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

ENG1909. Uncovering Unconscious Bias (EDG, PST, AAM)

Lindsay Stevenson - Vice President - Finance, 1st Financial Bank USA
Rebekah Brown - Director of Development, MACPA/BLI

Is unconscious bias hindering you, your team or your organization? Unconscious bias is bias that happens automatically. It is triggered by our brain making quick judgments and assessments of people and situations based on our background, cultural environment and personal experiences. Have you ever arrived home from work and don’t remember the drive at all? Or perhaps you moved, but drove to the old house on your way home. Once neural pathways are formed, like your daily commute, they become almost automatic. We don’t spend time thinking about each turn on the way home, our body just does it. While this can be helpful for remembering your route home, it can be detrimental in other areas of our lives. In this session we will explore these biases, how they might be hurting, us, our team and our organization and what we can do to create new neural pathways and combat unconscious bias. Learning Objectives: 1) Define unconscious bias Identify the unconscious biases that might be driving you 2) Create an action plan to combat the unconscious biases in you, your team and your organization

6/11 1:25PM2:40PM

AAM1908. Party of One: Maximizing Your Impact as a Solo Firm Marketer

Anne Angera - Director of Marketing, DunlapSLK

Solo firm marketers are continuously pulled in many different directions, filling multiple roles and wearing many hats. Where should you focus your limited time and resources to maximize your impact for the firm? This session will help you think strategically to direct your talents to those areas that will yield meaningful results for firm management, enhance your visibility and credibility within the firm, and directly impact the firm’s team members and bottom line. Sharing lessons learned from more than 26 years working as a solo firm marketer, along with best practices from other solo firm marketers and industry experts, the goal is for participants to leave this session with a renewed focus and a specific action plan geared toward activities yielding the greatest results.

Key takeaways will be in the form of action plans and ideas for customizing and implementing at the participant’s firm. This is a critical-thinking, idea-sharing, and problem-solving session geared toward generating thoughts on how to make examples and experiences shared work for everyone in their own unique situation.

Learning Objectives:
1. Participants will learn how to apply strategic thinking to align their goals with those of firm management. Focusing on the AICPA’s “Top Five Issues,” participants will be provided with specific examples of how marketing can play a role in each of these areas. Sharing personal experiences and the experiences of others in the industry, the goal is for participants to leave with tangible ideas for programs and projects that can be tailored for their unique situations and help them directly impact their firms and, ultimately, their careers.
2. Participants will learn how to think “big picture” and establish themselves as an important resource for their firms beyond the marketing function.

6/11 3:40PM4:30PM

AAM1911. Rise of the AI Marketing Machine - Driving Growth in Accounting Firms

Becky Livingston - President & CEO, Penheel Marketing

AI has made it possible for marketers to accomplish tasks they’ve been talking about for decades. In this presentation, I’ll discuss how you can tackle three essential firm-growth goals, including marketing campaign performance, sales and revenue impact, and customer loyalty, using AI resources. Leveraging crowd-sourced knowledge, they’ll be examples of how to increase efficiencies and to unify data from disparate sources, automate and future-proof data models for scale, and reduce optimization cycles.

Learning Objectives:
1) Identify AI tools to help you increase efficiencies within your firm and impact growth
2) Plan your strategic approach to tackle the three, essential firm-growth goals
3) Pinpoint crowd-sourced information to make informed decisions

6/11 4:45PM6:00PM

AAM1914. Building an Optimal Customer Experience and Effective Customer Journeys

Cheryl Wipper - VP - Communications, Reputations & Brand, Association of International Certified Professional Accountants
Amy McCallister - Senior Manager - Marketing, Association of International Certified Professional Accountants

Nearly 80% of organizations think they are providing a positive customer experience but customers disagree. Barely 10% of customers feel as if they are being served well. Customer experience is the new brand building—how you interact with customers at every level, from websites to phone conversations to meetings is driving customer value and your bottom line success. How can you determine if you're doing a good job with your clients, if your services are valued, if you have an opportunity to upsell? Customer experience is the new competitive frontier to increase satisfaction, loyalty and advocacy. Learn how to conduct an experience study and get examples of what you might learn about your customers and your company.

Learning Objectives:
1) Learn how to conduct an experience study
2) Learn how to become an experience-focused organization.

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 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

ENG1920. Engaging NextGen Clients (PST, AAM)

Jennifer Wilson - Co-founder and Partner, ConvergenceCoaching,LLC

Engaging NextGen Clients Millennials have surpassed Baby Boomers as the largest living generation in the US. Young buyers are transforming the way we call a taxi, stay in touch with business colleagues and shop for essentials. And their expectations are driving changes to the traditional CPA firm client engagement and service delivery models. Leave this session with a roadmap for ensuring your firm stays relevant by engaging with the buyers of today and tomorrow! Learning objectives: 1) Understand NextGen buyers, how they are different from traditional clients, and how to best engage them 2) Explore service, relationship and technology expectations of NextGen clients and prospects 3) Learn to proactively engage the successors of your retirement-age clients and your NextGen talent to ensure client continuity 4) Discuss the role of leadership and your talent in building a NextGen-ready firm

6/12 12:45PM1:55PM

AAM Recognizes Excellence Awards

6/12 1:55PM2:45PM

AAM1918. Seven Firms in Five Years – I Have a Feeling We're Not in Kansas Anymore

Joe Kovacs - Director of Marketing and Business Development, Councilor, Buchanan & Mitchell P.C. (CBM)
Peter Reilly - President and Managing Partner, Councilor, Buchanan & Mitchell P.C. (CBM)

Merging accounting and consulting practices into an established accounting firm impacts the acquiring culture, delivery systems, professional development, business development, marketing, communications and technology processes. The challenges of integrating multiple offices are outweighed by the benefits gained in enhanced services, increased industry niches and a well diverse culture. While the acquisitions of larger firms usually make industry headlines, it is the smaller and mid-sized firms that are the most changed on every level. CBM has successfully integrated seven firms over five years, in the process doubling the number of the firm’s professionals, adding an additional office, new practice areas, and adopting new technologies. CBM is who we are now, recently.

