By John Atkinson and Tony Cord 

The accounting profession is undergoing a seismic shift. 2025 began with a bang and promises to bring even greater changes than in the past two years. Firm leaders face significant challenges like a critical talent shortage, increasing retired partner liabilities, underinvestment in technology, and outdated governance models. Conversely, they’ll see growing interest from outside capital providers, rapid advancements in Generative AI, new approaches to ownership, value-based billing, and work-life balance. As a firm leader, how do you navigate this ever-evolving landscape? And what can you do in the current environment to elevate your firm from average to amazing—and avoid extinction? 

Most firms we see grapple with managing disruption. Firms that will thrive in 2025 and beyond are those that take proactive steps to elevate their operations and embrace innovation. High-performing firms usually share several common traits that set them apart: 

• A Growth Mindset: They build a culture of cross-selling and consistently pursue upmarket opportunities. 
• Operational Efficiency: They utilize offshoring, outsourcing, and modern technology to enhance capacity and profitability. 
• Attracting Top Talent: They create compelling career paths and leverage innovative ownership models to retain high-potential team members. 

Here are seven strategies to enhance your firm’s value, embrace change and evolution, and elevate from average to amazing.

1. Accelerate revenue growth  

Growing revenue in accounting firms requires aligning vision, messaging, and disciplined execution. Success begins with defining clear objectives, understanding client needs, and fostering accountability across all levels. A unified strategy ensures the team is focused, collaborative, and trained to seize growth opportunities.

Your Key Steps:

• Clarify Vision: Define clear growth objectives aligned with market opportunities and communicate them firm-wide.
• Focus Messaging: Highlight what sets your firm apart, how you solve client pain points, and articulate “why us” to prospects and referral partners.
• Target the Right Audience: Identify and prioritize high-value clients, key referral partners, and strategic events to build meaningful, growth-oriented connections.
• Build Relationships Consistently: Establish a repeatable process for nurturing client relationships and leveraging trusted networks to expand opportunities.

How can your firm adapt its current strategies to unlock greater growth potential in today’s evolving market?

2. Embrace innovation

Making bold changes to enhance value is essential for accounting firms looking to move from average to amazing. This requires a mindset shift to rethink traditional practices and do the work to identify opportunities for improvement. Starting with a blank slate, firms can redesign processes, foster a culture of creativity and embrace change to position themselves as forward-thinking leaders. 

Your Key Steps:

• Reimagine Processes: Streamline engagement letters, billing, and collections to improve efficiency and client experience. 
• Foster Innovation: Create an internal advisory council dedicated to exploring new services and technologies, like offshoring, to keep the firm ahead of trends. 
• Leverage Technology: Adopt advanced tools offering automation, data analytics, and Generative AI to enhance service delivery and insights, while maintaining and strengthening your “quarterback” role with your clients.

What steps are you and your firm taking to stay ahead and increase your impact and value?

3. Develop a cross-selling strategy

Effective cross-selling in accounting firms involves a structured approach to uncover client needs and match them with the firm’s diverse service offerings. Together with key account planning, systemized client communication and engagement and targeted team training, firms can foster deeper relationships and uncover powerful cross-selling opportunities. 

Your Key Steps:

• Key Account Planning: Segment clients, map white space, and identify service opportunities by industry group. 
• Client Engagement: Hold regular meetings to uncover needs and align services with client goals. 
• Accountability and Training: Implement incentive programs aligned with goals, provide targeted training, and use metrics to track progress. 

Which processes are your firm using to enhance cross-selling and maximize client relationships? 

4. Elevate your Client Base  

Upgrading an accounting firm’s client base involves a strategic approach to identify and attract high-value clients while transitioning out low-value or misaligned accounts. From there, firms can leverage technology, targeted client engagement, and staff alignment to really drive results.

Your Key Steps:

• Client Analysis and Profiling: Segment existing clients, define an ideal client profile, and focus on high-value opportunities. 
• Strategic Engagement: Develop tailored plans to build relationships with upgraded clients while transitioning out low-value accounts. 
• Execution and Alignment: Use technology, train staff, and monitor metrics to ensure seamless implementation and measurable outcomes. 

