Amplify
Tue, 15 Sep 2026 22:07:50 +0000
Tue, 15 Sep 2026 22:07:50 +0000
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111881
2025-12-12T20:38:50Z
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Amplify
Association for Accounting Marketing
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Association for Accounting Marketing
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Behavioral Economics for Accountants: Shifting Focus From Cost to Value
Behavioral Economics for Accountants: Shifting Focus From Cost to Value
Tue, 15 Sep 2026 18:35:00 +0000
Stop competing on price and start unlocking the subconscious psychology behind why clients choose your accounting firm. In this episode of Amplify, host John Tyreman sits down with Melina Palmer, CEO of The Brainy Business and behavioral economics expert. Together, they explore how applying psychological principles and behavioral economics can transform marketing and pricing strategies for accounting firms. From reframing service value and storytelling to building authentic trust, Melina shares actionable insights to turn clients into loyal partners. In this episode, you'll learn: How framing opportunity costs shifts client focus away from service pricing Why positioning the client as the hero turns your firm into a trusted guide How choosing between a quality or value positioning impacts pricing strategy Why leveraging social proof and shared unity strengthens client trust and rapport How genuine empathy and active listening foster long-term client retention Host: John Tyreman, Founder, Red Cedar Marketing Guest: Melina Palmer, Founder and CEO of The Brainy Business]]>
Amplify, host John Tyreman sits down with Melina Palmer, CEO of The Brainy Business and behavioral economics expert. Together, they explore how applying psychological principles and behavioral economics can transform marketing and pricing strategies for accounting firms. From reframing service value and storytelling to building authentic trust, Melina shares actionable insights to turn clients into loyal partners. In this episode, you'll learn: How framing opportunity costs shifts client focus away from service pricing Why positioning the client as the hero turns your firm into a trusted guide How choosing between a quality or value positioning impacts pricing strategy Why leveraging social proof and shared unity strengthens client trust and rapport How genuine empathy and active listening foster long-term client retention Host: John Tyreman, Founder, Red Cedar Marketing Guest: Melina Palmer, Founder and CEO of The Brainy Business]]>
36:33
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The Association for Accounting Growth
42621595
2026-09-15T18:37:03Z
Unignorable Buyer Psychology: Why Buyers Buy Accounting Services | Katelyn Bourgoin
Unignorable Buyer Psychology: Why Buyers Buy Accounting Services | Katelyn Bourgoin
Tue, 01 Sep 2026 15:02:57 +0000
Do you know the real, psychological reasons why your clients choose to do business with you? In this episode of Amplify, John Tyreman sits down with buyer psychology expert Katelyn Bourgoin, founder of Unignorable and the Why We Buy newsletter. Together, they explore how to leverage cognitive biases to help your firm get known, liked, and trusted. In this episode, you'll learn: To apply the Jobs to Be Done framework to understand your buyers How the Von Restorff effect can help your firm stand out Why the Pratfall effect and human flaws make you more likable To leverage storytelling and the bandwagon effect to build trust How to find your ownable idea and become an unignorable brand ]]>
Do you know the real, psychological reasons why your clients choose to do business with you? In this episode of Amplify, John Tyreman sits down with buyer psychology expert Katelyn Bourgoin, founder of Unignorable and the Why We Buy newsletter. Together, they explore how to leverage cognitive biases to help your firm get known, liked, and trusted. In this episode, you'll learn: To apply the Jobs to Be Done framework to understand your buyers How the Von Restorff effect can help your firm stand out Why the Pratfall effect and human flaws make you more likable To leverage storytelling and the bandwagon effect to build trust How to find your ownable idea and become an unignorable brand ]]>
35:47
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The Association for Accounting Marketing
42488820
2026-09-01T16:40:15Z
The BD Blueprint: How Accounting Firms Create Sustainable Growth
The BD Blueprint: How Accounting Firms Create Sustainable Growth
Wed, 01 Apr 2026 15:00:19 +0000
