Branch Out - A Podcast from Connection Builders

According to research, one in seven clients has an unvoiced complaint. Do you know how your clients feel about your firm's service?  

In today’s episode, Alyson Fieldman, founder of Rockit Results, an independent consulting firm specializing in strategic marketing for high-growth professional services firms, shares her expertise in client experience (CX) and why it is a strategic differentiator in the marketplace. Alyson explains that CX is the sum of all a firm's touchpoints with its clients and how it makes the client feel. She emphasizes the importance of empathy and understanding the emotional components of CX, which technical professionals often overlook. 

The key to happier repeat clients, less client attrition, more client loyalty, an easier sales cycle, and more referrals is to ask, listen, and act. It’s as simple (and as complicated) as that. Although it requires time, resources, and ongoing effort to get to the bottom of what your clients really want and to make the changes that will give them that, it will always be a worthy investment!  

Key Points From This Episode:

• Alyson shares her thoughts on why client experience (CX) is a strategic differentiator in the marketplace. 
• Elements that CX is made up of and why they matter to your firm’s success.
• The difference between client service and client experience. 
• Why so many professional services executives struggle with CX.
• Examples of different CX approaches.
• Ask, listen, act; why this is Alyson’s favorite CX approach.
• How to ask questions in a way that will allow you to make the biggest impact.
• The opportunity that presents itself when there is a breakdown in client service.
• Some of the obstacles that prevent companies from enhancing their CX.
• The many benefits of taking the time to understand what your clients really want.
• Why CX is a program rather than a project.
• Examples of the types of questions to ask your clients in order to understand their feelings towards your company. 
• How to respond to different types of client feedback.
• The best place to start on your journey of improving CX.

Alyson Fieldman on LinkedIn
Rockit Results
Connection Builders
Alex Drost LinkedIn

Does it ever feel as if your life has become mechanical or routine? Do you find that it’s becoming more and more difficult to find success in your career? This is the episode for you! Today, we speak with keynote speaker, CPA, yogi, technologist, TEDx speaker, Breaking Beliefs Podcast host, and CEO of the B3 Method Institute, Amy Vetter, who guides business professionals on their journeys to become happier, more engaged, and more successful. 

As a CPA and a yogi, Amy has a unique perspective to offer on achieving work-life harmony, changing our thoughts and habits, becoming connected leaders, and more; all of which we discuss in this episode. Above all, Amy emphasizes the importance of doing the work, and she encourages listeners to step back, get still, and embrace new perspectives, especially when doing so feels like it challenges your existing belief systems. To discover some of the tools you need to overcome adversity, identify your personal purpose, and align it with the work you do, be sure to tune in to this insightful conversation with Amy Vetter!

Key Points From This Episode:

• A look at the B3 Method Institute and its methodology: business plus balance equals bliss.
• The importance of doing the work to change your thoughts, habits, and belief systems.
• Tips for taking the first steps on your journey to transform your work and life.
• Dispelling the myth that there’s never “enough time” for self-development.
• Why individual buy-in is essential for workplace transformation.
• Leadership, self-deception, and the importance of prioritizing people.
• What it means to become a more connected leader (according to Amy).
• Key elements of successful workplace transformation, including intentional culture.
• The role of empathy, mutual respect, collaboration, detachment, and mindfulness.
• Listening and feedback techniques for connected leaders.
• Finding the energy for iterative growth and the value of learning in real-time.
• Why firms need to evolve to continue to attract the talent they want.
• How organizations can benefit from allowing people to inform their strategy.
• Actionable advice for firm leaders: begin with self-assessment.

Amy Vetter
The B3 Method Institute
Breaking Beliefs Podcast
Disconnect to Connect
Business, Balance & Bliss
Amy Vetter on LinkedIn
Amy Vetter on Twitter
Amy Vetter on Instagram
Connection Builders
Alex Drost LinkedIn

Strategic growth is about more than just growth for growth’s sake. It’s about identifying the most efficient path for profitability and sustainability and then pursuing it. Our guest today, Gale Crosley, is a Strategic Growth and Innovation Consultant who has helped countless growth-oriented CPA and Accounting firms overcome barriers and achieve high-performing strategic growth. Crosley started her career as a CPA with Arthur Andersen before transitioning to technology sales. After the dot-com bust, she started her own growth consultancy to help CPA firms grow strategically. 

We discuss strategic growth within the CPA and broader professional services profession, including what firms can learn from traditional corporate enterprises and how technological innovations like AI are changing the industry. Gale explains that strategic growth is not just top-line growth but also about the bottom line. It's not growth for growth's sake; rather, it's about growing profitability. She also breaks down the biggest impediments to strategic growth, like unprecedented staffing shortages and adapting to revenue cycles.

