In this episode of Accounting for Growth, host Chad Person and fractional CMO Dawn Howard tackle one of the biggest pressures facing CPA firm leaders today: technology.

Instead of chasing buzzwords and shiny tools, they walk through what it really looks like to modernize a firm in a way that drives growth, improves realization, and supports your people.

They discuss why so many firms feel behind on tech, how to build a realistic roadmap, the role of change management, and what meaningful ROI actually looks like—beyond just licenses and implementation costs.

🔑 Key Topics & Takeaways

•Why every firm feels pressure to “modernize” (and why most don’t feel ready)

•Start with the problem, not the tool

•Build a realistic technology roadmap

•Staff training & adoption as the real barrier

•Client & staff experience: the invisible ROI

•Change management & “getting people in the boat”

•Measuring ROI beyond licenses

•Start small, pilot, then scale

•Leadership & talent development through tech projects

Links

Dawn Howard– Fractional CMO, YorCMO

LinkedIn: https://www.linkedin.com/in/dawn-howard-m-s-b4a6b911

Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.

In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.

Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.

Ways to Tune In

Youtube: https://youtu.be/bQhQGbU4kyA

•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth

•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA

•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-pod

•Fractional C-Suite Retreat is produced by Frost Media Group

Learn more at https://frostmediagroup.com

In this kickoff episode of Managing Partner Realities: Leading the Modern CPA Firm, host Chad Person is joined by Dawn Howard, a fractional CMO with 25+ years of experience in marketing, sales, business development, and brand strategy inside CPA firms.

Together they unpack why talent is no longer just a hiring problem it’s a leadership and growth problem. They dive into culture beyond perks, what “belonging” really looks like in a firm, how remote and hybrid work are reshaping engagement, and why consistency from leadership and mid-level managers matters more than grand gestures.

They also explore how marketing, HR, and leadership can work together to build a culture that retains top people, upskills them into advisory roles, and ultimately drives firm growth.

________________________________________

🔑 Key Topics & Takeaways

•Talent as a growth lever, not just a headcount issue

•Belonging, purpose & culture that actually sticks

•Remote/hybrid realities & engagement

•Employee experience ➝ Client experience

•Upskilling & advisory capacity

•Communication & consistency as culture drivers

•Gen Z and the evolving workforce

•The bottom line for managing partners

Links

Dawn Howard– Fractional CMO, YorCMO

LinkedIn: https://www.linkedin.com/in/dawn-howard-m-s-b4a6b911

Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.

In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.

Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.

Ways to Tune In

Youtube: https://youtu.be/OOXTk9SsnAA

•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth

•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA

•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-pod

•Fractional C-Suite Retreat is produced by Frost Media Group

Learn more at https://frostmediagroup.com

The conversation explores the importance of fostering a culture of continuous improvement within organizations, particularly in marketing. It emphasizes that growth should be viewed as an ongoing practice rather than a static goal, highlighting the role of leadership in driving this mindset.

Takeaways

•Firms that thrive treat growth as an ongoing practice.

•Continuous improvement is essential for all marketing organizations.

•Leadership plays a crucial role in fostering a growth mindset.

•Improvement should be seen as a cultural norm, not a one-time effort.

•Every organization has potential for enhancement.

•A culture of continuous improvement leads to sustained success.

•Non-marketing leaders can influence marketing growth positively.

•Growth strategies should be dynamic and adaptable.

•Encouraging feedback is vital for continuous improvement.

•A proactive approach to growth can differentiate successful firms.

Links

Charles Brower – CMO, Growth and Demand Generation Specialist

LinkedIn: https://www.linkedin.com/in/charlesdbrower

Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.

In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.

Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.

Ways to Tune In

•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth

•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA

•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-pod

Fractional C-Suite Retreat is produced by Frost Media Group

Learn more at https://frostmediagroup.com

In this episode, Chad and Charles discuss the critical elements of driving growth in professional services firms. They emphasize the importance of defining a clear vision for marketing success, establishing a robust go-to-market framework, and ensuring effective execution and measurement of marketing plans. The conversation highlights the need for alignment between marketing and sales, the role of technology in enhancing efficiency, and the significance of client feedback in shaping strategies.

Takeaways

•A growth goal is not a vision.

•Marketing vision requires leadership buy-in.

•Understanding current state is crucial for growth.

•Align marketing with business structure.

•Define segments for realistic growth planning.

•Sales and marketing must be aligned.

•Client feedback is essential for go-to-market success.

•Execution is key to achieving marketing goals.

•Leverage technology for efficiency in marketing.

•Regularly measure and adjust marketing strategies.

Links

Charles Brower – CMO, Growth and Demand Generation Specialist

LinkedIn: https://www.linkedin.com/in/charlesdbrower

Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.

In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.

Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.

Ways to Tune In

•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth

•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA

Youtube: https://youtu.be/-E-24oJcKPk

•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-pod

•Fractional C-Suite Retreat is produced by Frost Media Group

Learn more at https://frostmediagroup.com

In this episode, Chad and Charles Brower discuss the challenges CPA firms face in achieving growth, particularly the barriers created by traditional marketing practices and cultural mindsets. They emphasize the need for a modernized marketing approach that focuses on client needs and solutions, as well as the importance of creating a clear vision for growth. The conversation highlights the necessity of assessing current practices, addressing cultural obstacles, and adapting to new client expectations in a rapidly changing digital landscape.

Takeaways:

•Many CPA firms struggle with growth due to outdated marketing practices.

•Modernizing marketing approaches is essential for driving growth.

•Cultural mindsets can hinder firms from breaking the status quo.

•Random acts of marketing often yield poor results.

•A clear vision for marketing is crucial for success.

