Tag Archives: Winning Is Everything

Future Success of Your Firm?: Interview with Jennifer Warawa

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Meet one of today’s leaders in the accounting software world, Jennifer Warawa. As the Vice President, Partner Programs and Channel Sales at Sage North America, Jennifer has a wealth of experience working with accounting professionals. Enjoy this insightful, educational and entertaining Q&A…

Q: The world of accounting marketing has obviously changed dramatically in recent years. What has surprised you in terms of what public accounting firms have done (or not done)–both positively and negatively?
A: Every year we do a membership study for the Sage Accountants Network and when we ask accountants what keeps them up at night, the #1 response for many years now is how they can get new clients. What I find very interesting is that although this continues to be a top challenge, we still haven’t seen the profession really change their approach to how they get new clients. In fact, I spend a great deal of time visiting accountants all over North America and quite often when I ask about their marketing strategy, I find they often don’t have one at all. In our recent research of U.S. accounting firms, 65% say they actually don’t even have a website. In order to grow their firms and attract new clients, there will need to be a shift in the profession’s approach to marketing which needs to include embracing new marketing methodologies such as digital marketing and social media. On a positive note, we are starting to see more and more of the “next gen” mindset emerging in public accounting. I believe next gen is unrelated to age but is more in how someone embraces change and new ideas. We’re seeing professionals of all different ages step up with a great deal of passion, ready to transform their firms, and we love working with those individuals as they create their new future.

Q: If you had to jump on a time machine and go forward 20 years, what would you tell CPAs?
A: Innovation isn’t about technology alone. Change is happening at an unprecedented rate and we don’t see any signs of it slowing down in the near future. Few people have taken time to really think about what “being innovative” means to their firm or business. Many view innovation as technology alone but I challenge that thinking because I believe innovation in how you run your business or firm is equally as important. From the services you offer, to your customer and employee strategies, to how you brand yourself; this all should be thought of as innovation. If a firm sees picking up the latest and greatest technology as their key to being innovative, they are missing a large component in their future success.

Q: How has your role at Sage evolved over the last couple of years?
A: When I started with Sage almost five and a half years ago, I was solely focused on the Canadian market and about three years ago added the U.S. accountant business to my responsibilities which has made for a very exciting time in my career. I love the North American outlook and there are so many learnings each market can take away from the other.

Overall, I think my role has evolved and changed as Sage itself has evolved and changed. Over the last few years Sage has become increasingly focused on its core solutions, has made some tough but necessary decisions, and has restructured its product names and focus to a unified Sage brand. All of these changes require everyone at Sage to reinvent ourselves in many ways and it keeps us learning, growing, and challenging the status quo. I love it!

Q: What have been some of the key things you’ve learned throughout your career? What might you do differently if you had it do to all over again?
A: Wow – that’s a big question!

First, I would say that sometimes your biggest roadblock is your own opinion. You think you know something but quite often, it’s really just your perspective, and the ability to be able to set your opinion aside and be open to new ideas and alternate solutions is critical to success.

Second, the outcome is always proportionate to the effort you put in and nothing good just falls in your lap. There is no replacement for hard work, commitment, and dedication.

Third, it’s all about the people. It goes back to that saying that no one will remember what you said, but they will remember how you made them feel. Treating people with respect and maintaining your integrity are so important through all circumstances and situations.

As far as what I’d do differently, I can honestly say nothing immediately comes to mind. I grew up with entrepreneurial parents who owned their own businesses and learned many lessons about business before I even learned how to drive. I then spent a wonderful (and adventurous) 12 years starting, growing, and then selling a small business. Entrepreneurship taught me an incredible amount – lessons I still use every day. Now I am working for a global company with endless opportunities. I have been very fortunate!

