CPA Trendlines Podcasts

Accounting ARC wraps 2024 with insights and bold 2025 predictions. Accounting ARCWith Liz Mason, Byron Patrick, and Donny Shimamoto.Center for Accounting TransformationSince its launch in May, the Accounting ARC podcast, hosted Liz Mason, CPA; Byron Patrick, CPA.CITP, CGMA; and Donny Shimamoto, CPA.CITP, CGMA, has quickly gained traction as a thought leader in accounting. As the year concludes, the trio reflects on their journey and the pressing issues reshaping the industry. MORE Accounting ARC: Ron Baker: Visions for the Accounting Profession | Angie Grissom: Next Gen Inspo for Accountants | Does Accounting Belong in STEM? | Rose Wang: Where Numbers Meet Strategy and Creativity | TikTok Fraud Exposes Gaps in Financial Literacy | How Accounting Pros Own the Stage in Public Speaking | Greg Kyte: Being a CPA Is Like Being the Marie Kondo of Numbers | Rachel Bashore: A Lawyer's Case for Reinventing Accounting | Beyond the Basics in Ethics Eduction | Bailey Lenart: From Ledger Sheets to Transformational Change | Election Tax Plans: What CPAs Need to Know | Leadership for the Future: Stakeholders, Sustainability, and Strategic Vision |Mason, CEO and founder of High Rock Accounting, notes that one of the year's standout discussions centered on ethics. “It’s fascinating to see how ethical theories apply to our decisions as accountants,” she says. “These frameworks aren’t just academic—they directly impact our role as trusted advisors.” Generative AI was another recurring theme, with Patrick predicting an AI-driven revolution in 2025. “We’ve seen a shift from fear to excitement around AI,” says Patrick, CEO of VERIFYiQ and vice president of client success at The B3 Method Institute®. Mason echoes this sentiment, emphasizing that AI’s ability to process vast amounts of data will enhance accountants’ advisory roles. 

Risk-taking and transparency emerge as key drivers for success in accounting marketing.Capstone ConversationsBy Jean CaragherFor CPA TrendlinesWhen Katie Lyles joined Dallas-based accounting firm Lane Gorman Trubitt at the end of 2019, she anticipated a role focused on coordinating live events. Little did she know, her career trajectory would be shaped by a global pandemic, propelling her into a spotlight she hadn’t foreseen. In 2021, Lyles was named the Association for Accounting Marketing (AAM) Rookie of the Year, a testament to her ingenuity, adaptability, and dedication to her craft. Follow Jean Caragher on CPA Trendlines here. | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | Catch Jean Caragher's other show, Gear Up for Growth, on Fridays here. | And browse all the shows in the CPA Trendlines broadcast network here On a recent episode of Capstone Conversations, Lyles reflects on her journey, which is marked by resilience and resourcefulness. When COVID-19 halted in-person events in early 2020, Lyles quickly pivoted to virtual platforms, saving her firm over $90,000 and generating record-breaking revenue. Beyond the financial impact, her efforts were instrumental in Lane Gorman Trubitt’s PPP Task Force, where her marketing expertise contributed over 55% of the task force’s revenue.

Michael King, a former nuclear submarine engineer and founder of The Connected Accountant, discusses his inspiring journey to becoming a fractional CFO. He addresses how this role transforms the accounting landscape by focusing on strategic advisory rather than just compliance. King emphasizes the importance of helping businesses with financial forecasts and insights. He also shares the challenges accountants face in adapting to this new landscape and the necessity of relationship-based marketing in building trust with clients.

Discover how artificial intelligence is revolutionizing data entry reconciliations in accounting. Learn about automated transaction mapping that saves time and minimizes errors. AI not only matches transactions effortlessly but also intelligently categorizes expenses. This technology enables accountants to shift their focus to more strategic tasks, enhancing efficiency and accuracy in their workflows.

Ron Baker, founder of the VeraSage Institute and a trailblazer in value pricing, discusses his transformative journey in the accounting profession. He challenges traditional practices like the billable hour, advocating for deeper client relationships and innovative business models. Baker compares accountants to superheroes, highlighting their unique capabilities to drive change. He emphasizes the need for continuous learning and awareness of global trends, urging professionals to rethink their roles beyond basic accounting.

