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Kristy Short

kristy@rootworks.com

Kristy Short, Ed.D, has been serving the accounting profession for more than 25 years—bringing a deep knowledge of branding, marketing communications, and content strategy and development to the table. She’s worked with hundreds of partners and staff to help them advance their firms for the modern era. Kristy’s been named one of CPA Practice Advisor’s “Most Powerful Women in Accounting” three times; has assisted noted thought leader, Darren Root, create multiple books; and published hundreds of education-based, accounting-focused articles over her career.

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Technology

Understanding Your Firm's Brand

Of all the assets your business owns, your brand is one of the most valuable and the most elusive. Without a strong brand identity, your firm is like a wallflower at the prom, sitting in the margins without a story or a voice to tell it.

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Firm Management

Accounting Firm Marketing Made Easy

When you think of marketing as simply “communicating,” it immediately feels doable. The fact is that many firms already have a marketing program in place, because marketing is really just communicating.

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Technology

Firm Saves Time by Integrating Cloud Document Management with Tax Software

Darrell Layman made a bold move this year, and at the riskiest time: tax season. With a broad vision to significantly increase workflow efficiency across his firm, he transitioned from a desktop document management system to the cloud.

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Staying on the Good Side of Growth

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Technology

Going, Going, Gone … Mobile

Freed Maxick & Battaglia (FMB) didn’t become a Top 100 firm by avoiding change. In fact, the firm can best be described as the most rapid of rapid adopters — just all in good time. This is not meant to confuse anyone, but is testament to FMB’s stance on staying ahead of change by first thoroughly researching and testing new innovations.

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Technology

The Mindset of a Leader

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Tell Your Clients You’re a Rock Star

Marketing is all about making a name for your business, and making a name requires telling a great story. You may have the most progressive and unique firm in the world, but that won’t do you a bit of good if you don’t know how to convey that to prospects and clients.

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Firm Management

Unique Business Model Serves To Expand Lawhorn CPA Group Nationwide, Preserve Brain Trust

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Firm Management

8 Tips to Finding New Clients at Trade Shows

Trade shows remain a viable marketing option for accounting firms, yet many practitioners still don’t see the value. The fact is that if the appropriate level of planning is applied, trades shows can prove exceptionally successful in terms of lead generation and networking. Firms must first think through such items as budget, the right shows to attend, and materials (booth, kiosk, giveaways, marketing collateral, etc.). When all the pieces come together, attending a show can prove highly valuable.

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Firm Management

Are You a YOUtility? How Smart Accountants Are Helping, Not Selling

If you haven’t heard of the YOUtility concept, you are missing out on the most important marketing concept of the mobile age. YOUtility is a new way of marketing your firm’s services that enables you to become inherently and genuinely useful to prospects and clients.

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Firm Management

A Journey of Understanding – How One Firm is Reaping the Benefits of Marketing

The owners of Mattingly Zsebe, PA weren’t any different from most practitioners in terms of how they viewed marketing. In essence, “Marketing sucked…it didn’t work…it was a waste of time.” These were the sentiments of the partners, Bill Mattingly, CPA, and Dylan Zsebe, CPA, before they started their journey of understanding just a year ago.

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Firm Management

Marketing Tips for the Self-Proclaimed "Not-so-Creative" Accountant

Accountants tend to fall in the analytical-left brain-thinker camp. This makes it difficult for some practitioners to make the transition to right brain creative thinking when the time comes to get a marketing program up and running.