Do you want to grow your practice? Hiring a marketing or BDM person into your firm just isn’t enough. And it isn’t just about more clients, but rather, the right clients. Do you want to get 20% or higher year of year revenue growth? To grow consistently, you need to construct a well-thought through marketing strategy, know the clients you want to market and sell to, and put the critical components in-place to attract and close those clients will help you build a healthy, thriving firm.

In this two part, 12 lecture series, you will the learn how to develop your own marketing strategy, find and focus on your niche, derive your unique selling proposition, market your practice (both inbound and outbound), and build a superior online presence. In addition, you’ll learn the ideal sales process to close deals in less than two weeks, the ins and outs of selling, and how to measure your newfound growth to determine which strategies and tactics work and which don’t to maximize your marketing and sales ROI.

Lectures commence August 31st and run weekly for 24 weeks (12 weeks each course.) Spaces are limited.

Primary lecturers

Ian Vacin

VP Education & Partnerships, Karbon


Ian is passionate about helping accounting professionals be as successful as possible in order to positively impact the small businesses they serve. With 25+ years of experience in technology & process improvement and 15+ years of leadership experience in the accounting industry at Karbon, Xero, and Intuit, Ian is an recognized expert, innovator and teacher in the field of practice efficiency and growth.

Full profile

Guest lecturers

Working with leading firms around the world, James helps practices become more profitable and systemize their processes to deliver maximum value and memorable service to their clients.

Business builder, consultant, and Business Development Director at Slipstream Coaching, Sharon's passion is helping accounting firms develop multidisciplinary businesses and find their niche.

A legend in the industry, Wayne's wealth of experience in transforming accounting practices and boosting growth through technology, marketing and growth hacking is second to none.

A successful entrepreneur, Stuart is on a mission to positively change the accounting industry, helping accountants run efficient, high growth firms and deliver outstanding service to their clients.

Tim has been advising clients for over 26 years at Change, his accounting firm. Change is 100% cloud firm and is proud to not use timesheets. Tim also created ChangeGPS, to help hundreds of accounting firms make things easier and faster for their clients.


Practice Growth 101 and Practice Growth 102 make up Karbon Academy's Practice Growth track.

Both courses include:

  • Six, 1-hour live lectures, including Q&A with the lecturers
  • Six, 1-hour live discussion and execution sessions
  • On-demand access to all lectures & discussion sessions
  • Course workbook plus structured firm work
  • Up to 12 CPE credits (US only) and 12 CPD credits (Canada and Australia)

Every lecture will be followed by the related discussion session the following week.

If you miss a lecture or discussion group, they will be recorded and provided to you on-demand after the class has concluded. All classes will be held weekly on Mondays at 2 PM PST (time for you).


Growth 101
An overview of how all the marketing and sales components come together to help you prioritize which components will be critical for your firm’s success.

Find Your Niche
The key to sales and marketing is a narrow target. Discover how to determine your ideal clients to maximize your ROI, using qualitative and quantitative techniques.

Marketing Strategy
How to build a robust marketing strategy including your core competencies, 3Cs, 4Ps, unique selling proposition, messaging, and marketing channels.

Retention Marketing
Leverage your word-of-mouth referrals. Dive deep into the 3Rs (Referrals, Ratings and Reviews) and how to turn social proof into sales gold.

Every firm has to have a website, but some stand clearly above the rest. Why is this important? Your website is typically your first impression with a prospect. Make the best first impression with the tips and tricks from this lesson.

Search Engine Optimization (SEO)
 Google is no longer just a company, but now a verb. What happens when a prospect searches? Ensure you come up on top and are the first place prospects call for help.

Inbound Marketing
Blogs, gated content, client newsletters and more bring prospects to you. Based on your target market, learn how to identify which channels are best and how to build the associated marketing campaigns.

Outbound Marketing
Have you tried to reach out to clients and prospects with newsletters, emails, direct mail, local events and more? Why do some work and others don’t? Find out which outbound marketing channels are best and get tips and tricks on how to make your marketing creative work harder for you.

The Selling Process
A lot of accountants think 'sales' is a dirty word. But the truth is, every modern accounting practice needs a strategy to convert prospects into ongoing clients. Learn how you can setup a simple sales process from scratch, qualify what prospects are a good fit for your firm, turn them into paying clients, and manage and automate this entire process.

What & How to Sell
Using your sales process and identified target market, you need to determine your service offerings and how to sell it to prospects. Understand the ins and outs of selling as it applies to your unique processes and clientele.

Cross & Upselling
Finding new clients is much more resource intensive than upselling existing clients. Everyone across the firm should be cross-selling and upselling when and where possible. Learn how to identify those opportunities. In addition, discover incentivization models that motivate and train staff to sell where appropriate.

Growth Reporting
Sales and marketing can be very expensive if not targeted or monitored. Learn the key metrics of sales & marketing, best in class numbers to pursue, and next steps when the numbers tell you a story.


By enrolling to the full Growth track (GWT-101 & 102) you save 25%.

Classes begin early August and spaces are limited so enroll today to secure your place. 

100% Satisfaction Guarantee

If you are not satisfied with Karbon Academy for any reason, simply email us at academy@karbonhq.com or call (510) 517-6267 within 30 days of the first lecture for a full refund of the class.

“Ian never ceases to amaze me in his knowledge of how firms should operate more efficiently, and how leaders of firms can become stronger entrepreneurs. His extensive background in the accounting technology space sets him apart in knowing the path forward for firms wanting to transform their companies through technology.”

Jason M. Blumer, CPA
Chief Innovation Officer, Blumer CPAs

10Barriers Maintaining visibility
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Focused on empowering your professional growth, Karbon Academy courses cover core challenges facing accounting professionals in today’s industry and looking to the future.

Need help choosing? Take a free, 5 minute practice excellence assessment to pinpoint the exact course and lecture that will make the most impact for you and your firm

Karbon Magazine

The industry magazine for accountants. In-depth reports, editorials, videos, and resources to keep you at the front of today’s modern accounting industry.

The talent challenge

Overcome the challenges your accounting firm is facing acquiring, training and retaining staff. Put together the team that will lead your practice to success.

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