CAS

Ladd: Start Advisory with Empathy | It’s Not Just the Numbers

By

By starting with conversations and clean books, accountants can deliver clarity, confidence, and real results.

This is a preview. The complete 1-hour video episode, with commentary and transcript, is first available exclusively to PRO Members | Go PRO here
 Sponsored by 4impactdata: Start delivering scalable advisory in weeks–not months: See Today’s Special Offer

Subscribe to CPA Trendlines podcasts anywhere: Apple, Google, Spotify, iHeart, Deezer, Amazon Music and Audible, Player FM, Audacy, Gaana (India), and Boomplay (Africa).

It’s Not Just the Numbers
With Penny Breslin and Damien Greathead
For CPA Trendlines

4ImpactData: 10X Your Advisory.
Not Your Headcount

When accountants and advisors talk about “advisory services,” the conversation often drifts toward models, frameworks, and numbers. Advisory is explained through dashboards, KPIs, forecasts, and ratios. However, sometimes in our focus on data, we forget the human side —the fact that behind every balance sheet is a business owner who is stressed, overwhelmed, and often lonely. 

MORE Penny Breslin and Damien Greathead | MORE Advisory & Consulting | BUY “It’s Not Just the Numbers”

GoProCPA.com Exclusively for PRO Members. Log in here or upgrade to PRO today.

That’s where voices like Steven Ladd’s come in. In a recent It’s Not Just the Numbers podcast “After Hours” session, Ladd shares his journey from engineer to entrepreneur to trusted advisor for small business owners. His insights reveal why advisory services are more than just financial analysis. They’re about empathy, connection, and equipping business owners with clarity. 

READ MORE →

Woodard: Move Past Reports; Deliver Results | The Disruptors

By

Dashboards and statements aren’t enough—accountants must help clients turn data into action.

This is a preview. The complete 1-hour video episode, with commentary and transcript, is first available exclusively to PRO Members | Go PRO here
Sponsored by 4impactdata: Start delivering scalable advisory in weeks–not months: See Today’s Special Offer

Subscribe to CPA Trendlines podcasts anywhere: Apple, Google/YouTube, Spotify, iHeart, Deezer, Amazon Music, Audible, Player FM, Audacy, RSS

4ImpactData: 10X Your Advisory.
Not Your Headcount

The Disruptors
With Liz Farr

Joe Woodard sees a disconnect between what accountants think they’re selling and what clients want to buy. Many accountants still believe they are selling time, but as Woodard points out with a vivid analogy, that’s not what clients care about.

CPA TRENDLINES CELEBRATES:The 100th Episode of The Disruptors

MORE STREAMING: Baker: Find True Purpose to End Burnout | Brolin: The W.I.N. Leadership Formula | Gertrudes: How EOS & “Unreasonable Hospitality” Reshaped GrowthLab | Vilms: The Power of People in a Tech-Driven World | Dickerson: From Diagnosis to Disruption | Kapilovich: Treat People Like People | Martha Yasso: From Wall Street to Main Street | Jackie Meyer: Tax Plans in 90 Seconds? Believe It  | Erica Goode: Build a $200K Firm in 15hrs/Week | Randy Crabtree: Live at the Intersection of Passion & Skill |McClelland and Telka: Women Ready to Rewrite the Rules of Accounting | Jacob Schroeder: AI Won’t Replace Accountants—But It Will Reveal Who’s Replaceable | Ditching Corporate America: The Bold Story Behind PBS Accounting’s Rapid Rise | Jean Zick: Happy Team = Happy Clients | Breslin & Greathead: Be a Client Advocate | Dominic Piscopo: Clear Pay=Bargaining Power | Debbie Kilsheimer: Stop Thinking Small |

GoProCPA.com Exclusively for PRO Members. Log in here or upgrade to PRO today.

“If I’m going into CVS and I need Tums,” he explains, imagine if CVS charged you more because “I hung around in their store for twice as long to buy the Tums as I needed to, I took a circuitous path. Maybe I looked at some of the kids’ toys for an upcoming birthday party where they’re going to charge me twice as much for the Tums.”

This absurd scenario mirrors what accounting firms do to clients when the cost of delivering the service depends on the time it takes to do the work, so “the value of the product changes based on some arbitrary time metric,” Woodard says. “As long as that’s the case, there’s always going to be a resistance to the billing for selling the wrong product.”