Q: You travel a lot. How about sharing an interesting travel story?
A: There is certainly no shortage of interesting travel stories – I think I have one from almost every week I’ve spent on the road! One of the most memorable was when I was traveling to Vancouver from Atlanta with a connection in Seattle. Our flight out of Atlanta was delayed and as a result, I missed my connection which happened to be the last flight of the day. The airline put us up in a hotel in Seattle and after a very long day of travel, I arrived at the hotel just after 1:00 am. There was a lady on my flight that was on the same shuttle bus as I was and when we arrived at the hotel she was informed she had mistakenly gone to the wrong hotel and was told to go back to the airport and catch a different shuttle bus to the correct hotel. She almost started crying realizing she would get minimal sleep as it was literally the middle of the night and her new flight was before 7:00 am. I felt her pain and after confirming my room had two beds, I offered her my second bed which she gratefully accepted. The funny part is as we were lying there dozing off to sleep, she quietly asks “Um… what is your name?” I was happy to wake up after my brief 3.5 hour “nap” and see that my purse had not disappeared!

Q: Outside of your work duties, what else do you like to do? How do you spend your down time?
A: I am married and with all the travel I do, when I finally get some down time it’s great to just hang out with my husband and our “fur babies” and stay relatively close to home. I love reading, writing (I have various blogs I contribute to), and just getting outside. I have been told I am “solar powered” and it’s true – I love being outside on sunny days!

Q: What’s in the future for Jennifer Warawa?
A: The future is truly an endless list of opportunities. Five years ago if you would have told me I’d move from my small, hometown of Kelowna, BC, Canada to Atlanta, GA I would have laughed and wondered how on earth that would happen, but here I am. It proved to me that if you’re open, there are all kinds of opportunities out there and the future is limitless (and excitingly unknown!).

Jennifer Warawa

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Fewer Clients with Higher Realization? Spend More Time with Those Better Clients?

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Some live it, some dream it, and some say it can never happen. Where do you stand on the topic of realization and the role that it plays in your practice? These insightful, very brief video clips are a useful resource that I want to share with you. If you’re trying to get a better handle on realization, you’ll jump on this like a hobo on a ham sandwich.

How does continuous monitoring help you improve realization?

How do people know where they stand against realization targets?

How does early-warning of realization issues help your firm get paid?

How has better visibility of realization improved management of the firm and morale of the staff? 

What if realization just doesn’t improve?  When is time to let a problem-client go?

How do you enforce realization goals across the firm?  Is everyone “bought in?”

Workers 7

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A Moment With Rita: The Keller Interview

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Meet one of today’s leaders in the accounting profession, Rita Keller. A nationally known CPA firm management consultant, speaker and author…Rita is a former shareholder and Chief Operating Officer of a successful, regional CPA firm. Savor the Q&A…

Q: You spent a lot of time being a public accounting firm administrator. How has that role changed over the years and where do you see it headed?
I became a CPA firm administrator when the role was in its early stages inside a CPA firm. Law firms had already successfully established the role years before but CPAs were slower to adapt. Most firms had someone inside the firm who took care of the day-to-day – it was usually a high-level administrative person, secretary to the managing partner, although we don’t use the “s” word anymore.

Once ambitious CPAs learned that they could trust someone else to take care of the operational details, freeing them up to serve clients and obtain new ones, the role expanded significantly.

There are still many levels of firm administrators today, depending on the size of the firm and delegation skill of the MP and other partners. Titles include: Office Manager, Office Administrator, Firm Administrator, Director of Administration, Chief Operating Officer and Chief Administrative Officer. A handful of firm administrators have actually, like me, achieved shareholder status at their firms.

With all of the succession issues facing CPAs, I believe the role of the firm administrator is key into helping the departing generation make the transition as well as helping the up-and-comers expand and improve their management skills.

Q: How important is it that a firm administrator knows how CPAs work and what they encounter day-to-day?
This is extremely important. The more the firm administrator knows about the “business” of the firm, the more helpful they can be. They should strive to roll-up their sleeves and learn how the audit team puts together a financial statement and how the tax people prepare and process a tax return. This usually comes very naturally with experience.

