firms that embrace marketing as a strategic priority unlock better opportunities.
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capstone conversations
by jean caragher
for 卡塔尔世界杯常规比赛时间
the world of accounting marketing is one of transformation, resilience, and adaptability. few individuals embody these qualities as profoundly as lauren clemmer, the former executive director of the association for accounting marketing (aam) and one of its most recent hall of fame inductees. in a recent capstone conversation, clemmer shared her journey, insights, and advice for navigating the challenges and opportunities in accounting marketing.
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clemmer’s career began outside the accounting industry, which initially presented challenges. she emphasized the importance of understanding accounting firm dynamics and building relationships with firm partners. “i had to learn how to communicate in a way that resonated with accountants,” she explains, citing her decision to invest in executive coaching to bridge communication gaps.
her efforts paid off, helping her thrive as the marketing manager at ciuni & panichi for eight years. “aam was instrumental in my success,” clemmer notes, crediting the association’s supportive community for providing resources and camaraderie that helped her persevere through challenges.
reflecting on the past decade, clemmer observed significant changes in the industry. “marketers are gaining more respect and moving into higher-level positions within firms,” she says. the tenure of marketers has also increased, signaling a shift in how their contributions are valued. she also highlights the rise of digital and social media as transformative tools for firms, especially during the pandemic, when traditional networking was limited.
when asked about traits that define successful accounting marketers, clemmer points to confidence, collaboration, and adaptability. “you need to believe in yourself and what you bring to the table,” she advises. equally important, she notes, is the ability to research, understand the market, and identify what makes a firm stand out.
clemmer also stresses the importance of flexibility and adaptability when ideas aren’t initially embraced. “not everything is going to stick,” she says. “it’s about understanding your leadership and the firm’s culture to find what works.”
clemmer urges marketers to get involved with aam and build their networks. “membership is one thing, but involvement makes all the difference,” she says, sharing how her own participation in the association shaped her career.
for firm leaders, clemmer’s advice was clear: “listen to your marketers. partner with them and believe in the power of marketing to drive your firm forward.” including marketers in strategic planning and management decisions, she adds, can provide valuable perspectives that enhance a firm’s success.