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What accounting firms can learn from technology vendors serving them

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Last week, AICPA brought together leading accounting technology vendors in their annual AICPA Executive Roundtable for these innovators to share best practices and collaborate on joint opportunities. Listening to these tech vendors, it became apparent that accounting firms could greatly benefit from adopting some of the strategies and mindsets these technology companies are using to thrive. Some of them include:

1. Professionalizing the go-to-market function

One of the most evident areas where accounting firms can draw inspiration is in the professionalization of go-to-market (GTM) functions. For technology companies, even at their inception, there is a clear concept of the roles and responsibilities across sales, marketing, customer success, and business development. While startup founders may initially wear multiple hats, the distinct scope and importance of these functions are recognized early on, and teams grow while explicitly balancing the resourcing needs of each GTM function.

Today, many accounting firms are in the process of retrofitting and implementing these functions within their organizations. Historically, client acquisition and expansion have been led more ad hoc by partners, without clear distinctions between the support functions that can accelerate client awareness, acquisition, retention, and expansion. As accounting firms transform their organizational structure, there is an opportunity to learn from the playbook of technology vendors of focusing on the entire client lifecycle from client awareness to services expansion. Structuring distinct roles and defining clear scopes of responsibilities for each part of the client journey, whether in sales, marketing, business development, or client success, will help firms ultimately drive growth.

2. A holistic approach to client success

Technology vendors excel at taking a holistic approach to customer success, something that accounting firms could benefit from adopting. In the tech world, customer success is treated as a distinct function, with dedicated metrics such as gross/net revenue retention, churn rate, and net promoter score that helps assess how well we are serving our customers. Customer success managers often act as the quarterback for each account, ensuring that the customer’s needs are seamlessly met across multiple functions, products, and services. This approach ensures that the customer feels supported, understands the full value of what they are receiving, and is more likely to continue and expand their relationship with the vendor.

Accountants can take a page from this playbook for their practices. One of the topics discussed at the AICPA Executive Roundtable was the transformation of accountants beyond trusted advisors to strategic business partners, blending multiple service lines to deliver a comprehensive and seamless client package. For accounting firms, this means moving away from siloed service delivery, where tax, audit, and advisory traditionally operated separately, and towards a client-first, integrated approach where the client’s needs are addressed across all areas of the firm’s expertise.

For example, rather than simply providing tax advisory as a trusted advisor, a firm can create a cohesive solution that includes tax advisory, audit risk assessments, fractional outsourced finance team/CAS support, and IT risk consulting. The outcome is a much deeper relationship where the accounting firm is seen as an integral part of the client’s team, helping to solve their most pressing business challenges holistically. 

Accounting firms of the future will succeed by breaking down traditional silos and going beyond the trusted advisor model to form a broader and more strategic business partnership with “Client Success Managers” as a discrete function that owns this holistic approach.

3. Value-based pricing and default ROI-first mindset

The accounting industry has been discussing value-based pricing for quite some time, with many firms transitioning from the traditional time-and-billing model to value-based pricing. Here, technology vendors shine with our value-first mindset, focusing on the return on investment (ROI) that our solutions deliver to our customers. As technology vendors, we do not price our products based on the hours spent by engineers, product managers, or designers in developing a solution. Instead, we start with the outcomes that we deliver for our customers, whether it’s time savings, revenue growth, or enhanced operational efficiency, then figure out a fair pricing that is a win-win for all sides.

Accounting firms can benefit by adopting a similar approach, always starting from assessing the value they provide to clients and using that as the foundation for their pricing structure. This transition requires not just a change in pricing, but also a change in mindset. It requires firms to deeply understand the impact they have on their clients’ businesses and to communicate that impact effectively. When accounting firms position their services based on outcomes rather than hours worked, they are able to differentiate themselves in a competitive market and build stronger, more profitable relationships with their clients.

Overall, the accounting industry is at an exciting inflection point, where technology can not only improve the way firms operate but also serve as inspiration for how to improve other parts of the firm. By learning from the technology vendors that are already driving innovation in the profession, accountants can thrive in running stronger, more resilient, and more client-centric businesses. Professionalizing go-to-market functions, adopting ROI-based pricing, and taking a holistic approach to client success are three key areas where accounting firms can make meaningful changes that will help them ultimately position themselves as true strategic partners.

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Accounting

Minnesota approves CPA licensure changes bill

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Minnesota approved a bill on Monday night to create additional pathways to CPA licensure, and it awaits the signature of Gov. Tim Walz.

