Ever wonder what makes a CPA firm tick — and how you can use that knowledge to make a bigger impact as a marketer? Join our lively panel of accounting leaders as we pull back the curtain on how firms make money, from the traditional metrics like utilization and realization to the new, tech-driven approaches shaping the future. We’ll break down firm structures (what’s with all those separate entities?) and get real about partner compensation because understanding how they’re rewarded can help you align your efforts and get the buy-in you need.

But that’s not all! We’ll also tackle the big obstacles holding firms back like talent shortages, technology and access to capital (yep, PE is part of that). You’ll walk away with fresh insights and actionable ideas to position your firm (and yourself) as a key player in driving growth. If you’re ready to level up your marketing game and truly connect with what matters most to your firm, this session is for you!