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Boomer’s Blueprint: Why accounting firms need a massive transformative purpose

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CPA firms today face a common challenge: How do they remain relevant, innovative and forward-thinking? Amid advancing technologies, artificial intelligence, and shifting client expectations, leaders must provide a clear vision to inspire and guide their teams. Too often firms are trapped in a shared services environment rather than a shared vision.

A “massively transformative purpose,” or MTP, offers that shared vision. It’s a north star to align every firm member toward a shared goal that transcends traditional success metrics.

So, what is an MTP?

An MTP is a bold and audacious statement defining a desired future state for the world, industry, profession or community. Unlike a mission or vision statement, an MTP isn’t about your organization or its immediate goals. Instead, it’s about the larger impact you hope to create. It acts as a gravitational force that attracts clients, talent and partners.

Examples of well-crafted MTPs include:

  • “To accelerate the world’s transition to sustainable energy.” — Tesla
  • “Organize the world’s information.” — Google
  • “Humans must become a multiplanetary species.” — SpaceX

Why an MTP matters for CPA firms

CPA firms often define success by traditional metrics such as billable hours, revenue growth, or client retention. These metrics are essential, but they don’t necessarily inspire teams or differentiate your firm in the marketplace. An MTP helps your firm:

1. Attract and retain talent. A compelling MTP gives employees a sense of purpose beyond their day-to-day tasks. This sense of purpose fosters engagement and loyalty.
2. Strengthen client relationships. Clients increasingly value working with professionals who share their values and are committed to broader societal goals.
3. Drive innovation. An MTP encourages firms to think beyond incremental improvements and consider transformative changes that redefine the profession.

Steps to develop your MTP

Before you can use an MTP to reach your goals, you must think about who you wish to serve and what your services will look like. Here are some steps to get started.

1. Ask transformative questions. Consider what you offer (or will offer in the future) to deliver value in radical and innovative ways. Some potential questions include:

  • What does the world hunger for, and how can our firm contribute?
  • What would we do if we could never fail?
  • What impact would we strive for if we received unlimited resources today?

2. Ensure key attributes. An MTP isn’t a vision or mission. Think bigger. Your MTP should be:

  • Aspirational. It describes a desired state that inspires action.
  • Audacious. It must be bold enough to make a significant impact.
  • Transformative. It should address the “why” behind your firm’s existence.

3, Test and refine. To gauge their reactions, share your draft MTP with team members, clients and stakeholders. Does it excite them? Does it make them lean in and ask, “How?”

Embedding MTP in your firm’s DNA

An MTP isn’t a one-time exercise. To create meaningful change, you must integrate it into the firm’s vision, planning and accountability structures. Here’s how to do it:
1. Vision. Use your MTP to set long-term goals and align strategic initiatives.
2. Planning. Break down your MTP into actionable milestones. Make sure every individual, department and service line understands their role in achieving the broader purpose.
3. Accountability. Create feedback loops to measure progress and adapt as necessary. Leadership must consistently champion the MTP and demonstrate its importance through words and deeds.

A well-defined MTP positions your firm to thrive in the 21st century and beyond. By aligning your team around a transformative purpose, you’ll foster innovation, attract like-minded clients and partners, and impact the profession. To paraphrase Margaret Mead, small groups of thoughtful, committed citizens and entrepreneurial leaders can change the world. Indeed, it’s the only thing that ever has.

Think — plan — grow!

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Accounting

Emburse announces Emburse AI for automation, insights

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T&E solutions provider Emburse announced Emburse AI, which provides artificial intelligence capacities across the company’s entire suite of solutions. Emburse AI is trained using data from the company’s over 1 billion spend transactions. 

The release enhances receipt and invoice processing. The AI can read, interpret and act on transaction data, going beyond simple text extraction to leverage machine learning to understand context, predict missing or unclear information, and adapt to different formats for more precise data extraction. The solution automatically maps expenses to one of 39 categories (so far) for Emburse Expense Enterprise users to streamline expense allocation and provides richer insights. It auto-fills and interprets data for employees, automating routine tasks for users. The AI identifies the applicable currency, date format and tax rates, and even common regional merchants to support finance teams globally. Finally, it can proactively extract the additional tip amount data required for meal expenses to save employees time when submitting expense claims.

All AI data is encrypted in transit and secured and processed on localized servers. 

