05 2021 CPAmerica Advantage Newsletter

CPAmerica Advantage News From Your Accounting Association

May 2021

Alan Deichler featured in IPA P.

CPAmerica will be live, in-person this June in Denver for our 2021 A&A Conference The 2021 A&A Conference is on and we are looking forward to being together again in person on June 22-25 in Denver, CO, at the gorgeous Four Seasons Hotel Denver.

For members who would like to join us virtually, we’re pleased to share that you will have the opportunity to attend in real time via live stream for select A&A sessions, including the Yellow Book Pre-Conference.

The agenda includes the latest industry updates and plenty of time for member sharing. The first day of the regular conference kicks off with an Auditing Update with our webinar series speaker Rich Daisley from Surgent CPE along with an Accounting Update given by fellow member Mike Cheng, Partner with Frazier & Deeter, LLC. You will also hear from economist, Anirban Basu, Crowe Global's David Chitty and IT expert Roman Kepczyk on A&A Technologies.

“The 2021 A&A Conference is full of top-notch CPE that is led by outstanding speakers. Topics are well balanced and organized by technical and soft-skill training," said CPAmerica's Director of A&A, Art Winstead, CPA. "The CPAmerica A&A Executive Committee serves as our annual conference’s planning committee. The committee provides their recommendations to our outstanding CPAmerica professionals that then execute the rec-

2 P. 3 Preferred Provider Spotlight P. 3 & 4 From Member Services P. 4 Member News

ommendations. Now, it is not all "just a bunch” of typical CPE conference presentations. The networking throughout the conference offers great opportunity to meet and make new connections that can be used when we all return to our offices. As well, the hospitality, events and social activities are worth the price of admission on their own.”

Our special event will provide an amazing authentic Denver experience.

We are headed to one of the most decorated breweries in America, Denver's very own Great Divide Brewing Company. Enjoy their award-winning beer, eat amazing food, spend time with your fellow members, and take a tour of the brewery.

Don't miss your chance to meet in person with us in The Mile High City!

Register here at https://bit.ly/3gAjhXS. Contact events@ cpamerica.org for questions.

INSIDE Public Accounting Interviews CPAmerica President Alan Deichler INSIDE Public Accounting reached out to leaders from some of the biggest and most influential groups to find out what their challenges are, where they see the profession heading and how they plan to play an integral role in that developing future. Below is the association Q&A with CPAmerica President, Alan Deichler.

relationship with Crowe LLP’s national tax office. This allowed members to be supported in the tax area similar to how Crowe LLP supports its regional office partners. The effect is members get the expanded support and training they need and while doing so, gain the skill for subsequent opportunities.

Training is always a huge part of what associations do, but the need for rapid upskilling has become more urgent. How is your assocation responding?

What was your biggest personal 'lesson learned' from last year?

We certainly offer traditional training. In 2020, the association conducted numerous additional training programs to quickly share expertise and awareness related to the pandemic. Besides relying on sharing and consultants’ expertise, the association, through our membership in Crowe Global, also has an exclusive

Business – both associations and firms – can survive virtually for a while, maybe a year or even two (hopefully we will not need to), but relationships need the personal touch of sharing a meal, a drink or just a brief conversation. These relationships are the raw material for sharing and improving within associations and for firms to grow. Our members want to get together face-to-face to share soon. Another personal lesson learned is associations with a geographic See Deichler Interview with IPA, continued on page 2

Steps to Enable a Distributed Workforce Excerpt from Cetrom's (CPAmerica's newest Preferred Provider) white paper: "SOS: How to enable a distributed workforce with the cloud" Distributed workforces are becoming the norm in the post-COVID world. Rather than a challenge to be avoided, building a distributed workforce can create better cybersecurity, create a better experience for employees and clients alike, and ultimately improve the bottom line. The following steps will help you build a capable and secure remote workforce.

1. Review what you have in IT: to start, review your current capabilities and gaps, and prioritize security when reviewing your system. At this stage, also evaluate the costs and benefits of your existing IT. How much does your in-person site cost to maintain and repair, and what would a move toward cloud-based services entail? The chances are good that a shift to cloud-based services will be less than expected.

2. Secure your remote workforce: remote workforces can be just as secure as on-premises workforces, but firms need to take proper precautions. Learn more about what enterpriselevel security looks like and ensure that your crew is protected. Also, be sure to train staff on necessary security measures, enforce a remote work policy that protects clients and the firm, and backup critical data and systems in the event of a security breach.

