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Pre-Conference Session I

December 13, 2017, 1:15pm–2:15pm


Firm of the Future

The Continuum of Value

Presented by Heather Robinson, & Arianna Campbell

As we embark on the journey to transform our firms from technical and compliance to advisory and strategic, the firm's message and marketing must change as well. In this session, we will discuss the mindset shift for team members and clients as they navigate this transformation. We will also explore the three related paradigm shifts that will make your marketing resonate with the changing needs of current and prospective clients.

Executive Level Marketing Track

Innovation Workshop Part I: Leading in a Time of Rapid Change

Presented by Katie Tolin

The accounting profession is quickly evolving and will look very different in the near future… it will be unrecognizable from what it is today. Firms are bringing in more non-commodity services that are changing marketing as we know it requiring new approaches. How should marketers take a lead in this evolution? Is the job shaped for us or are we empowered to shape it? What should a modern marketer be doing today? In this workshop, we'll address the rise of the Chief Growth Officer, what the role of the marketer will look like in the future, what the important roles (formal or otherwise) needed in a firm to help navigate this change are, and how we overcome the challenge of assuming this role (e.g. how do we get out from under the day-to-day).

Business Development Track

Developing Your Next Gen Growth Leaders (Part I)

Presented by Dennis MacGillivray

Most Managing Partners agree: one of their burning issues is how to replace the firm’s primary revenue generators who are aging, retiring, or just spread too thin. If it’s on your MP’s mind, chances are, it’s on your mind too. Attend this session if you want to share, engage, and walk away with more ideas on these topics - and perhaps validation that you’re on the right track: - Who are the Next Gen Growth Leaders during different career stages and how do you identify them? - How do you pry them away from chargeable hours to devote more time to bus dev? - What are other firms doing that is proving effective?