It is also very important that the firm administrator role be considered a partner-level role in that they attend all partner meetings and retreats so they fully understand the issues first-hand.

Q: What has surprised you in terms of what public accounting firms have done (or not done)–both positively and negatively?
Over all my years working in public accounting, I have been pleased (surprised) at how CPAs have invested in technology to produce a better and more efficient work product. It has been one change that almost every CPA has embraced.

I also believe that even with the intense focus on due dates and the need to possess a great work ethic, CPA firms are wonderful places to work and create a career path. For the most part, CPAs are truly ladies and gentlemen and wonderful people to work with and for. I have found CPAs to be flexible and understanding with their team members almost to a fault. That brings me to some negative thoughts.

CPAs are often much too nice. They go to great lengths to avoid any form of confrontation and thus high performers and low performers are treated almost identically. In fact, high performers get rewarded by receiving more assignments (more work) and low performers receive less work and can almost coast along for years on end. This has to change!

CPA owners/partners need to focus on leadership development and better communication skills. As owners of the firm they should be more focused on their business and less on doing the work of the business (audits, accounting and taxes). Too many firms are under-managed, which is different from micro-management.

Q: What have been some of the key things you’ve learned throughout your career? What might you do differently if you could go back in time?
The most important thing I have learned is that nothing is ever handed to you. Especially as a woman, you have to be proactive, speak-up and work hard to achieve your goals. I like a mantra used by Sheryl Sandberg in her book, Lean In – “Done is better than perfect.” I believe CPAs could learn so much from that simple statement. When it comes to improving their firms (on the inside), I always say, “CPAs have good intentions but no implementation.” They revisit the same management topics year after year.

If I could go back in time, I would start my own business sooner!  I see so many people inside CPA firms – owners and employees – who stay put when they are not really happy.

Q: What are some of the things that you love most about the accounting profession?
I love the people. I have met thousands of wonderful people over the years and had a chance to speak to and work with so many.

I love the opportunity public accounting has provided me to learn new things, continually improve my knowledge and skills. Life-long learning is a fact of life in the CPA management world.

When I first walked into an accounting firm I thought to myself, “This is probably going to be boring but I will give it a try.” I have not been bored for one minute in over 30 years.

Q: You travel a ton. How about sharing a funny travel story?
Sad to say, I can probably tell you more horror stories than funny stories. That being said, I usually enjoy the Southwest flights the most and use Herb Kelleher stories in my workshops. One flight we had a guy flight attendant who was quite the entertainer. From his seat in the front, as the plane took off and was climbing, he slid bags of peanuts down the aisle (that slid rather quickly because of the incline of the plane) and you could grab them as they went by.

Q: What’s in the future for Rita Keller?
A few years ago I decided on an early retirement from daily life inside a CPA firm to become a fulltime management consultant. So, some day in the not too distant future, I’ll be facing retirement again. I feel like I have a lot to contribute for a while but I will be cutting back on the travel.

I am just getting started with SurveyCPA, a people-survey tool for public accounting firms and I have a couple of other exciting projects in the works.

I have a loyal following for my daily blog and my newsletter is also very successful. I’ve been blogging daily for seven years so I have a lot of content “out there.” Maybe it’s time to write a book.

Rita Keller

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World On A String: Interview With Rebecca Ryan

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Meet one of today’s brilliant minds in the accounting profession, Rebecca Ryan. As the Founder of NEXT Generation Consulting, Inc., in Madison, Wisconsin, Rebecca walks the walk and talks the talk. I particularly love her statement “I’d love to see a list of ‘Best Firms’ that’s based on firms that really make a difference in the world.” You’ll really enjoy this Q&A.

Q: What are some of the key issues facing public accounting firms right now that managing partners need to keep on their front burners?
A: The diversity of the workforce. Currently, half of all CPA grads are women, and 13% of high potentials are nonwhites. That means that ten years from now, half of all our high potentials should be women and one in every six new partners should be nonwhite.

