accountability
- Advisory Services: Deepening Your Firm’s Expertise
- A Roadmap for Selling Advisory Services
They are still working on securing speakers for these sessions, but they are incredibly excited about bringing a series of sessions to executive-level marketers and business developers that will improve their ability to drive growth and change within their organizations.
Don’t miss this event tailored specifically to experienced marketing, sales, and growth professionals at CPA firms. Not only will you get to network with peers, but it’s also a great opportunity to network with growth-focused partners and leaders at other CPA firms that are doing great things.
About Lauren Clemmer
Lauren Clemmer is the Executive Director for the Association for Accounting Marketing. Prior to becoming the director, Lauren was an active member, participating in the Membership Satisfaction committee and then as co-chair of Virtual Education which includes AAM High Webinars and Virtual Campfires. In her role as executive director, Lauren works with the with the board president, the executive committee and the board of directors to drive AAM’s vision and strategic plan. Her responsibilities include the general administration of all AAM business, managing vendor and partner relationships, enhancing member engagement and loyalty, and serving as the voice of membership.
Lauren gives back to her community as a member of the Women’s Board for the Boy and Girls Clubs of Cleveland.