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LEARNING RESOURCES

CPA.com Client Advisory Services (CAS)
Roadmap Workshop examining your existing client base and consider
where you can provide the best value. “Ask yourself
Live online — Dec. 13–19
questions about which industries you want to work
The CAS Roadmap Workshop helps firms develop a with, what size of client, and what stage in their
plan to build a CAS practice or expand an existing life cycle,” she said. Then consider which dash-
client accounting service line, using a proven and boards and key metrics can provide value to those
tested practice development approach to help targeted clients.
your firm achieve success in client advisory and
accounting services.
Revamping tech strategy
CONFERENCE Given technology’s pivotal role in any CAS
practice, firms will need a tech strategy not only for
Digital CPA Conference 2022 client services delivery but also for standardizing
firm systems for greater efficiency. Firms providing
Join us this year in Austin, Texas, or tune in virtually business insights CAS create templates for services
Dec. 4–7 and dive into the latest strategies, so that teams can learn faster, processes can be
emerging technologies, and data trends impacting streamlined, and firms can offer more consistent
the accounting, finance, and advisory roles.
service to clients, Merhib said.
CONFERENCE Firms should also find the right tech solutions
for specific client industries. That allows the firm
to deliver deeper, more customized advice and help
For more information or to make a purchase, go to aicpa.org/cpe-learning clients seek new ways to automate functions so
or call the Institute at 888-777-7077.
that finance leaders or company owners have more
time for analysis and planning, Heal said. As a
result, “it’s important to broaden skill sets around
technology,” she said.
AICPA RESOURCES With that in mind, firms should decide what
kind of infrastructure is needed — in terms of
Online resources systems, reporting, and platforms — to enable their
advisory component.
CPA.com CAS practice area resources
CAS Benchmark Survey WAYS TO LEARN MORE
As a small firm practitioner, Heal networks with
CAS Questions Everyone Wants the Answers To other CPAs to answer questions on practice issues,
CAS Workshops such as technology, client service, and staffing. “We
share the good and the bad,” she said. Given the
Report
high demand for CAS services, she doesn’t feel
Frictionless Finance: Driving Data to Value, AICPA & CIMA, Deloitte, competition with other CPAs. “We want to see
and Workday each other succeed,” she said.
Heal urged smaller firms to investigate the
many related resources available to them on
CPA.com. Merhib also recommended finding
Improving client education out about resources or networking opportunities
Because it is so groundbreaking, firms should be offered by state CPA societies, firm associations,
prepared to introduce CAS to clients. “Clients and the Digital CPA community.
know they’re not getting what they want, but they
can’t articulate that need,” Heal said. “They want BECOME THE CHIEF VALUE OFFICER
a more organic relationship that many clients As business owners move to build on what they
find difficult to explain.” As a result, firms should learned during the height of the pandemic, CAS
be sure to detail the services they can offer, the 2.0 is helping them take advisory services to the
advisory role they will play, and the benefits their next level. “Focusing on delivering business insights
partnership will bring. CAS positions the firm as the chief value officer for
When it comes to services, Thompson advo- that client,” Merhib said. “It gives the firm a seat at
cated for building on what you know. Start by the table.” ■

10 | Journal of Accountancy November 2022