Building Strategy, Trust, and Impact 

In the ever-evolving world of accounting, growth and innovation are paramount. Recently, I had the privilege of attending the 2025 AAM Summit, including an inspiring session titled “The Growth Leader’s Journey: Building Strategy, Trust, and Impact,” featuring Lori Langholz, Chief BD Officer at BDO, and Evan Tierce, Chief Sales Officer at Baker Tilly. Their insights were not only enlightening but also actionable for accounting marketers and growth professionals.

Here are some key insights from the recorded session, which is available to Summit attendees or for purchase:

The Importance of Structure

One of the primary themes discussed was the necessity of having a structured approach to growth. Lori Langholz emphasized, “You need structure: systems, processes, and the usage of CRM.” Reflecting on her early days at BDO, Lori shared: “We were all over the place. Implementing a robust CRM system was a game-changer. It allowed us to track interactions, follow up consistently, and ultimately build stronger client relationships.”

This sentiment was echoed by Evan Tierce, who added, “Lead generation tactics are essential, but they must be part of a well-oiled machine.” He recounted a story from Baker Tilly. “We had a clear process in place,” he said. “From identifying potential leads to nurturing them through targeted content and personalized follow-ups, every step was meticulously planned and executed. The results spoke for themselves.”

“From the initial contact to closing the deal, every step needs to be mapped out,” added Lori. “This not only ensures consistency but also helps in identifying areas for improvement.”

Evan added to this by stressing the role of systems in scaling growth efforts. “As you grow, the complexity increases,” he noted. “Without the right systems in place, it’s easy to lose track of important details and miss out on opportunities. A structured approach helps in managing this complexity and ensures that everyone is on the same page.”

Both Lori and Evan agreed that having a structured approach is not just about implementing systems and processes, but also about fostering a culture that values organization and consistency. “It’s about creating a mindset where everyone understands the importance of structure and is committed to following it,” Lori said. “This is what ultimately drives sustainable growth.”

The Challenge of Sustained Engagement

While getting the first meeting with a potential client is often seen as a significant hurdle, both speakers highlighted that the real challenge lies in maintaining engagement. “The first meeting is not hard. The fifth meeting is harder,” Lori noted. Evan elaborated, “Just getting us in the room is not enough. We need to ensure that what we are saying resonates with our audience.” Lori added, “It’s about building a relationship over time, understanding their needs, and consistently delivering value.” Evan emphasized, “We must keep the conversation relevant and engaging, showing that we are genuinely invested in their success.”

Not everyone has a handle on the “magic messaging” that moves the relationship needle. “Commitment to learning their business is crucial,” she said.

“We’re often selling against the status quo, no decision,” said Evan. One of the most compelling points made was the need to quantify the cost of inaction. “There is not NO cost. We must quantify that,” Lori asserted.

Break Up with Old Habits: Embrace New Strategies for Growth

Lori and Evan emphasize the importance of breaking up with your “Sallys” to make way for more innovative and effective strategies. “Sallys” refers to outdated or ineffective practices, habits, or approaches that individuals need to let go of to achieve success. Essentially, it’s about moving away from the status quo and embracing new methods that can drive better results. By shedding these old habits, growth professionals can open themselves up to new opportunities and approaches that are more aligned with current trends and demands. This shift is crucial for staying competitive and achieving long-term success in any field.

Leadership and Opportunity Creation

Finally, both speakers underscored the importance of leadership and creating opportunities for others. “Put in your position descriptions to lead and create opportunities for others,” Lori advised. This not only fosters a culture of growth but also ensures that talent is continuously nurtured and amplified. “Unleash and amplify talent. It’s a privilege,” Evan remarked.

Lori and Evan’s insights at the 2025 AAM Summit were awesome! Their emphasis on structure, sustained engagement, mastering messaging, quantifying the cost of inaction, and leadership provided actionable inspiration for accounting marketers and growth professionals. By implementing these strategies, firms can not only navigate the complexities of the industry but also drive meaningful growth.

For more insights, check out the full session recording—it’s packed with valuable information on growth and innovation in accounting.

The 2025 AAM Summit highlighted industry trends and strategies for overcoming challenges, with sessions on business development leadership, AI, and Canva tips. No matter your team size, these recordings can help you achieve better results.

Watch them here: https://aam.memberclicks.net/2025-summit-recordings#/