Finally, Gale notes that firms must shift their strategy as the market changes. Firms need to specialize and innovate to stay relevant. Gale believes private equity and technology are disrupters to the CPA profession that will accelerate the need to evolve current business strategies. Gale advises managing partners to focus on strategic growth and specialization instead of riding the rollercoaster of market conditions. By being forward-thinking and focusing on strategic growth, firms can achieve the most profit and the fastest growth.

Key Points From This Episode: 

• Get to know Gale, her deep experience, and her work as a Strategic Growth Consultant.
• Why she pivoted from accounting early in her career.
• How she partners with CPA firms to transform them into high-growth environments.
• The concept of strategic growth and how it is accomplished.
• How strategic growth is the most profitable and fastest growth and why it is not growth for growth's sake. 
• Broadening geographic reach and its impact on opportunity and competition.
• An overview of the unprecedented disruption within the CPA profession and how private equity is changing the landscape so radically.
• Why strategic growth is the movement from an individual contribution, book of business, tactical generalist to a leader-driven and strategic specialist.
• The impediments to strategic growth that Gale has observed. 
• What firms should be doing with increased revenue levels to optimize for strategic growth.
• How leadership and organizational structure can foster (or impede) strategic growth.
• The differences between what drives corporate America, private equity firms, and CPA firms.
• Combining the best parts of corporate America with the best parts of the CPA profession.
• Advice for firms on approaching industry changes and the role of private equity.
• Gale’s predictions for what the industry will look like in ten years.

Gale Crosley
Gale Crosley on LinkedIn
Connection Builders
Alex Drost LinkedIn

Give credit and take blame; this is Bruce Ditman’s golden rule of leadership. In today’s episode, he shares his story of how he went from selling television advertising to Chief Marketing Officer at Marcum LLP, a $700 million dollar CPA & accounting firm, then later to the founder of Chief Seconds. 

Bruce has never had one day of formal marketing education in his life, but his intellectual curiosity, humility, and thoughtful approach to everything he does has led to him achieving success at every stage of his career. We discuss the difference between an educational approach and an indoctrination model, the importance of cultivating professional empathy in your organization, and how leaders who have been in the game for a long time need to learn to meet the needs of younger generations. Bruce also shares his approach to managing people, which leads to increased production levels without causing burnout. 

Key Points From This Episode: 

• Bruce shares the story of how he became a Chief Marketing Officer despite never getting any formal marketing education. 
• How the non-traditional career path he has taken has played to his advantage. 
• Bruce’s approach to becoming the best CMO he could be.
• One of the key skills to which he attributes his success. 
• The maladies that marketers commonly suffer from. 
• Problems Bruce has with the way training is done in professional services industries. 
• Indoctrination versus education models for upskilling.
• The importance of cultivating professional empathy in your organization.
• Why people who are naturally gifted at something are often not the best teachers. 
• How Bruce decided on Chief Seconds as the name of his company.
• How to effectively upskill your employees. 
• The core traits required for developing a successful business. 
• How to master the art of asking good questions.
• Bruce’s thoughts on creating a culture of intellectual curiosity.
• The golden rule of managing people and what it takes to be a good leader.

Bruce Ditman on LinkedIn
Bruce Ditman Email Address
Chief Seconds
Connection Builders
Alex Drost LinkedIn

Unexpected connections exist all around us; we just have to be open to them. One such connection that many listeners may find surprising is the link between music and accounting. Our guest today, Scott Scarano, has always had a passion for both these disciplines. He describes accounting as the language of business and music as the language of life. Scott is the owner of a thriving accounting firm, a podcaster, and the custodian of Accounting High, an online resource that is helping to modernize the accounting profession and make it more accessible for everyone. While many people view accountants as lacking creativity, Scott, aka The Rapping CPA, is here to insist otherwise. In today’s conversation with Scott, we delve into One CPA’s Journey: The Nexus of Creativity and Entrepreneurship. 

Our discussion includes the nature of creativity, how repetition helps us grow, and what it means to be open to recognizing new and unexpected connections. Scott talks with us about how his grandfather inspired him to pursue accounting, what it was like to build his CPA firm, and how he made the transition from being an operator in his business to a high-level visionary. We also contemplate the nature of failure before hearing the story of how Scott started writing highly detailed and entertaining rap parodies. Scott closes off today's episode with a rendition of his riveting Superapp rap, which is based on Eminem’s Superman (and written for Expensify), and shares the response he got from Expensify CEO David Barrett when he had him as a guest on his podcast.

