The Connected Accountant

Being Intentional with Partnerships: From Random Networking to Systemised Partnership Plans

Most accountants have been told to build partnerships. Almost none of them know what to actually do on a Monday morning. The advice is everywhere — partnerships are your big rock, partnerships are the growth lever, go and build some partnerships. But when the room empties and the week starts, what does that actually look like? Talila Kroy, Wayne Findlay, and Ian Aldridge have all built their businesses through intentional, systemised partnerships — and the gap between what they're doing and what most accountants are doing is significant. There's a reason referral clients convert at 80% while cold leads sit at 20%. There's a reason some firms attract clients who pay on time, respect their staff, and act on advice — while others are stuck managing difficult relationships that drain morale and headspace. It starts with one thing, and it's not networking harder. The panel also gets into two new tools that are about to remove every excuse accountants have ever had for not doing this properly — and why, as AI takes over the transactional work, the one thing it still can't do may be the most valuable thing an accountant has left. KEY LEARNINGS * The Monday morning problem — why every business coach says "build partnerships" but almost no-one tells you what that actually means when the week starts * The 80/20 reality — the conversion rate gap between referral clients and cold leads is not a small difference, and Ian's experience reveals why it exists * The Partner Suitcase — Talila's systemised approach takes partnerships from vague intention to a structured process, but the starting point isn't what most people expect * Jerry — Wayne's new white-label software tool is designed to be offered through accounting partnerships, and the reason it could change how accountants position themselves is worth understanding * InPartner — Talila's platform is being described as the HubSpot for partnerships, and what it does to the bottlenecks most firms quietly struggle with is worth a closer look * The accountant-lawyer problem — Ian explains why 200 years of friction between accountants and lawyers has been doing real damage to clients, and what it takes to actually change it * What AI still can't do — the lateral thinking and proactive relationship-building that distinguishes great accountants from replaceable ones isn't a soft skill anymore KEY QUOTES > "Almost every business coach I've ever met has on their thing, 'You should build partnerships.' But what do you actually do on a Monday morning? How do you do that?" — Talila Kroy > "The clients that came from referral partners were just so much higher quality — easier to work with, pay our bills on time, respectful to our staff, listen to our advice, take our advice, and act on it. The conversion rate was sort of 80% as we worked out instead of 20%." — Ian Aldridge ROUNDTABLE EVENTS Information, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect [https://thebackroomop.com/thepartnershipeffect]  PANELIST INFORMATION: Talila Kroy - Emple * Website: emple.com.au  [https://emple.com.au/] * LinkedIn: l [http://linkedin.com/in/talila-kroy]inkedin.com/in/talila-kroy [https://inkedin.com/in/talila-kroy]  * Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room * Website: thebackroomop.com  [https://thebackroomop.com/] * LinkedIn: linkedin.com/in/waynenz  [https://linkedin.com/in/waynenz] * Specialisation: Offshoring solutions for accounting firms Ian Aldridge - Progressive Legal * Website: progressivelegal.com.au  [https://progressivelegal.com.au/] * LinkedIn: linkedin.com/in/ianaldridge1  [https://linkedin.com/in/ianaldridge1] * Specialisation: NewLaw firm for growing Australian businesses PRODUCTION: Co-host - Anthony Perl - Podcasts Done For You * Website: podcastsdoneforyou.com.au  [https://podcastsdoneforyou.com.au/] * LinkedIn: linkedin.com/in/adperl/ [https://linkedin.com/in/adperl/]

Has the client changed? Have you?

