{"id":137316,"date":"2025-01-06t10:20:44","date_gmt":"2025-01-06t15:20:44","guid":{"rendered":"\/\/www.g005e.com\/?p=137316"},"modified":"2025-01-09t12:01:26","modified_gmt":"2025-01-09t17:01:26","slug":"from-strategy-to-leadership-how-marketing-is-reshaping-the-accounting-profession-capstone-conversations","status":"publish","type":"post","link":"\/\/www.g005e.com\/2025\/01\/06\/from-strategy-to-leadership-how-marketing-is-reshaping-the-accounting-profession-capstone-conversations\/","title":{"rendered":"expert panel: how marketing is reshaping the accounting profession | capstone conversations"},"content":{"rendered":"<p><strong>&#8220;this is the golden age of opportunity for accounting&#8230; let\u2019s seize it.\u201d<\/strong><\/p>\n<div style=\"padding: 56.25% 0 0 0; position: relative;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"from strategy to leadership: how marketing is reshaping the accounting profession | capstone conversations\" src=\"https:\/\/player.vimeo.com\/video\/1041793000?h=2848c230e0&amp;autoplay=1&amp;&amp;muted=1&amp;loop=1&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_selres_start\">?<\/span><\/iframe><\/div>\n<h6 style=\"text-align: center;\">stream, listen, download, and subscribe to 卡塔尔世界杯常规比赛时间 podcasts anywhere: <a class=\"external\" href=\"https:\/\/cpa.click\/apple-podcasts\" target=\"_blank\" rel=\"noopener\">apple<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/podcasts-youtube\" target=\"_blank\" rel=\"noopener\">google\/youtube<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/spotify\" target=\"_blank\" rel=\"noopener\">spotify<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/iheart-podcasts\" target=\"_blank\" rel=\"noopener\">iheart<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/deezer\" target=\"_blank\" rel=\"noopener\">deezer,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/amazon-podcasts\" target=\"_blank\" rel=\"noopener\">amazon music and audible<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/playerfm-podcasts\" target=\"_blank\" rel=\"noopener\">player fm<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/cpa.click\/audacy\" target=\"_blank\" rel=\"noopener\">audacy,<\/a> <a href=\"https:\/\/cpatrendlines.podomatic.com\/rss2.xml\">rss<\/a><\/h6>\n<p><iframe loading=\"lazy\" style=\"border: none; height: 205px; width: 100%;\" src=\"https:\/\/www.podomatic.com\/embed\/v2\/podcast\/5781641?episode_id=10851853&amp;theme=light\" width=\"100%\" height=\"205\" frameborder=\"0\"><\/iframe><\/p>\n<p><strong>capstone conversations<\/strong><em><br \/>\nby jean caragher<br \/>\nfor 卡塔尔世界杯常规比赛时间<\/em><\/p>\n<div>\n<p>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 &amp; co.), eric majchrzak (beachfleischman), and sarah cirelli (hbk cpas &amp; consultants).<\/p>\n<\/div>\n<div><\/div>\n<blockquote><p>follow jean caragher\u00a0<a href=\"\/\/www.g005e.com\/?s=caragher&amp;as_author=1334&amp;category=&amp;tag=&amp;date=&amp;orderby=post_date&amp;cpat_as=1\">on 卡塔尔世界杯常规比赛时间 here<\/a>. |\u00a0get her best-selling handbook,\u00a0<a href=\"\/\/www.g005e.com\/shop\/the-90-day-marketing-plan-for-cpa-firms\/\">the 90-day marketing plan for cpa firms, here<\/a> |\u00a0catch jean caragher&#8217;s other show, <a href=\"\/\/www.g005e.com\/tag\/gear-up-for-growth\/\">gear up for growth, on fridays here.<\/a> |\u00a0and browse all the shows in the <a href=\"\/\/www.g005e.com\/category\/podcast,video\/\">卡塔尔世界杯常规比赛时间 broadcast network here<\/a><\/p><\/blockquote>\n<div>\n<p>ornik, the 1993 marketer of the year, recalls a time when accounting marketing was uncharted territory. &#8220;ignorance was bliss,&#8221; he shares, reflecting on a period when both marketers and their stakeholders were still learning. despite challenges, ornik emphasizes that the profession\u2019s transformation provided immense opportunity.<\/p>\n<p>glick, recognized by aam in 2003, credits her father, a sole practitioner, for offering her the freedom to innovate when marketing lacked measurable tools. \u201cthere wasn\u2019t always a correlation between initiatives and results,\u201d she notes, yet her creative strategies laid the groundwork for relationship-building in the profession.<\/p>\n<\/div>\n<p><!