•Understanding client needs is key to effective marketing.

•The ideal client makes decisions before engaging with firms.

•Firms must adapt to new client expectations in a digital world.

•Creating an honest assessment of current practices is vital.

•Vision and strategy must align for effective growth planning.

Links

Charles Brower – CMO, Growth and Demand Generation Specialist

LinkedIn: https://www.linkedin.com/in/charlesdbrower

Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.

In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.

Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.

Ways to Tune In

•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth

•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA

•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-pod

•Youtube: https://youtu.be/6L0kHViCnKU

•Fractional C-Suite Retreat is produced by Frost Media Group

Learn more at https://frostmediagroup.com

In this episode of the Accounting for Growth podcast, Chad Person and Chris Cocca discuss the challenges faced by professional services firms in business development. They explore the lack of leadership, structure, and accountability in sales processes, particularly within CPA firms. Chris shares insights on the seller-doer model, the importance of assessing competencies, and measuring ROI in business development efforts. The conversation emphasizes the need for a culture of business development and the role of coaching and support in achieving sustainable growth.Takeaways•Many firms lack true leadership in business development.•Structure and accountability are often missing in sales processes.•The seller-doer model presents unique challenges in accounting.•Building a book of business is essential for career advancement.•Conversion rates and sales cycle efficiency are key metrics for success.•A predictable pipeline is vital for sustainable growth.•Involving more team members in business development can be a force multiplier.•Coaching and support are crucial for developing business development skills.•Firms need to build a culture of business development.•Setting individual goals aligned with firm goals is important for accountability.LinksChris Coccahttps://chriscoccasales.com/ LinkedIn: https://www.linkedin.com/in/chriscocca1Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.Ways to Tune In

Youtube- https://youtu.be/aIS0cyRJSR0•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-podFractional C-Suite Retreat is produced by Frost Media GroupLearn more at https://frostmediagroup.com

In this episode of the Accounting for Growth podcast, host Chad Person and guest Sharon Means discuss the challenges professional services firms face in achieving growth. They explore the importance of having a clear vision, accountability, and the right people and processes in place to drive success. Sharon shares insights on how to overcome common obstacles and emphasizes the need for clarity in leadership to foster growth.

Takeaways

•Firms often lack a clear and shared vision for growth.

•Accountability is crucial for achieving traction in firms.

•What got firms to their current state won't necessarily get them to the next level.

•Reflection on business goals is essential for future success.

•The right people in the right roles are critical for growth.

•Managing partners must align their visions with other partners.

•An accountability chart can help identify roles and responsibilities.

•People are typically the largest expense in professional services firms.

•Hiring the right level of staff is vital for success.

•Clarity in leadership is key to overcoming obstacles and achieving growth.

Links

Sharon Means

Founder of Sharon Means Business

https://www.sharon-means-business.com/

LinkedIn: https://www.linkedin.com/in/sharonmeans

Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.

In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.

Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.

Ways to Tune In

•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth

•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA

•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-pod

•Youtube: https://youtu.be/8_2uPB02Xew

•Fractional C-Suite Retreat is produced by Frost Media Group

Learn more at https://frostmediagroup.com

In this episode of the Accounting for Growth podcast, Chad and Ben Victorica discuss the insights from the Thomson Reuters report, Future of Professionals 2025, focusing on the transformative role of AI in the accounting profession. They explore how AI can enhance operational efficiency, drive revenue growth, and address skills gaps within firms. Ben emphasizes the importance of a strategic approach to AI implementation, overcoming resistance among staff, and leveraging AI for business development, particularly for smaller CPA firms. The conversation concludes with practical steps for firms to begin their AI journey.

Takeaways

•AI is freeing up 240 hours per professional annually, translating to significant value.

•Firms with a clear AI strategy are more likely to achieve revenue growth.

•Operational efficiency is crucial for growth without increasing headcount.

•Leadership engagement is essential for a successful AI strategy.

•Addressing fears about AI can facilitate smoother adoption.

•AI can enhance outreach and business development for CPA firms.

•Smaller firms can compete effectively using AI-driven strategies.

•AI allows professionals to focus on higher-value tasks.

•Starting with measurable AI projects can demonstrate quick ROI.

•Identifying specific pain points in business can guide AI implementation.

Links

Ben Victorica

Senior Vice President Of Sales KnowledgeNet.ai

LinkedIn: https://www.linkedin.com/in/benvictorica

Accounting for Growth is the podcast for CPA firm leaders who know referrals aren’t enough. Hosted by Chad Person, founder of AccountingCMO and fractional CMO to high-growth accounting and advisory firms, each short episode features outside experts with fresh takes on how accounting firms can overcome inertia, unlock opportunity, and confidently scale.

In under 12 minutes, you’ll hear punchy, actionable conversations with marketers, data experts, technologists, and strategic advisors working at the edge of accounting innovation. Whether it's AI in sales, better positioning, or building a smarter pipeline, each guest brings a clear takeaway on how to drive meaningful, measurable growth.

Brought to you by AccountingCMO and powered by yorCMO, this podcast helps you rethink growth, without fluff or filler.

Ways to Tune In

•Amazon Music - https://music.amazon.com/es-co/podcasts/0dd0a29a-4f47-4480-b01b-6115ddccb42e/accounting-for-growth

•Spotify -https://open.spotify.com/episode/4uGxGsuJPMs2vgc7RThgWm?si=fQxYnDEiQtinP5co97EuZA

•Creator: https://creators.spotify.com/pod/profile/accounting-for-growth-pod

•Youtube: https://youtu.be/8gV41YBgckI

Fractional C-Suite Retreat is produced by Frost Media Group

Learn more at https://frostmediagroup.com