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PRACTICE TRANSFORMATION

ACTION PLAN

A ROADMAP TO
THE FUTURE
PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

IFAC, with its member organizations, serves the public interest


by enhancing the relevance, reputation, and value of the global
accountancy profession. IFAC’s three strategic objectives are:

Contributing to and promoting the development, adoption, and


implementation of high-quality international standards;

Preparing a future-ready profession; and

Speaking out as the voice for the global profession.

The ‘Practice Transformation Action Plan - A Roadmap to the


Future’ was prepared by IFAC with support and insights from its
Small and Medium Practices Committee.

For further information, please email christopherarnold@ifac.org.


PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

WELCOME
TO THE
FAST-
FUTURE
Time is compressed in today’s fast What has driven a firm’s past success
“We will not recognize the paced, complex and changing global will not be what drives future success.
accountancy profession in world. One study, by Accenture, It is critical that leaders dedicate time
predicted that advances in robotics now to consider their firm’s future and
the next 10 years. Actually,
would automate or eliminate 40% embrace new opportunities.
the fact of the matter is of basic accounting roles by 2020.
that it will probably be in It is quite possible that within 10
years bots will have a deep enough
the next 5 years”
knowledge of accounting and auditing
– Barry Melancon, President & standards to be able to answer all
CEO, American Institute of technical questions about them. Is the
CPAs and CEO, Association accountancy profession ready for such a
of International Certified change at such a pace?
Professional Accountants
The IFAC SMP Committee (SMPC)
believes that there is strong need to
raise awareness of what the future
may hold, so practitioners can make
informed decisions about their strategic
plans. Firms often prioritize serving
clients at the expense of planning for
rapid changes impacting the profession.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

Small- and medium-sized practices


(SMPs) are well-positioned to
THE ROLE OF SMPS IN PROVIDING

support their clients as they navigate BUSINESS SUPPORT TO SMES


New Evidence
The Relationship between Accountancy Expertise
and Business Performance
A Review of the Literature
A Review of the Literature

this unprecedented environment.


Irrespective of jurisdiction, accountants,
and especially SMPs, continue to be
the preferred advisors to small-
and medium-sized entities (SMEs).
The professional business advice
accountants provide to SMEs is
associated with better performance
as demonstrated by: improved rates of
survival, growth, improved decision-
making procedures and superior
financial performance. International Ethics Standards Professional accountants in public
Board for Accountants®
practice are required to adhere to
To make the most of this unique
the highest ethical standards. IFAC
advantage, SMPs must leverage
established trust with their clients to member organizations are required
promote their relevance and continue to adopt and implement ethical
Handbook of the
to provide clients with the services they International Code of Ethics standards no less stringent than
for Professional Accountants
require, while upholding international ___ those stated in the “International
including
ethical standards. International Independence Standards
Code of Ethics for Professional
Accountants (including International
2018 Edition Independence Standards)” issued by
the International Ethics Standards
Board for Accountants (IESBA).

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

WHAT IS
THE ROAD
MAP TO
THE FUTURE?

Small firms can be relatively quick to take advantage of new opportunities.


The primary challenge is to see these new opportunities and be willing to adapt.
Transformation involves strong leadership, embracing technology, recruiting and
retaining the next generation of accountants, approaching training and continued
learning and development in new ways and identifying and meeting the needs of
an evolving marketplace.

There is no single template for what successful small practices will look like in the
future, but four key areas for practice transformation are:

