Understanding the story behind the data is critical to success.

Capstone Conversations

By Jean Caragher

For CPA Trendlines

Katie Tolin, a veteran marketing strategist and the driving force behind CPA Growth Guides, recently sat down for a Capstone Conversation to share her expertise on navigating the complexities of marketing in the accounting industry. Tolin, a decorated member of the Association for Accounting Marketing (AAM) and its Volunteer of the Year for 2023, offeres a candid exploration of current industry trends and the pivotal role of marketing in CPA firms.

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Tolin identifies the rapidly changing accounting landscape as the greatest challenge facing marketers today. From private equity's entry into the industry to the emergence of alternative firm structures that don't rely on traditional CPA models, Tolin notes that uncertainty reigns.

“Marketers must understand these shifts and anticipate their impact on our firms,” she explains. “Whether it's technology reshaping our strategies or new competitors entering the field, staying informed and adaptive is essential.”