The Emperor of Enlightenment

From the April/May 2010 Issue

To say that accounting professionals have seen some changes over the past few decades is, quite obviously, a major understatement. As with other professions, the continuing development of technology has had a dramatic impact, changing virtually every aspect of how accountants practice, from client work and communications to practice management and internal workflow processes.

These advancements in technology, along with the changing accountant-client relationship, have also led many firms to change the services they provide. That has been the strategy of Brotemarkle, Davis and Company, LLP (BDCo; www.bdcocpa.com). Located amidst the vineyards of the Napa Valley, the St. Helena, California, accounting consultancy has evolved significantly since its founding in 1979.

By 1995, BDCo had grown into a successful, yet generally traditional firm. That’s when Craig Underhill joined the practice, with a goal of helping the principals transform it into a more productive practice. The CPA and CSPM (Certified in Strategic Performance Management) wasn’t looking to change the practice just for the sake of change. He saw several trends emerging in the profession, including the commoditization of many services, and he knew that for a firm to continue to succeed, it needed to work smarter and focus more on its client relationships … or as he prefers to say, its customer relationships.

“I think many firms focus too much on the end product, whether producing financials, a tax return or other engagements,” Craig notes. “Almost any accounting practice can deliver those products, and business owners know this. The key is developing loyalty, and that comes through building strong relationships with your customers.”

In order to achieve these higher levels of customer service, the firm also had to work differently internally. So instead of a “my client, your client” mentality between partners and staff, the firm created a team-based model, where everyone works toward similar goals and shares in customer successes.

Professional Snapshot Craig Underhill, CPA, CSPM Emperor of Enlightenment (yes, his real title) Brotemarkle, Davis and Company, LLP www.BDOCPA.com St. Helena, California Productivity Score: 390   Social Media: Twitter: @Napaphotoman Facebook: /Napaphotoman LinkedIn: /Napaphotoman

Strategic use of technology has also helped BDCo work toward its vision. The firm went paperless nearly 10 years ago, uses multi-screen monitors on all of its workstations, and offers remote access capabilities for its 15 team members. The firm has also developed a customer tool on its website called Cash Builder. As well, Craig manages and writes the firm’s Perspective blog (http://blog.bdcocpa.com). Because of its successful implementation of technology at many levels, the practice scored a 390 on The CPA Technology Advisor’s Productivity Survey (www.CPATechAdvisor.com/productivity), a free tool that helps accounting and tax practices assess and benchmark their use of technology.

Other transformations over the past 15 years have led to the firm moving away from write-up, payroll and other services that were once mainstays of the profession, and toward a more consultative model, with business services including strategic performance management, financial forecasting, helping customers develop and monitor key performance indicators, team facilitations, leadership development, and compensation planning. The practice also performs A&A engagements, tax compliance and planning services. The firm’s transformation has been largely successful, too. Over the past 15 years, it has nearly tripled its revenues while only doubling its staff. That’s evidence that they’re “working smarter.”