1 Embrace Change

2 Leverage Technology

3 Focus on Talent Management

4 Evolve the Firm Operating Model and Build Advisory Services

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

1 EMBRACE
CHANGE

It is difficult to escape stories about Every organization must transform—no


“Change almost never fails the threat of disruption and the impact matter its size. Failure to transform
because it is too early. It of technologies such as artificial will result in a loss of the profession’s
intelligence (AI), big data, blockchain relevance. To be “future-ready”,
almost always fails because
etc. Change is the new constant. While practitioners need to adapt to this
it is too late” uncertainty will always be with us, new environment and evolve by
– Seth Godin, Author and the future requires an open and agile gaining additional skills and deepening
Entrepreneur mindset, a new and increased emphasis their knowledge of technological
on continuous improvement and a developments. All firms will need
mindset of embracing rapid change. to adjust to stay ahead of the
curve. To succeed, they must do
Clients expectations, demands and
this intentionally—by design—in an
needs are changing. A key competency
agreed-upon direction. Risks and
in the future will be the ability to see
challenges might arise in that process,
and anticipate trends on the horizon
but inaction will have worse long-term
and advise clients on the implications
consequences than taking even small
of those trends. The advantage of small
steps forward.
practices is close client relationships;
they are well-positioned to identify
needs and customize services to meet
demands and circumstances.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

2 LEVERAGE
TECHNOLOGY

Fundamental to all future successful FIVE KEY INITIATIVES TO SUCCESSFULLY ADOPT AND EMBED
firms will be embracing technology TECHNOLOGY INCLUDE:
developments to improve practice
efficiencies, enhance how clients are A. Conduct an Environmental Scan
serviced, and expand the range of
The first step is to look outwards—not how the firm’s processes can be more
services provided. Practitioners should
inwards. Consider what is happening efficient. It may involve attending
look at the rise of AI, for example, not
in the world and how it will affect vendor events to learn about what new
in terms of potential job loss, but the
the practice. There’s a wide range of technology is available and considering
elimination or evolution of tasks; this
issues to consider when positioning how the firm can collaborate with
approach will lead them to focus on
the firm for the future, and technology external IT specialists.
the opportunities new technologies
underpins many of these. Think about
bring. Professional judgment will
how technology can help improve
remain essential to advising clients
efficiencies, productivity and quality,
and adding value.
lower costs, attract staff and maintain
and add new clients - what can be
automated?

Firms should take the time to


conduct an environmental scan of
the technology they have and the
technology they want, including
engaging with clients to understand

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

B. Align with the Long-Term Strategy & Formulate a Realistic


Implementation Plan

Firms should identify which technology to determine which one is best and
is best aligned with their strategy (e.g., will be a long-term solution. Sharing
growth targets and service offerings) experiences with other similar firms can
and consider the relevant business be mutually beneficial.
need, available budget and marketplace
Issues to consider when choosing
opportunities. The firm may seek to
a supplier include the quality of its
harness technology developments to
executives, its track record, profitability,
improve efficiency, client service or
its investment in research and
profitability. This could include remote
development, and its engagement with
access, document management and
its customers. A practice’s technology
scanning, using multi-screens, website
supplier should be considered a
improvements and using software
long-term relationship investment. A
packages for timesheets, billing and
bite-sized plan should be developed
monitoring recovery rates.
so the firm can effectively manage the
It is important there is a strong business process. There are various options
case for adopting any new technology. to manage the investment, including C. Adopt the Cloud
The return on investment (ROI) should exploring a subscription based or
be calculated, but the risk of not monthly-renewal model to manage the Cloud technology has become a
investing in new technology (RONI) costs and considering passing the cost key part of the accounting industry.
should also be considered. Given the on to clients. Practitioners can now serve clients from
multitude of products it can be difficult anywhere (including other countries).

Firms with multiple offices can use


the cloud to provide staff an easy way
to work virtually on the same client
simultaneously in different offices. It
also allows clients to see their financials
in “real-time”, and the practitioner can
use it to engage and offer services (such
as a virtual CFO) cost effectively.

