Q&A

Lucas LaChance

Lucas LaChance is partner overseeing practice growth at Lane Gorman Trubitt (LGT) and the 2023 AAM Marketer of the Year. LaChance leads the firm’s brand visibility, awareness and engagement strategies. He oversees business development and sales, marketing plan development, public relations and client experience, as well as social media, staff training and strategic planning. LaChance began his accounting career as an auditor before taking on practice growth in 2015.

What is one experience or resource that you think best suited you to be honored as AAM Marketer of the Year?

The strongest resource that allowed me to win is that I work with a team of exceptional professionals. They have all taught me so much, and I continue to learn every day. Participating in Leading Edge Alliance and PrimeGlobal has also been a fundamental piece of my ability to effect change at my firm.

Since you are uniquely suited as someone with both accounting and marketing experience, how do each of these disciplines complement each other and help you succeed?

I spent nearly a decade in our audit department before moving over to lead practice growth. My experience in audit gave me a perspective on how the firm works and how each group in the firm has a role to play in our overall success. In a firm full of analytical accountants, it is important to be able to clearly articulate our value and how we are a revenue-generating group, even though we don’t have billable hours.

I work with a fantastic marketing team that was eager to learn about what the accountants need and want in terms of opportunities to network and build their professional profiles. We started with the fundamentals about key dates for the firm and then built out content calendars and other resources that smoothed out communication between the accountants and marketers. I also advocate strongly for continuing education for the marketing team.

What is your biggest tip to create a marketing-forward culture in your firm?

Continue to demonstrate the value that practice growth brings to the firm. If you are far enough along in your career to be in the firm leadership meetings where decisions are made, that’s ideal. If you are not, find yourself someone in that group of leaders that can be your advocate. Next step: data mine. We are a team that creates new opportunities through publishing content, hosting events that link practitioners, COIs, clients, and prospects, and driving internet searchers to your website to generate new leads. It boils down to making the switch from the idea that marketing is not a cost center but a profit center.

As a member of the LGBTQIA+ community, what is a marketer’s role in creating a successful DE&I initiative?

There is no denying the business case for an inclusive firm. Looking solely at talent acquisition and retention, employees that are able and comfortable enough to bring their authentic selves to work will integrate more seamlessly into the culture of the firm and are much more likely to be engaged and stay when times are challenging. Further, a distinction needs to be made betweentoleratingand acceptingmembers of different marginalized communities; it centers around the concept of feeling like you belong at a firm.

What advice do you have for up-and-coming marketers in this industry?

We are working in an exceptional industry that is experiencing very significant change. Thinking about the explosion of ideas, methods and technology that has taken us from those very early monthly newsletters to cross-functional marketing teams that command immense data is extraordinary. For up-and-coming marketers, I offer two pieces of advice. First, tap into as much knowledge about new technology as you can. The tools we use are going to continue to evolve, and your skills must do the same. Secondly, cross-train within your department. As a well-rounded marketer, you’ll position yourself to either take the reins at your current firm in time or be able to use your skill set to make the jump to a senior or management role.

Interview by Tara Arrington