How to Align Strategy and Goals in Multi-Owner Accounting Firms

There are two types of leadership teams at multi-owner firms. One stalls growth with too many cooks in the kitchen. The other combines strengths to become a strategic force. You know which one you want. Here’s how to get it.

Numbers Come After Vision

I can tell you from experience that merging two firms and imagining what’s possible with the expanded capacity can be intoxicating. A broader skillset. More billable hours. Higher profit margins from a leaner operations team. More capital to invest in technology and efficiency. And on and on.

I can also tell you that if you don’t pump the brakes and sort out your shared vision first, confusion will reign, and the growth won’t happen.

Every firm owner wants to make more money. That’s easy to agree on. Save that conversation for after you’ve answered key foundational questions:

• What kind of firm are we building?
• Who are our ideal clients?
• How will we define success?

Once you’ve achieved clarity on your core vision, it becomes much easier to filter goals and decisions through that shared lens. 

Align on philosophy first and metrics second.

Redefine Roles and Responsibilities

Unclear or overlapping roles stifle strategic execution and cloud accountability. No organization can survive when technically “everyone” is in charge.

Create clear ownership over core functions such as business development, operations, HR, client service, technology, sales, and whatever departments your firm has defined. Align responsibilities to each partner’s strengths, and give them the authority to take the lead in their arena.

Revisit your structure and adjust as your firm grows, but understand that you can’t all simply have the title of “owner.” You must develop an organizational chart where each of you fills a specific role.

Find Your Ideal Strategic Planning Cadence

Strategic planning is not a one-off event. Knowing when to revisit and revise your long-term vision is an art, and it becomes even more complicated when you’re not the only captain steering the ship. Simplify this process by setting a specific strategic planning rhythm and sticking to it.

Schedule quarterly ownership check-in meetings and annual off-sites and plug them into the calendar. Don’t wait for owners to independently decide it’s time to reassess and realign. Decide on the exact dates this will happen before the year begins – and then repeat the same cadence year after year.

Remember That Partners Are People

When you’re sitting at the top of an organizational chart, it’s easy to forget that you are motivated by the same types of incentives as your employees. 

When you structure partner equity, compensation, and recognition, do so in a way that drives each of you to succeed individually while also supporting your firm’s overarching strategic goals. 

Share Strategy and Goals with Your Team

Transparency with your team regarding leadership’s strategic goals isn’t just a technique for encouraging employees to row in the same direction, it’s also a great way to keep ownership aligned on that same path.

Don’t Leave Alignment to Chance

In multi-owner CPA firms, aligning your leadership team doesn’t happen by accident. It requires intentional conversations, clear roles, and consistent planning. 

Taking the time to get this right from day one makes adjusting later a lot easier.