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New Avalara president emphasizes customer experience, hints at e-invoicing partnership

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Avalara’s new president, Ross Tennenbaum, wants to center the indirect tax solutions provider squarely on its customers.

In his new, expanded role , which was announced Tuesday, Tennenbaum will be responsible for driving company-wide improvements and ensuring the success of every Avalara customer around the globe. As president, he will oversee the majority of the company’s business operations, including Avalara AvaTax for sales and use tax calculations, Avalara Returns, Avalara Exemption Certificate Management, and Avalara Tax Research. Tennenbaum will also lead the teams responsible for Avalara’s customer and compliance operations, finance functions, India operations, and legal functions. He replaces the previous president, Amit Mathradas, who departed more than a year ago.

Ross Tennenbaum
Ross Tennenbaum

Kenneth A Appelbaum/Avalara, Inc.

While Tennenbaum had previously been CFO at Avalara, his involvement with the company goes back further than that, having become familiar with Avalara when, as an investment banker, he personally worked with the business to launch its IPO in 2018. After that he was brought into Avalara as executive vice president of strategic initiatives, where he oversaw building integrations between the businesses it had acquired, and eventually replaced the CFO when he retired.

His experience, he said in an interview with Accounting Today, means he knows the company inside and out, adding that he likes getting into the weeds to understand even the small details.

Tennenbaum said his immediate priority is in examining the company’s core products, “the heritage of the company,” from top to bottom in order to see where any steps along the customer process from marketing and sales to onboarding and support can be made more efficient and user-friendly, stating, “I think we can drive more growth in the business, I think we can do better by our partners and our customers and run a more profitable machine, so that is step one.”

In the longer term, he expressed a desire to center the customer experience for a more streamlined and simple application that gets as close to self-service as possible.

“We’re giving customers a better experience, the ability to self-serve … We want to make sure that customers have one front door to come into. We’re providing the best experience based on the problem. We understand the time and effort it takes to solve different kinds of problems and we have the right agents aligned to it, or AI, where we can. We’re owning those cases all the way to the end with the right solutions, so overall a better experience, more proactive support, leveraging more AI and a smarter experience,” he said.

Part of this vision is the new AI-driven support portal which is set to launch later this year, which provides a centralized space where people can get assistance with their solutions. The chatbot, he said, can field questions on the fly like how people can change their passwords. While it is initially meant to handle simple inquiries, there are already plans to bolster the AI’s capacities to handle very complex questions and give more intelligent answers,

Beyond this, Tennenbaum also pointed out Avalara’s wider ambitions to expand further into compliance solutions. He noted that while customers like their sales tax solutions, they have so many more compliance obligations to worry about, and the bigger the company the more they have as they cross multiple jurisdictions, “and heaven forbid you’re global and you’ve got obligations all over the world.” Taxes tend to lead into compliance anyway (think of the need to register with a jurisdiction once nexus is established), so it seems a natural fit for them to expand this way.

“We want to expand to help our customers with all their compliance obligations. It starts with tax, but some of these aren’t even necessarily tax-related … GDPR obligations, or HIPAA type obligations, trucks crossing state lines and having to file certain forms,” he said, though he added that, “The here and now is sales tax, [but] why can’t we be growing new product lines?”

With this in mind, he pointed to the company’s efforts to expand into e-invoicing as well, which is increasingly becoming mandated in markets like the European Union. Avalara itself recently took part in the first successful test of a U.S. e-invoicing network sponsored by the Federal Reserve. Tennenbaum said this is likely the way the entire world will soon be going, and he does not want to be caught unprepared.

“We bought some things and built some things and it’s going well,” he said. While he demurred on the specifics, Tennenbaum said, “We have some really great partnerships in the works with some blue chip partners and some really great early customers on the e-invoicing side.”

But the core tax focus has not been forgotten either. He said that Avalara has built out its capacities on the use tax side of things, noting that it’s the other side of the coin of sales tax.

Avalara IPO NYSE
Avalara’s initial public offering on the floor of the New York Stock Exchange on June 15, 2018.

