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Four Questions about Your Partnership Readiness

confident businesswoman seated at desk

Plus a five-point checklist.

By Martin Bissett
Passport to Partnership

The Passport to Partnership study collated a number of responses in a conversational style.

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But two brief but succinct examples on the realities of how a firm assesses an individual’s “competence” for leadership are showcased really stood out:

  1. They need to explain technical data to me in a way that I know they understand.

  2. What kind of lifestyle does this person have outside of work? We’ll be looking at Facebook, X and Google to find out.

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MARKETING & SALES

Are You Marketing or Selling?

Woman explaining financial brochure to man

Both must serve the client first.

By Ed Mendlowitz

There are differences between marketing and selling.

Selling is a process whose goal is an actual order. Marketing involves the totality of presenting the company to the prospective customer so they want to do business with you.

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Salespeople need immediate gratification. Marketers take a long-term view.

Both are necessary for successful growth.
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MERGERS & ACQUISITIONS

What Goes Into M&A Valuations

Overhead view of people solving a large jigsaw puzzle

Plus vetting candidates.

By Domenick J. Esposito
8 Steps to Great

Let’s take a deep dive into what you need to know about merger combinations, which are as much about the addition of talent as they are about the addition of clients.

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CPA Firm Valuations

The two typical valuation components in most merger combinations are capital and goodwill.

  • Capital is straightforward: It is a firm’s accrual-based capital adjusted for the fair market value of fixed assets, work in process and receivable reserves. It is paid as cash or a note (in some cases the note bears interest), over a relatively short term.

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MARKETING & SALES

Six Metrics for Successful Marketing

A spreadsheet and a checklist go a long way.

By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms

One way to help accountants embrace marketing is to fill training sessions with spreadsheets and numbers, things that most accountants love working on. There’s a lot of insecurity around learning marketing, but when accountants hear they need to do some spreadsheets first, they dive right in.

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Here are six numbers I suggest you track:
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ADVISORY & CONSULTING

Focus on the Impact of CAS/CAAS

two men talking across a table, one holding a sheet of paper, window and brick wall in background

Stop describing what you do.

By Hitendra Patil

You know the story.

  • You painstakingly created your client accounting services (CAS) offering. You may have also created your client accounting and advisory services (CAAS) offering.
  • You and your team worked intently and intensely to get there. Your early adopter CAS clients seemed enthusiastic about the promise of your CAS/CAAS offering.
  • However, you soon found that it was becoming increasingly challenging to acquire more CAS/CAAS clients.
  • All the pieces are in place to create a thriving CAS practice, but the results are worrying.

MORE by Hitendra Patil
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What’s missing?

Selling advisory can feel awkward, but that’s because it’s not meant to be sold like a product. This article repositions how you present Advisory-CAS, not as a service line but as a shift in how clients grow. We will also cover how to stop “selling” and start aligning with the outcomes clients already care about most.
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