Marketing

You Have to Change to Grow

March 28, 2018 | Laura Snyder | Marketing

A Word From the President

By Laura Snyder

One of the world’s first and only female sports agents, Winning is Everything keynote speaker, Molly Fletcher said, “We should believe in our ability to evolve.”

An important concept to keep in mind as the accounting industry is on the verge of unprecedented evolution. As is true of most change, it won’t happen without some discomfort, so we must “lean into those moments to achieve greatness,” Fletcher said.

Are you and your firm prepared for this evolution?

To learn more about the disruption that is taking place in our industry, join AAM Board Member and Executive Vice President of the AICPA, Mark Koziel, for an upcoming AAM High webinar on this very timely and important topic (more information to come soon).

Are there holes to fill in your growth model?

Fletcher also suggests, to be a great leader one must “identify the gaps in the lives of those we serve and act in ways that show how much they matter.”

AAM is embracing this client service concept and working to create a client experience-based training series to provide CPA firms, partners and growth professionals with opportunities to learn insights, best practices and trends in creating exceptional, differentiated client experiences. Look for more information on this training series later this year.

Are you making the time to “Think Fresh?”

I mentioned two exciting programs in development, but one long-standing AAM tradition (and the most highly beneficial, according to member satisfaction survey responses), is the annual AAM Summit. A final thought connecting Fletcher and AAM is her concept of creating an “environment of curiosity.”

Registration is now open for the AAM Summit. Think Fresh will take place in Portland, Oregon from May 14-17, 2018. With shorter, interactive sessions and opportunities to network with like-minded professionals in a vibrant new city…are you ready to Think Fresh? I hope to see you there!

Posted in Marketing

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.