Michael Nagle/Bloomberg

“Every time I buy something, someone is selling something, so for every transaction there are two sides, buyer and seller,” he said, adding that focusing on the use tax side of things can make Avalara an even bigger part of transactions. “Everyone has use tax obligations. We’re saying, ‘Hey, we can help with the process for both sales and use tax.’ There’s many situations where customers are buying things where they should be exempt or the seller is charging the wrong rate of tax, either overpaying or underpaying, and that could be millions from your pocket.”

Artificial intelligence will be key to Avalara’s plans going forward. He said the company has made great strides in terms of applying AI to document classification and optical character recognition, but felt there was much more they could do. For instance, while AI currently can facilitate many processes, it relies on a relatively static set of knowledge content — what if, in the future, AI could update this content automatically as rules and regulations change? E-invoicing compliance, for example, involves dealing with multiple jurisdictions with different mandates and different timeframes and different requirements based on where one does business, some of which could change in the future and require different solutions. AI could recognize these changes and adjust itself accordingly, and perhaps even recommend new solutions that can help users in specific situations.

Tennenbaum’s vision for AI is part of his larger ambition to center the customer and make the experience as seamless as possible.

“I think our customer experience is siloed. I want to take on the mantle of a great customer experience and make it great for our customers and partners and when you apply that to AI, it helps us me more efficient because there is less throwing people at the work … . It is a win-win-win: partners are happier, customers are happier, and we get much more efficiency,” he said.

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Accounting

Global ESG Reporting Standards and Double Materiality Compliance

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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.

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Accounting

Modernizing Internal Controls: Machine Learning and Continuous Monitoring in Auditing

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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.

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Accounting

Automated Tax Compliance and Global Regulatory Harmonization in 2026

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Corporate tax accounting departments are navigating an era of unprecedented regulatory complexity as global tax harmonization frameworks take full effect alongside real-time digital tax reporting mandates. Tax directors and accounting teams are adopting cloud-based tax compliance automation tools to manage multi-jurisdictional tax liabilities and satisfy stringent reporting rules across international jurisdictions.

Implementation of Global Minimum Tax Provisions
The implementation of international tax reform agreements—notably the Pillar Two global minimum tax framework—has reshaped multinational corporate tax planning. Multinational enterprises with consolidated revenues exceeding established thresholds must ensure an effective tax rate of at least 15% across every jurisdiction in which they operate.

Accounting teams are implementing specialized tax calculation modules integrated directly into enterprise resource planning (ERP) platforms. These automated tools calculate effective tax rates per country, identify top-up tax liabilities, and generate standardized compliance documentation required by national tax authorities.

Real-Time Digital Invoicing and E-Reporting Mandates
Tax authorities across Europe, Latin America, and Asia-Pacific have enacted mandatory electronic invoicing (e-invoicing) and continuous transaction controls (CTC). Under these systems, corporate transaction data must be submitted electronically to government portals in real time at the point of sale or invoice issuance.

This shift toward continuous digital tax reporting eliminates traditional annual tax audits in favor of ongoing automated compliance monitoring. Accounting departments are upgrading invoicing software to ensure seamless XML data formatting, digital signature authentication, and real-time validation against tax authority databases.

Automation and Data Analytics in Corporate Tax Strategy
To keep pace with dynamic tax legislation, tax departments are transitioning from reactive compliance teams to proactive strategic advisors. Machine learning algorithms analyze corporate transactional data to identify tax credits, research and development (R&D) incentives, and cross-border transfer pricing adjustments.

By automating routine tax return filings and calculations, corporate tax directors can focus on long-term capital structuring, evaluating the tax implications of corporate mergers, and optimizing international supply chain networks.

Strategic Priorities for Tax Executives
1. ERP System Upgrades: Ensure enterprise software is capable of generating real-time, granular tax data required for global minimum tax compliance.
2. E-Invoicing Integration: Implement scalable e-invoicing platforms to satisfy regional continuous transaction control regulations.
3. Strategic Tax Analytics: Utilize predictive tax modeling tools to evaluate structural changes in corporate operations and cross-border trade.

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