Sessions | ENGAGE 2020

Sunday, June 9 2019

6/9 6:00PM7:30PM

Welcome Reception

Monday, June 10 2019

6/10 1:30PM2:45PM

ENG19K01. The Fat Tail: The Power of Political Knowledge for Strategic Investing

Ian Bremmer - President & Founder, Eurasia Group and GZERO Media

The fallout from the still-unfolding global financial crisis provides several perfect examples of "fat tail" risk, those that flow from the low-probability, high-impact events that generate upheaval more often than we think. Bremmer shares with audiences how an understanding of the political dynamics generated by the financial crisis helps us forecast market risks, why politics matter more than ever for market performance, why the world's wealthiest countries have begun to behave like emerging market states, and what all this means for investors and companies.

At this presentation audiences will learn:
1) The risks that flow from low-probability, high-impact the global financial crisis
2) Why politics matter more for the performance of markets and for issues ranging from defaults to nationalization to regulatory reforms
3) Why developed states are behaving more like emerging markets
4) The shift from New York, Shanghai, and Mumbai to Washington, Beijing, and Delhi—and the risks that this trend creates

6/10 2:00PM4:30PM

Corporate Social Responsibility Activity

Begin your Summit experience by helping those who are less fortunate. AAM will be partnering with Clean the World who recycles and repurposes discarded hotel soap and toiletries by sanitizing the supplies and sending them to organizations and countries in need. Participants will assemble hygiene kits. The $30 registration fee will be used to cover the non-donated supplies involved in the kit assembly.

* This event is open to all AICPA ENGAGE particpants

6/10 7:00PM9:00PM

Opening Networking Event/AAM-MAAs 

What better way to start the 2019 AAM Summit at ENGAGE than a night of networking with your AAM friends old and new. We will also celebrate the winners of the 2019 AAM-MAAs Awards.

Tuesday, June 11 2019

6/11 8:00AM8:05AM

AAM1900. Welcome/AAM Summit Kick-off

6/11 8:05AM8:55AM

AAM1901. Curiosity: How to Stay Calm Amid Uncertainty

Matt Newman - Consultant, The Frontier Project

Initiate honestly. Respond without judgement. Build together without an end in sight.
These mindsets can get you back on track when new information arises to totally negate all your plans and assumptions. They can help you project presence and confidence in an uncertain situation. And they all come straight from the long tradition of improvisational performers—better known as improv comics.
The rate of change in today’s workforce is increasing exponentially. Research indicates that modern companies go through substantial organizational changes every three years. The average workforce undergoes a complete turnover every eight years. The life-cycle of products and US patent filings is getting shorter. And all this increased speed is making itself felt in our everyday experience.
Matt will show you how using an improviser’s iterative mindset can increase your tolerance for change, lead to more productive conversations, foster creative teams, and generally make you more comfortable and confident when you have no idea what will happen next.
Using lessons learned from nearly two decades performing in front of crowds without a script, Matt will share stories and inspiration from unusual places to awaken your own sense of curiosity about the changing world around you.
He’s also going to ask someone from the audience to get on stage. You’ve been warned.

Learning Objectives:
1. Learn how to initiate honestly. Respond without judgement. Build together without an end in sight.
2. Learn how using an improviser’s iterative mindset can increase your tolerance for change, lead to more productive conversations, foster creative teams, and generally make you more comfortable and confident when you have no idea what will happen next.

6/11 8:55AM9:05AM

AAM1902. State of AAM

Craig Browning - Director of Marketing and Personnel, KWC Certified Public Accountants
Jennifer Lemanski - Senior Manager, PKF Texas

AAM's President and President-Elect will recap the organization’s accomplishments during the past year, introduce new board members and discuss initiatives for the year ahead with video highlights.