As part of an omnibus bill, Senate File 3045, it creates two new pathways to CPA licensure: a bachelor’s degree plus two years of experience, or a master’s degree plus one year of experience. The new pathways will be effective Jan. 1, 2026. 

The bill sunsets the current 150-hour credit rule after June 30, 2030, and establishes automatic mobility and practice privileges one day following the bill’s ratification. All candidates must still pass all parts of the CPA exam.

minnesota-capitol.jpg
Minnesota State Capitol building in St. Paul

Jill Clardy/stock.adobe.com

“It’s a step forward in the right direction,” said Geno Fragnito, government relations director at the Minnesota Society of CPAs. “It allows some flexibility to hopefully bring in people who are on the fence about whether they could afford the extra year of education and whether the accounting profession fit into their long-term goals because of that.”

Generally, the governor has 14 days to act on the presented bill. Otherwise, without any action, the bill becomes law. Minnesota is one of more than a dozen states that have already passed changes to licensure requirements in an ongoing effort to address the profession’s talent shortage.

(Read more: “New ways to CPA”)

Minnesota was the first state to propose licensing changes in December 2022. 

“Initial strong opposition eventually turned into support as more professionals, state societies, universities, government entities and businesses rallied behind broadening pathways to CPA licensure with the first state, Ohio, passing its law in January,” said an MNCPA blog post.

“There were a lot of people — chairs ahead of me and other people on the board and at the Minnesota society — that have done a ton of work on this and really deserve a lot of credit for all of the conversations they had and the testifying they did,” said MNCPA chair Eric O’Link. “We’re very appreciative of our legislative sponsors and everybody who helped make it a reality.”

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Accounting

In the blogs: Truths and consequences

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No more paper checks; death and tax debt; the perfect time to onboard software; and other highlights from our favorite tax bloggers.

Truths and consequences

  • Wolters Kluwer (https://www.wolterskluwer.com/en/solutions/tax-accounting-us/industry-news): The snowflake in the blizzard: President Trump has signed an executive order effectively eliminating the U.S. government’s long-standing practice of issuing paper checks — including refunds — to eliminate inefficiencies, reduce costs and enhance payment security. Key provisions of the order and what it could mean to the profession.
  • Institute on Taxation and Economic Policy (https://itep.org/category/blog/): The House tax plan, by the numbers.
  • The Wandering Tax Pro (http://wanderingtaxpro.blogspot.com/) And the good, bad and ugly about that big, beautiful bill.
  • Taxpayer Advocate Service (https://www.taxpayeradvocate.irs.gov/taxnews-information/blogs-nta/): How a “commonsense” proposal in Sec. 903 of the draft TAS Act would simplify estimated tax payments with evenly spaced due dates.
  • Taxnotes (https://www.taxnotes.com/procedurally-taxing): IRC provisions governing consolidated returns are grounded in the identification of an “affiliated group of corporations” (or an “affiliated group”) for which a consolidated return may be made. A few foundational matters and fact patterns to spot an affiliated group. 
  • Current Federal Tax Developments (https://www.currentfederaltaxdevelopments.com/): A U.S. appeals court recently addressed a critical issue for estate tax practitioners: the deductibility of transfers mandated by a prenuptial agreement as “claims against the estate.”
  • Withum (https://www.withum.com/resources/): When companies face new tariffs or increases to existing ones (who doesn’t, these days?), mechanisms that can be implemented are bonded warehouses, the Customs Reconciliation Program or setting up a foreign trade zone. Plusses and minuses of each, including tax considerations.
  • Dean Dorton (https://deandorton.com/insights/): How tariffs factor into inventory accounting for income tax purposes, as well as pitfalls that can trigger unfavorable tax consequences.

To the Swift 

  • Taxjar (https://www.taxjar.com/resources/blog): Starting a new biz is likely a time-sucking thrill-a-minute for clients. Take one thing off their to-do list with this sales tax compliance checklist.
  • TaxProf Blog (http://taxprof.typepad.com/taxprof_blog/): Taylor Swift’s hard-earned reputation as a savvy music mogul inspires other creative spirits to be “fearless” in their artistic endeavors. But a taxpayer’s financial ability to live out their wildest dreams may depend on their chosen medium.
  • The Sales Tax People (https://sales.tax/expert-articles/): The latest that e-commerce clients need to know about marketplace facilitator laws. 
  • Sovos (https://sovos.com/blog/): While we’re on the subject, what is sales tax, anyway? A step-by-step look.
  • Trout CPA (https://www.troutcpa.com/blog): What to remind them about the FICA Tip Credit.
  • The National Association of Tax Professionals (https://blog.natptax.com/): This week’s “You Make the Call” looks at Leo, owner of a small HVAC business who recently hosted a summer kick-off barbecue at his shop for his five technicians (he also participated). No customers or other management staff attended. Leo provided sodas, juice, burgers and brats. Is the cost of the food and beverages fully deductible or subject to the 50% limit?
  • Boyum & Barenscheer (https://www.myboyum.com/blog/): Two financial planning tools to help manufacturer clients weather uncertainty.
  • Yeo & Yeo (https://www.yeoandyeo.com/resources): Never mind the soul. What happens to debt, including tax debt, when someone dies?

