Growth Strategies Archive

Growth Strategies Archive Access

Articles featured in AAM’s quarterly publication, Growth Strategies: The Journal of Accounting Marketing and Sales, covers topics that apply to marketers, business developers and firm leaders responsible for growing the firm – including managing partners, niche leaders, management/executive committee members, office administrators and others. Together, you can use the wisdom shared in Growth Strategies to drive revenue and profitability in your firm.

Summer 2020 - View Issue

**As many of our members continue to work from home during the pandemic, Growth Strategies has moved to an all-digital format for the remainder of 2020 .**

Is M&A Right for Your Firm? 

If you’re considering an M&A strategy, it’s key to develop a list of criteria that ties directly into your firm’s strategic plan.

Marketing's Vital Role in M&A

Marketing professionals and managing partners agree bringing marketers into the process as soon as a combination looks possible is key to helping move the deal forward.

Communicating During a Crisis

While many professional services marketers might feel better prepared in leveraging appropriate content, most feel unprepared and downright nervous when dealing with crisis communications.

Manage Retention in M&A

Employees may question their job security and feel uneasy knowing their benefits may change. Similarly, clients may fear changes in their service, relationships and fees. In some cases, these responses could result in losing the trust and devotion of the firm’s top employees and key clientele.

Use Content to Go Sky High

Digital and content marketing is one of the most efficient ways to showcase a firm’s expertise. Yet nearly half of firms are having difficulty generating enough content, in part because accountants traditionally focus more on billable hours instead of marketing activities.

Partner POV

Scharrell Talley Jackson: Principal/Chief Operations Officer at BPM, LLP

Q&A With...

Allan Koltin CPA, CEO of Koltin Consulting Group and co-author of CPA Firm Merger Strategies That Work

Take 5

How has COVID-19 changed you as a marketer?

Consultant's Corner

How do you candidly and compassionately communicate fee increases/extra billings after a crisis?


Spring 2020 - View Issue

**ATTENTION PROSPECTIVE AAM MEMBERS: AAM has made this Spring 2020 issue of Growth Strategies available to the public as an example of one of the many benefits of AAM membership or a subscription to Growth Strategies.**

Link to PDF   |   Link to Digital Issue

Pushing the Boundaries 

As firms incorporate diversity, equity and inclusion initiatives, many are finding the program extends beyond gender.

Nuts and Bolts of Tactical DEI

Learn how three firms have creatively incorporated ethnicity, gender and age in their strategy to support and promote their firms.

Authenticity Key to Building Relations

During the past two decades, many firms have taken up the challenge of reaching out authentically to serve underserved business communities and they are eager to share the lessons they have learned along the way.

A Psychological Approach to Diversity and Inclusion

Diversity is not just about differences; it also refers to the similarities that connect individuals shape the way they process information. These characteristics, when embraced, can bring unique perspectives and ideas to any business, paving the way for innovation, adaptation and growth. But “diversity” and “inclusion” aren’t interchangeable in building your culture.

Partner POV

Abe Schlisselfeld is a tax partner and leader of the Real Estate Group at Marks Paneth, one of the 50 largest accounting firms in the U.S. He is a recognized thought leader on Qualified Opportunity Zones, often blogging on hot topics in real estate. Abe offered his insight in embracing marketing at Marks Paneth.

Mentoring Your Way to a More Inclusive Workplace

Workplace mentoring initiatives are perceived as “nice to have” or just “good for employee morale.” While both these perceptions are valid, the research clearly shows that mentorship is not just nice to have — it is a must have for employee retention, promoting diversity and inclusion, and overall business success.


Winter 2019 - View Issue

Path to Partnership

As firms shift their focus to advisory services, the leadership teams that will usher them into the future are expanding – and including marketing.

Keeping Up With the Joneses

Four consultants share what they’re seeing firms they work with embrace as a changing marketplace requires an evolution to meet client needs and wants.

The Marketer's Evolving Role

Where is the marketing/business developer’s role headed? Good news: firms are relying more on marketers as valuable growth allies. 

The Marketer's Role in Professional Development

 Are you curious as to why some firms can attract and retain top talent while others cannot? The answer is simple. Firms that are successful at hiring and keeping employees invest in their personal development. They provide technical and soft skills training, as well as programs focused on individual development to ensure employees have every opportunity to grow and prosper within the organization.

So You Want to Make Partner?  4 Marketers Share How They Moved to the Next Level 

As CPA firms increasingly shift their focus to advisory services, the leadership teams that will usher them into the future are expanding the range of skills and experience at the partnership level. For marketing professionals, this means a path to partnership has opened at many firms.