6/11 9:05AM9:55AM

AAM1903. Inside the Mind of the Managing Partner: Marketing That Really Matters

Carl George - CEO, Carl George Advisory,LLC

As the CEO of Clifton Gunderson for 16 years, I was privileged to work with many partners and staff that understood the dynamics of marketing to our current clients, to prospective clients, and to clients that were previously lost. This session will focus on lessons learned and best practices in executing on those three dynamics. In addition, the session will address successful marketing training techniques for the rising staff stars in your firms.

Learning Objectives:
1) To obtain a clear understanding of the constant need to market to current clients, future clients, and to former clients.
2) To provide current successful marketing training techniques for the firm's staff.
3) To provide marketing lessons learned and best practices from the MP's perspective.

6/11 9:55AM10:20AM

AAM1904. How Much Should You Spend on Marketing: Results of AAM’s 2019 Marketing Budget Survey

Lee Frederiksen - Managing Partner, Hinge

AAM partnered with the Hinge Research Institute to conduct their third bi-annual study of marketing budgets within CPA firms. In this session, the Managing Partner of Hinge Lee Frederiksen will uncover insights from the research, help attendees benchmark their marketing budgets against high-growth and average-growth firms, and provide guidance on building an effective marketing budget.

Learning Objectives:
1) Learn how high-growth and average-growth accounting firms budget marketing expenses.
2) Learn which marketing techniques are more effective for accounting firms
3) Benchmark your firm’s marketing budget against high-growth and average-growth firms.

6/11 11:20AM12:10PM

AAM1906. Accountability and Consistency: Developing and Executing on an Internal Sales Process

Dawn Howard - Regional Marketing Director, BKD, LLP

This presentation will be focused on developing and executing on a strong sales pipeline process. The 'billable hours shield' is alive and well as it relates to the time our client service professionals are willing to put to their business development efforts. Key points of this presentation include setting up a consistent and efficient follow up plan with a focus on holding people accountable as they build their sales pipeline. This presentation will also discuss a methodology to limiting the number of key prospects per client service professional and an example of a marketing campaign and process utilized to improve your win rate.

After attending this presentation, attendees should be able to:
1) Assess their own current business development process and determine in what areas, as it relates to holding their client teams accountable, they need to tighten up the process.
2) In addition, attendees should recognize instances where it is time to escalate any concerns to their executive team and should feel empowered to do so.
3) Finally, attendees should be able to use the example of a marketing campaign and to construct one of their own or infuse their own plan.

6/11 1:25PM2:40PM

AAM1909. Marketing and Sales: Two Disciplines, One Process

Daniel Scott Moore - Shareholder & EVP, The Rainmaker Companies

Thirty years ago, the AICPA revised its Code of Ethics to allow advertising, and accounting marketing was born. Ever since, firms have wrestled with how to link marketing investments to tangible sales results. Today we look across the industry and find no shortage of sophisticated marketers blazing trails. However, the challenge to align marketing and sales continues to perplex many growth leaders.

Most definitions of marketing and sales place one before the other in a continuum, rather than each in its own silo. There is a relay, although there isn’t a distinct handoff. Rather, the two functions continually support each other. Herein lies the key to true integration: Align all marketing and sales roles and responsibilities along a single, unified client development process.

Participants will be provided with a 'Marketing and Sales Alignment Guide' with a summary of key points that can be used for future reference.

Participants will explore and learn:
1) the distinctions and connections between the marketing and sales functions
2) a five-phase client development process and the role of each function across the phases

6/11 3:40PM4:30PM

AAM1912. Negotiate to Win

John Meislahn - Director of Business Development, Pisenti & Brinker LLP

Americans are inherently the worst negotiators in the world. Our culture does not support the bartering and bargaining that takes place in other countries. In this presentation you will get a short history of the negotiation process and then you will be provided with 21 steps to help you be a better negotiator.

Learning Objectives:

1. Participants walk away with basic negotiation skills that can be used in all aspects of their daily life. Whether you are negotiating pricing with a prospect, a hotel upgrade on your vacation or just bargaining with your children….this material will give you a head start.

