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Virtual Campfire: Service Line Innovations


September 21, 2022 @ 2:00 pm - 2:45 pm EDT

Professional services are constantly evolving to respond to demand, market fit and regulatory changes. As friendly competitors, there’s often opportunities to play on each other’s strengths. We’ll do a deep dive into what service line innovations have come out of gaps to meet the market demand – from developing new service lines, to new modes of delivery and how we identify and tackle cross-selling opportunities.


About Katie

Katie Tolin founded CPA Growth Guides after a decades-long in-house marketing career that saw her named Accounting Marketer of the Year, one of the Top 100 Most Influential People in Public Accounting and one of the Most Powerful Women in Accounting. She was also inducted into the Accounting Marketing Hall of Fame, is a former president of the Association for Accounting Marketing and is a contributing author to “Bull’s-Eye! The Ultimate How-To Marketing & Sales Guide for CPAs.”

Throughout her career working with local, regional and national professional services firms, she has developed several highly successful programs notable for innovation, data-driven marketing strategies and measurable success in moving firms forward. Today she works as a consultant or an outsourced chief growth officer helping firms connect the dots between strategy and action to ensure they receive a positive ROI in the areas of marketing, business development, product management/innovation and client experience.


Raissa Evans

Raissa joined Weaver as head of digital and lead gen in 2020, a full-service national CPA and advisory firm. She began her early career in the technology industry, then spent 12 years as head of marketing at PKF Texas, a firm recognized as a market-leader by its peers due to many industry firsts, winning more than 120 awards along the way. She founded her consultancy Running Reload LLC in 2015 where she works with clients on social optimization and Guided Marketing.

As a pioneer of digital strategy for professional services for more than 20 years, Raissa’s led digital transformations in marketing technology, web and content strategy and lead generation customer journeys. She speaks regularly on growth strategy, marketing operations, digital performance and the like.

She hosts AAM’s monthly Virtual Campfire video conference and was AAM Marketer of the Year 2011, was named “One to Watch” by Accounting Today’s Top 100 Most Influential in Accounting, is Past President of Houston’s Interactive Marketing Association, and founder of non-profit Celtic Valor, which awards scholarships to veterans.

Amanda Sturdevant

Amanda is a marketing strategist and project manager with more than fifteen years of experience in accounting marketing. For the past seven years she’s served as Marketing Director and department of one at True Partners Consulting (TPC), a national tax-only accounting firm with nine offices across the U.S. To say ‘she wears many hats’ is an understatement. Alongside her awesome team of outsourced partners, Amanda provides strategic marketing counsel to the firm’s management team, manages all forms of marketing communications, plans conferences and events, trains firm professionals on marketing and business development topics and more. During her time at True Partners, she has created awareness of and increased respect for marketing’s value. She strongly believes that the most important thing an accounting marketer can do is build trust with the partners and professional staff by learning and understanding their business.

Amanda earned her MBA in Marketing Strategy & Planning from DePaul University’s Kellstadt Graduate School of Business in Chicago. She is also a proud alumna of the University of Wisconsin – Go Badgers! She works remotely from her home in Connecticut which she shares with her husband and two sons.

Amanda is a new co-host of AAM’s Virtual Campfire video conference series and looks forward to facilitating conversations on topics that help AAM members contribute to the growth of their firms.  Connect with Amanda on LinkedIn. 



September 21, 2022
2:00 pm - 2:45 pm EDT
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Emily Hensler