Developing the Next Generation of Rainmakers

Date: Thursday, November 5, 2026
Time: 02:00 PM ET / 01:00 PM CT / 12:00 PM MT / 11:00 AM PT [Prevailing Time]
Presenter: Katie Tolin, CPA Growth Guides
Moderator:
Objective(s):
• Identify key skills for developing future rainmakers
• Explain why BD development should start earlier
• Describe how coaching and client exposure build capability
• Recognize the systems and support needed for growth
• Explain how AI can strengthen BD development
Field of Study: Management Services
Program Level: Basic
CPE Credit: 1 Credit Hour
Delivery Method: Group Internet-based

No advanced preparation or prerequisites are required for this course.

Course Description

As partners retire, firms are left wondering who will create the next generation of growth. Rainmaking can no longer be something a few naturally gifted partners know how to do. Firms need to intentionally develop the communication, relationship-building, commercial and business development skills their future leaders will need. Most importantly, they need to start much earlier in an accountant’s career.This session will help firm administrators and leaders see how firms can build a more systematic approach to developing those skills, from stronger client conversations and value creation to personal brand, networking, opportunity identification, cross-selling and relationship development. We’ll also look at the experiences, coaching, systems and leadership support needed so business development becomes a capability developed over time rather than an expectation that suddenly appears at manager or partner level.  Finally, we’ll examine how AI is changing the development model, giving firms new ways to coach conversations, identify missed opportunities and strengthen the human skills that become even more important as technical work is increasingly automated.

Bring a growth challenge from your firm and leave with a plan to start building your next generation of rainmakers this quarter!

Presenter and Moderator Bios

Presenter: Katie Tolin, CPA Growth Guides

Katie Tolin is an award-winning growth strategist who has spent her career helping accounting firms grow, differentiate and adapt to change. She has developed successful marketing and business development programs recognized for innovation, data-driven strategy and measurable results.

Katie is an inductee into the Accounting Marketing Hall of Fame, a former Accounting Marketer of the Year and a past president of the Association for Accounting Marketing. She has been named multiple times to Accounting Today’s Top 100 Most Influential People in Public Accounting list and is a past recipient of the Most Powerful Women in Accounting award.

Her career has given her a firsthand view of growth from nearly every angle of the profession. Katie spent years working inside local, regional and super-regional CPA firms before moving into consulting, where she has spent more than a decade advising firms and leaders on growth strategy, marketing, business development and go-to-market execution. She also works with firms as a fractional chief growth officer, helping leadership teams connect strategy with the people, processes and capabilities required to execute it.

Today, Katie is also co-founder of XcelLabs, an AI company focused on helping accounting professionals develop the human skills that become more valuable as technology changes how work gets done. Her work increasingly focuses on the intersection of AI, talent development, client relationships and firm growth, including how firms can better prepare the next generation of professionals to create value, build relationships and drive growth.

Cost
$40.00 for CPAFMA Members / $80.00 for Non-Members / Free for PAFMs

  Online Registration

This webinar is part of the following series:

2026 Firm Management Series

Join CPAFMA for a 3-part webinar series that follows your firm's talent through every stage of the career cycle – from the early career professionals you need to keep, to the future rainmakers you need to develop, to the leaders preparing to hand off their life's work. Each session gives CPA firm leaders and administrators practical strategies to bridge generational differences, build business development skills earlier, and plan leadership transitions that preserve the legacy your firm has built.

Earn CPE credit while gaining actionable insights you can implement right away.

October 21, 2026 at 12:00 pm ET | What Early Career Professionals Actually Want:  A Data-Backed Guide to Generational Trust
November 5, 2026 at 2:00 pm ET | Developing the Next Generation of Rainmakers
December 1, 2026 at 11:00 am ET | Letting Go with Grace – Leaving the Legacy You Intended

Entire Series
$80 Members | Free PAFM | $160 Non-Members (Buy two, get one free)

Single Webinar
$40 Members | Free PAFM | $80 Non-Members

Elevate your Firm Management game—reserve your spot today!

Catch It On-Demand
Registered for the series but have a conflict with a date? All who register will receive links to view the webinars on-demand, so that you can still have access to all content, even if you miss one of the live broadcasts. Replays are available for all sessions even if you purchased the series after the date of the live broadcast.

The entire series can be purchased at a discount for:
$80.00 for Members / $160.00 for Non-Members / Free for PAFMS

  Entire Series Online Registration

Delivery System

• All programs are delivered using the Zoom platform.
• Confirmations will include log-in instructions.
• Participants are able to participate using any device with an Internet connect (if the device does not have speakers, the participant can also dial-in) or they can participate with audio only by dialing in.
• All registrants will receive a link to the webinar’s recording by email within 48 business hours of event’s conclusion.
• There will be assistance available to help with technical and connectivity issues up to 10 minutes prior to the start of the presentation.

Registration

All registration is done on-line with the names and email addresses of each individual guest. Log-in details will be emailed to all registrants approximately 1-2 days prior to each session.

Refund Policy

CPAFMA will not issue refunds for webinars. If a registrant is unable to participate in the webinar and sends written notice to info@cpafma.org 48 hours prior to the session, a credit will be provided for a future webinar. Alert the CPAFMA staff member monitoring the webinar if technical difficulties are encountered and technical support will be provided to eliminate problems with future webinars.

Additional Information

Live participation is required for CPE credit and polling questions must be answered to show active participation. All registrants will receive an email following the session with links to the slides and/or handouts, and a link to the webinar recording (unless otherwise stated). If you are unable to participate in the live session, you can still watch the recorded session, but you will not be eligible for CPE credits.

For more information regarding CPAFMA webinars or administrative policies such as complaint and refund, contact the CPAFMA Headquarters at 937-222-0030, or info@cpafma.org.