May 27, 2026
Thank you for listening to another episode of the Building the Premier Accounting Firm podcast. Today, Roger Knecht and guest Mark Martukovich discuss the shift from transactional compliance to high-value advisory services for accounting firms. They explore how to define, price, and deliver advisory work, focusing on business valuation, client relationships, and proactive tax strategies for accounting professionals.
Key Takeaways:
- Define clear advisory service roadmaps to move beyond reactive client interactions and offer proactive solutions.
- Structure pricing for advisory services based on value, not just hours, distinguishing it from compliance work.
- Transition client relationships from annual customers to ongoing clients with recurring, contractual engagements.
- Understand the shift in business valuation from top-line revenue to EBITDA, especially with profitable advisory services.
- Leverage existing expertise to productize advisory offerings, even starting with basic business and tax efficiency concepts.
Featured Quotes:
- "Our firm, for example, has 60 to 65% of its revenue that's tied to recurring maintenance agreements that are advisory focused."
- "Most people, when they think about what their business is worth, they think it's worth this. The reality is it's worth this."
- "They're finding it in the wrong places. We are the experts and we can provide this and be very successful with it."
Behind the Story:
Mark Martukovich recounts his evolution in the accounting profession, highlighting the critical moment he recognized the untapped value in client conversations. He details the practical steps his firm took to formalize advisory services, moving from ad hoc advice to structured, profitable engagements. This shift not only redefined client interactions but also substantially increased the firm's valuation, underscoring the potential for accounting professionals to transform their practices.
Top 3 Highlights:
- Advisory vs. Compliance: Learn to differentiate and package advisory services, moving beyond reactive tax preparation to proactive, value-driven client engagement.
- Valuation Matters: Understand how advisory services increase firm profitability, shifting business valuations from top-line revenue multiples to higher EBITDA-driven metrics.
- Productize Your Expertise: Turn common client questions and your inherent accounting knowledge into structured, billable advisory programs that clients are eager to pay for.
Conclusion:
Thank you for joining us for another episode of Building the Premier Accounting Firm with Roger Knecht. For more information on how you can establish your own accounting firm and take control of your time and income, call 435-344-2060 or schedule an appointment to connect with Roger's team here.
Sponsors:
Universal Accounting Center: Helping accounting professionals confidently and competently offer quality accounting services to get paid what they are worth.
Offers:
•
Advisory Diagnostic Form — Gauge your firm's advisory
readiness
• Execution struggles? Contact Mark at busadvisory.com
• "Red to
BLACK in 30 days" — Guide to small business turnarounds
• "in the
BLACK" — Nine principles to maximize business profitability
•
"Your Strategic Accountant" — Understand the 3 Core Accounting
Services (CAS)
•
"Your Profit & Growth Expert" — Offer advisory services with
total confidence
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