Learning Objectives:
1)Learn how to succeed during significant organizational change. They will use an animation video to take participants through the heightened level of activity at CBM during this period. They will highlight critical marketing and client relations tactics, such as open house events, electronic communications and press releases, communications deployed to introduce new practice areas through Did you Know e-blasts, professional education events and cross-selling opportunities, and the success of managing communications across two offices.
2)They will also show a firm that achieved high levels of diversity and inclusion, and CBM’s commitment to integration with individual team members during a period of accelerated growth through social events including tea gatherings, yoga, happy hours and others.
In an era of increasing mergers and acquisitions, the leadership from firms across the country--and internationally—are deciding to adopt practices that contribute to growth and longer-term positioning.
Managing partners, management team members (including those invested in mergers) and marketing professionals attending this session will learn about those areas of responsibility and decision-making, technology integration, new staffing structures, the absorption of marketing practices or the adoption of new ones, and the critical importance of internal communications to ensure that, despite the fears and challenges associated with organizational change, the result can be successful and lead to a more financially successful organization with new resources and capabilities to serve target markets.

6/12 3:00PM3:50PM

AAM1922. Building and Scaling Your Marketing Team

Rhonda Maraziti - CMO, Withum Smith + Brown,PC

Building a high-performing team to match the needs of your growing Firm can be an exciting yet daunting journey. Join Rhonda Maraziti, Chief Marketing Officer with Withum, as she shares her story of starting at the bottom of the Marketing Department ladder 13 years ago as part of a team of four in one office, working her way up to leading a dynamic team of 22 marketing professionals in six major financial centers. She will also share the key elements of building and adding talented marketing team members to accommodate your Firm's vision for growth and the ever-changing demands of technology.

Attendees will learn:
1) Different types of departments within the Marketing Department, and what the expectations are in these roles;
2) When to create 'specialists' versus 'generalists'... even in Marketing;
3) Strategies to help build trust in each other and in the team's purpose;
4) How to be an advocate for your team, even with work/life balance.

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

AAM1925. Building Relationships and Referrals Through Networking: Online and the Real World

Jean Caragher - President, Capstone Marketing

Networking continues to be a top lead generation strategy for CPA firms. In fact, according to Gear Up for Growth, networking with prospects and referral sources is one of the top four marketing activities firms of every size plan to increase. This is particularly important since “referrals from peers, friends or family” is the top tool millennial business owners use to find accounting services.
Attendees will enhance their networking skills with a mock networking event during the session and leave with practical ideas and processes to grow their referral network.
Don’t miss out on the most effective way to generate leads simply because you don’t think you have the skills. Attend this session and prove yourself wrong – and grow your referral network.

Attend this hands-on, interactive session and learn:
1) How to create and expand your network – even if you are an introvert
2) The five obstacles to networking and how to overcome them
3) How to prioritize your network
4) The Top 12 questions to ask at a networking event
5) Six networking don’ts
6) How to establish and grow your network through social media

6/13 11:15AM12:05PM

AAM1930. We have too many projects planned for next year - how do we *wisely* prioritize them?

Launa Stewart - Founder / Principal Consultant, Launa Stewart Consulting

Do you have too many 'Urgent/Top' priority projects lined up for next year? Are you constantly navigating the competing needs of the different groups within your firm? In this session you will learn ways to better consolidate, articulate, and prioritize your organization's initiatives so that you can confidently draw the lines between 'should do” / “could do” / “might like to do someday”-type categories. Using decision science techniques & tools, see how you can fold hard data with “soft input” together to give your firm the best foundation possible for making sound and informed growth decisions.

Attendees will learn:
1) How to clarify your firm's most important goals / characteristics when measuring and weighting projects / initiative portfolio(s)
2)Different decisions science methodologies that can be used when gathering stakeholder's input
3) How to evolve your prioritized project list over time; integrating the inevitable changes that will occur in the market place, evolving client needs and expectations, and developments within your 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

ENG1932. What is the Purpose of a CRM and How Do I Find The Right One? (PST, AAM)

Sarah Dobek - President and Founder, Inovautus Consulting

An organization focused on growth knows it should implement a customer relationship management (CRM) system. The problem is that it is quite difficult for firms to find one they like, and when they do find one they like, it can be almost impossible to get traction. A successful CRM journey starts with the right expectations and the right set-up. CRM isn't only for sales and marketing, it's an effective tool for client service! This session will discuss the various uses and roles of CRM and what you should look for in a system that matches your needs. Learning objectives: 1) Participants will learn how a customer relationship management (CRM) system benefits the various branches of an accounting firm 2) Participants will learn what they should look for when selecting a CRM system and how they can set it up for success

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