In this episode of Amplify, host Cassy Clayman speaks with Neil Barrow, founder of Enabled BD, about the intricacies of building a business development function within accounting firms. They explore the common challenges firms face, the importance of tracking and marketing, and how technology, including AI, can enhance business development efforts. Neil emphasizes the need for a cultural shift towards growth and accountability, highlighting the role of leadership in driving change. The conversation provides valuable insights for firms of all sizes looking to improve their business development strategies. Guest: Neil Barrow | EnableBD Host: Cassy Clayman | Topel Forman]]>
In this episode of Amplify, host Cassy Clayman speaks with Neil Barrow, founder of Enabled BD, about the intricacies of building a business development function within accounting firms. They explore the common challenges firms face, the importance of tracking and marketing, and how technology, including AI, can enhance business development efforts. Neil emphasizes the need for a cultural shift towards growth and accountability, highlighting the role of leadership in driving change. The conversation provides valuable insights for firms of all sizes looking to improve their business development strategies. Guest: Neil Barrow | EnableBD Host: Cassy Clayman | Topel Forman]]>
34:18
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9
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Association for Accounting Marketing
40617540
2026-04-01T16:06:32Z
Customer Intelligence: Turning Client Data into Real Relationships
Customer Intelligence: Turning Client Data into Real Relationships
Wed, 01 Apr 2026 14:40:43 +0000
In this episode of Amplify, host Cassy Clayman speaks with Adam Klein about the importance of customer intelligence in the accounting profession. They discuss how data and intelligence tools can enhance client relationships, the evolving tactics in business development, and the challenges of data fragmentation. Adam emphasizes the need for proactive engagement with clients and the role of technology, including AI, in streamlining processes. The conversation highlights the significance of leveraging relationships and data for growth, as well as practical steps firms can take to improve their customer intelligence. Guest: Adam Klein | Introhive Host: Cassy Clayman | Topel Forman]]>
In this episode of Amplify, host Cassy Clayman speaks with Adam Klein about the importance of customer intelligence in the accounting profession. They discuss how data and intelligence tools can enhance client relationships, the evolving tactics in business development, and the challenges of data fragmentation. Adam emphasizes the need for proactive engagement with clients and the role of technology, including AI, in streamlining processes. The conversation highlights the significance of leveraging relationships and data for growth, as well as practical steps firms can take to improve their customer intelligence. Guest: Adam Klein | Introhive Host: Cassy Clayman | Topel Forman]]>
48:43
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Association for Accounting Marketing
40617635
2026-04-01T16:15:04Z
Where Relationships Meet Tech: Balancing Automation and Human Connection
Where Relationships Meet Tech: Balancing Automation and Human Connection
Wed, 01 Apr 2026 14:40:19 +0000
In this conversation, Mike Jones discusses the importance of personalizing client communication, especially when introducing new service lines. He emphasizes the need for authenticity and relational messaging, cautioning against relying solely on generic templates provided by tools like ChatGPT and Copilot. Instead, he advocates for practitioners to infuse their unique insights and knowledge about their clients into the messaging to foster stronger relationships. Guest: Mike Jones | Kindred BD Host: Cassy Clayman | Topel Forman]]>
In this conversation, Mike Jones discusses the importance of personalizing client communication, especially when introducing new service lines. He emphasizes the need for authenticity and relational messaging, cautioning against relying solely on generic templates provided by tools like ChatGPT and Copilot. Instead, he advocates for practitioners to infuse their unique insights and knowledge about their clients into the messaging to foster stronger relationships. Guest: Mike Jones | Kindred BD Host: Cassy Clayman | Topel Forman]]>
51:32
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Association for Accounting Marketing
40617655
2026-04-01T16:15:39Z
The LinkedIn Playbook: Smart Outreach, Real Conversations, Better BD
The LinkedIn Playbook: Smart Outreach, Real Conversations, Better BD
Wed, 01 Apr 2026 14:35:00 +0000