--more--><\/p>\n<div class=\"flex-1 overflow-hidden @container\/thread\">\n<div class=\"h-full\">\n<div class=\"react-scroll-to-bottom--css-ddjkm-79elbk h-full\">\n<div class=\"react-scroll-to-bottom--css-ddjkm-1n7m0yu\">\n<div class=\"flex flex-col text-sm md:pb-9\">\n<article class=\"w-full scroll-mb-[var(--thread-trailing-height,150px)] text-token-text-primary focus-visible:outline-2 focus-visible:outline-offset-[-4px]\" dir=\"auto\" data-testid=\"conversation-turn-3\" data-scroll-anchor=\"true\">\n<div class=\"m-auto text-base py-[18px] px-3 md:px-4 w-full md:px-5 lg:px-4 xl:px-5\">\n<div class=\"mx-auto flex flex-1 gap-4 text-base md:gap-5 lg:gap-6 md:max-w-3xl lg:max-w-[40rem] xl:max-w-[48rem]\">\n<div class=\"group\/conversation-turn relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex-col gap-1 md:gap-3\">\n<div class=\"flex max-w-full flex-col flex-grow\">\n<div class=\"min-h-8 text-message flex w-full flex-col items-end gap-2 whitespace-normal break-words text-start [.text-message+&amp;]:mt-5\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"4a2a8c55-b8ed-49d5-948f-54e9770333d1\" data-message-model-slug=\"gpt-4o\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[3px]\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<figure id=\"attachment_137320\" class=\"thumbnail wp-caption alignleft\" style=\"width: 201px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-137320\" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-201x201.jpg\" alt=\"\" width=\"201\" height=\"201\" srcset=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-201x201.jpg 201w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-300x300.jpg 300w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-100x100.jpg 100w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-24x24.jpg 24w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-48x48.jpg 48w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-96x96.jpg 96w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak-150x150.jpg 150w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/majchrzak.jpg 380w\" sizes=\"auto, (max-width: 201px) 100vw, 201px\" \/><figcaption class=\"caption wp-caption-text\">majchrzak<\/figcaption><\/figure>\n<p>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. &#8220;marketers can be the advocates for clients and catalysts for innovation,&#8221; he says, urging professionals to push boundaries.<\/p>\n<figure id=\"attachment_137322\" class=\"thumbnail wp-caption alignright\" style=\"width: 201px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-137322\" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-201x201.jpg\" alt=\"\" width=\"201\" height=\"201\" srcset=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-201x201.jpg 201w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-424x424.jpg 424w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-768x768.jpg 768w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-300x300.jpg 300w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-400x400.jpg 400w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-600x600.jpg 600w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-100x100.jpg 100w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-24x24.jpg 24w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-48x48.jpg 48w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-96x96.jpg 96w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick-150x150.jpg 150w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/glick.jpg 800w\" sizes=\"auto, (max-width: 201px) 100vw, 201px\" \/><figcaption class=\"caption wp-caption-text\">glick<\/figcaption><\/figure>\n<p>the pandemic was a defining challenge for cirelli, the 2021 aam marketer of the year. \u201cwe had to rethink everything\u2014how we deliver services, communicate, and generate business,\u201d she shares. despite the hurdles, she highlights the pandemic\u2019s silver lining: the acceleration of digital strategies and internal innovation.<\/p>\n<article class=\"w-full scroll-mb-[var(--thread-trailing-height,150px)] text-token-text-primary focus-visible:outline-2 focus-visible:outline-offset-[-4px]\" dir=\"auto\" data-testid=\"conversation-turn-3\" data-scroll-anchor=\"false\">\n<div class=\"m-auto text-base py-[18px] px-3 md:px-4 w-full md:px-5 lg:px-4 xl:px-5\">\n<div class=\"mx-auto flex flex-1 gap-4 text-base md:gap-5 lg:gap-6 md:max-w-3xl lg:max-w-[40rem] xl:max-w-[48rem]\">\n<div class=\"group\/conversation-turn relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex-col gap-1 md:gap-3\">\n<div class=\"flex max-w-full flex-col flex-grow\">\n<div class=\"min-h-8 text-message flex w-full flex-col items-end gap-2 whitespace-normal break-words text-start [.text-message+&amp;]:mt-5\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"714835eb-eba9-444b-a9d7-31f074f46fca\" data-message-model-slug=\"gpt-4o\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[3px]\">\n<div class=\"markdown prose w-full break-words dark:prose-invert light\">\n<p>the panelists agree that the biggest opportunities lie in embracing transformation and integrating marketing with other business functions. ornik pointed to marketers\u2019 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. \u201cmarketers can help firms scale despite limitations by leveraging technology, outsourcing, and transforming service delivery,\u201d he notes.