Play to Your Strengths

CPA Firm Business Development

A Word from the President

By Laura Snyder


At Winning is Everything, AAM members and other conference attendees had the pleasure of witnessing the induction into the Advisory Board Hall of Fame of two long-term accounting firm professionals. Both had profound impacts on their firms and the profession.

Chuck Allen, who coincidentally navigated my firm, Crowe Horwath LLP, through years of unparalleled growth and innovation. Ken Baggett, who co-led CohnReznick through its mega merger and argues CPA stands not just for certified professional accountants but more importantly, caring professionals.

On behalf of AAM, I congratulate them both on their accomplishments and thank them for their efforts.

As leaders, Chuck and Ken knew how to play to their strengths – something Winning is Everything keynote speaker, Marcus Buckingham, advocates. Buckingham, and his extensive research on top performers, says the difference between high- and low-performing teams is leadership. Effective leaders know that people learn and grow most from points of strength. It is important to know and focus on strengths and make weaknesses irrelevant.

According to Buckingham, the two most important factors in job satisfaction are:

  1. understanding what is expected you
  2. using your strengths for the good of the organization.

To get the best performance out of individuals and to give them the highest level of job satisfaction, he says to, “know me for what I do best and focus my work around it.” So, be curious about peoples’ uniqueness.

At AAM, we too want you to help use your strengths to create an impact on the profession.  As a volunteer organization, AAM can help you grow personally and professionally by donating your time and unique talent. In 2018, we will be looking to fill a few member at large positions on the board and have room on committees and task forces, which serve a variety of purposes for the organization from messaging and education to financial and digital. Visit our committee page to view a list of committees and their responsibilities.

Be part of the future of AAM – use your unique strengths, have an impact on the future of our organization and grow in your career and your firm.


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About Laura Snyder

Laura has more than 25 years of experience assisting companies with marketing communications and business development activities, including 15 years in accounting marketing at two industry leading firms specializing in the financial services sector. In her current position, she focuses on continuing professional education events for clients and prospects, integrated marketing communications programs, lead generation campaigns for top prospects, and client relationship development. Active in the Association for Accounting Marketing (AAM), she currently serves as President on the Executive Committee of the Board of Directors and as a Board Member of the Atlanta chapter. Past AAM leadership positions include President-Elect, Vice President, a two-year term as Treasurer, two terms as Member-at-Large on the Board of Directors, three years as chair of the Conference committee, chair of the Marketing Achievement Awards committee, a term as Conference committee member and held board liaison positions to the Finance, Association Growth and Growth Strategies committees. She was named "Volunteer of the Year" for AAM in 2008 and has helped her firms earn 10 "Marketing Achievement Awards" in several categories.

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