The cloud eliminates some extra


costs: for example, the cost of an IT
contractor coming in a couple of times
a month to do updates and back-ups
will be unnecessary if online services are
updated and backed-up automatically.
It is also more secure than in-house
servers—but data management is key.
The firm needs to know the providers
and where they are storing the data to
track how it is being secured. There is
also a need to be aware of any relevant
laws and regulations, such as data
protection legislation.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

E. Involve Clients in Technology Decisions

Clients want to hear about One of the advantages of small firms


developments that can save time is their relatively close and long-lasting
and money. Involving clients in new relationships with clients and being
technologies and upgrades through able to discuss and debate options (e.g.
virtual meetings and client portals will “what if I took this course of action…”),
build confidence and trust throughout so that they are kept informed and
the journey without travel or additional understand how the technology can
time cost. This approach creates directly benefit them. Firms need to
transparency and highlights a long-term encourage them to embrace change.
vision for all involved. Technology is an accelerator, but using
it effectively requires a clear strategic
plan and the right people and clients.

The IFAC Guide to Practice Management for SMPs includes a


module on technology covering developing a technology strategy,
hardware and software options, technology risks, new and emerging
D. Identify and Support technologies and leveraging technology for practice innovation.
an Internal Technology
Champion
The International Federation of Accountants
Staff should be empowered to follow
technology trends and inform the firm
about possible future opportunities and Leveraging
Technology
challenges. The firm should identify and
position a passionate team member to Guide to Practice
take the lead in implementing a new Management for Small-
technology initiative. This ‘technology and Medium-Sized du
le

Practices 5
Mo
champion’ may be a ‘rising star’ who 4th Edition

can be offered extra responsibilities.

Firms need to emphasize investment


in technology solutions that create an
efficient and enjoyable environment
for staff to work in. Staff should be
empowered to think through different
technology options and the processes
and internal training that will be
required. The technology champion
will need support and guidance
from the firm’s leadership to proceed
with change because there may be
challenges with implementation. It can
take time and effort, so patience and
perseverance are prerequisites, but the
benefits will far outweigh the costs.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

3 TALENT
MANAGEMENT

Staff are the most valuable asset of any economy. In the period up to 2022, firms—each with different skills and
firm. Investment in talent management the World Economic Forum predicts personalities. Successful firms will
should be a top priority. that employees will need 101 days of recognize the demographic trends
retraining and upskilling. in the work force, including ageing
Technology developments are having an
leadership and the rise of millennials
impact on how firms both recruit and While technical competence remains
and Gen Z, and take advantage of the
retain talent. There is a new diversity critical, other skills, such as empathy
differences between generations.
in who firms hire: for example, some and the ability to communicate
are now recruiting data scientists effectively and collaborate both
and broadening their reach beyond with colleagues and clients are
traditional academic subjects. Practices becoming increasingly important to
need to think about how they re-tool future performance. Staff interaction
their staff and train accountants for the with clients, including face-to-face Insight Report

future through the development of new meetings, are critical to success. There The Future of
skills and competencies for the digital are now four generations working in Jobs Report
2018

Centre for the New Economy and Society

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

The World Economic Forum outlined the 10 skills needed to thrive


in 2020: Complex problem solving, critical thinking, creativity, people
management, coordinating with others, emotional intelligence,
judgement and decision making, service orientation, negotiation and
cognitive flexibility.

FIVE TALENT MANAGEMENT INITIATIVES INCLUDE:

A. Offer On-going training and personal development.


Learning and Continuous This can send a powerful message to
Development (Lifelong the marketplace and attract the next-
Learning) generation of job seekers.

