To build sustainable growth in your practice, you need a robust marketing strategy—you need to know who you are selling to, who your ideal client is, and what makes you unique, so you can put the right components in place to develop a healthy, growing firm.

In Practice Growth 101 (GWT-101), we’ll be focusing on marketing strategy, retention marketing, and web marketing. Learn how to develop your own marketing strategy, find and focus on your niche, derive your unique selling proposition, market your practice, build social proof, establish a superior online presence, and optimize your firm’s organic search to drive you traffic while you sleep.

Delivered by leading practitioners from around the world, you will walk away with proven strategies implemented by actual accounting firms, while you'll learn how to get the best ROI out of your marketing efforts.

Lectures are available on-demand to learn when you want. Enroll today.


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

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 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.

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.

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.

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.


This course is a 6 part, self-paced training series. The course includes:

  • 6 pre-work exercises
  • 6 on-demand, one hour lectures
  • Lecture slides (PDF)
  • 6 structured firmwork exercises
  • Access to a private community group


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.


Classes are self-paced and available on-demand.
Enroll today to start your learning journey.

100% Satisfaction Guarantee
If you are not satisfied with Karbon Academy for any reason, simply contact us at  academy@karbonhq.com or +1 (510) 517-6267 within 30 days of purchase to receive a full refund, no questions asked.

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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.

Explore the magazine
Edition 4 the talent challenge
Discover more articles, videos, events and resources