{"id":134666,"date":"2024-11-08t12:53:12","date_gmt":"2024-11-08t17:53:12","guid":{"rendered":"\/\/www.g005e.com\/?p=134666"},"modified":"2024-11-08t18:50:09","modified_gmt":"2024-11-08t23:50:09","slug":"where-intuit-is-at-with-accountants","status":"publish","type":"post","link":"\/\/www.g005e.com\/2024\/11\/08\/where-intuit-is-at-with-accountants\/","title":{"rendered":"where intuit is at with accountants"},"content":{"rendered":"

why vendors need to start with “why.”<\/strong><\/p>\n

\"\"
ted callahan<\/strong>, intuit director of accountant partnership and strategy: “an industry transforming itself.”<\/figcaption><\/figure>\n

 <\/p>\n

by seth fineberg<\/em><\/p>\n

unless you\u2019ve been under a rock in the accounting profession, you know that intuit\u2014makers of some of the most widely used tax and accounting products on the u.s. market\u2014has caused quite a stir within the profession in recent weeks, making some wonder where they stand with the software giant.<\/p>\n

more:\u00a0<\/strong>history could help accountant-vendor relations<\/a> | accounting needs a \u2018rethink\u2019 not a \u2018rebrand\u2019<\/a>\u00a0|\u00a0big change comes with deep reflection<\/a>\u00a0|\u00a0three ways to raise the bar for your business<\/a>
\n\"goprocpa.com\"exclusively for pro members.\u00a0<\/strong>log in here<\/a>\u00a0or\u00a02022世界杯足球排名 today<\/a>.<\/p><\/blockquote>\n

for quick review, a growing number of accountants that use of the company\u2019s quickbooks online product have had to consider how to pass on rising costs of using the product, on top of where they stand with the company and its seemingly competing quickbooks live service. then, more recently, intuit began running national tv ads promoting its turbotax live service with the message of \u201cbreak up with your accountant.\u201d<\/p>\n

this move, in turn, rankled many tax pros and national organizations such as the national association of enrolled agents and the national association of tax professionals (natp). in fact, the natp\u2019s dissatisfaction forced intuit to agree to remove the tv ads altogether and their ceo, sasan goodarzi, to apologize to all attendees at its recent intuit connect event.<\/p>\n

historically, large software company moves have not always been met with agreement from their respective accountant \u201cchannels.\u201d as such, it stands to reason that with the majority of the profession being small tax and accounting firms, there is concern over pricing and marketing that seemingly keeps them at arm\u2019s length. moreover, it has raised questions about their place in the ecosystem, which consists of some that have supported the company and its products for decades.<\/p>\n

at the company\u2019s now eponymous partner event, i was able to sit down with ted callahan, intuit director of accountant partnership and strategy, to discuss his views on accountants\u2019 role with the company, the profession\u2019s future, and the proadvisor program in general.<\/p>\n

q: given all that has transpired recently, i have to ask, where do we do from here?<\/strong><\/p>\n

ted<\/strong>: if i look at the state of the accounting industry today, i do see an industry that is transforming itself out of necessity and other reasons. i then ask, \u2018how do we take our platform strategy and help?\u2019<\/p>\n

we provide tools to help run their firms; how do we elevate what qboa is and balance it with client needs and opportunities? if you then say, \u2018let\u2019s look workflow by workflow opportunities,\u2019 that is what i lean into, specifically. the industry needs to see what is coming for them, not their jobs.<\/p>\n

covid elevated the need to evolve what bookkeeping is and how it\u2019s done. look at the features we built into the product and how we are better serving needs. the whole theme of partnership is that you have to look at how businesses grow and give accountants the opportunity to grow with them. if you think about our end-to-end, look at mailchimp into pro connect. it is to serve the evolving needs of the businesses we are serving.<\/p>\n

q: how do you believe vendor-accountant relations improve?<\/strong><\/p>\n

ted<\/strong>: we have a deep partnership with accountants. we work directly with them and trust is important. we made a deliberate move so that the community understands where we are going and why.<\/p>\n

we always make sure we are starting with \u2018why\u2019 rather than \u2018what.\u2019 when the community understands intention, they are better at helping us understand the intention. i got feedback last year from some members that said, \u2018i trust you, but can you get some non-accountant people to also discuss [the company\u2019s] direction?\u2019 and we are doing that.<\/p>\n

q: what are you hearing the loudest from proadvisors?<\/strong><\/p>\n

ted<\/strong>: i\u2019d say it\u2019s that they\u2019ve been skeptical on what we are up to and this year and feel different. partnership is woven into everything we talk about. they feel we are leaning into the community more and the opportunity is that they are, by nature, a very focused crew on telling us to \u201cprove it.\u201d<\/p>\n

we have to deliver on what we are talking about. they root for us to do the right thing and we are making a bigger case for partnership.<\/p>\n

q: how is the proadvisor program evolving?<\/strong><\/p>\n

ted<\/strong>: we are moving from a program that serves individuals to one that serves whole firms. we are looking at rule-based access and contracts we build in. there is firm consolidation going on here and as these firms grow, we need to provide the right training and discounts to go from individual needs to whole-business needs.<\/p>\n

vendors have often gotten it wrong [with partner programs]. they start with ‘what,\u2019 and it needs to start with \u2018why.\u2019 we also have to figure out the right ways to stay and work with them.<\/p>\n

q: what do you feel is the biggest opportunity in the profession that is not being taken advantage of?<\/strong><\/p>\n

ted<\/strong>: i\u2019d say there are a few things. first off, there are more small businesses being formed and fewer individuals entering the [accounting] profession. we have also changed how we are learning. there\u2019s new training for level one and level two proadvisor. there\u2019s more training on qboa now as well on technical bookkeeping skills.<\/p>\n

there\u2019s a client console for key kpis in one view of the client dashboard, where the accountant can be ready to meet with a client and have discussion on deliverables. \u2018advisory\u2019 is played out, and we have to be careful of how we talk about it. we don\u2019t even have the right mental models to see where technology will take us.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

why vendors need to start with “why.”<\/strong>
\n\"\"<\/a>
\nby seth fineberg<\/em><\/p>\n","protected":false},"author":4792,"featured_media":130892,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"131465,130091,134148,127491,126836,126015","_relevanssi_noindex_reason":"","footnotes":""},"categories":[8,2306],"tags":[4759,4760],"class_list":["post-134666","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-resources","category-tech-and-fintech","tag-intuit","tag-proadvisor"],"acf":[],"yoast_head":"\nwhere intuit is at with accountants - 卡塔尔世界杯常规比赛时间<\/title>\n<meta name=\"description\" content=\"actionable intelligence for tax, accounting, and financial professionals\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"\/\/www.g005e.com\/2024\/11\/08\/where-intuit-is-at-with-accountants\/\" \/>\n<meta property=\"og:locale\" content=\"en_us\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"where intuit is at with accountants - 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