All staff need to feel comfortable B. Empower Staff to


investing time every week to remain Innovate
current, in particular with digital skills:
Next-generation staff need to believe
for example, leveraging technology
they can make a difference quickly and
to complete certain tasks and
be empowered. New junior staff should
understanding how digital technologies
immediately have an opportunity for
are disrupting business models—and
face-to-face client interaction and be
not just focusing on building technical
involved in challenging assignments.
knowledge. Ongoing training and
C. Engage in Transparent
personal development programs should Firm leaders need to demonstrate to Career Progression
be available for all staff at all levels, with staff that their opinion matters. All Conversations
experienced staff empowered to train employees should be able to make
and mentor new employees. suggestions. A speak-up policy helps The next generation of accountancy
create a culture of inclusivity across the professionals is focused on developing
firm and shows the firm’s leadership is their careers and attaining new
willing to listen, challenge norms, be capabilities. Small firms can provide
open to change and take appropriate a more rapid, less competitive career
action. progression. Staff need to believe
there is a plan for them when they
All staff members should be join, so that they can see their future.
encouraged to provide suggestions Transparency around career paths is
for potential new service lines or critical.
other ideas—including less senior
Employees require personalized staff, who are often closest to the Next-generation staff recognize the
development, coaching and other clients. Innovation is critical to a importance of on-going feedback
learning opportunities. Firms need to firm’s agility and its ability to diversify instead of more formal annual reviews.
consider training methods aside from services. Communication training and Firm leadership needs to act on this
traditional classroom or online settings. encouraging a client-centric mindset with an inviting tone at the top and
These can include study groups, can often help staff to listen and fully openness to feedback. This will be
case studies, use of simulators and understand the client’s needs, so the especially important in the future,
gamification and nano (10 minute) appropriate service can be provided. flatter firm environment. Leaders need
learning. This shift can help staff focus on the to embrace flexibility by, for example,
practice’s value proposition and the undertaking pilot programs and being
Firms should publicize initiatives level of fees charged, and it can build prepared to admit failure if they do not
and investments they are making in creativity and connection with clients. work out.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

from senior staff, as well as greater


possibilities for promotion.

IFAC GLOBAL SMP SURVEY: 2018 SUMMARY Today all firms are expected to be active
on social media. Not having a presence
is a significant missed opportunity.
Small practices should choose the most
TECHNOLOGY
appropriate channel (e.g., LinkedIn,
TALENT Facebook and Twitter) and promote
their talent management initiatives.
ADVISORY SERVICES A clear overall social media strategy is
important. The content needs to be
current and accurate. Social media
presents a risk for firm’s reputation,
which needs to be managed: the
firm must decide what type of
content is appropriate and develop
1 clear guidelines for how to handle
comments.

D. Introduce Flex-Time E. Use a Variety of


Recruitment Techniques The IFAC Guide to Practice
Nearly half of respondents to the IFAC Management for SMPs
2018 Global SMP Survey (the Survey) Transformation involves changing includes a module on ‘People
have introduced or plan to introduce recruitment approaches and Power: Developing a People
flexible working days or hours. The way highlighting that joining the Strategy’ which includes
a firm approaches work-life balance accountancy profession is an people management strategy,
and its focus on staff welfare is vital to attractive career option. Firms should leading teams, managing
a new model of talent management establish and build relationships with and retaining employees,
that is flexible and varied. The keys local schools and higher learning training and development,
are trust and managing expectations institutions. This can involve organizing rewards and recognition. It
and deliverables. Flex time and the presentations by former students at has a leadership checklist and
opportunity to work remotely is not less career fairs and offering internships template job descriptions,
work; it is win-win-win for staff, the to students upon graduation from personal development plans
firm and the client. college or university. Initiatives can and performance agreements.
include scholarships to cover the cost of
education, paid study time and prizes
for students who excel in exams.

The advantages for young individuals


People Power:
joining smaller practices should be Developing a
People Strategy
highlighted and promoted. These
advantages include a better work-
life balance, job variety and a higher le
du

correlation between work effort and 4


Mo

earnings. At an early stage of their


career, staff have more opportunities to
work closely with clients, to undertake
a range of services and to learn

