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Touchdowns and penalties: How partners contribute to CPA firm wins

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The basics of running a CPA firm are indisputable: clients need to be served, billings and collections completed. For most accounting professionals, these activities are top of mind and top of the priority list, like a football team running plays in a game. 

But what sets outstanding firms — ones that achieve their goals for profitability and culture — apart from those that are just getting by? What are the actions, behaviors and outcomes that make for a winning year? 

A diversity of plays and partner actions are valuable to the CPA firm, even if you’re not making it to the end zone. It takes a team to be successful, not just a quarterback and a wide receiver. And just like your favorite NFL or college team, your firm has opponents, and you need to manage all aspects of a successful firm to stay competitive. 

Defining the plays

Having clarity within the partner group around the expected actions, behaviors and outcomes is an important facet of firm management. I’ve grouped some point-worthy actions and penalty-worthy detriments you can use to assess your firm’s fitness for winning over the next year and beyond. 

(Note: Whether any item listed here is a touchdown or only an extra point for your firm will depend on your current roster and record and where the focus is needed to achieve success. Rearrange your list to your heart’s content.)

Touchdowns! (6 points)

  • Prioritizing strategic planning, goal setting and accountability as a partner group. 
  • On the team winning a significant new client for the firm. 
  • On the team successfully implementing or expanding offshoring.
  • On the team proactively and appropriately using AI. 
  • Individually exceeding stated billing and profitability targets.
  • On the team responsible for the development of staff promoted to the next level of responsibility.
  • On the team successfully integrating an acquisition. 

Field goals (3 points)

  • Culling bad-fit clients.
  • Moving toward value pricing.
  • Exploring whether PE is the right fit for your firm.

Extra point (1 point)

  • Implementing upward feedback. 
  • Terminating (finally!) that problem employee the partners can’t stop ruminating about. 
  • Delegating administrative tasks to administrative professionals. 

Penalties

  • False start (5-yard penalty): Not entering time in accordance with firm policy. 
  • Delay of game (5-yard penalty): Taking sales calls solo. 
  • Holding (10-yard penalty): Excessive WIP balance > 90 days
  • Pass interference (automatic first down): Not reviewing work prepared by others in a timely manner.
  • Helmet-to-helmet collision (15-yard penalty): Not supporting firm decisions in front of staff. (Note: A football player not acting in accordance with their own team’s goal of winning/following the play is pretty uncommon.) 
  • Unsportsmanlike Conduct (15-yard penalty): Inappropriate language or behavior toward any team member. 
  • Ejection from the game: Failing to meet baseline professional and ethical standards. 

Player compensation

Now that you’ve identified the actions, outcomes and behaviors you’d like your partners to be doing, achieving and displaying, let’s think about how to reward them. Talented CPA firm leaders can out-earn some NFL players without even needing to bench 300 pounds! 

NFL compensation can offer some interesting perspectives for CPA firms to consider. 

Workout bonuses (e.g., attending offseason workouts)

Speaking of benching 300 pounds, should your partners be incentivized to do something in the offseason? In the weight room of CPA firms live the following opportunities: training and development of team members, networking and business development, execution on strategic initiatives. It’s what partners do with their nonchargeable time that often sets the firm up for more success than logging the next billable hour. 

Incentive bonus (e.g., passing yardage)

Your compensation system could include a financial reward for exceeding baseline partner expectations on billings, collections and realization. A balancing factor is often needed to ensure the firm’s overall success is prioritized over individual pocket-lining. Avoiding the negative culture of “mine/yours” is very achievable through culture, tone at the top and adjustments by those allocating income when needed for actions like hoarding clients. 

Performance bonus (e.g., making the playoffs)

If your firm as a whole performs well, CPA owners are in an obvious position to achieve a performance bonus — after all, in the traditional firm model, this is an owner-operator team. Looking more broadly, have you communicated to employees how they can contribute to the firm’s success overall and offered a reward if goals are exceeded? If the ticket sales are sky high for the Super Bowl, it makes sense to share some of that with the extended team. 

In the end (zone)

Playing to your team’s strengths and being clear on what they need to be doing will set you on the path to greater success. Label what a touchdown is for your firm this year. Define the penalties when needed in your rulebook, and, most importantly, hold your team accountable for their contributions to the season’s objectives. 

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Accounting

IAASB tweaks standards on working with outside experts

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The International Auditing and Assurance Standards Board is proposing to tailor some of its standards to align with recent additions to the International Ethics Standards Board for Accountants’ International Code of Ethics for Professional Accountants when it comes to using the work of an external expert.

The proposed narrow-scope amendments involve minor changes to several IAASB standards:

  • ISA 620, Using the Work of an Auditor’s Expert;
  • ISRE 2400 (Revised), Engagements to Review Historical Financial Statements;
  • ISAE 3000 (Revised), Assurance Engagements Other than Audits or Reviews of Historical Financial Information;
  • ISRS 4400 (Revised), Agreed-upon Procedures Engagements.

The IAASB is asking for comments via a digital response template that can be found on the IAASB website by July 24, 2025.

In December 2023, the IESBA approved an exposure draft for proposed revisions to the IESBA’s Code of Ethics related to using the work of an external expert. The proposals included three new sections to the Code of Ethics, including provisions for professional accountants in public practice; professional accountants in business and sustainability assurance practitioners. The IESBA approved the provisions on using the work of an external expert at its December 2024 meeting, establishing an ethical framework to guide accountants and sustainability assurance practitioners in evaluating whether an external expert has the necessary competence, capabilities and objectivity to use their work, as well as provisions on applying the Ethics Code’s conceptual framework when using the work of an outside expert.  

