AAM High! Webinar: From Skeptics to Activators: How Accounting Marketers Can Help Partners Change BD Behavior

Many accounting firms know they need broader participation in business development, but getting partners to change is hard. They are busy, autonomous, skeptical, and often uncomfortable with anything that sounds like “sales.” Drawing on DCM Insights’ Activator research, this webinar will show what today’s strongest business developers do differently — and what marketing and BD leaders can do to make those behaviors easier, more credible, and more likely to stick.

Speaker

Karen Freeman | Chief Product Officer, DCM Insights

Karen Freeman joins us from a career connected by data analytics, research and teaching.  She was most recently the global head of digital & analytics learning for generalist consultants at McKinsey & Company. In that role, she led a team upskilling roughly 17,000 consultants globally in topics including advanced analytics modeling, leading digital transformations, agile methodology, and design thinking.

Prior to McKinsey, Karen spent 13 years at Corporate Executive Board (CEB) in research and learning & development roles. There, she led three best practice membership organizations, developing insights, advice, and benchmarks for Global 1000 functional heads in marketing, sales, and customer service. Much of the company’s highest-impact research was spearheaded by the teams that Karen created. Several were published in Harvard Business Review and became the subject of two best-selling business books (The Challenger Sale and The Effortless Experience). Later, as Head of CEB University, Karen oversaw development and delivery of over 1,000 training sessions for more than 10,000 participants worldwide in sales, insight & advisory, and corporate roles.

Karen has an A.B from Harvard and an MBA from MIT, plays cello and piano, and currently lives in Arlington, VA with her husband and two children.