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

4
EVOLVE THE FIRM
OPERATING MODEL
AND BUILD ADVISORY
SERVICES

The majority of SMPs’ revenue is advisers they are still able to listen and
generated by traditional services, identify client needs and, if necessary, “Practitioners can be valued
including compliance, audit and facilitate access to other professionals business partners for their
taxation, but there has been an increase to find solutions.
expertise and insights
and diversification in the provision
of business advisory services—in
FIVE INITIATIVES TO ADAPT from translating data
some jurisdictions more than others.
THE FIRM MODEL AND BUILD into valuable information
SMPs have in-depth knowledge and
ADVISORY SERVICES ARE:
to support their clients
understanding of their SME clients and A. Move from Transactional decision-making.”
are therefore well-positioned to provide to Strategic Services
a range of services. – Monica Foerster, IFAC SMP
Firms need to be more proactive than Committee Chair
The traditional firm pyramid model is reactive and shift from hindsight to
likely to change as outsourcing and foresight using data-driven insights.
automation create efficiencies. This Higher value work will be future- Technology tools enable an opportunity
may result in a firm hiring and retaining focused based on analysis and to provide information to clients in
fewer junior staff, but also a rise in interpretation, not lower-value tasks, real-time. For instance, visual dashboard
digitally-proficient mid-level staff. The such as inputting data, verification reports can be easily and quickly
result would be a flatter, more project- and conventional reporting. As more generated for monthly discussions
based structure. The physical location repetitive tasks are automated (e.g., tax with clients on current figures. These
of firms may also change as a rise in returns are electronic in some countries discussions can help clients anticipate
remote/virtual working results in less and software can now automatically financial difficulties and understand
need for physical office space. code invoices and receipts), how to take appropriate actions and
opportunities will open for the firm to decisions. Firms need to do more with
Small practices (e.g. sole practitioners)
analyze data to offer strategic value- data to remain relevant.
may not know the answer to every
added advice to clients.
question or issue, but as trusted

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

B. Re-Evaluate the Services Provided & Marketing Strategies

In the Survey, 86% of practitioners relationships and clearly communicate


provided some form of advisory/ and promote the range of services that
consulting services and this is the can be provided. Knowing the client
service line with the highest anticipated means understanding their business
future growth. Firms need to see affairs and what motivates them, and
opportunities and react. For example, listening to their pain points, vision
spending on IT security is expected to and long-term plans for the business
grow from $101 billion in 2018 to and its needs. For example, are they
$170 billion by 2020. Notable global expanding, and do they need more
trends include information technology support?
services, human resource policies
Existing clients can be asked to rate
and procedures (e.g., employment
their satisfaction with the firm’s past
regulations) and enhanced corporate
performance. This feedback enables
reporting (e.g., integrated reporting
the firm to identify its strengths and
and corporate social responsibility
weaknesses. Through client profiling
reporting). This diversification and
expansion of the service offering is
and internal insights, a firm might C. Move into a Niche Market
discover services that were delivered for
critical to “future-ready” SMPs and
free in the past that may be billable as The traditional SMP firm model
is a key tactic to being competitive.
advisory in the future. The disrupters may need to change. Some firms
As part of the process to initiate impacting the profession, including have determined that it is no longer
change, SMPs must first evaluate their technology and the commodification possible “to be all things to all clients”.
existing client’s profile. The accountant’s of core services will drive discussions Specialization in a niche market offering
role (as adviser, mentor and coach) is to about shifting the existing client/ could be a way forward. This could be a
work as a ‘business partner’ and trusted firm paradigm towards valuing the field where the firm has a high degree
business adviser. Practitioners need to contribution of the service, not merely of industry and/ or specialist technical
establish more regular and ongoing the time spent. understanding and knowledge.
communication with clients, build those
A firm may decide to recruit a new
partner who specializes and has strong
experience in one industry sector. This
IFAC’s Good Practice Checklist new partner can understand clients’
for Small Business can be used issues in their specialty area and bring
to help determine what type of added-value from their exposure to a
assistance a client may need and Good Practice Checklist for Small range of similar businesses over the
Business, Second Edition
covers financial tasks, strategic years. It is becoming more common
and environmental management in certain jurisdictions for partners
and regulatory requirements. to surround themselves with experts
(either internally or externally through
relationships) to provide clients with
more holistic advisory services.

