“If you're only working in the business, you're doing it wrong. Cut your activities in half. You have to free up time to think about the business, to work on the business.” – Simon SeverinoThe finer details of this episode:• Transition from traditional tax-based practices to advisory-oriented services in accounting.• Challenges faced by accounting firms in defining and marketing their services.• Importance of understanding client needs and delivering tailored solutions.• Decoupling time from value in professional services to enhance profitability.• Strategies for effectively packaging and pricing advisory services.• The role of marketing in differentiating accounting firms in a competitive landscape.• Implementing structured approaches like "Strategy Sprints" for business growth.• Identifying operational constraints and improving processes for better service delivery.• Building long-term client relationships to foster loyalty and satisfaction.• Emphasizing the need for continuous improvement and agile responses to market demands.Episode resources:● Summit Virtual CFO by Anders website: <a href="https://www.summitcpa.net/">https://www.summitcpa.net/</a>● If you have questions or would like to be a guest on the show, email us at <a href="mailto:mcpasuccessshow@anderscpa.com">mcpasuccessshow@anderscpa.com</a>● Check out the Virtual CFO Playbook Course: <a href="https://vcfoplaybook.summitcpa.net/">https://vcfoplaybook.summitcpa.net/</a>● Check out Strategy Sprints here: <a href="https://www.strategysprints.com/">https://www.strategysprints.com/</a>Timestamps:Introduction to the Podcast (00:00:00)Overview of the podcast's mission to provide insights on accounting firms' growth and innovation.Guest Introduction (00:00:22)Co-host introduces Simon Severino, highlighting his expertise and the challenges accounting firms face.Simon's Background (00:01:29)Simon shares his non-linear career path, emphasizing his passion for market strategy and problem-solving.Transitioning to Advisory Services (00:03:09)Discussion on the shift from tax-based practices to advisory services in accounting firms.Decoupling Time from Value (00:05:14)Simon explains the importance of separating time spent from the value delivered to clients.Client Example: Cash Flow Reporting (00:06:15)Illustration of how an accounting firm expanded services and improved profitability through automation.Challenges in Changing Mindsets (00:08:54)Discussion on the difficulty accountants face in shifting their perception of time-based billing.High Margins of Advisory Services (00:09:31)Simon highlights the significant profit margins in advisory services compared to traditional services.Understanding Entrepreneurial Needs (00:10:51)Exploration of what entrepreneurs truly need from their accounting services and reports.Importance of Advisory in Cash Flow (00:12:40)Discussion on the necessity of advisory services in helping clients interpret cash flow reports.Strategic Value of Consulting (00:13:37)Simon emphasizes the value of being a sparring partner for clients in decision-making.Subscription-Based Services (00:14:45)Discussion on how subscription models can help disconnect time from billing in professional services.Impact of AI on Professional Services (00:15:58)Simon discusses the challenges posed by AI in the financial services sector and competition.Marketing on LinkedIn (00:17:16)Emphasis on the importance of LinkedIn for professional services and strategies to gain mindshare.Mindshare and Marketing Strategies (00:19:59)Simon discusses the need for consistent marketing efforts to stay top of mind with clients.Common Marketing Mistakes (00:20:51)Simon identifies common pitfalls accounting professionals face when starting their marketing efforts.Responsibility for Marketing (00:21:46)Discussion on the necessity of assigning dedicated roles for marketing within accounting firms.Introduction to Strategy Sprints (00:22:50)Discussion on the importance of external presence in accounting firms.Client Satisfaction and Acquisition (00:22:59)The roles of team members in ensuring client satisfaction and bringing in new clients.Defining Strategy Sprints (00:23:14)Overview of what a strategy sprint entails and its focus on key activities.Creating Client Flywheels (00:23:52)Strategies for generating more work from existing clients through enthusiastic moments.Distribution Flywheels (00:25:06)Methods for creating compelling content and building a pipeline of ideal clients.Defining the Ideal Client (00:26:08)Importance of identifying and sticking to an ideal client profile for long-term success.Measurement in Strategy Sprints (00:27:17)The significance of measuring activities weekly to determine effectiveness.Reclaiming Time (00:28:17)How identifying ineffective activities can help reclaim valuable time in business operations.Focus Card Metrics (00:28:40)Using the focus card to track three key metrics every week for better results.Scientific Approach to Business Growth (00:29:55)Implementing a scientific method for testing and validating business strategies.Client Onboarding and Constraints (00:31:07)Identifying constraints in professional services to improve overall throughput.Addressing Service Offerings (00:33:19)Discussion on the challenges of adding new services and recognizing value in advisory roles.Pricing and Packaging Services (00:34:32)Strategies for increasing service pricing and developing attractive packages.Learning from Other Industries (00:36:08)Insights on how professional services can benefit from models used in franchising.Creating a Scalable Business Model (00:38:00)Transforming a consultancy into a scalable model by professionalizing brand and processes.Resources for Further Learning (00:40:32)Information on where to find tools and resources for implementing strategy sprints.Main Takeaway (00:42:20)The importance of cutting activities in half to free up time for strategic thinking.

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