In addition, firms have to start innovating. They’re getting caught in a commodity/price war trap because they don’t know how to differentiate themselves. And the only way you do that in this environment is through service or a client experience.

Q: How challenging is it to run your business? How do you juggle it all?
A: So that’s two questions. Let me break those apart.

#1: Challenge?

It depends how you define “challenging?” The hardest thing I’ve ever done was steer my business through the recession. It was extremely stressful and I felt like a giant loser.

But that was nothing compared to what others face every day. For example, last week one of my clients lost his spouse unexpectedly from a massive heart attack at age 60. THAT is a challenge.

Compared to the really hard stuff we face in life, running a business is easy-cheesy.

#2: Juggling?

I can’t juggle. I’m absolutely horrendous at doing multiple things at once. Anyone who’s ever been in a car with me knows this. I cannot drive responsibly and talk to someone in the car. I run red lights, speed…it’s not good.

Because I can’t juggle, I need other strategies. Here are mine:

From “Master Your Workday Now,” I identify a few things that I want to get done each week. And then each day, I identify no more than six things I am totally committed to getting done that day. I have been blessed with the ability to really focus, so that works for me.

Oh! And recently I signed up for “IDoneThis” based on a tip from Dan Pink. You get an email at 6 each night and reply with all the things you accomplished that day. They track it…and it’s very satisfying to see what I can get done in a month or so.

Q: What’s going on with your writing and speaking engagements these days?
A: Bless you for asking! My new book, ReGeneration, is out in June. And we’re running this cool campaign: people who pre-order before April 30 will get their name in the book. http://tinyurl.com/rrb00k

Speaking is going great. I’m increasingly being used to fill the “futurist” slot at conferences. It’s not very often that meetings have a female futurist and economist…who wears tennis shoes. It’s going well.

Q: What have been some of the key things you’ve learned throughout your career? What might you do differently if you could go back in time?
A. Okay, that’s two questions again. And as you know, I can only do one thing at a time…

#1: Key Things

  • It’s as easy to sell a $5,000 project as a $50,000 project.
  • Nice people really DO get ahead in business. For example, we sold $10,000 of books in 13 days on Kickstarter. That happened because I have spent 15 years trying to be kind to every person I’ve met…and they want to return the favor.
  • You have to have a vision and values beyond the bottom line if you really want your life to count for something. That’s one of the things that always bothers me a little about CPA firms: they measure themselves on revenue and don’t make the connection to people’s hearts and values. I’d love to see a list of “Best Firms” that’s based on firms that really make a difference in the world.

#2: Do differently

  • I would’ve been a better friend to my real friends. Often, I sacrificed friend stuff (like class reunions or weddings) for work. I regret that now.
  • I would’ve fired people earlier, when I knew they weren’t a fit. It would give me fits to fire people, but it was faster and more painless than trying to make someone fit in.

Q: What’s in the future for Rebecca Ryan?
In the very immediate term, an airplane ride home.

In the longer term, we are helping a developer with a “next generation community” in the Dallas area. And I hope, someday, I will give a TED talk.

Oh! And beer. I love to sample beer.

Q: If you had to suddenly choose a completely different line of work, what might that be?

  • Shoeshine girl. There’s nothing more satisfying than shining shoes.
  • College professor. All that tweed and those cigars!

Ryan_R

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The Foggy Crystal Ball of Early April

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Every once in a blue moon a public accounting firm’s post-April 15 celebration party gets a little out of hand or it results in someone making a very bad error in judgment. Fortunately, that scenario doesn’t happen very often. When I worked at an accounting firm I think the most out-of-character thing that ever happened was someone having an extra beer or two (or far too much sausage and sauerkraut the one year we had the festivities at a German restaurant). What will the crystal ball see this year for the evening of April 15?

One of the latest trends in food marketing is to slap the word “protein” on the packaging, which apparently is driving such products to sell faster than vitamin-stoked hotcakes. I wonder what the crystal ball sees next in the food world? For instance, did anyone see this Greek yogurt wave coming? Fantastic yogurt, but it’s out of control, brother.

