Meet a Member: Alyson Fieldman

JUST THE FACTS

Alyson Fieldman Headshot

  • Name: Alyson Fieldman
  • Title: Marketing, Strategy & CX Consultant
  • Years of Experience: 25 years
  • College Name & Degree(s): The George Washington University, BBA and MBA
  • Company Name: Rockit Results
  • Company City & State: Cleveland, Ohio
  • Company Size: 1
  • Email Address: [email protected]
  • Professional Memberships: AAM, Legal Marketing Association
  • Community Involvement:
    • Board Member, The Diversity Center of Northeast Ohio
    • Marketing & Membership Chair, Congregation Shaarey Tikvah
    • Marketing Chair, Mandel Jewish Day School
    • Volunteer, Big Hearted Blooms
    • Volunteer, JFSA’s Meal Delivery Program
  • LinkedIn Profile: https://www.linkedin.com/in/alysonfieldman

GETTING TO KNOW YOU

  • What are some tips you have for crafting impactful client experience programs?
    • I am a huge advocate of client-centricity in professional services firms as a strategic differentiator. As CMO at Marcum, I had the distinct pleasure of launching the firm’s first-ever client experience program, so I could go on and on about CX. Here are a few tips for getting a CX program up and running: (1) Work collaboratively to get leadership buy-in and set a strategy to determine which aspects of CX are most meaningful at your firm. (2) Create a 2-year roadmap so that you can stay focused on the initiatives and tasks that will enable you to drive change, and not get distracted by the newest, shiniest idea. (3) Take the first step. Start small. It doesn’t matter how you start, but do something to put your clients front-and-center. I typically recommend starting with client feedback, either an online survey or client interviews, whichever seems more manageable to you. For more on this topic, check out an article I wrote about getting started with CX or come to my talk at AAM Summit in May.
  • What types of client experience strategies do you recommend to professional service firms?
    • Most of the CX strategies I recommend fall into three categories: voice of the client, aptitude and skills development and integration within the firm’s other programs and initiatives. All of these strategies coalesce into cultural change, which is where the most meaningful impact of CX leads us. Together, these strategies help us shift our thinking from “provider focused” to “client focused.”
  • What is a “must know” for new accounting marketers?
    • Find your tribe. Surround yourself with others in similar roles so you can share ideas, commiserate, and feel supported. AAM is a great place for finding like-minded people who “get” you.
  • What are your special skills or what is something people may not know about you?
    • Strategy is my superpower. Sure, tactical execution is important, but I love helping my clients identify and clarify their strategy. Strategy is the grease that allows for coordinated and intentional growth. Your strategy should include your purpose, your vision, your long-range objectives and a firmwide mindset. Once your strategy is clear and well-communicated, you can then build out actionable plans by department, industry, or geography. These plans will allow you to activate your strategy. When a solid strategy is executed well, you will start to see sustained, intentional and often-times dramatic results.
  • What is the biggest benefit you receive from your AAM membership or what effect has AAM had on your career?
    • With every role, AAM’s value differs. When I was in-house as a CMO at a large firm, I really valued the Major Firms Growth Council, which was a monthly meet-up where I could learn and network with the first-chair marketing and sales leaders at peer firms. Now that I am an independent marketing consultant, I enjoy the opportunity to share thought leadership as a facilitator of AAM’s monthly virtual campfires, a speaker at AAM Summit or through articles and blog posts.
  • Share one marketing tip.
    • Spend more time talking to your clients.
  • What do you feel is the biggest issue facing accounting marketers today?
    • Staying abreast of the latest changes to marketing technology, especially with the exponential acceleration of AI-enabled marketing tools.
  • What would you be doing if you had not become a marketer?
    • When I was little, I wanted to be a UN peace negotiator. Perhaps that would have been a better fit for my love of international travel!
  • What is the biggest project you are working on right now?
    • I am working with two distinct clients—one is a Boston-based consulting group and the other is a national legal technology firm—on strategic messaging and brand positioning projects. Both of these projects are really exciting because they have the ability to shape the future direction of these businesses.
  • What books have you read recently that you feel would be beneficial to other AAM members?
    • I highly recommend Patrick Lencioni’s The 6 Types of Working Genius. If you’re not a reader, check out his podcast on the same topic. It is similar to StrengthsFinder, only better. I love the “working genius” framework and use it in my professional life as well as my personal life. For those of you who may be familiar, I am a Galvanizer (like many marketers!) and an Enabler.
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