Where Opportunity Meets Value

Date: Wednesday, August 05, 2020
Time: 01:00 PM ET / 12:00 PM CT / 11:00 AM MT / 10:00 AM PT [Prevailing Time]
Presenter(s): Lee Frederiksen, Ph.D. Managing Partner, Hinge Marketing
Objective: Participants will find the results of the "Where Opportunity Meets Value: Business Model Trends for Accounting Advisory Services" survey suggest that buyers have shifting expectations for their accounting firms. Firms that are able to rise to meet these expectations face a significant opportunity to strengthen their position in the marketplace. Doing so will require embracing the benefits of emerging strategies around pricing, technology, services, and more to create lasting, mutually beneficial client relationships.
Field of Study: Business Management & Organization
Program Level: Basic
CPE Credit: 1 Credit Hour

No advanced preparation or prerequisites are required for this course.

Course Description
Evolve. That's a term accounting firms hear a lot these days. But in the context of services, pricing, technology, and more, "evolution" is often little more than a vague concept - not an actionable plan. In partnership, CPA.com, bill.com and Hinge Research Institute wanted to change that. They surveyed more than 650 accountants and business professionals who purchase accounting firm services, (buyers), to identify benchmarks and emerging trends that capture the current, and future state of the profession. They paid special attention to discrepancies in value perceptions between firms and buyers; and coupled with survey data on the leading challenges of these businesses, they believe this information can help accounting firms identify areas of opportunity to leap ahead of the competition.

The survey results suggest that buyers have shifting expectations for their accounting firms. Firms that are able to rise to meet these expectations face a significant opportunity to strengthen their position in the marketplace. Doing so will require embracing the benefits of emerging strategies around pricing, technology, services, and more to create lasting, mutually beneficial client relationships.

In this 60-minute MAPCast, Lee Frederiksen will explain how this study identifies the trends and benchmarks firm leaders need in order to make smarter, more informed decisions as they move to meet changing client expectations. It also includes insights informed by these partners' decades of experience working to understand the needs of the accounting profession and the clients they serve. The goal of these partners? To provide CPA firm managers with the foundation of insight you need to thrive as our profession continues to evolve.

Presenter Bio(s)
Lee Frederiksen wears the boots at Hinge, leading the firm’s unprecedented research initiative to understand how high-growth firms approach marketing. “I find it very rewarding to apply a research-based approach to the marketing of professional services firms, a field that had never been approached with the level of rigor I think it required. It’s exciting to be one of the pioneers conducting research in how organizations in this field grow and become more successful.” With a Ph.D. in Behavioral Psychology, Lee left a tenured professorship to lead the Organizational Consulting Practice at one of the ‘Big 8’ accounting and consulting firms (yes, once upon a time there were 8). Then he became an entrepreneur and never looked back. Lee has focused his career on helping businesses grow. Building on his experience and a deep interest in human behavior and business strategy he explains that he uses his psychology degree every day! Lee has written and co-authored numerous books based on his research, including The Visible Expert®, Online Marketing for Professional Services, Spiraling Up and Inside the Buyer’s Brain. He also revised the latest edition of Marketing Professional Services. He has written extensively in professional journals and has appeared in the New York Times, USA Today, Wall Street Journal, Entrepreneur. and Advertising Age. As a Visible Expert in the industry, Lee has lectured around the globe on strategy, marketing and organizational management.

Cost
$25.00 for CPAFMA Members / $40.00 for Non-Members / Free for PAFMs

  Online Registration

Delivery System

  • All programs will be delivered using Zoom. Participants must call the toll-free conference phone number to access the audio portion of the presentation. Participants’ phone lines are automatically muted upon connection to the call.
  • All participants should have Internet access and be in a private setting. For more than one participant per participant location, a quiet conference room with a large monitor/screen and speaker phone is suggested.
  • There will be assistance available to assist with procedural, downloading or connection issues 5 minutes prior to the start of the presentation.