Of course, what we really care about is the next big trend in the accounting profession. What does the crystal ball see for the rest of this year and next year? So many people were banking on this being a huge M&A year in public accounting. Will that be how it plays out?

What do you think is behind the fog in that mystical future-telling window to the accounting world?

??????????

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Spotlight on Texas: TSCPA’s Janet Overton

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Meet one of today’s marketing executives in the accounting profession, Janet Overton. As the Director, Marketing and Communications of the Texas Society of CPAs, Janet lives and breathes marketing in the great state of Texas. Enjoy the Q&A…

Q: What’s it like working at a state CPA society, especially in a state like Texas with multiple major markets, border issues and the sheer size of the state?
Interesting, challenging, fun, creative, and a lot more adjectives that come to mind…all good ones.  I really don’t think we have any more challenges than other states do, they are just different ones. It’s never a dull moment around here due to the fact that there are so many different issues, different segments of members to serve and the public to help with financial information.

Q: What have been some of the key things you’ve learned throughout your career?
I started out as a creative in the advertising world and then moved into the business end, so I have kind of an odd perspective of two very different worlds – one right brain and one left. The creative part of my life has helped me look at the business aspects of my career with an eye towards doing something different and not just what has been done in the past. It has also taught me about dealing with people from very different perspectives and visions.

Q: What might you do differently if you could go back in time?
Oh, I would have to say that I would save the world from hunger and do all I can to help make the world a peaceful place. Just wanted to have a chance to say that. Truly, though, I think there are a lot of things I would have done differently. I think a lot of us would. Having said that, I think the mistakes and missteps I made were more valuable to me than any of my successes. And I think a lot of people would say that as well.

Q: What have been some of your fondest memories of your time at TSCPA?
The members. Really wonderful people! The one thing I love the most about CPAs is they inherently want to do their best to do the right thing, and they will.

Dallas

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The Thrill of It All: A Conversation with Gale Crosley

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Q: What are some of the things that you love most about the accounting profession?
The people are smart, have a strong work ethic and have a commitment to high moral ethics. I know many CPAs who will work until they drop. That’s probably not a good thing. However, I admire a strong work ethic. In addition, a commitment to high ethical standards sets the tone in our profession for quality work and treating others with dignity.

Q: What are some of the key issues facing public accounting firms right now that managing partners need to keep on their front burners?
Nothing new here. Lack of investment in leadership. The impact often creates a short-term attitude and long-term problems, such as poor leadership running the firm, and sustainability and succession issues.

Q: How challenging is it to run your business? How do you juggle it all?
Thank God I have been blessed with a sufficient quantity of energy. It’s in the genes. My mother is 84 and has the energy of someone much younger. She never sits still. I’m wired the same way. The biggest challenge is admitting my energy limits and pacing myself.

Q: What’s the most rewarding aspect of what you do on a daily basis?
Seeing firms transformed into high growth machines. It’s especially thrilling to talk to clients who graduated the program years ago. The growth of their partners and firm makes it all worthwhile.

Q: What have been some of the key things you’ve learned throughout your career? What might you do differently if you could go back in time?
The biggest mistake was to try so hard to be successful at what I (emphasis) wanted to be, rather than finding my calling with my God-given gifts. I finally am there, but it took forever. I would have gone more with the flow, rather than fighting so hard to accomplish things that didn’t play to my strengths.

Q: You travel a lot. How about sharing an interesting travel story?
I’ll never forget sitting in the Las Vegas airport years ago, and over the loudspeaker the announcer said, “Would the gentleman who left his hearing aid in the restroom please report to the lost and found.” How hilarious! Because travel is so stressful and demanding, you have to look for the reasons to smile and laugh. I run into all kinds of cranky people daily and I have to remind myself that they’re all stressed as well.