However, even among firms that have adopted value pricing, a disconnect remains because the focus is on deliverables rather than outcomes.

READ MORE →

Lang: The Right Clients > Revenue | It’s Not Just the Numbers

By

Tough client calls, tax planning, and better leadership turned hard knocks into growth.

This is a preview. The complete 1-hour 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

Subscribe to CPA Trendlines podcasts anywhere: Apple, Google, Spotify, iHeart, Deezer, Amazon Music and Audible, Player FM, Audacy, Gaana (India), and Boomplay (Africa).

It’s Not Just the Numbers
With Penny Breslin and Damien Greathead
For CPA Trendlines

When Lang launched Upside CFO, he didn’t set out with a grand blueprint. “If we’re being honest, we started off with simple bookkeeping,” he says. Over time, his firm evolved into a multi-faceted practice offering fractional CFO services, tax planning, and even financial planning partnerships. Along the way, he admits to trial and error. “Sometimes I do smart stuff. Sometimes I don’t,” Lang laughs.

MORE Penny Breslin and Damien Greathead
MORE Advisory & Consulting
BUY “It’s Not Just the Numbers”

GoProCPA.com Exclusively for PRO Members. Log in here or upgrade to PRO today.

Yet from that messy middle came clarity: the future of advisory services lies in translating numbers into strategy, choosing the right clients, and building processes that can scale without sacrificing value.

READ MORE →

May: Build a CAS-Fueled Powerhouse | Big 4 Transparency

By

“CAS gets stronger as tech gets better. The market’s expanding, not shrinking.” 

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

Stream, listen, download, and subscribe to CPA Trendlines podcasts anywhere: Apple, Google/Youtube, Spotify, iHeart, Deezer, Amazon Music and Audible, Player FM, Audacy, RSS

Big 4 Transparency
By Dominic Piscopo, CPA
For CPA Trendlines

In this episode of Big 4 Transparency, Matthew May, former co-founder of Acuity and now CAS Leader at Sorren, pulls back the curtain on one of the most significant private equity-driven rollups in the accounting profession. Speaking with host Dominic Piscopo, May details how Acuity, alongside other firms, became part of a growing national platform backed by DFW Capital, and why he believes Client Accounting Services (CAS) will soon eclipse audit. 

MORE Dominic Piscopo | MORE Pay & Compensation | MORE CAS

The seeds of the Sorren platform were planted in a BDO Alliance roundtable where six firms fantasized about joining forces. That vision crystallized when DFW Capital, with a thesis to invest $100M in the space, entered the picture. From there, May and his partners at Acuity ran a rigorous process, engaging investment bankers to evaluate 250 potential paths, leading to 11 indications of interest (IOIs), seven in-person meetings, and five formal offers. The decision to join Sorren wasn’t about cashing out – it was about autonomy, cultural fit, and the chance to help shape a future-focused firm from the ground up. 

READ MORE →

Build a CAS Practice that Works | It’s Not Just the Numbers

By

The debut episode reveals why half-built CAS divisions fail and what to do instead – Plus 12 key takeaways! 

This is a preview. The complete 1-hour 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

Subscribe to CPA Trendlines podcasts anywhere: Apple, Google, Spotify, iHeart, Deezer, Amazon Music and Audible, Player FM, Audacy, Gaana (India), and Boomplay (Africa).

It’s Not Just the Numbers
With Penny Breslin and Damien Greathead
For CPA Trendlines

In the inaugural episode of It’s Not Just the Numbers, hosts Penny Breslin and Damien Greathead deliver a candid, experience-driven conversation aimed at accounting and bookkeeping firm owners seeking to move beyond compliance work and grow successful Client Accounting and Advisory Services (CAS) practices.

MORE Penny Breslin and Damien Greathead
MORE Advisory & Consulting
BUY “It’s Not Just the Numbers”

GoProCPA.com Exclusively for PRO Members. Log in here or upgrade to PRO today.

The duo, who have worked together for over two decades, including hosting one of the first CAS workshops in 2013, are well-known voices in the evolution of cloud-based accounting and outsourced advisory services. Their show—named after their 2019 book—digs into the practical, strategic, and often messy realities of transitioning to advisory work. And for Breslin and Greathead, the key message is clear: building a sustainable CAS practice starts with intentionality.

READ MORE →