Episode Summary: In this episode, we tackle the fundamental shift in client expectations and whether accounting professionals are evolving quickly enough to meet them. I am joined by our regular panel, Talila Kroy from Emple, Wayne Findlay from The Back Room, and Ian Aldridge from Progressive Legal, to explore the intersection of technology, relationship management, and strategic partnerships. We examine how the rise of AI tools like Claude and their integration into platforms like Xero are creating new opportunities for accountants to move from compliance to proactive advisory. The discussion highlights the danger of relying on passive communication, such as newsletters, and emphasises the need for a structured rhythm in client and partner outreach. We also look at the power of visualising business structures to build trust and clarity for clients who are often overwhelmed by complexity. What You'll Learn: * Why a monthly newsletter is failing as a relationship tool? * How AI integration in Xero is opening doors for added value? * Why visual diagrams are the secret weapon for client trust? * How one introduction can add millions to a client's business sale? * Why you need to categorise your partners into tiers? * How to free yourself from admin to focus on strategic growth? * What is the 80/20 rule of referral partnerships? * How to move from accidental networking to a strategic system? * Key Takeaways: 1. Technology as a Lever. Utilising AI tools allows accountants to automate compliance and focus on high-value advisory work that clients actually want. 2. Proactive Relationship Management. Real relationships require a consistent rhythm of contact and genuine care, moving beyond automated emails to personal check-ins. 3. The Power of the Ecosystem. No accountant can be an expert in everything, so building a trusted network of tier one partners is essential for delivering total solutions. 4. Visual Clarity. Using diagrammatic representations helps clients understand their own business structures, which significantly enhances the advisor's perceived value. 5. Strategic Partnership Systems. Treating partnerships as a formal process with clear value propositions and regular reviews ensures a consistent flow of high-quality referrals. Notable Quotes: > Most people say they are relationship driven, but how? How are you relationship driven by sending a newsletter every month? That is not a relationship. - Ian Aldridge > You can't do everything yourself. And so the power of giving clients more when the clients change is actually being able to introduce the right people at the right time. - Talila Kroy > If you could position yourself, especially as an accountant, that you're an AI expert, or you know the tools you can help your client and showcase what you can do, there's a lot of opportunities. - Wayne Findlay > Partnerships are never still, they're either going backwards or they're moving forwards. Like everything in life, they're like a plant. - Talila Kroy Guest Information: Talila Kroy - Emple (emple.com.au, linkedin.com/in/talila-kroy) Wayne Findlay - The Back Room (thebackroomop.com, linkedin.com/in/waynenz) Ian Aldridge - Progressive Legal (progressivelegal.com.au, linkedin.com/in/ianaldridge1) Roundtable Events: https://thebackroomop.com/thepartnershipeffect EMPB EP5 Production: Co-host - Anthony Perl - Podcasts Done For You (podcastsdoneforyou.com.au) This is a Partner Alchemy Podcast for Thought Leaders, a joint venture between Emple and Podcasts Done For You. ROUNDTABLE EVENTS Information, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect [https://thebackroomop.com/thepartnershipeffect]  PANELIST INFORMATION: Talila Kroy - Emple * Website: emple.com.au  [https://emple.com.au/] * LinkedIn: l [http://linkedin.com/in/talila-kroy]inkedin.com/in/talila-kroy [https://inkedin.com/in/talila-kroy]  * Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room * Website: thebackroomop.com  [https://thebackroomop.com/] * LinkedIn: linkedin.com/in/waynenz  [https://linkedin.com/in/waynenz] * Specialisation: Offshoring solutions for accounting firms Ian Aldridge - Progressive Legal * Website: progressivelegal.com.au  [https://progressivelegal.com.au/] * LinkedIn: linkedin.com/in/ianaldridge1  [https://linkedin.com/in/ianaldridge1] * Specialisation: NewLaw firm for growing Australian businesses PRODUCTION: Co-host - Anthony Perl - Podcasts Done For You * Website: podcastsdoneforyou.com.au  [https://podcastsdoneforyou.com.au/] * LinkedIn: linkedin.com/in/adperl/ [https://linkedin.com/in/adperl/]

Overcoming the Profit Squeeze: How Partnerships Help Accountants Deliver More Value for Less Effort