3. Provide the resources and equipment to work anywhere: set up your team and firm to succeed whether they’re working on-site or remotely. For example, laptops and portable monitors can quickly go to and from the office, as needed. Simultaneously, virtual desktops enable staff to have access to the same screen, icons, and folders regardless of their location. Some firms provide additional resources like ergonomics, funds for home offices, and better internet connections and communications devices.

4. Get comfortable with virtual collaboration tools: these tools allow for virtual meetings, communication, and collaboration.

They create cohesive relationships and work between staff and clients — and often allow for more frequent touches than could ever be accomplished in person. Virtual tools are the backbone of successful remote work because they enable seamless communication between employees and clients, and lead to better customer service and more satisfied customers.

5. Look for a reliable IT provider who can also serve as a trusted advisor: IT services are the most essential and necessary services for any firm today. More than just servicing computers and installing updates, in today’s world, an IT provider needs to also serve as an advisor that can alert the firm to any new developments in cybersecurity, weaknesses in the company’s system, and suggestions for future security plans. At Cetrom, we pride ourselves on working exclusively with CPA firms, and we can partner with your firm to improve your existing IT infrastructure or build a robust and secure IT ecosystem from the ground up. And we will be there every step of the way, from migration through proactive maintenance and monitoring 24/7/365.

Download Cetrom's full white paper here: https://bit.ly/3atwf5J.

Deichler Interview with IPA, continued from front page

consideration model like CPAmerica, or limiting members within a specific geography, may become challenged as firms recruit people and solicit new business throughout the country and regions. It may put a strain on sharing within associations if both clients and staff are recruitable by other firms hundreds of miles away.

The value of deep knowledge of client businesses was reflected in the many ways firms helped clients last year. How can firms keep that momentum going?

Many firms have proven of significant value to clients in the last 12 months with advisory offerings related to pandemic economic recovery programs. Those partners and staff that maintain and grow this presence with clients will become even more of a true trusted advisor. It is important to end every meeting with two things – what have we learned today and what are next steps. These ensure firms are “hitting the mark” and providing value (as well as reminding clients of that value provided) and remain active to the client by literally staying on their calendar.

How is consolidation within the profession impacting associations and member firms?

Consolidation within the profession is not new, but is continuing.

I came to CPAmerica in 2009 and M&A was a major discussion point even then as firms became aware of the need for immediate

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succession planning. Many of our firms have grown by acquiring smaller firms. In looking back over my tenure here, I was surprised to see that CPAmerica has attracted 45 firms to the association since 2010, but also lost 37 firms, mostly to mergers and acquisitions by other CPA firms. Associations that are not always “selling” their services will shrink. When they shrink, they may not be able to support their members’ expectations.

What is the No. 1 concern among association members?

For smaller firms, the short-term concern is that revenues will not come back as soon as expenses post-pandemic. Nearly all firms are going into 2021 with a keen eye on managing expenses, expecting a possible surge in “coming back” expenses. In the long run, the move from compliance services, increasingly supported through technology, will put the pressure on building relationships and adding value to clients through advisory services, both in vertical niche services and throughout the business. CPAs, as successful and trusted businesspeople, will have an opportunity to expand their role as advisors to all parts of the client’s business.

Sharing associations like CPAmerica, which also has access to top-10 firm expertise and support, will be important to meeting our firms’ new challenges.

To read the complete article, please visit: https://bit.ly/3arCNlc.

Member News

Anglin Reichmann Armstrong's Caroline Wasson promoted to supervisor

Headquartered in Huntsville, Ala., , recently announced promotion of Caroline Wasson to supervisor. Caroline joined Anglin in August 2015 as a staff accountant and was promoted to senior accountant in 2017.

Within the Solution Services Group, Wasson provides a variety of outsourced accounting services to support small business clients, including invoicing, general bookkeeping, payroll tax and sales tax filing. As a QuickBooks ProAdvisor®, Wasson helps clients manage and maintain accurate records, providing tailored solut ions t hat support daily and monthly book keeping tasks. She pr o v id e s Q u ic k B o ok s Desktop and QuickBooks Online implementation and Caroline Wasson support while also assisting with payroll solutions such as Paychex, QuickBooks Desktop Assisted Payroll and the suite of QuickBooks Online Payroll Subscriptions.

