A Perspective from the BKR Americas Managing Partner Roundtable
Last week, I had the privilege of speaking to 45 managing partners at the BKR Americas Managing Partner Roundtable in Orlando. These are some of the most experienced and forward-thinking leaders in the profession, people who understand the weight of responsibility required to guide firms, protect clients, and navigate constant change.
I didn’t go there to talk about marketing tactics. I went to talk about growth reality inside CPA firms.
Because here’s the truth many firm leaders already know:
- Growth isn’t hard because firms lack talent.
- Growth is hard because firms lack clarity and alignment.
And when you’re leading a seller–doer model, carrying capacity constraints, and managing shifting expectations, clarity and alignment become everything.
Why Growth Feels So Difficult for CPA Firms Right Now
Every managing partner in the room acknowledged some version of these challenges:
- Partners are the sales team
- Capacity is maxed
- Growth happens in the fifteen minutes between client emails
- Competition now includes every option on the internet
- “Hope” often masquerades as a strategy
None of this is a surprise. But it is preventable.
The solution isn’t “more marketing. Most firms don’t need more noise, they need more structure.
The Six Fundamentals of Intentional Growth
During the session, I walked the group through the framework I use when helping firms build growth engines that are predictable, partner-friendly, and sustainable:
- Know Where You’re Going
Growth direction must be defined, not assumed. - Understand Your Buyer
Stop guessing what matters to clients and start basing strategy on real buyer behavior. - Position Your Offer
Differentiation comes from clarity, not volume. - Align Sales & Marketing
Especially in a seller–doer model, alignment is where relief and momentum begin. - Cadence for Planning & Accountability
Rhythm turns intentions into execution. - Structured Approach to Go-to-Market
No more random acts of marketing, just intentional, coordinated activity.
Each fundamental is simple.
But when they work together, firms finally move from reactive growth to intentional growth.
The Tool That Helped Partners Get Immediate Clarity
To support the conversation, I created something specifically for the BKR audience: a Clarity Worksheet designed to help firm leaders answer the foundational question Where should your growth actually come from?
It guides partners through:
- Identifying ideal clients
- Prioritizing service lines
- Aligning partner expectations
- Understanding opportunity mix
- Clarifying sources of existing and new-client growth
The worksheet sparked some of the most productive conversations of the day. Several managing partners told me afterward that they planned to use it in upcoming partner retreats.
So I’ve decided to make it available here as well.
Download the Clarity Worksheet
If you’d like your own copy of the worksheet I shared at the BKR event, you can download it here:
Clarity Worksheet
It’s completely free, and designed to help you bring more alignment, focus, and purpose to your firm’s growth efforts.
Final Thought
CPA firms don’t need louder marketing.
They need clearer direction.
They don’t need more activity.
They need more alignment.
And they don’t need more pressure on partners.
They need systems that support them.
If your firm is ready to build a more intentional growth engine—and reduce the randomness that creates stress, I’d love to have a conversation.
You don’t have to carry growth alone.
Chad Person, President
Accounting CMO