“this is the golden age of opportunity for accounting… let’s seize it.”
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capstone conversations
by jean caragher
for 卡塔尔世界杯常规比赛时间
accounting marketing has come a long way since the landmark bates v. state bar of arizona case, which 45 years ago allowed professional services firms to market their services. today, as firms navigate digital transformation, client experience, and talent challenges, marketing plays an increasingly pivotal role. capstone conversations brought together a panel of trailblazers to explore the journey and future of accounting marketing. featuring four decades of association of accounting marketing (aam) marketers of the year, the panel included adrian ornik (ey), sally glick (formerly sobel & co.), eric majchrzak (beachfleischman), and sarah cirelli (hbk cpas & consultants).
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ornik, the 1993 marketer of the year, recalls a time when accounting marketing was uncharted territory. “ignorance was bliss,” he shares, reflecting on a period when both marketers and their stakeholders were still learning. despite challenges, ornik emphasizes that the profession’s transformation provided immense opportunity.
glick, recognized by aam in 2003, credits her father, a sole practitioner, for offering her the freedom to innovate when marketing lacked measurable tools. “there wasn’t always a correlation between initiatives and results,” she notes, yet her creative strategies laid the groundwork for relationship-building in the profession.
majchrzak, awarded by aam in 2015, speaks of broadening his influence beyond traditional marketing. he underscores the importance of stepping into leadership roles by challenging legacy business models and contributing to firm strategy. “marketers can be the advocates for clients and catalysts for innovation,” he says, urging professionals to push boundaries.
the pandemic was a defining challenge for cirelli, the 2021 aam marketer of the year. “we had to rethink everything—how we deliver services, communicate, and generate business,” she shares. despite the hurdles, she highlights the pandemic’s silver lining: the acceleration of digital strategies and internal innovation.
the panelists agree that the biggest opportunities lie in embracing transformation and integrating marketing with other business functions. ornik pointed to marketers’ potential to lead client experience initiatives, a growing priority in a profession focused on relationships. majchrzak emphasizes the importance of addressing talent shortages, calling for innovative solutions beyond traditional recruitment. “marketers can help firms scale despite limitations by leveraging technology, outsourcing, and transforming service delivery,” he notes.
glick highlights the role of marketing in shaping firm culture, fostering collaboration between hr and marketing, and ensuring firms resonate with clients and employees. “firms with a strong marketing culture attract the best talent and clients,” she says.
the panelists reflect on how far the profession has come since marketing was deemed “unprofessional” decades ago. they also address the ongoing challenges of resistance to change and the need for collaboration. cirelli urges firms to align marketing with broader organizational goals, while glick calls for marketers to take ownership of client and employee experiences.
as marketing and business development become essential growth drivers, marketers must embrace new technologies, lead strategic initiatives, and foster relationships within and beyond their firms. the panel emphasizes that the future of accounting marketing is bright, dynamic, and ready for trailblazers to continue making history.