Key Points From This Episode:

• A story from Scott illustrating the power of being open to connection.
• Scott’s lifelong dream of being an actor, rapper, entertainer, and accountant.
• The connection between performance, music, and accounting.
• Scott’s history selling drugs and what it taught him about business.
• An overview of Scott’s career as an accountant and how he grew his CPA firm.
• How to go from being an operator to a high-level visionary in your business.
• Scott’s reflections on starting a podcast and what he’s learned from it.
• The Dunning-Kruger effect and the experience of repetition, change, and growth over time.
• What Scott has learned about creativity and his own desire to form new connections.
• Why every failure is an opportunity to learn, even if it’s painful.
• How Scott realized his dream of becoming a rapper.
• What Scott learned from writing rap parody songs.
• The story of how Scott wrote an Eminem rap parody for Expensify.
• Scott’s parody version of Eminem’s Superman, Superapp!

Links Mentioned in Today’s Episode:

Scott Scarano on LinkedIn
Scott Scarano on Twitter
Accounting High
Accounting High on YouTube
Accounting High Podcast
The Dunning-Kruger effect
The Creative Act: A Way of Being
FreshBooks
Expensify
ExpensiCon
David Barrett on LinkedIn
Connection Builders
Alex Drost LinkedIn

Elana Margulies-Snyderman is a director and thought leadership expert at EisnerAmper, a global audit and tax firm with offices worldwide and throughout the US. She hosts two podcast series, one dedicated to financial services and the other focusing on private equity deal-making. She also contributes to the firm's content management by maintaining a financial services blog and overseeing content across various industries and service lines. 

Elana has a wealth of experience in creating thought leadership and the management and strategic thinking required to ultimately leverage it to drive value. In today’s episode, Elana shares her inspiring career journey with us. Tuning in, you’ll hear how she built a career and a network in this space despite having no financial education and overcame her challenges. She shares helpful advice on networking, moderating panels, driving engagement, excelling at live or recorded content, understanding your audience, and other elements of becoming a successful thought leader. 

Key Points From This Episode:

• An introduction to today’s guest Elana Margulies Snyderman.
• The career journey that led her to this point. 
• How she was able to build a network and consume knowledge in this space despite having no financial education. 
• Some of the challenges she faced in networking and how she overcame them. 
• Advice to young professionals who are starting out and trying to build relationships.
• Elana’s definition of thought leadership and the value of sharing information. 
• Some of the unexpected benefits of creating thought leadership elements. 
• The benefits of moderating panels, the importance of engagement, and how she gets the audience engaged. 
• The starting point for anyone who wants to be a thought leader. 
• What Elana does to be successful in live or recorded content like videos and podcasts. 
• Understanding who your audience is and where it's worth placing your effort. 
• How producing content has helped Elana grow her network and build relationships with other professionals across the industry and how it benefits the guests as well.

Elana Margulies Snyderman on LinkedIn
EisnerAmper
EisnerAmper blog
Engaging Alternatives Spotlight podcast
Private Equity Dealbook podcast
Connection Builders
Alex Drost LinkedIn

Today we are joined by Timothy Keith, the CEO and Founder of Propense.ai, an AI cross-selling platform that helps professional services firms grow more efficiently and holistically. Tim shares his unique career path that helped build his expertise in the professional services industry, starting with his experience in CRM implementation at a large-scale CPA firm. Tim’s path to becoming a founder is as inspiring as it is unique, and he explains how a love for solving difficult problems fuels his passion. Tim shares his view of why CRM implementation can be particularly challenging in the professional services space due to the partnership model, and he notes that most growth in professional services firms comes organically, making cross-selling a crucial element in their growth strategy.

During our conversation, Tim identifies that the problem of cross-selling in professional services is often two-fold: first, there is a lack of transparency and visibility of the services the firms offer, and second, there is a lack of process behind their cross-selling strategy. We also talk about how behavior and accountability influence a company’s cross-selling success, why humans are driven by incentives, and what Propsonse.ai as a company is hoping to achieve with its AI-driven products. 

Key Points From This Episode:

• Tim’s unique path to becoming a founder, and his love for solving difficult problems.  
• The process of implementing a CRM; what he’s learned and the problems he’s encountered. 
• Exploring the behavioral elements of CRM implementation for individuals versus businesses. 
• Tim’s definition of cross-selling, and his solutions for its complicated problems.   
• What firms should focus more on regarding behavior and accountability in cross-selling. 
• The basic human trait of seeking incentives. 
• What Propense.ai does and what the company is hoping to achieve. 
• How many big companies don’t understand the full extent of the benefits of a CRM.
• What Tim has learned from being a founder and using AI in the CRM implementation space. 
• The first steps to take to improve cross-selling at your company. 