How is your firm elevating its client base to drive growth and profitability? 

5. Utilize offshoring and outsourcing

Offshoring routine accounting tasks enables firms to concentrate on high-value services, enhancing client relationships and driving growth. According to the AICPA’s 2023 National Management of an Accounting Practice (MAP) survey, approximately 25% of firms have adopted offshore outsourcing to manage workload and address staffing challenges. 

Your Key Steps:

• Task Delegation: Outsource routine functions like bookkeeping and payroll to offshore teams, allowing in-house staff to focus on strategic services. 
• Resource Optimization: Utilize cost-effective offshore solutions to manage workload and address staffing challenges. 
• Quality Assurance: Implement robust training and monitoring to maintain high standards in both offshore and onshore operations. 

How is your firm leveraging offshoring to optimize service delivery and focus on strategic initiatives? 

6. Expand your firm’s advisory services

Expanding advisory offerings allows accounting firms to stay competitive and provide more value to their clients beyond traditional services like tax compliance and assurance. This evolution involves broadening service lines to include areas that address financial planning, operational efficiency, and digital transformation. Doing so helps firms position themselves as strategic partners and better enables them to assistclients in navigating complex business challenges and achieving growth. 

Examples of advisory offerings include wealth advisory, strategic planning and forecasting, data analytics and reporting, technology consulting and implementation (e.g., ERP systems), transaction advisory services such as quality of earnings reports, investment banking, cybersecurity and risk management, sustainability and ESG (Environmental, Social, and Governance) consulting, and insurance services. 

Your Key Steps:

• Client-Centered Approach: Identify client pain points and tailor advisory services to address their specific challenges. 
• Specialized Expertise: Invest in training and certifications to deliver cutting-edge solutions. 
• Value Proposition: Communicate the measurable benefits of these services to deepen client trust and loyalty. 

What steps are your firm taking to diversify its advisory offerings and meet evolving client needs?

7. Attract and retain talent  

In the current talent shortage, accounting firms must adopt innovative strategies to attract and retain skilled professionals. Competitive compensation, flexible work arrangements and work-life balance help significantly enhance job satisfaction and retain top talent while ensuring a diverse talent pool.

Your Key Steps:

• Competitive Compensation: Ensure salaries and benefits meet or exceed industry standards to attract top talent.
• Flexible Work Options: Implement remote/hybrid work opportunities and adaptable schedules to support work-life balance.
• Professional Development: Offer continual learning opportunities, clear career advancement paths, and mentorship programs to support employee growth and retention.
• Employer Branding: Build a strong reputation as a desirable workplace through effective branding, highlighting your firm’s culture, values, and growth opportunities to create buzz and attract top candidates.

What steps are your firm taking to attract and keep the best people on your team?

Conclusions  

Navigating the challenges and opportunities of today’s accounting landscape requires bold action, innovative thinking, and a commitment to continuous improvement. Firms that embrace change, invest in their people and processes, and focus on delivering exceptional value to clients will emerge and shine in this era of disruption. Is your firm ready to take the necessary steps to elevate from average to amazing?  

About the Authors  

John Atkinson (jatkinson@growth-logik.com), is the Founder ofGrowthLogik, a soughtafter business development leader, innovator, and coach, with a proven history of driving double-digit revenue growth for professional services firms as a four-time entrepreneur and veteran of Dixon Hughes Goodman. He has supported firms of all sizes in addressing revenue growth challenges and helping them adapt to effective processes in cross-selling, referral channels, and moving upmarket. 

Tony Cord (tony@withcount.com) is Head of Corporate Development atCount, leveraging extensive buy side M&A, strategic growth, and practice leadership roles at American Express, BDO, Navigant, Riveron and Newport. He works with managing partners and CEOs to support their growth plans, readiness for M&A, integration of modern technology and governance structures as they prepare for the future.