“Finance teams handle hundreds of detailed processes every day, where even one seemingly-minor error can lead to significant financial and operational consequences,” said Paul Nagy, chief product officer at Emburse. “With Emburse AI, we’re giving users a powerful tool to minimize manual effort, improve accuracy, and dramatically reduce time spent on managing expenses and invoices. This latest milestone for Emburse sets the stage for future AI enhancements, including agentic AI, to help finance teams operate more efficiently and strategically.”

Emburse plans to further improve its AI. Future updates will include AI-powered, predictive insights and more. 

Emburse formed in 2020 from a  group of six travel and expense management software vendors — Abacus, Captio, Certify, Chrome River, Nexonia and Tallie — who came together under a single company, Emburse, in an effort to challenge SAP Concur. The news comes shortly after the announcement of Jonas Hirshfield joining as the company’s chief information officer. Prior to this, he was CIO at remote learning solutions provider Class Technologies.

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Accounting

PCAOB censures, bars partner for failing to cooperate with inspection

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The Public Company Accounting Oversight Board sanctioned Natalie Murphy, a former partner at Heaton & Company, for violating PCAOB rules and standards and failing to cooperate with an inspection.

Murphy violated PCAOB Rule 4006, Duty to Cooperate With Inspectors, in an investigation concerning the state of audit documentation and the timing of audit procedures. When inspection staff informed Murphy of audits selected for review, she said the workpaper documentation for two of the selected audits was complete and just needed to be “compiled” in the firm’s audit software, despite a substantial portion being incomplete at the time. Murphy also obtained additional evidence and performed substantive procedures for one of the audits days before providing them to staff, while improperly representing that all audit procedures had been completed prior to the issuance of the firm’s audit report. 

In addition, Murphy violated an auditing standard, AS 1215, Audit Documentation, by failing to document modifications and additions made to the workpapers after their completion dates for two inspected audits, and by failing to timely assemble a complete and final set of documentation for the two inspected audits and three additional issuer audits.

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“The respondent failed to comply with multiple PCAOB rules and standards, leading to the sanctions imposed by the Board today,” Robert Rice, director of the PCAOB’s Division of Enforcement and Investigations, said in a statement. “We will continue to pursue enforcement actions to address such violations and ensure that accountability is upheld at every level of the profession.”

Without admitting or denying the findings, Murphy consented to the PCAOB’s order, which:

  • Censures Murphy;
  • Imposes a $50,000 civil money penalty; and, 
  • Bars her from being an associated person of a registered firm with the option to petition the PCAOB to terminate the bar after five years, provided she has completed 40 hours of continuing professional education, in addition to CPE requirements connected with any license she holds.

The PCAOB has increased its enforcement activity, according to a new report, even as it faces the prospect of being absorbed into the Securities and Exchange Commission.

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Accounting

Insightsoftware announces AI solution Lineos

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Corporate accounting solutions provider insightsoftware [sic] announced the release of Lineos, its AI-powered suite for financial planning and analysis, accounting and operations. Overall, it is intended to be used for automating manual tasks, surfacing data-driven insights and patterns, and simplifying workflows with generative AI. 

“While finance teams recognize the potential of AI, many struggle to make it meaningful,” said Lee An Schommer, chief product officer and general manager for ERP reporting & BI at insightsoftware. “CFOs are challenging their teams to boost productivity with AI, but finding a starting point can be difficult. At insightsoftware, we are dedicated to the Office of the CFO, delivering AI solutions that tackle real-world challenges like report generation. With Lineos, we empower finance teams with an AI-powered ‘line of sight’ into their data, enabling confident, data-driven decision-making.”

Specifically, the AI gives access to Doc Assist, which gives AI-sourced answers about the product itself, Data Assist, which instantly breaks down trends and anomalies in business data to offer guided analysis tools, Text Assist, which groups and summarizes data, Report Assist, which creates detailed, professional reports with no advanced training needed, and Content Assist, which suggests the best pre-built reports, dashboards, and views for the current task. 

Lineos is also integrated throughout the entire insightsoftware product suite, including Operational Reporting for Oracle EBS and OCA, Operational Reporting for SAP ECC and S/4HANA, Operational Reporting and Distribution, Budgeting and Planning, Disclosure Management and Regulatory Reporting, Strategic Financial Reporting for EPM solutions and more. 

The release comes just shortly after insightsoftware announced the launch of a new reporting solution for Microsoft Dynamics 365 Business Central users, Jet Reports Online (insightsoftware acquired Jet Global Data Technologies in 2019.) Last month the company also announced it had acquired JustPerform, a cloud-native planning, consolidation and reporting platform, adding its enterprise performance management capabilities to insightsoftware’s portfolio.

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