In a business landscape evolving at breakneck speed, CPA firms that cling to outdated models and mindsets risk losing their relevance.
So, what does it take to thrive in this new era? In a recent podcast episode, I put this question to Alan Whitman, former CEO of Baker Tilly. Drawing on his experience leading the firm through exponential growth, Alan shared how CPA firms can break the mold and position themselves for enduring success.
Alan Whitman
Alan argues that the key is embracing change. To remain competitive, firms must shift their focus from billable hours to delivering value, build scalable businesses, and adopt a forward-thinking “what will it take” mindset. In our conversation, Alan delved into the practical strategies behind these imperatives.
The billable hour’s last gasp
The traditional hourly billing model is showing its age. In an era where businesses demand agility, innovation, and value-driven service, the billable hour is increasingly obsolete.
As Alan puts it, “Firms that are able to shift from a production mindset to an outcomes and value mindset will break the mold and will be far ahead of those that don’t.”
But this shift is easier said than done, particularly for larger, established firms with systems and cultures built around tracking and billing time. It requires reenvisioning how the firm operates and generates revenue, a process Alan witnessed firsthand at Baker Tilly.
“We were starting that process when I was at the latter part of my tenure,” he recalls. “It’s a bold, nerve-wracking step. People would say, ‘How are you going to account for everything? How are you going to make sure projects are moving along?'”
Despite the challenges, Alan believes this transition is nonnegotiable for firms to stay competitive.
From inputs to outputs
So, what does a value-based model look like in practice? According to Alan, it starts with shifting focus from inputs to outputs.
“For fixed-fee projects like audits, the focus should be on effective project management and tracking out-of-scope hours rather than all billable hours,” he explains. “Firms often focus on hours to accrue revenue, but this can lead to inaccuracies and doesn’t reflect true project progress.”
Overemphasizing billable hours can disincentivize efficiency, innovation, and value creation. If employees are rewarded solely based on time worked, there’s little incentive to find more innovative ways to deliver better results faster.
As Alan puts it, “Nobody gets rich by doing more work. Quantity is not the goal. It’s quality, replication and automation.” By shifting focus to outcomes and value delivered, firms can reward the behaviors and skills that matter in today’s competitive landscape.
Adopting a ‘What will it take” mindset
Transforming a firm’s business model and culture requires rethinking how work gets done and how the firm is structured and led.
One fundamental shift is moving from a partner-centric model to a client-centric one. “CPA firms need to shift from being organized around partners’ individual books of business to client books of business,” Alan argues.
This enables firms to build “businesses within the business” — scalable, $100 million practices that create intellectual capital (knowledge and expertise) and financial capital for growth. Alan challenged his Baker Tilly leaders to think this way.
“I had many conversations with leaders: ‘How are we going to build a business to $100 million scale?’ Building businesses within the firm creates capital for growth.”
Tackling a transformation of this magnitude starts with a simple yet powerful question: “What will it take?”
“When approaching complex challenges, leaders should ask, ‘What will it take?’ and envision building from scratch,” Alan advises. “Beginning with a clean slate and working backward can help firms create a roadmap for achieving lasting relevance.”
This “clean slate” approach requires setting aside obstacles that hold firms back. “Don’t start with the ‘Yeah, buts,'” Alan says. “Start with the clean slate, ask what it will take, then decide if you’re willing to leap.”
The imperative for change has never been more apparent. Firms clinging to outdated models risk irrelevance, but those embracing change can position themselves for enduring success and become the proactive partners their clients need.
Transformation is never easy, but as Alan’s experience shows, firms must remain competitive. The future of accounting is here. Will your firm be part of it?
The accounting profession is undergoing a fundamental structural transition as enterprise finance departments shift from periodic month-end closes toward automated continuous accounting models. By integrating specialized machine learning algorithms directly into enterprise resource planning (ERP) platforms, chief accounting officers are transforming financial reporting from a retrospective exercise into a real-time operational asset.
The Shift from Periodic Close to Continuous Financial Reporting
Traditional accounting workflows heavily relied on manual data reconciliation, spreadsheet calculations, and multi-week closing cycles at the end of each fiscal period. In contrast, continuous accounting frameworks utilize automated software agents to process, validate, and post transactional data in real time as business activities occur.
Automated bank reconciliation tools cross-reference incoming bank feeds, invoice records, and purchase orders automatically. By resolving transactional variances instantly throughout the month, corporate accounting teams eliminate the traditional workload spikes associated with quarterly and annual closes.
Machine Learning in Audit Trails and Anomaly Detection
Advanced natural language processing (NLP) and machine learning tools are redefining internal audit and financial control environments. Automated systems analyze 100% of general ledger entries, identifying anomalous transactions, duplicate payments, and unauthorized journal entries in real time.
Rather than relying on random statistical sampling, corporate internal auditors can focus their attention on high-risk flags automatically surfaced by algorithmic monitoring platforms. This continuous risk assessment strengthens internal controls over financial reporting (ICFR) and significantly reduces fraud risk.
Evolving Roles for Accounting Professionals
As routine data entry and manual reconciliation tasks become fully automated, the skill set required for accounting professionals is shifting toward data analysis, system design, and strategic business advisory.