Focusing on specialization may also


draw new clients, as other firms may
need specific specialist expertise.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

D. Use Networks,
SMPs are specializing Associations and Alliances
in providing integrated to Add Value
thinking and reporting
advice to enhance the way Networks, associations and alliances
organizations think, plan play an important role in providing
and report their business’ and facilitating relevant services to
story. It can help businesses clients. There are benefits of joining
think holistically about their networks, associations or alliances
strategy and plans, make such as access to new clients, a
informed decisions and broader client experience, international
manage the organization’s collaboration opportunities, training
performance. and development, tools and resources
as well as branding and marketing.
The IFAC and the International
There is significant value in building
Integrated Reporting Council
strong referral networks with other
publication ‘Creating Value to head in the right strategic direction.
firms and advisers (e.g., lawyers,
for SMEs through Integrated Given the current pace of change, it is
consultants and IT firms). Because of
Thinking’ helps organizations important for firms that want to evolve
the level of trust between professional
adopt integrated reporting to undertake this review today.
accountants and their clients,
and realize its benefits.
accountants are in an ideal position The review can cover all areas of the
to direct businesses to other reliable firm. Consideration can be given to
sources of advice. It is important to whether the firm needs to reorganize
IFAC GLOBAL
CREATING SMP
VALUE FORSURVEY:
SMEs have a set of criteria and procedures personnel and adapt the organization
THROUGH
2015 INTEGRATED THINKING
RESULTS
when subcontracting work to other structure to deliver services. For
THE BENEFITS OF INTEGRATED REPORTING <IR>
providers to ensure that this work example, combining the practice with
results in high-quality service. It should another, either through a formal merger
be included as part of the firm’s risk or informally through a referral process
management strategies. and ‘business partnering’ can provide
an immediately available resource for
Forming a knowledge network
existing clients and a new revenue
enables staff at all levels to use peers
stream.
to help solve challenges and gain
access to expert advice. With virtual The review might explore new
networks there is potential to network approaches to pricing: for example,
with anyone at any time, without instead of billing an hourly rate, the
geographical limitations. firm could set prices for business
advisory services on perceived or
E. Conduct a Regular
estimated value to the client. It may
Strategic Review
also include an enhanced focus on
It is important for leaders in the firm promoting the practice to existing and
to schedule time to periodically review new clients. The SMP of the future will
the firm’s strategy, structure, services, have a strong brand and its clients will
culture and operating model. Setting be fully aware of the range of services it
aside time regularly to dedicate to can provide with clear communication
thinking about the future should be a through its website, quarterly
priority. Only a realistic review of the newsletters, social media and presence
firm as it is today will enable leaders at events.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

WELCOME
TO THE
FAST-FUTURE
The future offers the RECOGNIZING FIRM DIVERSITY
accountancy profession and
SMPs significant opportunities It is recognized that every firm will be different, and the level of
to grow and adapt to serve a action to “transform” will depend on a range of factors, including
rapidly changing world. Practice the lifecycle of the practice, partners’ motivation, the size and services
transformation will succeed with provided, the firm’s location and the type and number of clients
a focus on embracing change, served. The actions taken by each firm will need to be tailored to its
leveraging technology, new individual circumstances and objectives.
approaches to developing and
training people and a renewed
emphasis on providing relevant PRACTICE MANAGEMENT RESOURCES
and value-added services to the
marketplace. The IFAC Guide to Practice
Management for Small- and
Medium-Sized Practices is a The International Federation of Accountants

comprehensive guide to help


OTHER RESOURCES
SMPs operate more efficiently
Visit the IFAC Global in the increasingly complex and
Knowledge Gateway to competitive global marketplace
Guide to Practice
find relevant articles, videos for professional services. Management for Small-
and resources impacting It covers a range of topics, and Medium-Sized
the global profession and including strategic planning, Practices
4th Edition

register to receive The Latest, managing staff, leveraging


a bi-weekly newsletter that technology, client relationship
summarizes the content management, risk management
added every two weeks. and succession planning.

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PRACTICE TRANSFORMATION ACTION PLAN — A ROADMAP TO THE FUTURE

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ISBN: 978-1-60815-440-1
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