Are You Evolving with the Times?

AAM Accounting Marketing Conference

 From the Desk of the Executive Director

By Lauren Clemmer


After coming back refreshed from the AAM Summit, I attended ENGAGE, where we were missed. It was great to hear how the AICPA values not only our input, but the energy we bring to the conference. In reflecting on both events, there was a common theme—the industry is changing and we need to evolve with it. How are you as a marketer, business developer or growth professional keeping up with the changes being thrown our way?

Consulting firm McKinsey & Company estimates that up to 375 million people may need to switch occupations and learn new skills by 2030. That means you will need to keep learning to stay relevant and advance your career.

Here’s a look at what industry thought leaders shared at these conferences:

  • John Garrett, the Recovering CPA and keynote speaker at Summit, shared the value of being the green apple. In a sea of red apples, you need to differentiate yourself if you are to achieve your goals. You can contribute to the changes the industry is experiencing and be an asset to your firm.
  • Barry Melancon, president and CEO of the AICPA, told the ENGAGE audience, “If we are willing to go beyond the perceptions of what we do, we can create a profession that’s aligned to where the world is headed.” Going beyond was the theme emphasized by many speakers at the conference.
  • Jean Caragher, a consultant with Capstone Marketing, told Summit attendees the story of Molly. Like some of you, she’s a marketer looking to make a change. Yet, Molly also has a tremendous opportunity to stay in the industry. Both accounting marketers and business developers are very much needed as the industry is changing. There are many reasons to stay the course and grow in your role both financially and strategically. You can read more in the AAM Career and Compensation Survey.
  • Major Firms Marketing Leaders met recently and discussed the need for the tools AND the people to support growth in their firms.
  • Nicole Gantz, CMO at Honkamp Kreuger & Co. and our 2018 Marketer of the Year, shared at Summit her journey to partner in her firm along with a personal story of how her own mother evolved to handle the twists and turns life threw at her. They both have achieved much success. In Nicole’s case, she credited AAM for our role in supporting her personal and professional growth.

From all of these individuals, it is clear that you need to accept the fact that you will need to learn, unlearn and relearn how to do things differently in this changing environment. It’s true that times are changing, but this is also an opportunity for you to advance your firm, and your career, if you take charge and lead.


Additional Learning Opportunities

We strive to deliver tools and information needed for you to succeed in your jobs. That’s why we are continuing, and expanding, our AAM on the Road programming that brings timely workshops to a city near you.

This fall we will travel to three cities with three different topics:

These workshops are hands-on learning opportunities so you can evolve your firm’s current approach to the topic.

Continue to ThinkFresh!

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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.

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