– Systems Governance: Accountants are increasingly responsible for monitoring algorithmic accuracy and managing data integration pipelines.
– Business Partnership: Finance professionals leverage real-time financial dashboards to advise operational leaders on margin management and working capital allocation.
– Regulatory Compliance Management: Accounting teams utilize automated platforms to ensure compliance with dynamic tax codes and international accounting standards.
Core Implementation Recommendations
1. Deploy Automated Reconciliation Tools: Integrate continuous transaction processing modules into existing enterprise ERP architectures.
2. Establish Algorithmic Governance Controls: Implement strict internal testing protocols to ensure automated accounting rules comply with GAAP/IFRS standards.
3. Reskill Accounting Teams: Invest in training finance staff on data analytics, workflow automation, and predictive financial modeling.
Corporate accounting departments face expanding reporting expectations as international sustainability disclosure standards achieve regulatory enforcement across major global jurisdictions. Chief Accounting Officers (CAOs) and corporate controllers are establishing rigorous internal accounting controls to treat Environmental, Social, and Governance (ESG) metrics with the same data precision, auditability, and governance as traditional financial statements.
Regulatory Harmonization Under Global Sustainability Frameworks
The implementation of standardized sustainability reporting frameworks—notably rules established by international sustainability accounting boards—has created unified expectations for public and large private enterprises. Corporations must report standardized metrics covering greenhouse gas emissions (Scope 1, 2, and material Scope 3), energy utilization, workforce demographics, and supply chain governance.
In Europe and other participating international jurisdictions, double materiality principles are mandatory. Under double materiality, organizations must report both how external sustainability risks impact corporate financial performance, and how internal corporate operations affect surrounding environmental and social structures.
Integrating Sustainability Metrics into Core ERP Systems
To provide auditable non-financial data, enterprise organizations are integrating specialized carbon accounting and ESG management platforms directly into core ERP systems. Automated data collectors capture energy utility invoices, logistics fuel consumption metrics, and vendor compliance records in real time.
Establishing automated, traceable data pipelines ensures that non-financial reporting is supported by clear audit trails. This structured approach allows external financial auditors to provide reasonable assurance on sustainability disclosures during annual corporate reporting cycles.
Financial Impacts and Capital Market Disclosure
Accurate ESG reporting directly influences corporate cost of capital and institutional credit ratings. Commercial lenders and institutional asset managers systematically incorporate sustainability metrics into risk pricing models. Companies that demonstrate transparent, verifiable progress in operational energy efficiency and climate risk mitigation benefit from expanded access to green bond markets and lower debt pricing.
Action Steps for Accounting Leadership
1. Implement Double Materiality Frameworks: Conduct comprehensive assessments to identify material financial and operational sustainability metrics.
2. Build Auditable Non-Financial Data Pipelines: Automate ESG data collection within core accounting software to ensure data integrity.
3. Align Sustainability with Annual Financial Filings: Prepare non-financial disclosures concurrently with financial statements to satisfy regulatory audit expectations.
Internal audit departments and corporate risk managers are modernizing internal control frameworks by shifting from periodic sampling techniques to continuous monitoring and machine learning analytics. As operational data volumes increase across enterprise organizations, automated control testing ensures financial integrity, prevents corporate fraud, and streamlines annual audit engagements.
The Limitation of Periodic Audit Sampling
Historically, internal and external auditors evaluated internal controls by reviewing random samples of financial transactions—often analyzing less than five percent of total ledger entries. In complex enterprise environments, periodic sampling methods carry inherent risks of overlooking localized financial misstatements, unauthorized disbursements, or operational control breakdowns.
In 2026, progressive internal audit functions are utilizing automated continuous monitoring platforms that evaluate one hundred percent of financial transactions in real time. Continuous control auditing systems continuously monitor general ledger entries, procurement approvals, and expense reimbursements across all operating subsidiaries.
AI-Powered Fraud Detection and Anomaly Identification
Machine learning models trained on historical corporate financial data excel at identifying subtle transactional anomalies that indicate potential fraud or operational error. Automated systems instantly flag duplicate invoice payments, unapproved vendor creation, unusual journal entry timing, and unauthorized override of authority thresholds.
When an anomaly is detected, the automated auditing platform generates an instant risk alert, allowing internal audit teams to investigate root causes immediately. Early detection prevents minor operational errors from escalating into material weaknesses in financial reporting.
Streamlining External Audit Preparation
Continuous internal control monitoring delivers significant benefits during annual external financial audits. External audit firms can review continuous audit logs and automated control testing documentation, reducing the time required for manual field testing.
This integrated approach lowers overall audit compliance fees, reduces administrative burdens on corporate accounting staff, and provides senior management and audit committees with real-time visibility into the organization’s overall risk profile.
Core Implementation Guidelines
1. Transition to 100% Data Testing: Replace legacy sampling methods with automated continuous audit monitoring systems.
2. Deploy Anomaly Detection Algorithms: Implement machine learning models to identify unauthorized transactions and operational control overrides.
3. Align Internal and External Audit Workflows: Coordinate continuous control testing protocols with external auditors to optimize annual compliance cycles.