Understanding the story behind the data is critical to success.
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Capstone Conversations
By Jean Caragher
For CPA Trendlines
Katie Tolin, a veteran marketing strategist and the driving force behind CPA Growth Guides, recently sat down for a Capstone Conversation to share her expertise on navigating the complexities of marketing in the accounting industry. Tolin, a decorated member of the Association for Accounting Marketing (AAM) and its Volunteer of the Year for 2023, offeres a candid exploration of current industry trends and the pivotal role of marketing in CPA firms.
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Tolin identifies the rapidly changing accounting landscape as the greatest challenge facing marketers today. From private equity’s entry into the industry to the emergence of alternative firm structures that don’t rely on traditional CPA models, Tolin notes that uncertainty reigns.
“Marketers must understand these shifts and anticipate their impact on our firms,” she explains. “Whether it’s technology reshaping our strategies or new competitors entering the field, staying informed and adaptive is essential.”
She also emphasizes the importance of being proactive. “If not you, the marketer, then who in your firm is thinking about these issues?” she challenges her peers.
A champion of leveraging data to guide decision-making, Tolin stresses the need for marketers to embrace analytics as a foundational tool.
“Data tells us where to go if we listen,” she says. Citing examples from rebranding efforts to campaign strategies, Tolin illustrates how evidence-based decisions strengthen marketing initiatives and build trust with firm leaders.
Despite the advances in data utilization, Tolin observes that some marketers remain resistant. “There are still people who avoid numbers, but in today’s world, understanding the story behind the data is critical to success.”
Tolin highlights the evolving expectations of firm leaders, who increasingly view marketing as a critical growth driver. “Firm leaders want more from marketing,” she notes. “This is an opportunity for marketers to step up, communicate their contributions, and align their efforts with organizational goals.”
She encourages marketers to become consultants within their firms. “Understand your firm’s services and industry,” she advises. “Only then can you act as a true advisor, which solidifies your role and expands your influence.”
For marketers, Tolin underscores the importance of curiosity and persistence. “Be a student first—ask questions and learn as much as you can. Then, become a teacher who communicates the value of what you’ve learned to your firm.”
She also advises managing partners, urging them to recognize the unique skills of their marketing teams. “Not all marketers are created equal,” she says. “Invest in their development and create a well-rounded team that aligns with your firm’s goals.”
With a career marked by accolades—including being named AAM Marketer of the Year in 2010 and induction into the AAM Hall of Fame in 2016—Tolin’s insights carry weight. Her Capstone Conversation reaffirmed her commitment to helping firms navigate change and embrace opportunities for strategic growth.
“Marketers have an incredible opportunity to shape the future of their firms,” Tolin concludes. “By staying informed, embracing data, and positioning ourselves as trusted advisors, we can drive meaningful transformation.”