Leading Change to Drive Firm Growth and Sustainability
The rise of data, cyber and other IT services. Remote service delivery. Demographic shifts driving us to do business in new ways. The impending retirement of a whole generation of thought leaders and rainmakers. WOW! There’s a ton of change happening in the accounting marketing profession! And we have a choice. Are we going to LEAD our firms to remain relevant and competitive in 2019, or follow change wherever it leads?
Moderator Jennifer Wilson will lead a discussion with two firm marketers and the publisher of INSIDE Public Accounting (IPA), who will share their thoughts on leading change in light of the many possibilities facing them. Panelists include Karen Coviello, Marketing Director, Wilkin & Guttenplan; Jennifer Moore, Director of Marketing, Katz, Sapper & Miller; and IPA Publisher Michael Platt.
Wilson and the panelists will also share their ideas on the 2019 What’s Hot and What’s Not in accounting marketing. Bring your firm’s leaders to this interactive exchange, which is one of the most popular AAM High webinars every year. Identify your strategic focus for the coming year and areas you can de-emphasize, too.
About Jennifer
Jennifer is co-founder and partner of ConvergenceCoaching, LLC, a national consulting firm that helps leaders achieve success. Named as one of Accounting Today’s 100 Most Influential People in Accounting, INSIDE Public Accounting’s Top 10 Most Recommended Consultants, and Practicing CPA’s Top 25 Thought Leaders and Top 25 Most Powerful Women in Accounting, Jennifer is an experienced change agent who has worked in both public accounting and industry. She is a frequent speaker, writer and thought leader on topics related to leadership, the rise of the next generation and managing change within the CPA profession.
About the Panel
Karen Coviello is the Marketing Director of WilkinGuttenplan (WG). Since joining the firm in March 2018, she has led the firm in rebranding its logo and redesigning its website. She is responsible for the marketing, communication and business development efforts of the firm. In addition to strategic development efforts, she directs branding, advertising, social and website development. Before joining WG, she was with Withum for seven years where she worked closely with the Director of Markets to oversee the firm’s marketing strategy and growth initiatives for the 15 industry niches.
Jennifer Moore is the Director of Marketing for Katz, Sapper & Miller (KSM),
the 60
th largest public accounting firm in the U.S. and the local market leader in central Indiana. As a seasoned professional services marketer, Jennifer oversees the strategy and execution of the firm’s growth initiatives, including marketing strategy, brand building, business development, communications and product development. Prior to re-joining KSM in 2009, Jennifer served in marketing roles with a Fortune 500 pharmaceutical and diagnostics company and a Big Four accounting firm.
Mike Platt, the Managing Principal of The Platt Group, has been working with firms since 1985. As a past executive of two accounting firm associations and co-founder of AccountingWEB.com, Mike has helped large local and regional firms across North America grow and thrive. A frequent speaker, Mike specializes in benchmarking trends, best practices of successful firms and is a frequent presenter, speaker and facilitator at partner retreats. Mike’s interest in working with the accounting profession has been fueled by his desire to help professionals reach their potential. “My goal is to help others see things differently, motivate them to do things differently, and provide ideas of how others like them have successfully overcome the obstacles that are common in professionals’ lives,” Mike says.