Every firm approaches CAS differently based on its particular expertise, but the core objective remains the same: empowering clients to make informed, future-focused business decisions. Engagements are designed from the start by partnering with the client to review past trends, forecast future impacts and design a strategy that will help them execute their future vision. In most CAS client service models, the CPA firm is able to deliver a unique value proposition by tapping into their talent to execute day-to-day tasks in an outsourced or shared service approach. It’s a long-term, collaborative partnership versus a project-based approach and includes a carefully orchestrated blend of services that is proactive, agile and ongoing.

Typically, services range from strategic planning, financial advisory and technology advisory to risk management and operational improvement. Check out some of the resources listed in the call-out that define the advisory services that make up a client advisory services practice.

Here are some common CAS practice services:

• Financial statement preparation
• CFO/Controller advisory services
• Accounts payable/bill pay
• Financial planning and modeling
• Forecasting/budgeting
• 1099 creation and filing
• Technology implementation and maintenance
• Setting and achieving business goals
• Management reporting

• Business performance reviews
• Process automation
• Profitability consulting
• Transaction advisory
• Investing and wealth management
• Benchmarking and analysis
• Strategic planning
• Payroll automation and processing

To build an effective marketing strategy, you must understand your market. What are your competitors doing? What resources are they offering? How are they positioning them to clients? Once you understand your competitors, you’ll know what services the market is lacking, the industries that are prime for targeting, and how your firm can adapt to become the best in a niche. Conducting a comprehensive market assessment gives firm marketers real data to leverage and steer the practice.

Think about one of your CAS clients. What are their short- and long-term goals? What are their biggest pain points? Knowing your client means knowing (and anticipating!) their needs and wants, and how they find value in your services. Establishing your key audiences, industries and personas (demographic details (age, gender, income, job title), behaviors, goals, challenges, and motivations) creates tangible characteristics that marketers can work to attract.

By now, you have assessed your market and understand how your services differentiate (or don’t) from your competitors. It’s time now to get an understanding of who is the most likely to purchase your services. Those groups are referred to as your ideal clients.

Once you understand your clients, your competitors, and the overall market, you can begin strategizing your marketing plan. There’s a lot that needs to be thought through, and many stakeholders that can be of help to you.

Marketing plays a critical role in driving accounting firm success, directly influencing performance metrics and reporting. These metrics provide essential insights into the effectiveness of marketing strategies, client acquisition, and brand positioning. By tracking key performance indicators (KPIs) like lead generation, conversion rates, client retention, and return on investment (ROI), marketing ensures that the firm’s efforts are aligned with business goals. Additionally, accurate reporting enables leadership to make informed decisions, adjust strategies, and allocate resources effectively to optimize growth and profitability.

The role of marketing and sales in growing a service line extends beyond generating awareness and driving qualified leads. They should dedicate focus on the overall client experience and journey. This includes guiding them from prospect to client and strategically communicating opportunities for additional value through exceptional service, timely content, and thought leadership authority. Shifting from Financial CAS to Business Insights CAS requires buy-in and a cohesive vision from stakeholders at all levels.