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Rethinking firm growth: How modern accounting firms compete, differentiate and scale
June 2 @ 1:00 pm – 2:00 pm EDT
CPE credit: 1 hour for CPAs
The accounting profession is evolving rapidly. Shifts in technology, rising client expectations, AI adoption, and changing buyer behavior are redefining how firms grow, compete, and deliver value. While referrals remain an important source of new business, today’s buyers are more informed than ever and expect clear differentiation, proactive guidance, and modern service models from their accounting partners.
In this session, Darren Root, co-founder of Better Everyday, will share his principles for intentionally aligning firm strategy, service offerings, and marketing efforts. Participants will explore how accounting firms can evolve their go to market approach to attract and retain ideal clients while creating scalable, sustainable growth. The session will also address the growing role of marketing, data, and AI in helping firms communicate their value, remain relevant, and better serve clients, using payroll as a practical case study to illustrate how intentional service decisions can drive growth, differentiation, and advisory expansion.
Learning objectives:
- Identify key shifts impacting the accounting profession and evaluate how these changes affect firm growth and client retention strategies.
- Analyze their firm’s current strategies to determine opportunities to intentionally align service offerings, marketing efforts, and firm vision to attract ideal clients.
- Explain how payroll data and analytics can be leveraged to expand advisory services beyond compliance and support clients across the full business lifecycle.
- Apply practical best practices and turnkey, customizable tools to enhance marketing messaging, client engagement, and service delivery within their own firms.
Level:
Basic
Instructional method:
Group internet-based
NASBA field of study:
Business management & organization
Program prerequisites:
None
Advance preparation:
None
Note: CPE is only available for attending the live event, on-demand viewing is not eligible.1 SHRM, and 1 CPE credit.
