Risk-taking and transparency emerge as key drivers for success in accounting marketing.

Capstone Conversations
By Jean Caragher
For CPA Trendlines

When Katie Lyles joined Dallas-based accounting firm Lane Gorman Trubitt at the end of 2019, she anticipated a role focused on coordinating live events. Little did she know, her career trajectory would be shaped by a global pandemic, propelling her into a spotlight she hadn’t foreseen. In 2021, Lyles was named the Association for Accounting Marketing (AAM) Rookie of the Year, a testament to her ingenuity, adaptability, and dedication to her craft.

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In a world of AI, outsourcing, and shifting client expectations, accountants can remain indispensable.

Accounting Influencers

with Rob Brown

Michael King’s journey to becoming a fractional CFO and mentor to accounting professionals is as unconventional as it is inspiring.

A former nuclear submarine engineer, King transitioned into the world of business management, eventually running a $90 million facility. His lack of understanding of financial principles at the time ignited his passion for empowering business owners with actionable financial insights.

More Accounting Influencers with Rob Brown here

Today, King is a fractional CFO and podcaster. He guides others in starting, scaling, and optimizing advisory services through his firm and educational platform, The Connected Accountant.

Fractional CFOs are reshaping the financial services landscape by bridging the gap between compliance work and strategic advisory services. King explains that while traditional accounting focuses on rearview mirror reporting—documenting what happened in the past—fractional CFOs help businesses look forward with forecasts, projections, and strategic planning.

Save time and reduce errors with automated transaction mapping.

Quick Tech Talk

With Steve Yoss

CPE Today

Artificial intelligence is a game-changing technology. Its ability to take on tedious processes allows accountants to focus on higher-value work. A prime example is bank feeds in applications like QuickBooks, Xero, and other accounting platforms.

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MORE TECH

Bank feeds already streamline workflows by pulling transaction data directly into accounting systems, but AI takes it further. It can automatically match transactions to existing entries, intelligently categorize expenses, and continuously improve its accuracy based on user input and patterns from other businesses.