Meet a Member: Lucas LaChance

AAM 2023 Marketer of the Year


  • Name: Lucas LaChance, CPA, CIA
  • Title:Partner of Practice Growth
  • Years of Experience: 16 years with the firm: 8 audit/8 marketing
  • College Name & Degree(s): University of Texas at Dallas: Bachelor of Arts in Literary Studies and Historical Studies; Master of Science: Accounting and Information Management
  • Firm Name: Lane Gorman Trubitt LLC (LGT)
  • Firm City & State: Dallas, TX
  • Firm Size: 150 employees
  • Email Address: [email protected]
  • Professional Memberships:
    • American Institute of Certified Public Accountants (AICPA)
    • Texas Society of CPAs (TXCPA)
      • Board of Directors
      • 501c3 Consolidation Task Force
      • CPE Advisory Board
    • Institute of Internal Auditors (IIA)
      • National organization
      • Dallas chapter
    • Dallas CPA Society (DSCPA)
    • DSCPA Management in Government and Industry Study Group
  • Community Involvement:
    • TXCPA Exposition Conference Committee (Conference Chair and Committee Member)
    • TXCPA NFP Conference Committee (Conference Chair and Committee Member)
    • Sammons Center for the Arts: Chair of the Finance Committee, Treasurer, and Board Member
    • Sammons Center for the Arts Endowment Corporation: Board Member
    • Plano Chamber of Commerce: Advisory Committee member
    • Association for Accounting Marketing: Finance committee member, Treasurer (2023) and Board member (2023)


Congratulations on being named the AAM 2023 Marketer of the Year. For those who couldn’t attend AAM Summit this year, any thoughts you’d like to share on what this recognition means to you? I really am overwhelmed and grateful. Comparatively, I’m still relatively new to the industry (eight years in), and I never thought my career would take such turns. I am so fortunate to have met encouraging and knowledgeable people right when I started, and we formed a network that has provided me with outstanding support and encouragement.

What are you most proud of since taking on the role as Director of Practice Growth at Lane Gorman Trubitt? By far, I’m most proud of changing the way marketing and business development were viewed in the firm. When I arrived the perception of Practice Growth was that we were a group of party planners for events and made things “look pretty”. We were viewed simply as an administrative group rather than a revenue-generating and integral part of a healthy firm. For eight years our team has worked diligently to demonstrate the value of marketing through the use of metrics and new business generation. As a result, when our team makes recommendations, we are met with open ears and a willingness to listen.

What are your core responsibilities in your role? My job is split pretty evenly between business development (overseeing our Director of BD, originating new business of my own, and helping our accountants get more comfortable in a BD role) and overseeing marketing initiatives for the firm. I’m part of an exceptional team, specifically including our marketing manager, Josh Woods, who oversees the day-to-day department needs which allows me to focus on bigger picture items like strategy and niche development.

You came to the marketing world from a background in audit. Do you think your professional history in accounting has helped you succeed in your marketing leadership role? Unquestionably. My firm took a gamble on moving an accountant into a marketing and BD role. I learned all that I could every day (and still do) from our team about marketing. They are industry professionals, and I relied on their knowledge to help steer the group and push the right initiatives with senior management. In return, I provided our team with critical accounting knowledge and what types of information specifically would be valuable to our clients, prospects, and in the market.

What are some of the greatest challenges you’ve faced in your accounting marketing career and how did you conquer them? It has to be that initial learning curve when I joined Practice Growth in 2015. While I had a career already with the firm, stepping into a leadership role when I lacked even the fundamental knowledge about marketing was incredibly daunting. I wasn’t kidding in my acceptance speech when I said that our team had to get frustrated trying to teach me what SEO was and why it was important. It required tremendous trust on their part and mine for us to be successful.

Any inspiring words for other accounting marketers? Be open to change. The landscape in marketing is going to continue to evolve quickly, and our jobs are going to inevitably change as well. The earlier you get comfy with that, the easier it will be to adapt. I was in my late 30s when I made the jump into accounting marketing; many of my peers were already at least a decade in and running their own departments. It’s been an exciting ride so far, and I am looking forward to what comes next.

Do you have any final thoughts to share with AAM members on this honor or regarding your successes in accounting marketing? Again, I can’t say thank you enough. I am grateful to my accounting marketing friends and colleagues for their support, to my firm for pushing me with the nomination, and especially to our Practice Growth team—a group of outstanding professionals.

Posted in