2026 Marketing Roundtable Agenda
The Westin Rancho Mirage Golf Resort & Spa – Rancho Mirage, California
Wednesday, May 20
6:00 – 8:00 p.m.
Networking Dinner at Pinzimini Restaurant (included in registration) Savor coastal-inspired cuisine with friends and colleagues at Pinzimini, located at The Westin Rancho Mirage Golf Resort & Spa. Enjoy fresh, seasonal ingredients and bold flavors in a relaxed, inviting atmosphere. Located on Westin Rancho Mirage property.
Thursday, May 21
All sessions are located in: Rancho Mirage meeting room
7:30 – 8:30 a.m.
8:30 – 8:40 a.m.
8:40 – 10:10 a.m. 1.8 Comm. & Marketing CPEs (Overview)
Registration & Breakfast
Welcome and Introductions
Amy Azoulay, CPAmerica, Inc.
Marketing’s Critical Role in Guiding Firms Through Change and Growth
As M&A activity, private equity investment, and competitive repositioning reshape the CPA profession, marketing leaders are increasingly critical to how firms navigate change and sustain growth. This session explores marketing’s strategic role across the full deal lifecycle—from acquisition positioning and due diligence support to post-transaction integration, internal and external communication, leader alignment, and external brand credibility. Participants will examine how marketing leaders can influence firm narrative, guide stakeholder communication, protect and evolve brand equity, and support growth strategy execution. Grounded in real-world industry experience, the discussion provides practical insight into how marketing can lead—not simply support—through periods of transformation. As someone whose career has included leading marketing teams through M & A and consulting with firms as they consider and execute transactions, Gary Thomson will bring insights into this critical conversation.
Gary Thomson, Thomson Consulting LLC
10:10 – 10:30 a.m.
10:30 a.m. – 12:00 p.m. 1.8 Comm. & Marketing CPE (Overview)
Networking Break
From Insight to Action: Crafting Your Firm’s 5-Year Vision and Strategy
In a profession being reshaped by private equity, technology disruption, search for talent, and shifting client expectations, CPA firm leaders must move beyond incremental planning to intentional, long-term strategic design. This planning must begin with clear alignment on vision. This session equips leaders with a practical framework for translating insight into action by crafting a clear, compelling five-year vision and strategy. Drawing on real-world experience as both a former firm leader and long-time advisor to CPA firms, Gary Thomson will share current profession trends, proven best practices, and practical tools for leading effective vision and strategy conversations. Participants will engage in interactive discussion and peer
12 p.m. – 12:30 p.m.
12:30 – 2:00 p.m. 1.8 Comm. & Marketing CPE (Overview)
2:00 p.m. – 2:30 p.m.
2:30 – 4:00 p.m.
4:00 – 4:45 p.m.
1.8 Comm. & Marketing CPE (Overview)
dialogue to explore how marketing and firm leadership can jointly influence direction, alignment, and execution. The session emphasizes not just what a strong vision and strategy require, but how leaders can credibly guide their firms through the process.
Gary Thomson, Thomson Consulting LLC
Networking lunch
CPAmerica Member Marketing Case Studies
During this session, three members will share case studies of successfully implemented programs at their firms. Topics include business development, leadership, AI innovations, content creation and more.
Networking Break
Member Sharing by Firm Size
This “anything goes” member sharing session will give members the opportunity to discuss a variety of topics related to their firm marketing efforts.
Group 1 - Up to $9.99M
Group 2 - $10M to $20.99M
Group 3 - $21M+
Amy Azoulay, CPAmerica, Inc.
Meeting Wrap-up and Monday Morning Game Plan
Discussion on what members plan to implement when they get back to the office. Sharing call topics for anything that was missed or discussed that we should expand on.
Amy Azoulay, CPAmerica, Inc.