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Accounting

Tariffs will hit low-income Americans harder than richest, report says

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President Donald Trump’s tariffs would effectively cause a tax increase for low-income families that is more than three times higher than what wealthier Americans would pay, according to an analysis from the Institute on Taxation and Economic Policy.

The report from the progressive think tank outlined the outcomes for Americans of all backgrounds if the tariffs currently in effect remain in place next year. Those making $28,600 or less would have to spend 6.2% more of their income due to higher prices, while the richest Americans with income of at least $914,900 are expected to spend 1.7% more. Middle-income families making between $55,100 and $94,100 would pay 5% more of their earnings. 

Trump has imposed the steepest U.S. duties in more than a century, including a 145% tariff on many products from China, a 25% rate on most imports from Canada and Mexico, duties on some sectors such as steel and aluminum and a baseline 10% tariff on the rest of the country’s trading partners. He suspended higher, customized tariffs on most countries for 90 days.

Economists have warned that costs from tariff increases would ultimately be passed on to U.S. consumers. And while prices will rise for everyone, lower-income families are expected to lose a larger portion of their budgets because they tend to spend more of their earnings on goods, including food and other necessities, compared to wealthier individuals.

Food prices could rise by 2.6% in the short run due to tariffs, according to an estimate from the Yale Budget Lab. Among all goods impacted, consumers are expected to face the steepest price hikes for clothing at 64%, the report showed. 

The Yale Budget Lab projected that the tariffs would result in a loss of $4,700 a year on average for American households.

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Accounting

At Schellman, AI reshapes a firm’s staffing needs

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Artificial intelligence is just getting started in the accounting world, but it is already helping firms like technology specialist Schellman do more things with fewer people, allowing the firm to scale back hiring and reduce headcount in certain areas through natural attrition. 

Schellman CEO Avani Desai said there have definitely been some shifts in headcount at the Top 100 Firm, though she stressed it was nothing dramatic, as it mostly reflects natural attrition combined with being more selective with hiring. She said the firm has already made an internal decision to not reduce headcount in force, as that just indicates they didn’t hire properly the first time. 

“It hasn’t been about reducing roles but evolving how we do work, so there wasn’t one specific date where we ‘started’ the reduction. It’s been more case by case. We’ve held back on refilling certain roles when we saw opportunities to streamline, especially with the use of new technologies like AI,” she said. 

One area where the firm has found such opportunities has been in the testing of certain cybersecurity controls, particularly within the SOC framework. The firm examined all the controls it tests on the service side and asked which ones require human judgment or deep expertise. The answer was a lot of them. But for the ones that don’t, AI algorithms have been able to significantly lighten the load. 

“[If] we don’t refill a role, it’s because the need actually has changed, or the process has improved so significantly [that] the workload is lighter or shared across the smarter system. So that’s what’s happening,” said Desai. 

Outside of client services like SOC control testing and reporting, the firm has found efficiencies in administrative functions as well as certain internal operational processes. On the latter point, Desai noted that Schellman’s engineers, including the chief information officer, have been using AI to help develop code, which means they’re not relying as much on outside expertise on the internal service delivery side of things. There are still people in the development process, but their roles are changing: They’re writing less code, and doing more reviewing of code before it gets pushed into production, saving time and creating efficiencies. 

“The best way for me to say this is, to us, this has been intentional. We paused hiring in a few areas where we saw overlaps, where technology was really working,” said Desai.

However, even in an age awash with AI, Schellman acknowledges there are certain jobs that need a human, at least for now. For example, the firm does assessments for the FedRAMP program, which is needed for cloud service providers to contract with certain government agencies. These assessments, even in the most stable of times, can be long and complex engagements, to say nothing of the less predictable nature of the current government. As such, it does not make as much sense to reduce human staff in this area. 

“The way it is right now for us to do FedRAMP engagements, it’s a very manual process. There’s a lot of back and forth between us and a third party, the government, and we don’t see a lot of overall application or technology help… We’re in the federal space and you can imagine, [with] what’s going on right now, there’s a big changing market condition for clients and their pricing pressure,” said Desai. 

As Schellman reduces staff levels in some places, it is increasing them in others. Desai said the firm is actively hiring in certain areas. In particular, it’s adding staff in technical cybersecurity (e.g., penetration testers), the aforementioned FedRAMP engagements, AI assessment (in line with recently becoming an ISO 42001 certification body) and in some client-facing roles like marketing and sales. 

“So, to me, this isn’t about doing more with less … It’s about doing more of the right things with the right people,” said Desai. 

While these moves have resulted in savings, she said that was never really the point, so whatever the firm has saved from staffing efficiencies it has reinvested in its tech stack to build its service line further. When asked for an example, she said the firm would like to focus more on penetration testing by building a SaaS tool for it. While Schellman has a proof of concept developed, she noted it would take a lot of money and time to deploy a full solution — both of which the firm now has more of because of its efficiency moves. 

“What is the ‘why’ behind these decisions? The ‘why’ for us isn’t what I think you traditionally see, which is ‘We need to get profitability high. We need to have less people do more things.’ That’s not what it is like,” said Desai. “I want to be able to focus on quality. And the only way I think I can focus on quality is if my people are not focusing on things that don’t matter … I feel like I’m in a much better place because the smart people that I’ve hired are working on the riskiest and most complicated things.”

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