Keys to Success:  Weaving Sales into a Firm's Culture

With increased competition in the accounting industry, more firms understand the need to infuse sales into their culture. To accomplish this, firms implement a pipeline (the “document” of all leads), but a pipeline alone is not enough. Your team members must understand sales are part of their job, and the firm needs to support their efforts with a process and appropriate training.


There is no question the accounting industry has drastically changed over the years. Things such as artificial intelligence, nurture strategies and automation tools are all technological advances marketers see around every corner. Employee retention and recruitment strategies are another significant shift — cue the rise of casual dress codes, remote work opportunities and a more stringent focus on culture and social impact.

Growth Strategies Cover Winter 2019

Fall 2019 - View Issue

Certification for a Cause

While many leaders are using business as a force for change, some are joining a new movement growing around B Corporation certification.

External Experts for Internal Growth

Firms may have someone dedicated to marketing but don’t provide the necessary resources. How can you find the right balance of outsourcing to execute on your marketing plan?

Going Remote

To gain more insight into the minds and practices of accounting marketing professionals, Growth Strategies surveyed AAM members to paint a picture of what remote work looks like for different firms.

How Does Your Spending Measure Up?

The 2019 Marketing Budget Benchmark Study Tells All.

Reaching Across The Great Divide.

Successfully attracting and retaining clients requires understanding them as people. Get to know the people behind the labels.

Partner POV

Sarah Krom CPA - Managing Partner, SKC & Co. CPAs, LLC

Take 5

Which Marketing Activities Have You Outsourced and Why?

Q&A with Scott Moore

The Rainmaker Companies executive vice president’s consultative approach has helped him become a growth leader in the accounting profession. In 2009, Scott was named Accounting Marketer of the Year

Growth Strategies Fall Winter 2019

Spring/Summer 2019 - View Issue

Shopping in an Online World

Accounting firms can take a lesson from today’s retail industry. It’s time to create a more self-directed and satisfying shopping experience that keeps buyers coming back and actively choosing a provider.

Channeling Your Content

The approach each firm takes with content is (and should) be different. Consider some proven strategies when trying to hit the right audience with your next piece of content.

Marketing Automation to the Buyer’s Journey

Using marketing automation to gain a competitive advantage is not easy, even if it is strategic, compelling and cost effective. Here are a few tips to make marketing automation more successful.

Maximizing BD Efforts with Marketing & Automation

We all know people buy from people they like, but there is process and science that can impact the modern professional services buyers’ experience and shape just who it is they like.

Partner POV

John P. Richter CPA, Chief Industry Officer - Private Industries at CliftonLarsonAllen

Trends and Insights

It’s All About the Experience

Q&A with Dr. Karlyn Borysenko

“Zen Your Work: Create Your Ideal Work Experience Through Mindful Self-Mastery” author and contributor to

Growth Strategies Spring Summer 2019


Summer - View Issue

All About Differentiation

Spring - View Issue

Relationship Marketing

Winter - View Issue

Key Client Executives Increase Satisfaction and Revenue:


Fall - View Issue

All About Market Research

Summer - View Issue

All About Succession Planning

Spring - View Issue

All About Digital Tools

Winter - View Issue

All About Agile Marketing


Fall - View Issue

Walking a Blended Line - The Changing Roles of Marketing and Business Development

Summer - View Issue

The Venture Fund - How Crowe Hardwires Innovation

Spring - View Issue

8 Steps to Provide the Right Content for Your Clients

Winter 2015-16 - View Issue

Strategies for a Successful Merger


Fall - View Issue

7 Sales Habits of Highly Effective Professionals

Summer - View Issue

Beating the Longevity Odds - Career Paths of 3 Marketers

Spring - View Issue

What Is Marketing’s Responsibility with Respect to ROI?

Winter 2014-15 - View Issue

Gaining a Seat at the Table


Fall - View Issue

The Four Ps of Marketing - Planning

Summer - View Issue

The Four Ps of Marketing - Price

Spring - View Issue

The Four Ps of Marketing - Product

Winter 2013-14 - View Issue

The Four Ps of Marketing - Promotion


Fall - View Issue

Tapping the Green Niche

Summer - View Issue

Science Comes to Marketing - Are You Incorporating Predictive Analytics Into Your Plan?

Spring - View Issue

New AICPA Chairman’s Vision for the Accounting Profession and What It Means to Marketers.

Winter 2012-13 - View Issue

Can Marketing and Sales Play in the Same Business Development Band?