Episode 29

Why It’s Truly the Most Exciting Time to Work in Accounting

Jennifer Warawa serves as the Executive Vice President of Partners, Accountants and Alliances at Sage, a global technology company operating in 23 countries around the world, with a customer base of over 3 million and a partner, accountant and bookkeeper ecosystem of over 140,000.

In her role, Jennifer is responsible for the strategy and execution of Sage’s partner program worldwide to drive success and generate revenue for the partner network. By working in close collaboration with regional partner leaders, Jennifer creates and develops strategic alliances and relationships, fosters new business development opportunities, recruits new partners and acts as an advocate of Sage within the partner community and an advocate of the partner community within Sage. Jennifer is based in Atlanta, GA and has been with Sage since 2008.Shownotes:

  • Sage leads the way in most of the 3 countries they’re in, including the UK
  • Research from Sage reveals the big factor in what separates good accounting firms from great ones is agility – the ability to change
  • There has never been a more disrupted, changeable time in the accounting world than RIGHT NOW
  • Larger accounting firms have more resources to invest in technology adoption
  • Many accountants are still transactional, focusing on the past, uncomfortable looking into the future
  • Accountants are trying to wrap their minds around emerging technologies and what it means for your clients
  • Trying to convince one person to change is often harder than changing a firm where you have the data to convince
  • Specialisation and focus on a vertical is where the opportunities lie for accounting firms
  • The overwhelm for accountants comes from thinking they have to know everything when it comes to technology
  • Local or regional ‘word of mouth’ used to play a big role in winning work, but now the game has changed
  • Many clients of accounting firms don’t know all the services their accountant provides
  • How accounting firms can really differentiate themselves
  • The war for accounting talent is a myth – what is YOUR firm doing to attract the world’s biggest workforce – millennials?
  • The reasons 75% of millennials are currently looking for another job
  • Most accounting firms and tech companies are ran by old white males – the diversity has not permeated through
  • The one quality that makes a stand out performer in the accounting world
  • What’s coming up for progressive accounting firms over the next few years with regards to technology
  • The role of Sage in serving the accounting industry
  • How equipped are Sage to withstand the competitive approach from Xero and Intuit?
  • Wise advice for leaders in accounting firms who have to drive change
  • High performance habits are what will dictate your future success
  • Why it’s a really exciting time to be in the accounting profession (disruption PLUS opportunity

In addition to being a regular keynote and session speaker at industry conferences, Jennifer made the Accounting Today Top 100 Most Influential People in Accounting consecutively for the last eight years, was on CPA Practice Advisor’s Top 40 Under 40 list for six consecutive years, and has been named one of the Top 25 Most Powerful Women in Accounting for the last five years running, as recognized by CPA Practice Advisor. To contact Jennifer:

 LinkedIn or on Twitter or  Liked your Top 100 Club Podcast Interview with Rob Brown" target="_blank">email her directly>>

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About the Podcast

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Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.

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About your host

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Rob Brown

Rob Brown is the founder and host of the Accounting Voices Podcast, the flagship solo show of the Accounting Voices Network. Each episode offers sharp analysis and commentary on the trends, ideas and people shaping the global accounting profession.

Through this Accounting Voices Podcast, Rob helps accounting firm leaders, decision makers and professionals stay relevant and make sense of disruption in areas like AI, automation, M&A, private equity and soft skills beyond the tech. His perspective blends clarity, insight and curiosity, making complex issues relevant and practical for professionals and decision makers across accounting and finance.

He also leads two monthly panel shows, Accounting M&A and Accounting AI, which bring together senior voices to explore consolidation, strategy and the impact of technology on firms and people.

Rob is the author of the bestselling book Build Your Reputation (Wiley) and a TEDx speaker whose talk The Personal Brand of You has more than 400,000 views. Over his career he has hosted and moderated more than 1,000 conversations with accounting and fintech leaders worldwide.

Based in Nottingham UK, Rob is a stroke survivor living with epilepsy, a black belt in kickboxing, a decent chess player and an average player of four musical instruments.