Katie Lyles: Marketing Triumphs Amid Chaos | Capstone Conversations

Risk-taking and transparency emerge as key drivers for success in accounting marketing.Capstone ConversationsBy Jean CaragherFor CPA TrendlinesWhen 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. Follow Jean Caragher on CPA Trendlines here. | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | Catch Jean Caragher's other show, Gear Up for Growth, on Fridays here. | And browse all the shows in the CPA Trendlines broadcast network here 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.