6/11 4:45PM6:00PM

ENG1900. From Passion to Profession: How LPGA golfer Cristie Kerr turned her love of wine into Kerr Cellars - Presented by Chase Ink®

Cristie Kerr

In this exclusive women’s wine tasting and networking event, presented by Chase Ink®, world-renowned LPGA golfer, Cristie Kerr, will take us through her journey of turning her passion for wine into a successful business with the creation of Kerr Cellars, which launched in 2013.

In the first portion of the session, we will get to know Cristie as she shares her business and personal tips for success in a conversation with Megan Chandler, Executive Director of Marketing at Chase Ink. Following, Cristie will then lead an interactive wine tasting of her own vintages and share more on how to enjoy the finest wines.

Learning Objectives:

1) Insights around winning in business as a female entrepreneur
2) Identifying strength and weaknesses in building a winning team
3) Tips for creating and nurturing a culture of excellence

6/11 4:45PM6:00PM

ENG1917. Communicating Value and Pricing to Clients (PST, AAM)

Michelle Golden River - President, Fore LLC

Experience The Power of Pricing in Advance. In this practical, information-packed session, unpack three big concepts within Michelle's Advanced Pricing Methodology(SM). Learn the rationale behind each, then discover multiple ways to leverage the power of pricing to improve growth, elevate your worth, and deepen customer loyalty. Key Concepts: • Why & How to Provide Certainty in Price • Ways to Better Understand the Customer • Customer-Centric Positioning for Max Effectiveness. Attend this session and gain competitive advantage: 1) Explore the psychological and financial benefits when you provide tiered, 3-option pricing in advance 2) Learn how to bring more impactful, truly holistic approaches (can you say effective cross-selling?) without being pushy 3) Discover how to break out of the “just a vendor” role to be a true business-advisor role from day 1 of a client relationship

6/11 6:00PM7:00PM

Reception in Exhibit Hall

6/11 7:30PM10:30PM

ENGAGE @ Topgolf

Wednesday, June 12 2019

6/12 7:00AM7:50AM

ENG19SSK01. BONUS KEYNOTE: Scoring Big in Business - presented by Chase Ink

John Elway - Denver Broncos , General Manager and President of Football Operations

John Elway, Hall of Fame quarterback, General Manager and President of Football Operations for the Denver Broncos and entrepreneur, discusses how managing a football team is similar to running a business – and the secret to succeeding at both.

Learning Objectives:
1. Understanding the “mission critical” role CPAs and Accounting Professionals play in helping business owners make decisions that help their business
2. Tips on leadership, how to build the best team, ways to be more productive, stay inspired and grow your business

6/12 8:00AM9:15AM

ENG19K02. Reimagine

Barry Melancon - President and CEO, American Institute of CPAs CEO, Association of International Certified Professional Accountants , Association of International Certified Professional Accountants
William Reeb - CEO, Succession Institute,LLC

The digital era has brought about a blistering pace of change that’s only getting faster. It’s rapidly resetting consumer expectations and challenging organizations to disrupt themselves to remain relevant. And it’s bringing enormous opportunity for the accounting profession. To lead our clients and employers through these increasingly volatile times, we must open ourselves to new possibilities – reimagining the services and skills we offer to keep the profession vital and relevant well into the future.

You’ll learn:

1) The latest trends reshaping the accounting profession
2) How technology can enable us to enhance quality in existing service areas, and provide opportunity in new service areas our clients and businesses increasingly demand
3) How to evolve our skillsets to remain trusted advisors in an increasingly digital world

6/12 9:15AM9:40AM

ENG19WA01. AICPA & CPA Practice Advisor Top 25 Women in Accounting Awards

6/12 9:40AM10:30AM

ENG19K03. Leading Through Organizational Transformation — A Conversation With Simon Sinek