HRC announces promotion of three staff members The Las Vegas accounting and consulting firm HRC announced the promotion of Margaret Ruebush, CPA, Dalyce Franz, CPA, and Melissa Swasey, CPA.

Ruebush has been promoted to Assurance Manager. A member of the team since 2015, she has spent the tenure of her accounting career with HRC. As assurance manager, Ruebush will perform financial statement and single audits and provide staff training.

She primarily services clients in the nonprofit industry.

Franz will now serve as Client Account and Advisory Services (CAAS) Manager. In this role, she will assist organizations with functions like outsourced accounting and CFO services, QuickBooks training, and business development consulting.

A member of HRC since 2017, and one of HRC's newest CPAs, Swasey is now a senior accountant in the firm’s tax department.

She specializes in financial reporting and flow-through tax for corporations, partnerships, and individuals. Swasey is a QuickBooks Online ProAdvisor. She is a graduate of the University of Nevada, Las Vegas.

Sheila R. Anderson joins Frazier & Deeter as tax principal Atlanta-based member firm, recently announced that Sheila R. Anderson, CPA, joined the firm as a Credits & Incentives Tax Principal in the Tax practice.

Anderson contributes 20 years of R&D tax credit and accounting experience with an emphasis on providing tax consulting services to companies from the midSheila Anderson size privately held to the global Fortune 500. Due to her strong track record of excellent client service and expertise, Anderson has worked with clients across numerous industries, including manufacturing & distribution, consumer products, pharmaceuticals and automotive.

Prior to joining the firm, Anderson worked as a Senior Tax Manager at Deloitte. During her tenure, she was responsible for leading the proposal and implementation of R&D tax credit studies and best-practice methodologies. Anderson served as a member of the Global Investment & Innovation Incentives Tax Services Group responsible for maximizing research and experimentation tax credits.

Anglin Reichmann Armstrong's Jason Miller receives ASCPA Top Talent Award

, headquartered in Huntsv ille, Ala., congratulates Jason Miller on being recognized by the Alabama Society of CPAs (ASCPA) and Business Alabama magazine as Top Talent: Alabama’s Best and Brightest CPAs. This recognition celebrates leading CPAs across the state. Jason Miller, CPA is one of the talented CPAs receiving this award. Jason is a Partner at Anglin Reichmann Armstrong and leads the peer review practice.

Jason specializes in audit and assurance ser v ices, such as; ag reed upon procedures, audits, reviews, compilations, preparations and examinations. Jason’s extensive knowledge and experience position him to be a trusted advisor, helping Jason Miller the firm’s key clients solve problems and reach business goals efficiently. His particular passions in peer review include data analytics and risk assessments.

Meyers Brothers Kalicka participates in the 2021 Rally Against Cancer

Headquartered in Holyoke, Mass., participated in its tenth year of the 2021 Rally Against Cancer. The firm went up to bat for the ultimate home run: a world without cancer!

The team at MBK was led by Team Leader, Denise Houle. Together, they exceeded their goal by raising $3,050 for this year’s donation. MBK got creative and set donation goals with prizes such as Red Sox hats, cracker jacks and Jimmy Fund bracelets. A display was set up in the firm's lobby where people could post names of people that they rally for. The reality is that many (if not all) of us know someone that has been affected by cancer. But, the fight to find a cure and treatment is something that we can all be a part of.

To date, MBK has donated over $14,000 for the Jimmy Fund and Dana Farber Cancer Institute.

GRF CPAs & Advisors Elinor Litwack recognized as part of NYN Media's Nonprofit 40 Under 40 Class

(GR F), headquartered in Bethesda, Md., Partner, Elinor Litwack, CPA, will be recognized as part of NYN Media’s Nonprofit 40 Under 40 Class of 2021. This year’s winners will be celebrated during a virtual reception Elinor Litwack on April 28.

Each year, NYN Media recognizes 40 individuals under the age of 40 who have made great strides in their career and hold the promise of a bright future. These individuals share a commitment to the nonprofit sector and make a difference through the work they do every day.

During the COVID-19 pandemic, nonprofit organizations faced significant impacts to their cash flow, strategic planning, programmatic initiatives and back office operations. Many were also forced to switch gears to 100% remote work. With her extensive knowledge of technology options and proven best practices for virtual operations, Elinor worked with nonprofits to help them quickly adapt. As part of the firm’s COVID-19 Task Force, she was also instrumental in supporting the organizations as they navigated the technicalities and compliance requirements of stimulus provisions, including the Paycheck Protection Program (PPP).