In this conversation, Rob Brown emphasizes the critical role of visibility and credibility in modern leadership. He discusses how professionals must be active and intentional in their public presence, particularly on platforms like LinkedIn, to build trust and establish themselves as credible leaders. Brown highlights that visibility is not just beneficial but essential for success in today's professional landscape. Guest: Rob Brown | Accounting Voices Host: Chris Camara | Camara Communications]]>
In this conversation, Rob Brown emphasizes the critical role of visibility and credibility in modern leadership. He discusses how professionals must be active and intentional in their public presence, particularly on platforms like LinkedIn, to build trust and establish themselves as credible leaders. Brown highlights that visibility is not just beneficial but essential for success in today's professional landscape. Guest: Rob Brown | Accounting Voices Host: Chris Camara | Camara Communications]]>
29:39
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Association for Accounting Marketing
40617615
2026-04-01T16:14:28Z
Beyond the Database: Building a CRM That Fuels Business Development
Beyond the Database: Building a CRM That Fuels Business Development
Wed, 01 Apr 2026 14:30:50 +0000
In this episode, Chris Camara speaks with Nikki Burgeson about the critical role of CRM systems in business development, particularly within professional services. They discuss the essential features of effective CRM tools, strategies for driving adoption among busy professionals, the importance of pipeline visibility, and how marketing can leverage CRM data to enhance outreach and campaign effectiveness. Nikki shares valuable insights from her experience in customizing CRM systems and emphasizes the need to demonstrate the value of CRM to leadership as a tool for risk mitigation and client relationship management. Guest: Nikki Burgeson | UHY-US Host: Chris Camara | Camara Communications]]>
In this episode, Chris Camara speaks with Nikki Burgeson about the critical role of CRM systems in business development, particularly within professional services. They discuss the essential features of effective CRM tools, strategies for driving adoption among busy professionals, the importance of pipeline visibility, and how marketing can leverage CRM data to enhance outreach and campaign effectiveness. Nikki shares valuable insights from her experience in customizing CRM systems and emphasizes the need to demonstrate the value of CRM to leadership as a tool for risk mitigation and client relationship management. Guest: Nikki Burgeson | UHY-US Host: Chris Camara | Camara Communications]]>
29:42
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Association for Accounting Marketing
40617595
2026-04-01T16:13:49Z
Scaling BD: Building Teams, Culture & Tech That Drives Growth
Scaling BD: Building Teams, Culture & Tech That Drives Growth
Wed, 01 Apr 2026 14:25:00 +0000
In this episode of Amplify, Chris Camara speaks with Brian Blaha who discusses how accounting firms can scale business development by aligning firm leadership, building structured BD teams, and using CRM and data to track pipeline performance and identify growth opportunities. He emphasizes that while technology and tools like buyer-intent data, dashboards, and AI can make sales processes more efficient, they must support — not replace — strong relationships and human judgment. Ultimately, successful growth strategies combine data, structure, and digital tools with the human skills of relationship building, industry expertise, and emotional intelligence. Guest: Brian Blaha | Winding River Consulting Host: Chris Camara | Camara Communications]]>
In this episode of Amplify, Chris Camara speaks with Brian Blaha who discusses how accounting firms can scale business development by aligning firm leadership, building structured BD teams, and using CRM and data to track pipeline performance and identify growth opportunities. He emphasizes that while technology and tools like buyer-intent data, dashboards, and AI can make sales processes more efficient, they must support — not replace — strong relationships and human judgment. Ultimately, successful growth strategies combine data, structure, and digital tools with the human skills of relationship building, industry expertise, and emotional intelligence. Guest: Brian Blaha | Winding River Consulting Host: Chris Camara | Camara Communications]]>
28:57
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Association for Accounting Marketing
40617580
2026-04-01T16:12:40Z
Redefining Growth From the Inside Out | Amplify S8E1
Redefining Growth From the Inside Out | Amplify S8E1
Thu, 13 Nov 2025 14:03:00 +0000