Simon Sinek - Optimist & Author
6/12 11:30AM12:45PM

AAM1916. Marketing's Important Role in Building a CPA Firm's Consulting Practice

Carrie Steffen - President, The Whetstone Group

As the landscape of public accounting evolves so must CPA firms. Implications of technology and tax reform while still somewhat unknown will no-doubt change the way CPAs interact with clients, their role in their clients businesses and their mix of services. As these innovations begin to take shape, where does that leave the CPA business model? Firms with a “business as usual” mindset may find themselves on the outside looking in. During this session we’ll share insights from leading experts from the CPA Consultants’ Alliance about the depth and breadth of these issues, what firms should be doing now to thrive in the future, how consulting services can unlock unprecedented opportunities for your people, your firm and your clients, and the role marketing professionals can play in building their firm's consulting practice.

Learning Objectives:
1) Evaluate the components of top-line, organic growth in their firm
2) Understand the differences between the current firm growth model and what it takes to achieve growth in a more diverse, consulting oriented practice
3) Apply strategic thinking to determining which marketing and sales activities are worth investing in based on how growth must be achieved in order to grow a consulting practice
4) Learn pitfalls to avoid when building a practice through actual case studies and examples
5) Utilize pipeline management to ensure goals are met

6/12 12:45PM1:55PM

AAM Recognizes Excellence Awards

6/12 1:55PM2:45PM

AAM1919. Optimizing Your Role as a Business Development Professional

Jason Jobgen - Director, BKD,LLP

How do you optimize a business development position? Whether you are a business development professional who wants to provide maximum value to your firm or a firm leader who wants to get the most out of your sales professional, aligning the interests of the firm and the sales person is imperative to success.

Over the last 16 years Jason Jobgen has led sales teams and managed practices at BKD, LLP. During this session Jason will discuss the major disconnects he has seen in our industry between firm leadership and business development executives. The session was designed for CPA firm business development executives but the content is also appropriate for those managing sales people or considering an investment in sales resources.

Learning Objectives:
1) Understand firm drivers behind growth
2) Align a business development role with firm expectations and goals
3) Overcome common challenges of the BD role
4) Align incentives and compensation with desired outcomes

6/12 3:00PM3:50PM

AAM1920. Coaching Teams & Individuals to Maximize Performance

Adelaide Ness - Executive Vice President, The Rainmaker Companies

Many business development professionals have dual roles: working externally to generate and pursue opportunities; and working internally to help others with their personal business development efforts. The latter requires special skill and an effective approach. This session will provide an overview of best practices for coaching professionals that have been honed over more than two decades.

Learning Objectives:
1. Participants will learn the EMPOWER coaching framework
2. Best practices for coaching people and teams within their firms.

6/12 3:50PM4:50PM

Ask the Experts Networking & Exhibit Hall Break

6/12 4:50PM6:05PM

AAM1924. Inclusion as a Brand Advantage

Joanne Y. Cleaver - President, Wilson-Taylor Associates Inc.

Inclusion shapes firm reputation; can open new business relationships; and can further relationships with existing clients – if it is done right. The Accounting MOVE Project has converted the business case for inclusion to business results since 2010. Here are best practices that drive “return on inclusion” to capture the potential ‘diversity dividend” for reputation, growth, retention and firm value, and case studies from major firms that show real results.

Learning Objectives:
1) Understand why diversity & inclusion is so essential for proposals and what potential clients look for
2) Learn how talent & HR can best coordinate with marketing and business development to synchronize the mutual goal of ensuring that women and diverse staff gain essential business development experience that qualifies them for partner
3) Learn how to build a ‘trust halo’ when your firm is still ‘in process’ on inclusion efforts - as all are
4. Hear case studies from major firms that have converted diversity recognition to revenue

Thursday, June 13 2019

6/13 8:00AM9:15AM

ENG19K04. Stress-Testing America's Prosperity

Zanny Minton Beddoes - Editor-In-Chief, The Economist

For years, America's economy has led the rest of the developed world, but will the U.S. remain the global dynamo or is the country’s ongoing recovery built on an unsustainable pile of debt? Minton Beddoes examines the economic outlook from American and global perspectives, offering up-to-the-minute insight on policy-makers' priorities and expertise on the likely direction of issues, ranging from job creation to the deficit's effect on global interest rates to potential financial regulation.