EPISODE SUMMARY: In this episode, Talila Kroy, Wayne Findlay, and Ian Aldridge tackle the profit squeeze facing accounting firms head-on. Since COVID, professional services have seen a relentless race to the bottom, with clients shopping purely on price. Discover how strategic partnerships offer accountants a path to escape price competition, attract better clients, and future-proof their practices against AI disruption. WHAT YOU'LL LEARN: 1. Why the last five years have seen a race to the bottom in professional services and how to escape it 2. Why price-shopping clients are your worst clients and how to avoid attracting them 3. How to use partnership marketing through workshops, events, and shared databases 4. Why clients referred by partners are far less likely to haggle over fees 5. How AI will create another race to the bottom and why partnerships protect you 6. How offshoring creates capacity for senior staff to focus on high-value advisory work 7. Why personal partnerships are essential for surviving the next 5-10 years of disruption KEY TAKEAWAYS: 1. Clients referred by trusted partners are far less likely to negotiate fees because trust has been transferred 2. Partnership marketing through workshops and events gives you access to thousands of targeted prospects at minimal cost 3. AI will create another wave of price competition, making personal partnerships even more critical for protection 4. Offshoring lower-level work creates capacity for senior accountants to focus on high-value advisory services 5. Having 20-50 businesses continually referring work provides stability that marketing alone cannot deliver NOTABLE QUOTES: "The more personal partnerships we can create, the more we've got a chance of not just surviving the next five to 10 years, but also thriving." - Ian Aldridge "If you're an accountant and you want to stand out, have a workshop and use your partners to promote that workshop on your behalf." - Wayne Findlay "Our job is to be the very best, to provide the very highest quality of service and to showcase that to our partners so that they're so delighted with the results that we get their clients, that they just keep giving us clients." - Talila Kroy "The clients that we've found that have come through from referral partners are far less likely to haggle over fees. They've been told by their accountant, 'Hey, you need to go and see Ian and get this stuff done,' and they just go ahead and do it." - Ian Aldridge "If you're getting referrals because you're the lowest price, then you need to talk to the people that are referring to you and say, 'Don't send me those people.'" - Wayne Findlay RESOURCES MENTIONED: 1. The Back Room Growth Calculator (thebackroomop.com) - helps firms design their future based on compliance versus advisory mix 2. Book: "Someone Has to Be The Most Expensive. Why Shouldn't It Be You?" by Andrew Griffiths 3. Partner Suitcase Program (emple.com.au) - sales enablement for partnership marketing ROUNDTABLE EVENTS Information, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect [https://thebackroomop.com/thepartnershipeffect]  PANELIST INFORMATION: Talila Kroy - Emple * Website: emple.com.au  [https://emple.com.au/] * LinkedIn: l [http://linkedin.com/in/talila-kroy]inkedin.com/in/talila-kroy [https://inkedin.com/in/talila-kroy]  * Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room * Website: thebackroomop.com  [https://thebackroomop.com/] * LinkedIn: linkedin.com/in/waynenz  [https://linkedin.com/in/waynenz] * Specialisation: Offshoring solutions for accounting firms Ian Aldridge - Progressive Legal * Website: progressivelegal.com.au  [https://progressivelegal.com.au/] * LinkedIn: linkedin.com/in/ianaldridge1  [https://linkedin.com/in/ianaldridge1] * Specialisation: NewLaw firm for growing Australian businesses PRODUCTION: Co-host - Anthony Perl - Podcasts Done For You * Website: podcastsdoneforyou.com.au  [https://podcastsdoneforyou.com.au/] * LinkedIn: linkedin.com/in/adperl/ [https://linkedin.com/in/adperl/]

Adapting Your Accounting Business Model: Subscriptions, Advisory & Strategic Partnerships

EPISODE SUMMARY: In this episode, Talila Kroy, Wayne Findlay, and Ian Aldridge discuss how accountants must adapt their business models to thrive in a changing landscape. Learn why moving from hourly billing to subscription models, embracing advisory work, and building structured partnerships are essential for future-proofing your practice. WHAT YOU'LL LEARN: 1. Why subscription models create stickier client relationships for accountants 2. How to transition from compliance-focused work to advisory services 3. The importance of becoming the trusted adviser on emerging topics like AI 4. Why structured partnerships deliver faster results than ad hoc referrals 5. How to leverage partnerships to access expertise without adding headcount 6. The power of running workshops and events with strategic partners KEY TAKEAWAYS: 1. Accountants need to move away from hourly billing to subscription models that encourage clients to seek advice freely 2. Advisory work is becoming easier with AI tools, creating opportunities for accountants to add more value 3. Structured partnerships with clear rules and expectations prevent confusion and protect all parties 4. Becoming the expert on timely topics (like AI) positions you as the go-to trusted adviser 5. Partnerships allow you to offer expanded services without hiring additional staff NOTABLE QUOTES: "If you want to become the trusted adviser, hourly rate charging for everything isn't the way to go. You need to create an environment with your clients where they can call you without worrying about being charged." - Wayne Findlay "Going through that partner suitcase and working out how to present this in the correct format—we had partners that we were working with for five, ten years and they didn't know that we did that piece of work before." - Ian Aldridge "It's about not doing that ad hoc but systemising it. Systemising is the key. All accountants understand the power of referrals—it's really about making it structured." - Talila Kroy ROUNDTABLE EVENTS Information, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect [https://thebackroomop.com/thepartnershipeffect]  PANELIST INFORMATION: Talila Kroy - Emple * Website: emple.com.au  [https://emple.com.au/] * LinkedIn: l [http://linkedin.com/in/talila-kroy]inkedin.com/in/talila-kroy [https://inkedin.com/in/talila-kroy]  * Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room * Website: thebackroomop.com  [https://thebackroomop.com/] * LinkedIn: linkedin.com/in/waynenz  [https://linkedin.com/in/waynenz] * Specialisation: Offshoring solutions for accounting firms Ian Aldridge - Progressive Legal * Website: progressivelegal.com.au  [https://progressivelegal.com.au/] * LinkedIn: linkedin.com/in/ianaldridge1  [https://linkedin.com/in/ianaldridge1] * Specialisation: NewLaw firm for growing Australian businesses PRODUCTION: Co-host - Anthony Perl - Podcasts Done For You * Website: podcastsdoneforyou.com.au  [https://podcastsdoneforyou.com.au/] * LinkedIn: linkedin.com/in/adperl/ [https://linkedin.com/in/adperl/]

