advisory services: real commitment or just talk?

how your answer affects growth.

by sarah dobek

the unfolding events of 2020 will continue to be the tailwind of change for the profession.

the most significant and obvious change is the forced adoption of remote/flexible work. so many firms were convinced that remote work just wasn’t feasible. the pandemic has proven otherwise.

more: 2021: you’ll never see ‘normal’ again | survey: we adapted to remote work … now what? | survey: 2020’s disruptions are only the beginning | covid brought us more and better client communication
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yes, for some firms, it’s not working well. but on closer inspection, these challenges are actually bringing to light systemic management and operational issues. from today’s vantage point, long- term operational change is inevitable as firms evaluate more permanent work-from-home scenarios in both the long and short term.

posted on january 6, 2021

sarah johnson dobek

about the author

sarah johnson dobek is president and founder of inovautus consulting, a national consulting firm that develops strategies, programs, and training designed to help accounting firms grow faster and in the right direction.

she is a contributing author to bridging the gap: strengthening the connection between current and emerging leaders in the cpa profession

sarah and her team work with firms to assess their growth goals and execute practical marketing and business development plans. with her unique background in operations, human resources, practice management, and marketing, sarah delivers insightful, practical advice that guides organizations down the right path toward achieving the growth they desire. sarah's ability to understand where an organization is starting from, coupled with her disciplined approach to best practices, drives results for firms and helps them to evolve.

prior to forming inovautus, sarah was the director of marketing for a chicago-based accounting firm and the director of consulting services at pdi global, where she learned the nuts and bolts of public accounting firms and the importance of aligning marketing, people, and practice management strategies to achieve growth.

sarah is a sought-after speaker for conferences, board meetings, and professional service associations and societies. she is a thought leader appearing throughout the profession through articles, podcasts, and videos in accounting today, cpa society publications, the aicpa journal, cpa practice advisor, and more.

having been named a "top 100 most influential person" by accounting today in 2013, 2014, 2016, 2017, and 2018, and a three-time "top 20 under 40 vendor" by cpa practice advisor, sarah is without a doubt glued into the profession. living and breathing her passion, she's also a member and former board member of the association for accounting marketing (aam) and the past president and member of the cpa consultants alliance.

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