today's features

lauren clemmer: confidence, collaboration, and the future of accounting marketing | capstone conversations

firms that embrace marketing as a strategic priority unlock better opportunities.

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capstone conversations
by jean caragher
for 卡塔尔世界杯常规比赛时间

the world of accounting marketing is one of transformation, resilience, and adaptability. few individuals embody these qualities as profoundly as lauren clemmer, the former executive director of the association for accounting marketing (aam) and one of its most recent hall of fame inductees. in a recent capstone conversation, clemmer shared her journey, insights, and advice for navigating the challenges and opportunities in accounting marketing.

follow jean caragher on 卡塔尔世界杯常规比赛时间 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 卡塔尔世界杯常规比赛时间 broadcast network here

clemmer’s career began outside the accounting industry, which initially presented challenges. she emphasized the importance of understanding accounting firm dynamics and building relationships with firm partners. “i had to learn how to communicate in a way that resonated with accountants,” she explains, citing her decision to invest in executive coaching to bridge communication gaps.

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business-minded approach helps build a better firm

how this one attribute strengthens others.

by alan anderson, cpa
transforming audit for the future

“far and away the best prize that life offers is the chance to work hard at work worth doing.” – theodore roosevelt

when you think about business leaders like bill gates or reed hastings, the founder of netflix, it’s clear that these people did not create their empires by focusing on narrow measures like realization rates or increasing their profit margin. neither of these organizations would have become the household names they are if their founders had had such narrow views, and if they had not been able to move these very large companies in new directions in response to changes in the world.

more: are you looking at the big picture? | meet your client all year, not just during audit | give your audit teams tasks that increase business acumen | are you using the right business model? | give advice while remaining independent | stop mixing up your v’s and losing your best people | empower your team by dumping c and d clients | the new formula for an accounting business | how to upgrade c and d clients | eleven types of audit clients and which to fire | don’t risk losing good employees for bad clients | can a service center model solve audit staffing shortages? | don’t take on audits in an industry you don’t understand | four questions to make your firm more successful as a business
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business-mindedness in audit has deeper dimensions than making a reasonable profit and delivering an audit report on time. even if you’re not concerned about the future of audit, strengthening the attribute of business-mindedness in your firm will strengthen your firm and make it more attractive to clients and team members. let’s talk about some of the tangible benefits.
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ten popular benefits that keep staff happy | listicle

//m.g005e.com/category/checklist/listicle/by 卡塔尔世界杯常规比赛时间 research

today’s scarcity of accounting talent makes it all the more important to retain existing professionals and staff. salary alone won’t keep them happy. the most valued benefits often center around work-life balance, financial perks and career development.

here are the top 10 benefits that typically appeal to cpa office staff:

  1. flexible work arrangements. options like remote work, flexible hours and compressed workweeks are highly desirable for balancing personal and professional lives, especially during tax season. ask staff what they’d like.
  2. professional development and certification support. invest in your firm’s most important asset by covering costs for cpa exams, licensing, cpe credits and certifications. staff will appreciate, and the firm becomes stronger when staff knows more.
  3. competitive salary and bonuses. money talks! fair compensation, performance-based bonuses and profit-sharing are strong motivators, especially in an industry with rough seasonal demands. paying staff well is less expensive than trying to find new staff. surprise bonuses go a long way.
  4. health insurance and wellness programs. comprehensive health benefits, including mental health resources and wellness incentives, help staff stay healthy and resilient during high-stress times.
  5. paid time off (pto) and mental health days. generous pto policies, including paid mental health days, encourage a healthy work-life balance and help prevent burnout. if personnel have put in extra time during tax season, they deserve at least as much time off. four-day workweeks are especially appreciated in the summer. how about bonus vacation days during slow periods?
  6. retirement and financial planning assistance. a robust 401(k) match, retirement planning resources and financial education sessions are appreciated benefits. the promise of long-term financial security does much to ensure long-term retention.
  7. student loan repayment assistance. many cpas have student loan debt, so offering student loan assistance is a valuable benefit, easing financial stress and improving loyalty. after all, your firm is benefiting from the education that staff paid for. great way to attract new, trainable talent.
  8. career advancement opportunities. clear paths for promotion, mentorship programs and leadership development foster growth and engagement within the firm. be sure to consistently consult with personnel to understand where they want to go and how they want to get there.
  9. family-friendly benefits. parental leave, child care support and family-focused benefits resonate well because they demonstrate the firm’s understanding of family commitments. single parents appreciate help and understanding and will stick with a job that helps them work.
  10. workload management and seasonal assistance. hiring additional seasonal staff, outsourcing and managing workloads to avoid burnout during tax season are significant benefits for employee well-being. help existing staff understand how the seasonal assistance is making their lives easier.

if you’re serious abut retention – and you should be – look for the magic mix of benefits that keeps everybody happy and glad they work with you. and don’t try to guess what they want. ask them!

why cpas are best positioned to become financial advisors

portrait of blake oliver
oliver
blake oliver is a cpa and the founder and ceo of earmark, an app that offers nasba-approved cpe and irs-approved ce credits for listening to your favorite accounting and tax podcasts. he also co-hosts the accounting podcast, the world’s most popular podcast for accountants.

you have a lot of advice to offer beyond taxes.

by blake oliver
the holistic guide to wealth management.

“isn’t it ironic? we ignore those who adore us and adore those who ignore us.” – author ellen hopkins

every cpa i know wants to help clients make the best financial decisions. study after study shows cpas are their clients’ most trusted advisors because they have integrity, are prudent, and don’t engage in the hard sell, especially when it comes to financial services.

more: how wealth management has evolved | introducing you to a fulfilling return on relationships | rory henry upends the traditional accounting firm | why now is the time for cpas to embrace wealth management
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

 

most cpas claim to do tax planning. but how can you do proper tax planning without knowing a client’s financial goals? you need to know much more about a client than merely their tax liability. yet that’s often where the accountant’s relationship with their client stops every year. how many people have a great tax guy/tax gal whose only goal is to minimize their client’s tax liability? that’s their job, right?
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susan bryant: set boundaries and elevate client services for better results | accounting influencers

accountants who stay silent risk disappointing–and probably losing–clients.

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accounting influencers
with rob brown

accountants, take charge of your client relationships, says susan bryant, cpa, in this episode of accounting influencers.  bryant’s on a mission to empower accountants to refine their client base, set professional boundaries, and elevate client interactions to meet today’s high expectations.

bryant, a cpa and co-owner of a firm in plano, texas, has built her career on driving excellence in accounting. known for her expertise in advisory services, she’s passionate about transforming how accountants view client relationships and service delivery. “accountants today must redefine what a good client looks like,” bryant stated. “in this industry, it’s time to align with clients who truly value and respect the work we do and are ready to invest in that relationship.”

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