Making connections

  • Vertex (https://www.vertexinc.com/resources/resource-library/filter/field_asset_type/blog?page=0): Companies seek a lot of benefits from a “connected commerce” strategy. But the pace of change in retail is intense, and tax leaders need to keep an eye on how many shifts can affect compliance. 
  • Mauled Again (https://mauledagain.blogspot.com/): Are tax pros sufficiently social to lower their risk of dementia? 
  • CLA (https://www.claconnect.com/en/resources?pageNum=0): After three filing seasons with Schedules K-2 and K-3, patterns and pain points have emerged. Introduced to improve the reporting of international tax info, these schedules have had far-reaching impacts even for real estate and private equity partnerships with little or no foreign activity.
  • TaxProCenter (https://accountants.intuit.com/taxprocenter/): Once firms invest in a new tax engine, onboarding and data conversion go on the back burner as firms deal with extended returns. This seemingly logical and unavoidable shift sets the stage for potential mayhem come January. Five reasons extension season is a great time for onboarding.
  • The Rosenberg Associates (https://rosenbergassoc.com/blog/): Favorite headline of the week: “To PE, or Not to PE, Is That the Question?”

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Accounting

GT soups up compliance capacities with AI-based platform

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Compliance professionals at top 10 firm Grant Thornton will now be making use of the newly-enhanced CompliAI platform, which has gone from a largely spreadsheet-driven classic automation solution to one infused with generative AI from end to end to streamline and enhance service delivery. 

The platform uses advanced AI capabilities, including GenAI Assistants and a GPT Model Series to automate key tasks such as risk and control rationalization, question and procedure generation, and document request list creation. For example, it will suggest questions for the professional to ask, and based on the answers, generate additional followup questions and tasks. The software also features a suite of tools, including dashboards, task management, in-app commenting, notifications, a methodology document library, and a centralized file repository. This is so professionals can conduct tasks in minutes that would have traditionally taken days or weeks. 

Mike Kempe, chief information officer of Grant Thornton Advisors, noted that beyond efficiencies, another major intention with this solution was to create a more consistent experience for their clients. Different professionals approach things in different ways, both in and out of the accounting world, and so the client experience can vary widely depending on who is working on an engagement at a given time. It is hoped that this new platform can smooth out some of that variation so clients can get a better idea of what to expect. 

“We’re providing a better service to our client and a much more consistent one as well because we’re no longer relying on the quality of individuals, we’re relying on AI… In the past, the issue was that if I was providing a service I would do it one way, and [if] John was providing the service, he would do it a different way, so clients would get inconsistent quality. With this, we increase the quality, and it’s going to be much more consistent,” he said. 

Paradoxically, though, he believes this will actually serve to create a more, not less, personalized experience for clients. By using AI to get through the routine processes that the accountant would ordinarily be doing themselves, they have more time and energy for close collaboration with the specific client and so can take on a more strategic role in compliance engagements. 

“Our professionals right now [are focused] on how to use AI and on building that relationship with the client and making this a much more personalized service than we have had in the past,” he said. 

The newly-enhanced CompliAI platform is just one more step in GT’s wider AI ambitions. Kempe said they plan to replicate this approach across many more service sectors. The firm has a roadmap for at least five more AI-based solutions released over the next year and a half as part of its vision to incorporate the technology throughout its numerous practice areas. When pressed on the particulars he declined to be too specific, but said people can expect many different solutions. 

“There’s a lot of productivity solutions that we’re building at the moment, and we’re working with our partners and some startups as well [to roll it our internally.] There’s a couple more AI solutions in the audit space as well as in the tax space that we’re currently working on… But suffice to say, we’re investing heavily. We’re on a very significant roadmap to put AI into everything we do. That’s our mission,” he said. 

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