Successful firms are efficient in their marketing spend and activities, they know which processes work, they close opportunities swiftly and maximise their client relationships to drive business growth.

In this 12 week, 6 lecture series, you will learn successful channel marketing, the ideal sales process to close deals faster, what and how to cross-sell or up-sell, and how to determine which tactics work to maximize your marketing and sales investment.

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.

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.


Karbon Academy Practice Growth (GWT-102) is part of the Practice Growth track.

The course is a 12-week lecture & discussion training series. The course includes:

  • 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.

Lectures commence the week of April 30th and run weekly for 12 weeks (time for you). Spaces are limited.


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 up-selling 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.


Classes begin the week of April 30th. 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.


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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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Edition 4 the talent challenge
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