AAM Minute

Beginner’s Guide: There is no one-size-fits-all model for structuring a marketing team inside an accounting firm. Instead, the right approach depends on firm size, service complexity, internal resources and growth goals. In this article, we asked marketers from small, mid-sized and large firms to share how they structure their teams,…

Seasoned Marketer: When accounting firms merge, unifying multiple brands, budgets, priorities, and office cultures requires more than consolidating spreadsheets. Discover how Sorren brought 13 independent marketing plans into one cohesive strategy by aligning leadership, balancing firmwide and local investments and building trust before allocating resources. Beginner’s Guide: It’s that time…

Seasoned Marketer: Client experience (CX) is easiest to manage when nothing is changing. That, of course, is not the reality at most accounting firms. In this month’s Seasoned Marketer article, learn how marketing and BD professionals can help their firms navigate CX during some of the most common times of…

Seasoned Marketer: Firms are investing in AI faster than their people are adapting to it. That gap, between adoption on paper and adoption in practice, is where marketing’s next mandate lives. For the seasoned marketer who feels stretched thin, this era of technological upheaval isn’t one more thing to manage.…

Rebrand Announcement: An exciting announcement took center stage at this year’s Summit as the Association for Accounting Marketing (AAM) officially became the Association for Accounting Growth (AAG). The new name, logo, mission, and vision reflect the organization’s commitment to supporting growth-minded professionals and the evolving needs of the accounting industry.…

Business Development: Most firms don’t have a lead generation problem. They have a follow-up problem. This month’s article breaks down why events fail to deliver results — and the three practical moves your firm can make to turn good conversations into real opportunities. Seasoned Marketer: The question isn’t whether your…

Seasoned Marketer: Public relations has long been a staple in accounting firm marketing strategies. From partner quotes in industry publications to award announcements and thought leadership placements, PR builds visibility and credibility. But when leadership asks, “What’s the ROI?” many marketers struggle to answer. Here’s how to measure PR impact…

Seasoned Marketer: In accounting firms, CRM success rarely happens overnight; it evolves from basic adoption to strategic intelligence. In this month’s Seasoned Marketer article, Jeshanah Fox, Director of Marketing and Strategy at Brown Plus, shares how her Firm’s CRM approach has matured over the past eight years since its launch,…

Hot Topic: Marketing roles in accounting firms are evolving – and so are the skills needed to grow within them. Our January Hot Topic breaks down the key responsibilities, focus areas and core competencies for each marketing role, providing a clear roadmap for career progression and team development. Beginner’s Guide:…

Navigating a Proposal Tool Migration: Research, Selection and Key Recommendations:This year Whitley Penn recognized the need to migrate our proposal tools as a strategic marketing initiative for our firm. With varying and dynamic needs of the growing firm we needed a nimbler tool that would allow us to scale, respond,…