Why Traditional Marketing is Failing Accountants: The Partnership Solution to the Trust Recession

EPISODE SUMMARY: In this episode, Talila Kroy, Wayne Findlay, and Ian Aldridge explore why traditional marketing methods are failing accountants and how the "trust recession" is changing the game. Discover why partnerships and human-to-human connections are becoming the most effective way to grow your practice in an increasingly noisy digital landscape. WHAT YOU'LL LEARN: * Why SEO and traditional marketing are becoming less effective with AI disruption * How the trust recession is making cold marketing nearly impossible * Why partnership marketing delivers higher quality leads at lower cost * The importance of niching and becoming known for a specific expertise * How to leverage your partners' databases for events and workshops * Why quality partnerships beat quantity every time KEY TAKEAWAYS: 1. Traditional marketing budgets can be significantly reduced when you have structured partnerships in place 2. Clients referred through partners convert at 75% compared to much lower rates from cold marketing 3. Trust is transferable—when a trusted advisor refers you, clients come with confidence 4. Every accountant should identify their niche and communicate it clearly to partners 5. Partnership marketing allows you to speak directly to target markets through your partners' audiences NOTABLE QUOTES: "If you think about us at Emple, we've had the privilege of working with a lot of businesses and they've spent tens of thousands of dollars on their marketing funnels and websites. And half the time it's totally hit and miss." - Talila Kroy "If I was to set up an accounting firm again, my marketing budget would be a lot lower than what it was back in the day, just through partnership having a good partnership structure set up." - Wayne Findlay "When you are referring clients because we've got a relationship, you want to make sure that the clients that we send are of higher quality. There's accountability there too." - Ian Aldridge ROUNDTABLE EVENTS Information, including registration details, for Roundtable events for Accountants: https://thebackroomop.com/thepartnershipeffect [https://thebackroomop.com/thepartnershipeffect]  PANELIST INFORMATION: Talila Kroy - Emple * Website: emple.com.au  [https://emple.com.au/] * LinkedIn: l [http://linkedin.com/in/talila-kroy]inkedin.com/in/talila-kroy [https://inkedin.com/in/talila-kroy]  * Specialisation: Building partner ecosystems for fast-growing businesses Wayne Findlay - The Back Room * Website: thebackroomop.com  [https://thebackroomop.com/] * LinkedIn: linkedin.com/in/waynenz  [https://linkedin.com/in/waynenz] * Specialisation: Offshoring solutions for accounting firms Ian Aldridge - Progressive Legal * Website: progressivelegal.com.au  [https://progressivelegal.com.au/] * LinkedIn: linkedin.com/in/ianaldridge1  [https://linkedin.com/in/ianaldridge1] * Specialisation: NewLaw firm for growing Australian businesses PRODUCTION: Co-host - Anthony Perl - Podcasts Done For You * Website: podcastsdoneforyou.com.au  [https://podcastsdoneforyou.com.au/] * LinkedIn: linkedin.com/in/adperl/ [https://linkedin.com/in/adperl/]