Timothy Keith on LinkedIn
Timothy Keith Email
Propense.ai
Connection Builders
Alex Drost LinkedIn

The private equity and deal advisor landscape is currently ablaze with fierce competition, reaching unprecedented heights and continuously expanding. Professional service providers working in the sector must showcase their unparalleled expertise, captivating the attention of target companies. Joining us today to help navigate the intricacies of building a brand as a consultant in the space is Jack Vawdrey, a marketing consultant for private equity. As a seasoned consultant, Jack meticulously guides clients through the intricacies of strategic comprehension. He also facilitates the implementation of robust systems, seamlessly harmonizing the blueprint with operational execution. Jack’s expertise lies in orchestrating the entire process, ensuring that every facet aligns flawlessly, ultimately propelling the businesses toward success. In our conversation, we discuss what makes the private equity space unique, the requirements for building a reputation in the space, and what sets it apart from other sectors. We dive into the various key pillars of effective marketing in helping you build your brand, from effective messaging to the power of public relations. We unpack the complexity of the market, list curation management, business development, and much more.

Key Points From This Episode:

• What makes the private equity market unique.
• How the unique nature of the sector allows for targeted marketing approaches.
• Building a brand within the private equity space, including cost structure.
• We unpack what determines the buying behavior of a customer.
• Outline of the differences between outbound and inbound marketing.
• Jack explains messaging in a nutshell and how to leverage it effectively.
• We unpack list curation management and why it is vital.
• Business development in the private equity space.
• Why content marketing is essential and what value it drives.
• Learn about the role of public relations in marketing.
• Advice for listeners who want to differentiate themselves in the space.

Marketing Consultant for Private Equity
Jack Vawdrey on LinkedIn
Connection Builders
Alex Drost LinkedIn

Creating a remarkable brand is not a task for the faint of heart. It requires unwavering authenticity, a fierce dedication to values, and an unrelenting commitment to purpose. Mike Jones, the CEO and Managing Partner of Resound, truly believes in these principles. With an unbridled passion for every client, he leads Resound’s vision, strategy, and business development, relentlessly pursuing building brands that resonate deeply with people. Resound is a brand consultancy providing services that enable organizations to create genuine brands and experiences that strike a chord with people, encouraging their return. In our conversation, we unpack everything about brand management and recognition and why it should be a priority for any professional service business. Mike explains the power behind a brand, what makes a successful brand, and what effective brand alignment means. We also discuss whether personal relationships are still beneficial to a company’s brand, how businesses are no longer location by location, the challenges of creating a brand, and much more. 

Key Points From This Episode: 

• Mike explains why brand recognition is so essential and so powerful.
• Hear an interesting example that demonstrates the power of a brand.
• Discover whether research conducted by consumers influences what they buy.
• The importance of creating a brand in the professional services industry.
• Why a professional service brand needs to be specific.
• We discuss the value of personal relationships in the context of professional services.
• An overview of marketing trends within the professional services industry.
• Why finding your company’s niche is crucial.
• What makes a successful brand and the pitfalls companies should avoid.
• The fundamental aspects of a company’s brand story. 
• Mike’s advice for listeners who want to start improving their brand.

Mike Jones on LinkedIn
Mike Jones on Twitter
Resound
The Remarkabrand Podcast
You are Remarkable
Association for Accounting Marketing
Connection Builders
Alex Drost LinkedIn

Selling your business is not just a transaction. It is a period of transition filled with unexpected highs and lows. After exiting her own legal practice and watching a close friend struggle with the sale of his company, global keynote speaker and bestselling author, Denise Logan realized that business owners need emotional support for this process of transition. Over the last 13 years, she has woven together her previous experience as a lawyer and mental health professional to help business owners and their advisors navigate the emotional aspects of letting go when it is time to sell their business; ultimately enhancing the likelihood of a successful conclusion while keeping costs and delays to a minimum. Denise joins us on Branch Out today to explain how she keeps people and deals from falling apart by giving emotions a seat at the table. We discuss the pitfalls of growing for the sake of growth, the term ‘product-market-maker fit,’ and Denise’s belief that it’s unprocessed emotion that kills deals, not time. We also touch on the importance of context, how advisors can close more deals by slowing down, and so much more. Don’t miss this thought-provoking conversation with The Seller Whisperer herself, Denise Logan!

Key Points From This Episode:

• The emotional aspects of letting go when it’s time to sell.
• Periods of transition that many of us face in our lives and businesses.
• Advice for redefining your relationship with the business you’ve created. 
• Unpacking the common belief that scaling should be the objective.
• What Denise means by product-market-maker fit and how it can help you.
• An example that illustrates the costs of growing for the sake of growth.
• Why Denise always says that selling a business is a transition, not a transaction.
• Reflecting on the fear-based expression, “Time kills all deals.”
• How to pause the content to deal with the context.
• A surefire way to know if emotions are present; especially in the face of logic.
• Why business owners often refer to their business as their baby.
• Tips for attending to the emotions in your professional and personal life. 
• How advisors can close more deals and create better relationships with sellers.

Denise Logan
Denise Logan on LinkedIn
Denise Logan on Twitter
The Seller’s Journey
Connection Builders
Alex Drost LinkedIn