Amplify: Season 8 Episode 1Redefining Growth From the Inside Out Live from AAM Summit 2025 In an episode packed with actionable ideas, fresh perspectives, and real-world exampls of how accounting firms are redefining growth in 2025, Mike Jones and Sam Pagel sit down with some AAM attendees in May 2025. Keith Ferrazzi shares how "teamship" breaks down silos and fuels firmwide collaboration. Jason Blumer discusses intentional scaling and the structures service businesses need to grow with purpose. Kristen Lewis explains how her team transformed marketing operations with Monday.com. Mark Jamnick reframes business development by shifting the mindset from selling to caring. If you're ready to rethink how your firm grows, collaborates, and serves clients in 2025, this is the episode you won't want to miss.]]>
Amplify: Season 8 Episode 1Redefining Growth From the Inside Out Live from AAM Summit 2025 In an episode packed with actionable ideas, fresh perspectives, and real-world exampls of how accounting firms are redefining growth in 2025, Mike Jones and Sam Pagel sit down with some AAM attendees in May 2025. Keith Ferrazzi shares how "teamship" breaks down silos and fuels firmwide collaboration. Jason Blumer discusses intentional scaling and the structures service businesses need to grow with purpose. Kristen Lewis explains how her team transformed marketing operations with Monday.com. Mark Jamnick reframes business development by shifting the mindset from selling to caring. If you're ready to rethink how your firm grows, collaborates, and serves clients in 2025, this is the episode you won't want to miss.]]>
17:32
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Association for Accounting Marketing
38173230
2026-04-01T00:00:37Z
The Rise of the Modern Marketer | Amplify S8E4
The Rise of the Modern Marketer | Amplify S8E4
Wed, 01 Oct 2025 19:13:00 +0000
Amplify: Season 8 Episode 4The Rise of the Modern Marketer Live from AAM Summit 2025 From solo marketers to DEI champions, today's accounting marketers are redefining their roles—mentoring, upskilling, and becoming internal influencers who drive change. In this episode of Amplify, recorded live at the AAM Summit, we explore how modern marketers are expanding their impact across firms. You'll hear from: Bonnie Buol Ruszczyk on the MOVE Project, DEI leadership, and talent insights Cassy Clayman on building capacity and influence as a marketing team of one Jeremy Shen on using data and reporting to enable behavioral change and growth If you're ready to move beyond traditional marketing and become a strategic force in your firm, this conversation is for you. ]]>
Amplify: Season 8 Episode 4The Rise of the Modern Marketer Live from AAM Summit 2025 From solo marketers to DEI champions, today's accounting marketers are redefining their roles—mentoring, upskilling, and becoming internal influencers who drive change. In this episode of Amplify, recorded live at the AAM Summit, we explore how modern marketers are expanding their impact across firms. You'll hear from: Bonnie Buol Ruszczyk on the MOVE Project, DEI leadership, and talent insights Cassy Clayman on building capacity and influence as a marketing team of one Jeremy Shen on using data and reporting to enable behavioral change and growth If you're ready to move beyond traditional marketing and become a strategic force in your firm, this conversation is for you.]]>
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Association for Accounting Marketing
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2026-04-01T00:00:37Z
The Story Only You Can Tell | Amplify S8E3
The Story Only You Can Tell | Amplify S8E3
Wed, 01 Oct 2025 18:58:00 +0000
Amplify: Season 8 Episode 3The Story Only You Can Tell Live from AAM Summit 2025 Great marketing isn't about spin — it's about proof. In this episode of Amplify, recorded live at the AAM Summit, we explore how firms are building credibility through storytelling, testimonials, brand voice, and positioning. From showcasing client success to crafting authentic narratives, these conversations reveal why the strongest differentiator is the story only you can tell. You'll hear from: Joe Kovacs on leveraging testimonials and local SEO to boost trust Kelsey Brewer on using podcasts to create human connection and transparency Jeshanah Fox on leading a rebrand that sparks cultural change and client confidence Chris Camara on messaging CAS services through real client pain points If your firm is ready to move past jargon and show clients the story only you can tell, you won't want to miss this conversation. ]]>
