Communications, Marketing

A Word from the President – June 2017

Engage Accounting Marketing Conference

It seems like just yesterday I was writing my very first Leadership Update about the future of AAM’s strategic plan. With only a few days left in my term, I’m happy to share an update fresh from the conference.

The AAM Summit at ENGAGE was once again energizing, and attendees truly embraced the opportunity to share knowledge across conferences. It was heartening to see the different disciplines not just coming together, but speaking in common terms about the way we need to work together to reinvent our firms for growth as the accounting profession changes. We’ll be an essential part of change management as our firms face the challenges of rapidly evolving technology, talent, and market factors.

My biggest takeaway is simple: AAM is on the right track with Vision 2020. Our strategic direction positions this association as the place where all accounting industry professionals turn to in order to acquire the strategies, tools and knowledge they need to help their firms succeed. 2017 marks the first operational plan under Vision 2020, and six months in, we’ve made a lot of progress.

One of our most exciting accomplishments has been the launch of a new AAM platform. CPA Growth Trends is our brand new blog, and I encourage you to check it out. We could not have done it without the vision and partnership of Skoda Minotti Strategic Marketing. Their guidance and support made the blog possible, and we truly appreciate the way they worked with our team to make this project a reality. Congratulations to the Website Committee’s Blog team for creating an important channel to deliver member value and thought leadership to the broader accounting community.

We’ve rolled out regional events with “AAM On the Road.” AAM’s website has evolved to offer an enhanced Marketer’s Library, more dynamic content, and community sharing. In order to align our organization to better meet member needs, we have conducted a lot of research, including special focus group sessions. AAM has improved processes to streamline operations and volunteer opportunities. We developed editorial calendars to better focus our thought leadership. The Strategic Communications Committee also created our first Annual Report, which brings AAM’s story to life.

What’s on the horizon? Enhanced programming, new membership options, co-branded thought leadership, content from new voices, and much more!

At ENGAGE, I was struck by how far we have come as an organization and as a profession. This momentum will continue with a fresh class of leaders and volunteers leading the charge. As I pass the baton to our incoming President, Laura Snyder, I can’t help but reflect on the people who make AAM “AAMazing.” I am proud to work with such a dedicated group of Board Members, Committee Chairs, and Committee and Task Force volunteers. AAM is an organization of volunteers, and we’d be nowhere without the amazing contributions they make every day to building a vibrant community. I’d like to thank the members of AAM, and in particular all of those over the past year who have shared their perspectives with me. Thanks to Jessica Kiser and AAM HQ for keeping us on track. And special thanks to our Executive Director Lauren Clemmer for her outstanding leadership as this organization grows and evolves.

Serving as your President has been an honor, and I truly believe that there’s never been a better time to be a firm growth professional than now. The future of both our profession and our organization looks bright. Let’s keep striving for it together.

About Kristen Lewis

Kristen Lewis is the President of the Association for Accounting Marketing (AAM) and the Director of Marketing for the Philadelphia office of EisnerAmper LLP. Kristen has been an active volunteer for AAM since 2004, serving on various committees and task forces over the years, as well as a member of the Board of Directors. As AAM’s current President, Kristen has been heavily involved over the past two years in the planning and implementation of the organization’s Vision 2020 strategic plan. In 2009, AAM honored Kristen as Volunteer of the Year at the organization's Annual Summit. She serves her local community as an employee campaign chair for the United Way of Southeastern PA. Kristen also serves on the Marketing Committee for the annual PACT Capital Conference.

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