<\/p>\n<p>glick highlights the role of marketing in shaping firm culture, fostering collaboration between hr and marketing, and ensuring firms resonate with clients and employees. \u201cfirms with a strong marketing culture attract the best talent and clients,\u201d she says.<\/p>\n<figure id=\"attachment_137321\" class=\"thumbnail wp-caption alignleft\" style=\"width: 201px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-137321\" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-201x201.jpg\" alt=\"\" width=\"201\" height=\"201\" srcset=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-201x201.jpg 201w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-424x424.jpg 424w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-768x768.jpg 768w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-300x300.jpg 300w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-400x400.jpg 400w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-600x600.jpg 600w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-100x100.jpg 100w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-24x24.jpg 24w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-48x48.jpg 48w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-96x96.jpg 96w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli-150x150.jpg 150w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/cirelli.jpg 800w\" sizes=\"auto, (max-width: 201px) 100vw, 201px\" \/><figcaption class=\"caption wp-caption-text\">cirelli<\/figcaption><\/figure>\n<p>the panelists reflect on how far the profession has come since marketing was deemed \u201cunprofessional\u201d 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.<\/p>\n<figure id=\"attachment_137323\" class=\"thumbnail wp-caption alignright\" style=\"width: 201px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-137323\" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-201x201.jpg\" alt=\"\" width=\"201\" height=\"201\" srcset=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-201x201.jpg 201w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-300x300.jpg 300w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-100x100.jpg 100w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-24x24.jpg 24w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-48x48.jpg 48w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-96x96.jpg 96w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik-150x150.jpg 150w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/ornik.jpg 337w\" sizes=\"auto, (max-width: 201px) 100vw, 201px\" \/><figcaption class=\"caption wp-caption-text\">ornik<\/figcaption><\/figure>\n<p>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.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><strong>&#8220;this is the golden age of opportunity for accounting&#8230;let\u2019s seize it.\u201d<\/strong><br \/>\n<a href=\"\/\/www.g005e.com\/2025\/01\/06\/from-strategy-to-leadership-how-marketing-is-reshaping-the-accounting-profession-capstone-conversations\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-137374 \" src=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/panel.png\" alt=\"\" width=\"249\" height=\"129\" srcset=\"\/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/panel.png 891w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/panel-424x219.png 424w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/panel-849x439.png 849w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/panel-768x397.png 768w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/panel-300x155.png 300w, \/\/www.g005e.com\/wp-content\/uploads\/2025\/01\/panel-600x310.png 600w\" sizes=\"auto, (max-width: 249px) 100vw, 249px\" \/><\/a><br \/>\n<strong>capstone conversations<\/strong><em><br \/>\nby jean caragher<br \/>\nfor 卡塔尔世界杯常规比赛时间<\/em><\/p>\n","protected":false},"author":1334,"featured_media":137374,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"0","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"129943,134729,137220,133000,131575,136410","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1362,2271,2734,3002,2764],"tags":[4850,4862,4561,4860,4560,4861,4687],"class_list":["post-137316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-video","category-marketing","category-podcast","category-special","category-video","tag-accounting-marketing","tag-adrian-ornik","tag-capstone-conversations","tag-eric-majchrzak","tag-jean-caragher","tag-sally-glick","tag-sarah-cirelli"],"acf":[],"yoast_head":"<!-- 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