Welcome to The CFO Project Podcast, where host Adam Lean helps accountants, bookkeepers, and CFOs build profitable, advisory-driven firms that clients love. Each episode dives deep into the business side of accounting—how to attract clients, scale advisory services, and create a thriving firm that delivers real value. Whether you’re a seasoned CFO or just beginning to shift away from compliance work, this show will help you master the mindset and tools to grow smarter.

In this episode, Adam is joined by Lee Reams, CEO of CountingWorks PRO, to discuss how referrals and client discovery are evolving in the age of ChatGPT and AI. Lee explains why traditional referral loops are being replaced by digital ecosystems where AI tools—like ChatGPT, Perplexity, and Gemini—shape how clients find and evaluate firms. He breaks down how accountants can “feed the machine” through structured content, local SEO, and storytelling that differentiates them from generic firms. If you want to stay relevant, protect your referral flow, and future-proof your marketing in an AI-driven world, this episode is a must-watch for every accountant and virtual CFO.