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Description

Risk-taking and transparency emerge as key drivers for success in accounting marketing.

Capstone Conversations
By Jean Caragher
For CPA Trendlines

When Katie Lyles joined Dallas-based accounting firm Lane Gorman Trubitt at the end of 2019, she anticipated a role focused on coordinating live events. Little did she know, her career trajectory would be shaped by a global pandemic, propelling her into a spotlight she hadn’t foreseen. In 2021, Lyles was named the Association for Accounting Marketing (AAM) Rookie of the Year, a testament to her ingenuity, adaptability, and dedication to her craft.
 

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On a recent episode of Capstone Conversations, Lyles reflects on her journey, which is marked by resilience and resourcefulness. When COVID-19 halted in-person events in early 2020, Lyles quickly pivoted to virtual platforms, saving her firm over $90,000 and generating record-breaking revenue. Beyond the financial impact, her efforts were instrumental in Lane Gorman Trubitt’s PPP Task Force, where her marketing expertise contributed over 55% of the task force’s revenue.