LaChance Named AAM’s 2023 Marketer of the Year

May 9, 2023 (Lexington, Ky) – Lucas LaChance, partner over practice growth at Lane Gorman Trubitt (LGT), has received the Association for Accounting Marketing’s (AAM) 2023 Marketer of the Year award. This award honors a marketing professional who has demonstrated exemplary performance in the profession of accounting marketing. The winner was announced on May 8 at AAM’s Annual Summit.

In his role at LGT, LaChance leads the firm’s brand visibility, awareness and engagement strategies. Leading a team of marketing professionals, he oversees business development and sales, marketing plan development, public relations, client experience, as well as social media, staff training and strategic planning.

Prior to taking the role of Director of Practice Growth in 2015, Lucas spent the previous eight years at the firm as an auditor. In the early days of his new role, he relied heavily on his team to develop as a marketer, and in turn, he helped the marketing team understand the language of accounting and how to communicate that to the firm, clients and prospective clients in a meaningful way.

Lucas shared, “Since 2015, I have established processes and procedures within the department that would best match the focus of the firm’s overall strategy each year. Last year was the firm’s best year in terms of new business revenue with Practice Growth contributing 53% of the firm’s total new revenue directly through business development initiatives and inbound marketing. Further, we were able to establish our presence within the noisy digital world via our marketing campaign strategies. Our marketing strategy focused on being intentional in how we marketed the firm through our email, social, and web campaigns. This focus allowed the department to truly be revenue-generating through our digital marketing with inbound marketing specifically coming in at 143% of our goal.

In 2022, LGT acquired two smaller firms and LaChance’s team was heavily involved throughout the acquisition process for shepherding the merging of both firms into the LGT culture, handling all internal and external communication, and overseeing the onboarding and data of two new client bases. That same year his team laid the foundation for the launch of LGT’s first satellite office in Houston. The marketing team was involved from inception taking part in interviewing the leadership team of the new office, developing a budget for marketing and business development events, establishing COI connections for the local business development team and the Houston team, and ensuring they have the latest information to assist in client service and business development.

“Lucas’s contributions to the firm and its clients extend beyond economic value, encompassing relationship-building, strategic planning, and innovative thinking. His impact on the firm has been transformative, leading to increased revenue, expanded networks, and a strengthened market presence. His leadership and vision have positioned the firm for continued success and growth in the future,” says Managing Partner Lee Ann Collins.

LaChance’s commitment to leadership extends beyond the firm. He currently serves on the Finance Committee for the Association for Accounting Marketing and is their incoming 2023-2024 Board Treasurer as well as serving as the Board Treasurer and Chair of the Finance Committee for Sammons Center for the Arts. Lucas is also a Board member for the Texas Society of CPAs, Plano Chamber of Commerce and is on the Scholarship Committee of the Dallas Jewish Community Foundation.

About the Association for Accounting Marketing

The Association for Accounting Marketing (AAM) is an international association and one-of-a-kind network of marketing, business development and growth strategists. The association was formed in 1989 to advance the careers of growth professionals in the accounting profession through professional development, community and leading-edge resources. Learn more about AAM at


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