Amplify: Season 8 Episode 3The Story Only You Can Tell Live from AAM Summit 2025 Great marketing isn't about spin — it's about proof. In this episode of Amplify, recorded live at the AAM Summit, we explore how firms are building credibility through storytelling, testimonials, brand voice, and positioning. From showcasing client success to crafting authentic narratives, these conversations reveal why the strongest differentiator is the story only you can tell. You'll hear from: Joe Kovacs on leveraging testimonials and local SEO to boost trust Kelsey Brewer on using podcasts to create human connection and transparency Jeshanah Fox on leading a rebrand that sparks cultural change and client confidence Chris Camara on messaging CAS services through real client pain points If your firm is ready to move past jargon and show clients the story only you can tell, you won't want to miss this conversation.]]>
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Association for Accounting Marketing
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2026-04-01T00:00:37Z
The AI-Ready Firm | Amplify S8E2
The AI-Ready Firm | Amplify S8E2
Wed, 10 Sep 2025 22:12:05 +0000
Amplify: Season 8 Episode 2The AI-Ready Firm Live from AAM Summit 2025 Artificial intelligence isn't a distant future—it's here, reshaping how accounting firms operate today. In this episode of Amplify, recorded live at the AAM Summit 2025, Mike Jones and Cassy Clayman sit down with industry leaders to explore what it means to become an AI-ready firm. You'll hear candid insights from marketers who are moving beyond the hype and operationalizing AI to support marketing and business development: Alice Grey Harrison on forming AI committees and building strategy Josh Woods on leveraging HubSpot, CRM adoption, and smart automation Mike Jones on using technology to scale business development and deepen relationships Laura Metz on repurposing content and layering AI tools for maximum impact Whether you're curious about automation, governance, or how to make AI work for your firm without overwhelming your team, this conversation delivers actionable ideas and real-world examples. ]]>
Amplify: Season 8 Episode 2The AI-Ready Firm Live from AAM Summit 2025 Artificial intelligence isn't a distant future—it's here, reshaping how accounting firms operate today. In this episode of Amplify, recorded live at the AAM Summit 2025, Mike Jones and Cassy Clayman sit down with industry leaders to explore what it means to become an AI-ready firm. You'll hear candid insights from marketers who are moving beyond the hype and operationalizing AI to support marketing and business development: Alice Grey Harrison on forming AI committees and building strategy Josh Woods on leveraging HubSpot, CRM adoption, and smart automation Mike Jones on using technology to scale business development and deepen relationships Laura Metz on repurposing content and layering AI tools for maximum impact Whether you're curious about automation, governance, or how to make AI work for your firm without overwhelming your team, this conversation delivers actionable ideas and real-world examples.]]>
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Association for Accounting Marketing
38173290
2026-04-01T00:00:37Z
Employee Advocacy at Scale: Building Social Reach Through Strategic Tools
Employee Advocacy at Scale: Building Social Reach Through Strategic Tools
Tue, 09 Sep 2025 20:24:40 +0000
Social media is no longer optional—but making it strategic is where the real value lies. In this episode of Amplify!, host Meg Hoevener sits down with Becky Weiand, Marketing Manager at Rea, to explore how her firm successfully implemented Clearview Social to drive employee advocacy. From culture-first content to gamified sharing and role-based feeds, Becky walks through the tools, analytics, and lessons learned over four years of refining their social strategy. Tune in to learn how to elevate firm visibility and individual thought leadership while simplifying the ask on busy professionals. For more Amplify episodes and to learn more about the Association for Accounting Marketing, visit accountingmarketing.org/category/amplify ]]>
Amplify!, host Meg Hoevener sits down with Becky Weiand, Marketing Manager at Rea, to explore how her firm successfully implemented Clearview Social to drive employee advocacy. From culture-first content to gamified sharing and role-based feeds, Becky walks through the tools, analytics, and lessons learned over four years of refining their social strategy. Tune in to learn how to elevate firm visibility and individual thought leadership while simplifying the ask on busy professionals. For more Amplify episodes and to learn more about the Association for Accounting Marketing, visit accountingmarketing.org/category/amplify]]>
31:36
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Association for Accounting Marketing
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2025-10-01T00:00:38Z
Leveraging Digital Events for Lead Generation
Leveraging Digital Events for Lead Generation
Tue, 09 Sep 2025 20:21:45 +0000
