2020 Outlook: More Engagement, Less 'Efficiency'

How well do you know your clients' strategic plans?

By Jeff Pawlow

While firms intellectually understand what it means to move from a “compliance” to an “advisory” posture, most are lagging when it comes to actually making the pivot.

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Part of this is based on the fact that most firms are still run the way they have always been run – designed to produce the core services as efficiently as possible. In order to function in an advisory capacity, a complete retooling is necessary – where the emphasis is less about efficiency and more about engagement.

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Jeffrey S. Pawlow

About the Author

Jeffrey S. Pawlow is CEO of The Growth Partnership, marketing training consultants. Recognized as one of the “Top 100 Most Influential People” in public accounting by Accounting Today, Jeff leads a dynamic team of over 25 “resultants” dedicated to helping their CPA firm clients achieve sustainable, profitable growth.

Prior to his career in the accounting profession, Jeff served as a Marketing Officer for Norwest Bancorp (now Wells Fargo), one of the largest bank-holding corporations in the United States. After entering the accounting field in 1995, he served as the Director of Marketing for Smith & Gesteland, a local CPA firm in Madison, WI and then for RubinBrown, a “Top 100” powerhouse in St. Louis, MO. During this time Jeff’s efforts were recognized with a total of seven Marketing Achievement Awards by the Association of Accounting Marketing, including the “Best of Show” awards for overall marketing excellence in both 1997 and 1998. Jeff entered the consulting arena in 1998 as a Vice President and Director of Consulting Services at Waugh & Co. He subsequently founded The Growth Partnership in 1999. He has since been recognized as one of Inside Public Accounting’s “Most Recommended Consultants” since the annual list was first published in 2004. Jeff is a 1991 graduate of Creighton University.

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