AAM Panel Discussion: Growth with Intent: Shaping Your Firm’s Growth Culture Point of View

Firms aren’t talking about if they intend to grow. It’s how they are going to grow.  One look at the headlines will tell you that no two firms are alike: from hiring growth officers, to pursuing outside investment, to changing go-to-market models.

The biggest question is this: does your firm have a distinct “growth culture point of view” that is your north star? For many firms, this is an entirely new concept. For others, they may have pieces of their point of view, but not a cohesive approach.

If you’re in growth, marketing, or business development, this is an initiative you’ll need to play a role in or lead your firm through.

Join this panel of growth leaders who are on this journey. They’ll share their insights on creating a growth culture point of view, its impact on firm growth, and how you can play a leadership role.

The conversation will include:

• Defining growth culture point of view and how it impacts a firm’s success, especially right now
• Key elements necessary to create your point of view
• The collaboration of marketing, growth, and business development functions in this work
• Practical steps for firms just beginning their journey, plus strategies for experienced firms to continue evolving

Panelists

Nikki Burgeson | Director of Sales & Business Development, Rehmann

Nikki is a dynamic and results-driven leader with a passion for solving complex challenges and delivering measurable outcomes. Known for her tenacity, accountability, and energetic approach, Nikki plays a pivotal role in driving Rehmann’s business development and growth strategies. In close partnership with the Chief Growth Officer, she fosters a culture of innovation and success across the firm.

Over the past decade at Rehmann, Nikki has been instrumental in expanding the firm’s client base and strengthening relationships with existing clients—contributing to significant year-over-year growth.

With more than 20 years of experience in sales and business development, Nikki brings strategic insight and practical solutions to meet the evolving needs of clients. Her leadership is a cornerstone of Rehmann’s commitment to client success and long-term value creation.

Rob Lightman | Director of Business Development, Withum

Robert Lightman is a Principal and the Director of the Business Development team for Withum. For over three decades Rob has leveraged his network to work exclusively as a business development executive in accounting firms. Prior to joining Withum, Rob worked in the Philadelphia office of PwC as a Business Development Executive in the Private Company Services practice. Prior to that, he worked at Andersen, LLP as a Technology Sales Consultant with AATTE (Arthur Andersen Tax Technology Enterprise). In addition to his sales consulting role, Rob held other positions with Andersen such as a Technology Consultant with AATTE, and as a Tax Accountant.

Rob, as the leader of the Business Development (BD) Team, plays a pivotal role. He collaborates with each team member to craft strategic approaches for acquiring new client relationships. Additionally, Rob spearheads the outside sales efforts, overseeing the sales process and establishing connections with both prospects and existing clients. His close collaboration with the firm’s partners and marketing professionals ensures the successful deployment of tactical programs. These programs empower the BD Team to engage targets effectively, secure appointments, and maintain ongoing communication.

Rob is a graduate of Fairleigh Dickinson University, Madison, NJ, earning a bachelor’s degree in accounting. He was the Past Board President of the Philadelphia chapter of Financial Executives International (FEI). In addition to his board seats, he is active at the Union League in Philadelphia, the New Jersey and Philadelphia chapters of the Association for Corporate Growth (ACG), the Philadelphia Chamber of Commerce, the Chamber of Commerce   Southern NJ, and Greater Philadelphia Alliance for Capital & Technologies (PACT), and in his free time he loves playing golf and spending time with his wife and 5 daughters.

At his core, he is a connector, a resource and a trusted networker who freely uses his network to serve others and helping them succeed. People in his network ask him for help with accounting and consulting, job opportunities and many other inquiries.

Angel Morgan | Chief Business Development Officer, Cherry Bekaert Advisory, LLC

Angel is an inspiring, solutions-focused sales leader with a people-first, anything-is-possible mindset.  Angel has over 20 years of innovating within the professional services and public accounting organizations. As the Chief Business Development Officer for Cherry Bekaert, she is providing year-over-year explosive growth in surpassing team revenue by over 100%. Cherry Bekaert is a thriving, rapidly growing private equity-backed top 25 accounting and consulting firm that is committed to making a difference for our people, clients, and our community.

At Cherry Bekaert, Angel is focused on reimagining new ways to drive growth in a competitive environment with specific goals towards building a scalable motivated sales function that results in high-performing teams.

Moderator

Amy Franko, Sales & Growth Strategist, Amy Franko Associates

Amy Franko is a leading voice for growth in professional services. She works with mid-market professional services firms to significantly improve growth through her sales strategy and BD skill development programs.

Her book, The Modern Seller, is an Amazon best seller. She is also recognized by LinkedIn as a Top Sales Voice.

Amy has been an active member of AAM since 2019, sponsoring the major firms programs, speaking at Summit, and participating in the Business Development Advisory Group and Environmental Scanning Council.

Audience

This session is designed for firms of all sizes but will be especially relevant to small and mid-sized organizations. This is ideal for growth functions:

• Growth leaders/officers
• Marketing leaders/officers
• BD practitioners
• Marketing practitioners