Create a win-win with "The ROI Method of Value Pricing."The DisruptorsWith Liz FarrIn 2016, Jackie Meyers needed a change. Long hours, health issues, and missing out on her kids’ activities forced her to make a radical change. She leaned into tax advisory and tried a new value pricing methodology, which “tripled to quadrupled revenue for our clientele,” even after selling 60 percent of her clients. FULL show notes here | MORE PODCASTS and VIDEOS: Jack Flaherty: Don't Be a 'Yes' Person | Greg Adams: From Finance to Storytelling | The Disruptors | Jody Padar: Make Radical Changes Now If You Want to Be Relevant in 2030 | Rebecca Driscoll: Amplify Reach By Helping Other Firm Owners | Rory Henry: Create the Return on Relationships | “But the clients were equally happy to pay more, which is crazy.”  Her pricing methodology revolves around a calculator she calls “The ROI Method of Value Pricing.” The AICPA will be sharing her pricing method with members, which Meyers calls “a huge win for the profession.” 

Firms that embrace marketing as a strategic priority unlock opportunities for growth and differentiation.Capstone ConversationsBy Jean CaragherFor CPA TrendlinesThe world of accounting marketing is one of transformation, resilience, and adaptability. Few individuals embody these qualities as profoundly as Lauren Clemmer, the former Executive Director of the Association for Accounting Marketing (AAM) and one of its most recent Hall of Fame inductees. In a recent Capstone Conversation, Clemmer shared her journey, insights, and advice for navigating the challenges and opportunities in accounting marketing. Follow Jean Caragher on CPA Trendlines here. | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | Catch Jean Caragher's other show, Gear Up for Growth, on Fridays here. | And browse all the shows in the CPA Trendlines broadcast network hereClemmer’s career began outside the accounting industry, which initially presented challenges. She emphasized the importance of understanding accounting firm dynamics and building relationships with firm partners. “I had to learn how to communicate in a way that resonated with accountants,” she explains, citing her decision to invest in executive coaching to bridge communication gaps.Her efforts paid off, helping her thrive as the marketing manager at Ciuni & Panichi for eight years. “AAM was instrumental in my success,” Clemmer notes, crediting the association’s supportive community for providing resources and camaraderie that helped her persevere through challenges.

Accountants who stay silent risk disappointing--and probably losing--clients.Accounting Influencerswith Rob BrownAccountants, take charge of your client relationships—that was the call to action from Susan Bryant, CPA, on a recent episode of Accounting Influencers. The episode, hosted by Rob Brown, highlights Bryant’s mission to empower accountants to refine their client base, set professional boundaries, and elevate client interactions to meet today’s high expectations.Full Show Notes Here | More Accounting Influencers with Rob Brown hereBryant, a CPA and co-owner of a firm in Plano, Texas, has built her career on driving excellence in accounting. Known for her expertise in advisory services, she’s passionate about transforming the way accountants view client relationships and service delivery. "Accountants today must redefine what a good client looks like," Bryant stated. "In this industry, it’s time to align with clients who truly value and respect the work we do and are ready to invest in that relationship."

Angie Grissom, owner of The Rainmaker Companies, discusses her impressive journey in the accounting world. She highlights the crucial shift toward a holistic approach in accounting, emphasizing business development and leadership. Grissom views accountants as trusted advisors who can significantly impact their clients’ success. She stresses the importance of relationship-building and mentorship, encouraging aspiring professionals to explore diverse opportunities in the field. Her insights encourage innovative thinking and collaboration within the accounting community.

The next generation is purpose-driven, and the firms that lean into this will retain scarce talent.  The DisruptorsWith Liz FarrJack Flaherty believes that one of the most important business skills is on the wane: the art of decision-making. “We're all becoming ‘Yes’ people. We don't want to have an objective discussion, bringing out different ideas,” Flaherty says. The unfortunate result is that “it's causing us to make decisions that don't allow us to achieve our goals.”  FULL show notes here | MORE PODCASTS and VIDEOS: Greg Adams: From Finance to Storytelling | The Disruptors | Jody Padar: Make Radical Changes Now If You Want to Be Relevant in 2030 | Rebecca Driscoll: Amplify Reach By Helping Other Firm Owners | Rory Henry: Create the Return on Relationships | Mike Maksymiw: Be the Leader You Wish You Had | To help individuals master this vital skill, Flaherty wrote his book, The Decision Switch, and created a platform of the same name. Flaherty explains, “The Decision Switch is to define your goals in clear and simple terms and build a clear path forward that allows you to consistently get those results.”