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AAM Business Development Roundtable: Unlocking Growth: Building an Effective Cross-Selling Strategy

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April 29, 2025 @ 12:00 pm - 1:00 pm EDT

Cross-selling remains one of the most powerful strategies for driving growth—but many firms struggle to execute it effectively. In this interactive roundtable, Tim Keith, CEO & Founder of Propense.ai, and Clinton Gary, CEO of CREDO Consulting LLC will share practical insights on building a successful cross-selling program within your organization. Together, they’ll explore:

  • The core benefits of a strong cross-selling strategy
  • How to overcome common roadblocks, including fostering collaboration and trust among partners
  • Ways to identify cross-selling opportunities and the right internal collaborators
  • Approaches for introducing clients to additional services in a way that adds value

Speakers

Tim Keith | Propense.ai

Timothy Keith, CEO & Co-Founder of Propense.ai, has worked with some of the top Financial and Professional service firms in the world teaching firm leaders and business development staff how to streamline the technology adoption process and enhance business performance. Timothy has significant experience as a founder, management consultant, and sales leader.

Clinton Gary | CREDO Consulting LLC

Clinton Gary, CEO of CREDO Consulting LLC, helps professional service firms drive growth through his “Collaborative Growth” approach. With 25+ years in strategy and business development leadership at Arthur Andersen and prominent law firms, he guides leaders in creating go-to-market strategies and cross-selling frameworks that maximize collective capabilities for greater client value and firmwide growth. His silo-breaking expertise has earned recognition from legal and accounting publications and associations. An Accredited Partner for Smart Collaboration® and GrowBIG® methodologies, Clinton also coaches professionals on effective business development strategies, linking strategy to execution. To explore a “Collaborative Growth Firm Assessment” and learn more, visit www.credocg.com.

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The Association for Accounting Marketing (AAM) is an association of accounting firm professionals who impact a firm’s growth and sustainability. Members include marketers, business developers, CPAs, firm administrators and businesses that serve the accounting industry. Through industry-leading networking, educational resources and thought leadership, AAM elevates the stature of practice growth, focusing on growing people and, hence, the accounting practices that employ them.