outlook: soft skills are front and center

leadership must be ready to challenge mindsets … and not slowly.

by sarah dobek
the rosenberg map survey

editor’s note: every year, the rosenberg map survey asks the industry’s top consultants to share their observations from cpa firms across the country. how do you think the next 12 months will unfold? also, how would you assess the last 12 months?

i believe that over the next 12 months, firms will continue to focus on ideal clients with a more strategic focus on client acceptance. this will help with bandwidth constraints, ensure strategic growth and protect resources. as an outcome, firms will be challenged to improve scoping conversations by considering their services.

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client experience standards will become a stronger focus as well. as a result of focusing on advisory and consulting services, they will identify and likely face challenges around skills development in these areas. training and development inside firms will continue to evolve, and by next year, firms will be back in full swing with their soft skills development training if they weren’t already in 2023.

the last trend prediction we expect is a stronger adoption of a challenging mindset in the firm. the pace at which you can move your leadership group through challenging old ways of thinking and embracing alternative approaches that help you deal with your challenges will be a critical factor in firm success. overall, we are in an exciting time for this profession.

over the past year, we’ve seen a few big trends. first, there is a growing acceptance of the need to manage bandwidth by serving specific clients more effectively. this stems from the long-standing issue of staff shortages, which has become significantly more pronounced.

consequently, firms are taking more action to address this challenge, such as closely scrutinizing their client base and making strategic decisions around who they serve or accept to safeguard it. additionally, firms are exploring alternative solutions, including domestic and international outsourcing. many firms have started hiring employees in india or leveraging technology and onshore resources to address their bandwidth needs.

another significant trend is the increased focus on advisory services, accompanied by hiring individuals with non-traditional cpa skill sets. firms heavily invest in expanding these areas, signaling a commitment to growth.

lastly, there is a shift toward geographic expansion, with firms entering new markets without purchasing existing businesses. while the physical presence might be minimal, with only a traditional phone line and address, the intention to expand in these markets remains firm. this will make the competitive landscape for firms much more complex in the future and continue to increase the importance of digital marketing.

the last trend is how closely marketing and hr work to support the attraction and promotion of the firms’ hiring needs. marketing is no longer optional for most firms as a whole and especially not for recruiting.

posted on november 12, 2023