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Gear Up for Growth

Schwedelson: Stop Playing It Safe | Gear Up For Growth

Four key strategies show how firms can lead with value.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

4ImpactData: 10X Your Advisory. Not Your Headcount

“Firms can’t afford to hide behind best practices or boring templates anymore,” says Jay Schwedelson, president and CEO of Outcome Media and host of the top-rated marketing podcast “Do This, NOT That,” during his appearance on Gear Up for Growth with Jean Caragher.

More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

“It’s time to be bold, be human, and make sure you’re showing up where your prospects are actually searching, especially in AI,” he adds.

Schwedelson delivers four urgent takeaways for CPA firm leaders. READ MORE →

Gear Up for Growth

Kassi Rushing: Leadership Gaps, Not Motivation Gaps, Hold Firms Back | Gear Up For Growth

Developing “power skills” like trust and coaching are critical.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

Employee experience is no longer optional; it’s a strategic imperative, says Kassi Rushing, CEO and owner of Kassi Rushing Consulting. Appearing on Gear Up for Growth—hosted by Jean Caragher, president of Capstone Marketing, and powered by CPA Trendlines—Rushing shares practical insights for firms aiming to attract and retain top talent.

More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

The episode highlights two critical shifts firms must embrace:

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Gear Up for Growth

Waga: Storytelling Drives Recruiting | Gear Up for Growth

Connect to top talent with real experiences.

This is a preview. The complete episode is first available exclusively to PRO Members | Go PRO here
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

In the latest episode of Gear Up for Growth, powered by CPA Trendlines, Jean Caragher, president of Capstone Marketing, speaks with Karen Waga, chief marketing officer of WilkinGuttenplan CPAs & Advisors, about the firm’s award-winning recruiting campaign, which resonated deeply with job seekers, employees, and peers across the profession.

More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

Waga says the campaign was built entirely on real employee experiences and candid storytelling, leveraging the firm’s flexible, people-first culture. The campaign offered a compelling and authentic view of life at WilkinGuttenplan from summer Fridays to paternity leave and personal caregiving.

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AUDIT & ASSURANCE

From Zero to Auditor in 3 Days | Gear Up For Growth

The immersive experience transforms recruiting from a guessing game into a hands-on, culture-rich audition.

This is a preview. The complete episode is first available exclusively to PRO Members | Go PRO here
Sponsored by “It’s Not Just the Numbers: How to Move Beyond the Numbers and Deliver Real Value for Your Clients”
by Penny Breslin and Damien Greathead – See Today’s Special Offer

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

In the latest episode of Gear Up for Growth, powered by CPA Trendlines, Jean Caragher, president of Capstone Marketing, spoke with co-creators of JLK Rosenberger LLP’s innovative student recruitment program, Audit 500, which combines real-world experience with relationship-building to deliver extraordinary results – and some unexpected emotional impact. 

More Gear Up for Growth here. | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More Gear Up for Growth | | More CPA Trendlines videos and podcasts here

Originally created to address a gap between academic theory and audit practice, the Audit 500 is a fast-paced, three-day simulation that gives accounting students a hands-on experience of what it’s like to be an auditor. From testing cash and fixed assets to engaging with a mock CFO, participants work side-by-side with the firm’s staff, simulating the dynamics of a true engagement team. 

“We get to evaluate students in a much more meaningful way than a traditional interview ever could,” said Ani Zadorian, partner at JLK Rosenberger and co-creator of the program. “At the same time, they get to see our culture and decide if they see themselves growing here.”

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GROWTH STRATEGIES

Ruszczyk: Listen to Marketers & Let Them Lead | Capstone Conversations

Differentiation, confidence, and connection can transform firms.

This is a preview. The complete video episode, with commentary and transcript, is first available exclusively to PRO Members | Go PRO here
Sponsored by “It’s NOT Just the Numbers: How to Move Beyond the Numbers and Deliver REAL Value for Your Clients.”
by Penny Breslin and Damien Greathead. See Today’s Special Offer

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Capstone Conversations
By Jean Caragher
For CPA Trendlines

Bonnie Buol Ruszczyk, founder of BBR Companies and one of the accounting profession’s most respected marketing strategists, joined Jean Caragher for a compelling episode of Capstone Conversations—this time as a newly inducted member of the Association for Accounting Marketing Hall of Fame.

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, here. | And browse all the shows in the CPA Trendlines broadcast network here

Ruszczyk, who was also named AAM’s Volunteer of the Year in 2014 and has made Accounting Today’s Top 100 and CPA Practice Advisor’s Most Powerful Women in Accounting lists, spoke candidly about how far marketing has come in accounting—and how far it still needs to go.

“Accounting marketers bring a perspective to firm strategy that many partners don’t have,” she says. “It’s not just about brochures and branding—it’s about growth strategy, mergers, business development, and client alignment.”

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