The Hall of Famer explains why understanding buyer behavior is the toughest—and most rewarding—part of the job.

Capstone Conversations
By Jean Caragher
For CPA Trendlines

A trailblazer in the field, Sarah Dobek was recently inducted into the Association for Accounting Marketing (AAM) Hall of Fame, cementing her status as a Bruce W. Marcus Lifetime Fellowship Member. With over two decades of experience in accounting and professional services marketing, Sarah shares her insights, challenges, and strategies that have shaped her remarkable career.
 

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Dobek reflects on her unexpected journey into the accounting marketing profession, which began as an internship at an accounting firm in 2002. Since then, she has been at the forefront of shaping marketing strategies for public accounting firms, serving on the AAM Board of Directors, and being recognized multiple times as one of Accounting Today’s Top 100 Most Influential People in Accounting.

“I never imagined that I’d still be working in this field 20 years later,” Dobek admits. Her enduring passion for solving problems and creating growth opportunities has fueled her rise as a trusted advisor and thought leader.