In this insightful episode of Amplify!, Meg Hoevener Marketing Manager at McGuire Sponsor, interviews Lindsay Sherrill, a seasoned marketing leader from Schneider Downs, about the strategic shift her firm made in webinar platforms—from GoToWebinar to ON24. Lindsay shares candid stories from the trenches, including technical hiccups, CPE delivery challenges, and the growing demand for on-demand learning. She explains how ON24's automation, customization, and analytics capabilities helped Schneider Downs scale their webinar program, improve attendee experience, and streamline internal processes. Listeners will gain actionable advice on: Choosing the right webinar platform for your firm's needs Managing presenter adoption and training Leveraging webinars for both client retention and business development Enhancing engagement through video, chat, and interactive widgets Using analytics and follow-up strategies to maximize impact Whether you're hosting your first webinar or refining a mature program, this episode offers valuable lessons and inspiration for accounting marketers looking to amplify their reach. For more Amplify episodes and to learn more about the Association for Accounting Marketing, visit accountingmarketing.org/category/amplify]]>
Amplify!, Meg Hoevener Marketing Manager at McGuire Sponsor, interviews Lindsay Sherrill, a seasoned marketing leader from Schneider Downs, about the strategic shift her firm made in webinar platforms—from GoToWebinar to ON24. Lindsay shares candid stories from the trenches, including technical hiccups, CPE delivery challenges, and the growing demand for on-demand learning. She explains how ON24's automation, customization, and analytics capabilities helped Schneider Downs scale their webinar program, improve attendee experience, and streamline internal processes. Listeners will gain actionable advice on: Choosing the right webinar platform for your firm's needs Managing presenter adoption and training Leveraging webinars for both client retention and business development Enhancing engagement through video, chat, and interactive widgets Using analytics and follow-up strategies to maximize impact Whether you're hosting your first webinar or refining a mature program, this episode offers valuable lessons and inspiration for accounting marketers looking to amplify their reach. For more Amplify episodes and to learn more about the Association for Accounting Marketing, visit accountingmarketing.org/category/amplify]]>
39:52
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Association for Accounting Marketing
37953395
2025-10-02T13:19:36Z
Marketing Automation Without a CRM? Building Smarter Campaigns with Limited Infrastructure
Marketing Automation Without a CRM? Building Smarter Campaigns with Limited Infrastructure
Tue, 09 Sep 2025 20:19:16 +0000
What happens when your firm is ready to scale its marketing engine—but doesn't yet have a unified CRM? In this episode of Amplify!, host Meg Hoevener sits down with James Kuch, Digital Marketing Specialist at Yeo & Yeo, to talk about building a robust automation strategy in HubSpot, even when infrastructure isn't fully in place. James walks through the creative ways his team supports multiple service lines and brands under one marketing platform—from list segmentation and email workflows to internal campaigns, digital advertising, and social scheduling. You'll also hear lessons learned from transitioning off Constant Contact, how to integrate other platforms using HubSpot's Operations Hub, and what to prioritize when bandwidth is tight. Whether you're a solo marketer juggling multiple tools or part of a firm evaluating your next MarTech investment, this episode offers tactical takeaways for building smarter, leaner campaigns. For more Amplify episodes and to learn more about the Association for Accounting Marketing, visit accountingmarketing.org/category/amplify]]>
In this episode of Amplify!, host Meg Hoevener is joined by Jamie Miller, Senior Manager of Firmwide Growth, and Don Breckenridge, Director of Growth, to explore how firms are using MarTech stack to fuel strategy, not just execution. From optimizing Salesforce and Pardot to training servers on lead data, Jamie and Don emphasize the importance of building cross-functional alignment before layering in new tools. You'll hear how their team builds in automation, supports firmwide accountability, and evaluates new platforms against clearly defined goals. Whether you're leading a solo function or scaling a full marketing department, this conversation offers valuable insight into setting your tech stack—and your team—up for long-term success. New boost For more Amplify episodes and to learn more about the Association for Accounting Marketing, visit accountingmarketing.org/category/amplify ]]>