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From Member Services: A big year of transition This will be my first of many President’s Corners as Alan referred to our transition in last month’s Advantage. This is a big year of transition here at CPAmerica as we are also excited to transition Jenn Walker into my Grace Horvath role. Admittedly, this is Vice President of a bittersweet time. I am Services thrilled and honored to be the next president of your association, and can’t wait to see what Jenn will accomplish in the near future. But like Alan, I too have a hard time imagining him not being here with us. Watching your firms and understanding the importance of succession planning, it is a process done well with a methodical approach. Yet even under the best of circumstances, it is unavoidably emotional. For this year though, Alan is still at the helm while the delivery of events and services remains under my purview. We have a lot going on and I will be working closely with Jenn on driving this year’s services including our events and a few other big initiatives for 2021. As the year continues to unfold, here are some of things you will hear more about. We have made the tricky decision to proceed with our events in-person this year.

We exhaustively analyzed the data together with your feedback expressing comfort in meeting in person, assessed the risks, and determined we had a strong enough case to proceed. Of course, the timing and

availability of the vaccine weighed heavily in this decision. The 2021 A&A Conference will take place in Denver. We understand not everyone who would like to attend is able or willing to travel yet, so there will be a virtual offering featuring select sessions.

Taking lessons from 2020, Yellow Book will remain live the day prior, and there will also be a virtual offering because its core audience is larger than a firm can send physically any given year. Technology Roundtable will remain live as is tradition concurrent with A&A. Next Gen returns in July followed by CAS, New Partner Group and regional partners’ meetings throughout August. By fall, we expect participation very close to usual for the Leading Partners Retreat and Firm Management Roundtable, and attendance will likely grow for Tax. An added bonus for events this year is a mini Next Gen Virtual Conference to enhance the education of the live meeting. The International Group Committee is working on the December agenda right now. That is the one meeting giving us hesitancy because the multinational audience may still be restricted in their ability to travel. If we cannot meet in person, the committee is working on solutions to keep the momentum of that special interest group going.

Support Committee. The goal is to create a program that encourages innovation and helps firms gain insights that will foster the digital transformation mindset necessary for sustainability and growth. Expect to see updates and a dedicated article to activities in this area.

We are increasing our emphasis on your training needs by exploring a learning management system (LMS) that ideally will allow your firm to centralize its training and development through the association.

We have struggled for years not being able to be all things to all firms in education.

Much of this has been due to varying methodologies coupled with limitations on staff time and travel. We are approaching this as an opportunity for our own digital transformation that not only allows us to continually enhance the value of membership, but also results in a deeper capacity to analyze member engagement.

This will be a fun and challenging year and it will move very quickly. I am excited to report to you throughout the year on the progress we hope to make in these areas of service.

I have loved doing the work I have been responsible for here and am happy that for now I can still be closely involved.

The pandemic was a forceful distraction to our innovative technology support efforts. However, technology remained no less disruptive than COVID itself and we are revitalizing the initiative with the formation of a Strategic Technology

Preferred Provider Spotlight: Cetrom provides customizable IT hosting solutions, from full cloud migration and implementation to proactive managed IT services and around-the-clock IT support. Cetrom’s experienced team of US-based senior-level engineers have helped scores of CPA firms optimize their IT performance, drastically improve security, and virtually eliminate losses from unexpected network failures.

A Microsoft Partner with multiple Gold Competencies, Cetrom maintains SOC 2 Type ll compliant data centers across the United States. Cetrom has consistently achieved a 5-star rating for its services and support by CPA Practice Advisor and has been rated the Top Hosting Provider for CPA Firms by K2 Enterprises since 2015.

“We are honored to be handpicked by CPAmerica as a Preferred Provider of Cloud said Christopher Stark, president and CEO of Cetrom. “As this year marks our 20th anniversary, our dedication remains at the across the US. Our mission aligns with CPAmerica’s commitment to supporting and

Contact us at: 7555 W. University Ave. Gainesville, FL 32607 (352) 727-4070 www.cpamerica.org

For more information, please visit https://bit.ly/3n6h2MU. Also, be sure to stop by their exhibit table during the 2021 A&A Conference and Technology Roundtable in Denver!

Send feedback and advantage@cpamerica.org

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