Marketing
Is your client advisory services (CAS) practice your firm’s best-kept secret? It shouldn’t be. CAS, also known as outsourced accounting or advisory in firms, is one of the most powerful tools your clients can activate – and a real engine for firm growth. So why don’t more clients and firm professionals embrace CAS? Usually, the answer…
After hearing an overview of the 2026 Biennial Compensation Survey at the Summit in Palm Springs, growth professionals have asked additional questions about how they can prepare themselves and their teams for constant change in accounting. This year’s survey data reveals that marketers, business development and practice growth professionals have…
At the 2026 AAM Summit in Palm Springs, California, speakers explored topics ranging from boosting your AI discovery strategy and using data to enhance client satisfaction to building a fulfilling career. Here are a few standout insights from Summit presenters. Be sure to follow them for more ideas and updates.…
Across multiple sessions at this year’s AAM Summit, one theme came through clearly: AI is no longer a future trend for accounting marketers—it is actively reshaping how firms create content, drive growth, support business development and show up in search. But the most impactful sessions weren’t about tools—they were about…
The Association for Accounting Marketing (AAM) introduced a brand-new session at this year’s Summit; “The Big Pitch”, a Shark Tank-esque opportunity for presenters from four firms to showcase their dream marketing initiative to a distinguished panel and a live audience. Emceed by Ace Callwood, our Big Pitch panelists were Jeff…
At the 2026 AAM Summit last month, Brittany Hodak taught us how slow elevators, Hot Wheels cars, and prescription dog-food deliveries can create Superfans. Hodak’s keynote centered on a powerful idea: Today’s most successful organizations are no longer just in the business of delivering services – they are in the…
One of the clearest themes running through this year’s AAM Summit was that business development inside accounting firms is becoming far more intentional, measurable and structured than in the past. Across multiple sessions, speakers challenged firms to move beyond viewing growth as something driven only by relationships, personality or rainmaking…
In 1979, I was working as a director of development at DePaul University in Chicago. I had just completed an MBA in marketing and management, and I was actively looking for a new position outside of academia. At the time, I was responsible for the Ledger & Quill CPA Society,…
Cross-selling additional services to existing clients remains one of the most effective growth strategies for accounting firms. Existing clients already know and trust the firm, making them far more likely to engage additional services compared to a brand-new prospect; yet many firms struggle to build consistent cross-selling habits across partners,…
Lead Generation for Accounting Firms: 12 Strategies That Work in 2026 Lead generation for accounting firms isn’t what it used to be. Your potential clients aren’t flipping through the Yellow Pages or waiting for referrals anymore; they’re on LinkedIn, checking their inboxes and actively searching for accounting partners who understand their…
Welcome to CPA Growth Trends — your source for information, insights, tools and best practices to drive growth within an accounting firm.
Beyond the Database: Building a CRM That Fuels Business Development
Nikki Burgeson | UHY-US
In this episode, Chris Camara speaks with Nikki Burgeson about the critical role of CRM systems in business development, particularly within professional services.