In this episode, Rory speaks with Mark Martukovich, Executive Director and Managing Partner of Business Advisory and Accounting Partners powered by Harness, about how CPA firms can shift from compliance-driven practices to high-value advisory services. Mark shares how he evolved his own firm over 12 years using the Practice Forward model, moving from a highly transactional tax practice to an advisory-centric operation with over 200 advisory engagements. He explains why the first conversation with any business owner should be about their exit, how to build a structured and scalable execution model from prospect screening to delivery, and why value-based pricing matters in an AI-driven world. They explore how Mark uses AI to run prospect tax strategy screeners against a curated database of strategies, why advisory is not additional work but a repackaging of knowledge firms already have, and how building structure around advisory conversations can strengthen both client outcomes and firm positioning. Want to know how to build a duplicatable advisory model that deepens client relationships and elevates your practice? Curious how AI and structured execution can move your firm from reactive to proactive? Find out the answers to these questions and more in this practical conversation with Mark Martukovich.

"Rory Henry is a registered investment adviser representative of Arrowroot Family Office. This podcast is published independently through Advis-ROR®, an outside business activity, and does not represent the views of Arrowroot Family Office.  It is intended for informational and educational purposes only and does not constitute investment advice. Mark Martukovich is not a client of Arrowroot nor was there any compensation for his inclusion in this podcast."