It was so refreshing to attend the recent annual conference of The Association for Accounting Marketing (AAM) as I got to see a membership organization that really knows how to run a conference. It was markedly better than the many other conferences put on by other membership organizations and state CPA societies. Those groups would benefit if they emulated some of what was done by AAM.

First of all, the concurrent sessions were broken down into three tracks, based on the individual's experience in accounting marketing. In addition, all the speakers of the sessions that I attended either had direct accounting marketing experience in firms or sold marketing products and services to firms. That second group, unlike other conferences, did not hawk their products, but rather propelled their sessions to a high, substantive level.

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