6/13 9:30AM10:45AM

AAM1927. Finding Hidden Business Development Horsepower at your Firm

Art Kuesel - President, Kuesel Consulting,Inc.

The growth statistics don't lie. The profession is in a two year trend of organic growth decline. Firms need business development horsepower more than ever to grow their firms. And, this growth can come from new and previously hidden sources. In this program we'll identify four major ways of adding organic growth and horsepower and follow the careers of four 'non-traditional' business developers who have added significant revenue to their firms by embracing a career shift toward 100% business development.

Learning Objectives:
1) Identify new sources of organic growth,
2) Apply new strategies to source growth within the four walls of the firm, and approach leadership with recommendations that can help drive new organic revenue sources.

6/13 11:15AM12:05PM

AAM1929. Tales from the Other Side: The CPA as a BD Executive

Jay L. Oliphant - CPA, DHG LLP

As accounting firms recognize the value of a solutions-based approach to serving clients, the demand for CPAs who can ask the right questions and develop trusted relationships increases. Some CPAs have translated these skills into full-time business development roles. In this session, participants will hear from a successful CPA from a Top 20 accounting and advisory firm who has dedicated his career to creating new business opportunities. CPAs, marketing specialists, and business development professionals will gain valuable insight on leveraging their skills and experience to grow their firm.

Learning Objectives
1) Understand the role of Business Development in today's CPA firm
2) Leverage the diverse background of marketing and business development professionals to grow their firm.

6/13 1:15PM2:30PM

AAM1931. Playing Politics: The Psychology of the Human Workplace

Karlyn Borysenko - Organizational Psychologist, Zen Workplace

When most people think of office politics, they have a visceral negative reaction. But here’s the thing: When you learn to navigate the unspoken rules of the workplace, you can achieve more than you ever dreamed! Playing Politics offers five concepts you need to know based on the science behind how human beings make decisions at work. It’s a crowd pleaser, a talk that with entertain, inspire, and offer practical advice for improving your office effectiveness.

Learning Objectives:
1) Understand the psychological drivers of how people make decisions at work.
2) Build better relationships at work with people at all levels in your organization.
3) Inspire you to think differently about the dynamics of your organization so that you can be an influencer and change agent, using “politics” for good rather than for evil.

6/13 2:45PM4:00PM

ENG1933. Roundtable Discussions: BUSINESS DEVELOPMENT (PST, AAM)

Michelle Golden River - President, Fore LLC

Practitioners Roundtable to facilitate discussion on Human Resources, Information Technology and Business Development. Learning objectives: • Discuss best practices in internal CPA Firm management and administration • Learn from experiences of other participants

6/13 4:15PM5:05PM

ENG1934. Reimagining Cross-Selling as Cross-Solving (PST, AAM)

Carrie Steffen - President, The Whetstone Group

Your clients' experience working with your firm is your greatest differentiator and one of the key drivers of client loyalty. We've all heard the term cross-selling--but it's time for a change of mindset. When practitioners begin to re-imagine cross-selling as helping clients with solve the puzzles of both issues and opportunities facing clients' businesses, those practitioners unlock endless potential ways to endear clients, create more satisfying relationships and generate revenue.

During this session we will look at key factors in changing the dialog around doing more for existing clients by understanding the skills and behaviors professionals should practice to deepen relationships with clients and begin to become a true advisor. We'll discuss what cross-solving looks like and more importantly, how to communicate to clients the value you are delivering.

After completing this session participants will be able to:
1) Understand the mindset of cross-solving
2) Talk with clients about how the value you create solves their issues and/or helps them take advantage of opportunities
3) Help their firms drive top-line revenue growth through client relationships
4) Meet needs as clients' demands evolve and keep their firm relevant to a market that wants more from the CPA relationship