Winter Meetings of the Profession
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Thursday, January 24 • 11:20am - 12:30pm
Marketing Breakaway II - The Marketer of The Future Part I: Embrace Industry and Professional Change

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Today, you need a growth strategy, not simply a marketing strategy. You can’t sell in the same way you always have. You have to prove the return on your actions at a higher level. And you are being forced to move from being a marketing generalist to a specialist. Through all this change, there is one thing we do know—the marketer’s role is changing rapidly. Add to that the disruption that’s happening in the accounting industry and the vision of your future role may be a bit foggy. What do you need to do to stay ahead of the game?
In this session we’ll discuss:
-       The disruptions happening in the accounting industry and how they impact marketing
-       How those same disruptions are changing the field of marketing
-       The rise of the Chief Growth Officer
-       The future of the marketing department
-       Steps to leading change
Firms that choose to embrace the changes that are coming will be the ones best positioned for success, as not all firms will survive this evolution. You are able to help lead your firm through these changes and secure your position as your firm’s trusted growth advisor.
NOTE: This session continues after lunch.

Thursday January 24, 2019 11:20am - 12:30pm PST
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