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.

• Follow Jean Caragher on CPA Trendlines here. | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | Catch Jean Caragher's other show, Gear Up for Growth, on Fridays here. | And browse all the shows in the CPA Trendlines broadcast network here

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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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.

"I’d rather have questions I can’t answer than answers I can’t question."

Accounting ARC

With Donny Shimamoto.

Center for Accounting Transformation

Ron Baker discusses his revolutionary journey in accounting, his challenge to the status quo, and how accountants can lead transformation.

MORE Accounting ARC: Angie Grissom: Next Gen Inspo for Accountants | Does Accounting Belong in STEM? | Rose Wang: Where Numbers Meet Strategy and Creativity | TikTok Fraud Exposes Gaps in Financial Literacy | How Accounting Pros Own the Stage in Public Speaking | Greg Kyte: Being a CPA Is Like Being the Marie Kondo of Numbers | Rachel Bashore: A Lawyer's Case for Reinventing Accounting | Beyond the Basics in Ethics Eduction | Bailey Lenart: From Ledger Sheets to Transformational Change | Election Tax Plans: What CPAs Need to Know | Leadership for the Future: Stakeholders, Sustainability, and Strategic Vision |

In the latest episode of Accounting ARC, Baker, founder of the VeraSage Institute, shares his insights into the accounting profession’s evolution. A pioneer in value pricing, Baker’s career is defined by a relentless pursuit of better client relationships and innovative business models.

“I knew I wanted to be a CPA in high school,” Baker says. This passion led him to a Big Eight firm, but it wasn’t long before he began questioning traditional practices like the billable hour. “The billable hour was a lousy customer experience,” he explains.

Create a win-win with "The ROI Method of Value Pricing."

The Disruptors

With Liz Farr

In 2016, Jackie Meyers needed a change.

Long hours, health issues, and missing out on her kids’ activities forced her to make a radical change. She leaned into tax advisory and tried a new value pricing methodology, which “tripled to quadrupled revenue for our clientele,” even after selling 60 percent of her clients.

FULL show notes here | MORE PODCASTS and VIDEOS: Jack Flaherty: Don't Be a 'Yes' Person | Greg Adams: From Finance to Storytelling | The Disruptors | Jody Padar: Make Radical Changes Now If You Want to Be Relevant in 2030 | Rebecca Driscoll: Amplify Reach By Helping Other Firm Owners | Rory Henry: Create the Return on Relationships |

“But the clients were equally happy to pay more, which is crazy.” Her pricing methodology revolves around a calculator she calls “The ROI Method of Value Pricing.” The AICPA will be sharing her pricing method with members, which Meyers calls “a huge win for the profession.”

Firms that embrace marketing as a strategic priority unlock opportunities for growth and differentiation.

Capstone Conversations

By Jean Caragher

For CPA Trendlines

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.

Follow Jean Caragher on CPA Trendlines here. | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | Catch Jean Caragher's other show, Gear Up for Growth, on Fridays here. | And browse all the shows in the CPA Trendlines broadcast network here

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.

Accountants who stay silent risk disappointing--and probably losing--clients.

Accounting Influencers

with Rob Brown

Accountants, take charge of your client relationships—that was the call to action from Susan Bryant, CPA, on a recent episode of Accounting Influencers. The episode, hosted by Rob Brown, highlights Bryant’s mission to empower accountants to refine their client base, set professional boundaries, and elevate client interactions to meet today’s high expectations.

Full Show Notes Here | More Accounting Influencers with Rob Brown here

Bryant, a CPA and co-owner of a firm in Plano, Texas, has built her career on driving excellence in accounting. Known for her expertise in advisory services, she’s passionate about transforming the way accountants view client relationships and service delivery. "Accountants today must redefine what a good client looks like," Bryant stated. "In this industry, it’s time to align with clients who truly value and respect the work we do and are ready to invest in that relationship."

Discover how specialization can drive unparalleled success.

Gear Up for Growth

With Jean Caragher

For CPA Trendlines

With over 30 years of experience in winery finance and a thriving boutique firm dedicated exclusively to the wine industry, Tim Allen, CPA, shares the journey that led him to carve out this unique niche.

Gear Up for Growth spotlights the best strategies for smart and efficient growth in today's competitive

landscape. More Gear Up for Growth every Friday here | More Capstone Conversations with Jean Caragher every Monday | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

Allen’s story began in San Francisco, working for Deloitte, where he unexpectedly found himself immersed in the wine industry. Despite wine not being the most sought-after specialty, it allowed him to remain close to family in Santa Rosa, California, and sparked a passion that would define his career. What started as an unconventional choice evolved into a remarkable trajectory, culminating in the creation of the Allen Wine Group in 2009.

Allen’s firm stands apart for its deep-rooted expertise. Unlike traditional CPA firms that offer a mix of services across industries, the Allen Wine Group is laser-focused on wineries. "We’ve worked in the industry ourselves," Allen explains, emphasizing how this hands-on experience allows his team to serve clients with a unique level of insight and understanding.