AAM MINUTE
October 2025: Business Development Strategy
Beginner’s Guide: Ideal customer profiles may not sound as exciting as personas, but they’re a practical tool that helps marketing and BD get on the same page. And once you see how the two fit together, you’ll wonder how you ever ran campaigns without them. This article explains how to create your own ICP and use it to make campaigns smarter and more targeted.
Seasoned Marketer: Accounting firm marketers are being asked to do more with less, and technology is becoming central to how firms approach BD. This article profiles 15 software packages commonly suggested by members of AAM, highlighting what each tool does, how it supports BD, ease of adoption, cost considerations and the strengths and watch-outs.
Hot Topic: True growth acceleration happens when these two powerhouses align. As highlighted in the recent webinar by Whitley Penn’s CMO, Kristen Lollar, and BD professional, Danielle Reynolds, fusing the strategic prowess of marketing with the on-the-ground intelligence of BD creates an engine for success. For seasoned marketers, this alignment isn’t just “nice-to-have”; it’s a strategic imperative. This article discusses 5 top takeaways from this webinar that will better align marketing with BD.
Articles of Interest: As firms plan for 2026 and beyond, growth continues to be a defining theme across the accounting industry. This month’s articles explore how leaders are rethinking BD, from evolving leadership structures and go-to-market strategies to smarter use of technology and data. Each piece offers practical insights to help firms strengthen relationships, drive innovation and achieve measurable growth.
Meet a Member: Bob Silvy, Managing Director of Level Four Consulting, brings decades of sales leadership experience into the accounting and legal industries. In this “Meet a Member” profile, he shares his perspective on building a seller-doer culture, measuring BD success and why he believes accountability and coaching matter more than ever.
September New Members
Amanda Lane, Honkamp, P.C.
Jordan Kendall, Kaufman Rossin
Laura Oblinger, Rehmann
Lila Smith, Blue & Co., LLC
Sheila Enriquez, Crowe LLP
Wayne Larson, A-Sesh Tech