Q: What’s in the future for Gale Crosley?
International. Helping CPA firms with their international niche strategy is so exciting, because there is virtually no competition, excellent market conditions, and almost unlimited growth potential. In addition, in the future I hope to help even more forward-thinking accounting firms around the world. I already know my growth model works on different continents, because a few firms have implemented it. The world is so huge, and I could work for years and never run out of firms I could help.

OLYMPUS DIGITAL CAMERA

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What’s On Your Highlight Reel?

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As always, Accounting Today’s Top 100 Firms edition is so full of substance it’s like going to a meat ‘n cheese buffet. Strap on the feed bag. The section that grabs my interest first every year is the “Firm Highlights” summary. Each Top 100 firm has but a few lines to put their best foot forward touting their crowning achievements of the previous twelve months. Most of these firms display their broad strokes in this section with mentions of mergers, acquisitions and new service lines. For those firms declaring “had revenue growth of x-percent,” it leaves me thinking that nothing special happened with their firm and that they merely grabbed a few new clients and it was all business-as-usual. I suppose some years are like that, but I do wonder what’s below the surface of that “ten-percent growth” statement.

The following are some of the “firm highlights” that struck me:

*Moving to managing by service line
*Formed two new service areas: a specialty tax services group and a transaction advisory services group
*Expanded strategic planning task force to include “up and comers”
*Deepened industry expertise through hiring experienced staff
*Fastest growing client category – real estate
*Launched an online risk management tool
*Formalized wealth management practice

What is your firm or company doing in 2013 that will be worthy of the highlight reel this time next year? It had better be something more dynamic than:

*Moved to a new office building
*Had a hip deejay at the post-April 15 party
*Got a new coffee machine in the company kitchen

Coffee Pot_Old

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Top Ten Things to Do Immediately After Busy Season

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In recent conversations with CPAs and Enrolled Agents, one of them mentioned that he, thus far, is “working five percent less and is one-hundred percent happier” this busy season. Hopefully that will continue for him down the stretch of the final month.

Here’s a collection of what these hard-working CPAs and EAs mentioned they’re going to do after busy season concludes. If you’re in the same boat, consider making your own list!

10. Get back to cooking

9. Fall asleep in the backyard hammock and be in no hurry to get up

8. Disconnect from all devices for a while

7. Go watch some baseball games

6. Tackle the home improvement list and love it

5. Volunteer at church

4. Spend time in some museums and national parks

3. See all Oscar-nominated films

2. Finally start the banjo lessons I’ve wanted to do

…and the #1 Thing to Do Immediately After Busy Season…

1. Enjoy time with the family and friends I’ve ignored since January!

Lan 1283

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The Backbone of the Firm

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Where do you get the real pulse of a public accounting firm? The lifeblood of every accounting firm can’t be someone who has their time and attention focused on clients, so who really knows how the firm operates day-to-day (and the nuances behind the curtain)? Answer: The Firm Administrator

I was in Dublin last week. No, I wasn’t drinking pints of Guinness, eating Lucky Charms or searching for Irish Spring soap; I was in the fine Columbus, Ohio suburb of Dublin at a AAA meeting. Cars? No, not that AAA. This stellar group had me in as the featured speaker (“The Power and Practical Uses of Thought Leadership for Your Firm”) for its February chapter event at the Ohio Chapter of the Association for Accounting Administration (AAA). I’ve been to a few of these meetings in the past, which are always worth the time and effort (you probably read a piece or two that I wrote after Jim Metzler of the AICPA spoke at a recent meeting). Hard act to follow, for sure. And value-pricing master Ron Baker is their next speaker!

Is your firm involved in AAA? This organization allows accounting firm administrators to interact with and learn from one another. The organization regularly holds local meetings and seminars, as well as national conferences.

When you have a flat tire or a dead battery, don’t call a firm administrator. However, if you want to understand how accounting firms really work, what the operations are like and what makes them tick, then a firm administrator is the route to take.

AAA

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