Technology is changing how accountants do business. Artificial intelligence can perform the more routine tasks - the most leverageable work – now performed by accountants and bookkeepers. Blockchain will transform the audit, requiring less time from the auditors. Tax preparers will see similar changes. This means that CPAs can spend more time providing advisory services, which bring greater value to clients.

This is an opportunity for marketers to help firm partners change their revenue model from the billable hour to being paid for what they’re worth. The Advanced Pricing Methods® (APM®) process – created by Fore LLC’s Michelle (Golden) River – includes a deep dive into the opportunities, challenges and concerns of a prospect. Going beyond audit and tax compliance – services impacted by technology – positions CPAs as more than “number crunchers” and as advisors who can help businesses and their owners at every point of the business’ life cycle.

Attend this AAM High! webinar and learn about:

• The basics of APM® and how it impacts new sales revenue
• How marketers can expand their role with the most-often forgotten of the four P’s of marketing – price
• Real-life examples of how APM® is working in CPA firms

Speaker: Jean Caragher

Jean Caragher gets things done. For CPA firms seeking to improve their marketing, Jean is the go-to resource for strategy and implementation. With over 30 years of experience working solely with CPAs, Jean knows the challenges and opportunities firms face today. Her experience and knowledge, combined with her practical approach, help growth-focused CPA firms attract the best clients and talent.

A well-respected industry specialist, Jean is an inaugural AAM Hall of Fame inductee, a multiple AAM-MAA award winner, a CPA Practice Advisor Thought Leader, and the first certified instructor of Advanced Pricing Methods®. Prior to launching Capstone Marketing in 1998, Jean served as a CPA firm marketing director and association executive director. She has twice been named one of Accounting Today’s 100 Most Influential People in Accounting.

Panelists: Eric Majchrzak & Bruce Walt

Eric Majchrzak, shareholder and chief strategy officer of BeachFleischman, is responsible for the firm’s overall strategic growth initiatives, including innovation, service line development, M&A, joint ventures, institutional firm branding, market alignment, client satisfaction and marketing.

Bruce Walt, partner at HORNE LLP, is responsible for translating the HORNE brand into go-to-market strategies for the firm’s seven focus areas. In addition to marketing program development, Bruce directs HORNE’s external branding, messaging, advertising and digital strategy. 

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