Posted in: AG Events, Mark's Insights, Practice Management,

Meet Mark...Borg?

                Meet Mark...Borg??

From October 26-28, 2020, Allinial Global hosted its first-ever virtual Summit, welcoming a total of 255 attendees for three half days of interactive online sessions. We had a great time getting together to explore our theme of Focus on the Future, and I’m confident that we’ve all gained some valuable insights about where we are headed as firms and as a profession.

Attendance was up by over 30% this year, and with four concurrent tracks (A&A, Advisory, Firm Management, and Tax), there were lots of exciting things happening each day. Whether you were able to attend or not, I thought it would be helpful to highlight some broad themes from Summit 2020.

Below are my top five takeaways.

1. Strategic transformation. No matter which track you attended, you probably heard one message loud and clear: the future is here, and firms need a clear strategic vision to survive and thrive. When we think of change management and future readiness, we typically turn to tools, training, and technology. But no matter what change we are facing, we need to think carefully about the business strategy behind that change. The goal isn’t simply to dump our legacy systems into new technology or formats—it’s to build and execute a deliberate strategy for the future. Our Summit speakers provided some fantastic takeaways about what this looks like in practice.

2. The role of virtual. Hosting Summit virtually taught us that virtual can work, but it can never replace live, in-person events. Most of us would have preferred to gather in person in Vegas, but it was helpful to have this opportunity to learn how to navigate a new format and clarify the role of virtual in a post-pandemic world. While virtual can’t compete with the value of in-person connections (unless we all become Borgs), it can enhance and broaden reach. I think we are walking away from Summit 2020 with some great insights about how live and virtual can come together next year. Summit 2021 will be even bigger and better because of this year’s experience.

3. Relationships and trust. In a time when people are feeling increasingly disconnected, relationships are more important than ever. They are central to everything we do, whether it’s how we show up for clients during the pandemic or how we manage our teams virtually. And as our speakers reminded us, relationships do look different in a virtual world. While it can be more challenging to communicate clearly and maintain trust from a distance, Summit 2020 was packed with practical tips about how you can develop critical virtual skill sets that enhance connection and engagement during these difficult times.

4. Leading the charge. As I mentioned in my opening session, now is the time for CEOs and firm management teams to take charge and drive transformation. It takes a coordinated effort to get exceptional results—and leading that charge isn’t easy. We hear you. In our Summit evaluations, some managing partners said that there were certain presentations they wished they could have shared with their entire partner group. We have been uploading session recordings into Pathable so that you can share the presentations you found to be most helpful with your teams. This is a great place to start if you’re interested in sparking discussion and getting your team on the same page.

5. Common concerns. With the highest attendance and ratings in sessions dedicated to the CARES Act/PPP, SALT, international tax, M&A, and firm management, it’s safe to say that many of our firms are facing similar concerns. In that respect, Allinial Global members are a tremendous resource for each other. In this year’s Firm Management Roundtable, for example, we had some great discussion about what remote work looks like for each firm and how leadership teams are managing people they can’t see. I’m proud to see our members realizing that they can’t just wait for things to “go back to normal” if they want to attract the best and brightest talent. They are embracing “the New Normal” now by putting processes in place to prepare for a future where flex work and hybrid office and work-from-home schedules will likely become the norm.

I look forward to navigating this future together with our member firms. Together we will ALL come out stronger than before.




Posted in: AG Events, Growth, Value Pricing,

Last week, Allinial Global hosted over 50 business developers, marketers, and partners-in-charge of marketing on Zoom for the annual BD/Marketing Conference. While all of us missed the magical moments that inevitably happen while connecting in person, our members, presenters, and staff made the most out of two half days together and even set a record for the longest continuous Zoom session here at Allinial Global. On our first day, we went from 12 p.m. to 7 p.m. EDT!

If you weren’t able to join us last week, I’ve shared my top three takeaways below. Most of us are familiar with the 3 Cs of marketing—company, customer, and competition. But have you noticed what I’d like to call the 3 supplemental Cs of accounting marketing—courage, collaboration, and community? Please allow me to explain.

1. Courage. As accounting marketers, most of us are in a team of one or a few, outnumbered by accountants who think quite differently from the way we do. This means that we face many opportunities to convince our executive team—with moderate to high risk-averse tendencies—to try something new for the firm, such as social media, Google Ads, or video. And here’s where our first supplemental C of marketing comes in. We need courage to question and change the status quo. Testing new approaches is a critical component of digital transformation. We can’t rely on Excel spreadsheets to keep track of prospects and clients forever. Sooner rather than later, we need to identify and implement affordable CRM solutions for our firms. We can’t rely on outdated websites and anemic social media presence if we expect to recruit the brightest young talent and win next-generation clients. We need to continuously update and enhance our digital presence with the help of different groups of stakeholders. Future-ready firms are transitioning to value-based pricing and leveraging three-tier pricing and subscription models for their services, especially for Client Accounting Services (CAS), and we need to find allies within the executive team to move the pricing needle. This point leads me to the introduction of our next supplemental C: collaboration.

2. Collaboration. For accounting marketers, collaboration with your internal stakeholders is obviously important. No marketing initiative—whether it’s a virtual or in-person event, email campaign, or new niche/service line—can be executed without collaborating with your practitioners. Depending on the project, you may also collaborate with other departments as well—IT, HR, and so on. In fact, we had a panel dedicated precisely to this topic for this year’s conference! But in a post-pandemic world where the pace of change is accelerating and unpredictable, collaboration with your external team is also critical. How do you pivot to virtual events when you’ve never even hosted a webinar before? Do you proceed with strategic marketing projects during uncertain times? How do you get into video marketing with zero budget? If you’re a member of Allinial Global, you’re in luck! You can connect with a virtual team of marketers who will not hesitate to share their insights and experiences to help you make an informed decision.

3. Community. Last but certainly not least, community is the third and perhaps the most important of the supplemental Cs. Whether you are a member of the Association for Accounting Marketing, Allinial Global, or some other alliance, having your own community of marketers is invaluable—regardless of your experience level in accounting marketing. At Allinial Global, we have a formal system to create and cultivate this sense of community by segmenting marketers beyond just firm size. Recognizing that the marketing tech stack is playing an increasingly important role for the accounting profession, I will be creating a HubSpot mastermind group, for example. I believe that we learn best by executing, not just attending a class or reading a book, and we improve the fastest by connecting to a community of peers who share similar goals. Cultivating and improving this type of community within Allinial Global is one of the things that I LOVE about my job, and I can’t wait to share my future plans with you all.

If you are interested in joining the extraordinarily talented and generous marketers and business developers of Allinial Global, please reach out to me anytime.