Growth Hacking Your Firm: The Cross-Selling Playbook
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May 12, 2025
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5 min read
Join Sarah Cirelli, CMO at HBK, and Eric Gregg, Founder & CX Strategist at ClearlyRated, for a live encore presentation of their presentation at AAM Summit 2025!
In today's rapidly evolving business landscape, successful accounting and advisory firms must move beyond traditional service silos. Discover data-driven strategies that transform cross-selling from an occasional effort into a predictable growth engine. Using real client feedback insights and practical case studies, learn how to identify untapped opportunities, overcome common barriers and build a culture where cross-selling becomes natural and rewarding for both staff and clients.
What You'll Learn:
Why cross-selling is vital to accounting firms.
Proven strategies to implement a cross-selling program at your firm.
The professional services industry is undergoing a seismic shift, and at the center of this transformation is the rise of client experience (CX) as a strategic advantage. Join Eric Gregg, Founder and CX Strategist at ClearlyRated, and Ryan Suydam, Founder of Client Savvy and CX Architect at ClearlyRated, for an unscripted and insightful conversation on the state of CX in professional services.
In this fireside-style chat, Eric and Ryan will share their perspectives on the CX revolution taking root in staffing, A/E/C, legal, accounting, consulting, and other service-based firms. From industry-wide trends to emerging expectations, they’ll unpack the opportunities—and challenges—facing firms that want to move from being “one of many” to becoming truly irreplaceable to their clients.
Learning Objectives:
Understand the Evolution of CX in Professional Services: Gain clarity on how client expectations have shifted and why CX has become a core business imperative for firms seeking growth, loyalty, and differentiation.
Explore Emerging CX Trends and Strategic Opportunities: Learn what high-performing firms are doing to embed CX into their culture, delivery, and business development practices—and what the future of CX might hold.
Can't make it live? No worries - we'll be sending a recording of the conversation to everyone who registers.
In today's dynamic professional services landscape, where winning new business and retaining clients requires more than just effort, you need a strategic edge. This webinar cuts through the noise of a shifting market to deliver actionable intelligence that directly impacts your firm's bottom line.
Join Eric Gregg, Founder of ClearlyRated, a leading authority on client experience at professional services firms, as he teams up with Michael Perrone, COO, and Adrian Reece, VP of Data Science at Prodoscore, pioneers in employee performance and engagement analytics.
Together, they will bridge the gap between what clients truly want and what the data reveals about the habits and strategies of the most effective business developers. Discover the critical differences in time management, technology adoption, and overall approach. Don't let your firm get left behind – benchmark your strategy against the best and unlock sustainable growth.
Attendees Will Gain:
Exclusive insights into the latest professional services buyer behavior trends you need to capitalize on now.
Proven strategies to identify and seize new growth opportunities, even amidst economic uncertainty.
Tactical methods to uncover hidden growth potential within your existing client portfolio.
Data-backed revelations on the specific activities and behaviors that differentiate top-performing professionals and business developers.
A clear understanding of which tools and technologies are most effectively leveraged by leading leading staffing sales professionals to maximize their impact.
In today's competitive landscape, accounting firms can't afford to rely on assumptions. Join ClearlyRated founder, Eric Gregg, and Director of Analytics and Research, Darreon Day, for a data-packed webinar revealing exclusive insights from nearly 500 accounting clients and buyers.
In this insightful webinar, you’ll:
Uncover the latest trends shaping buyer behavior: Discover how buyers of accounting services are approaching solutions in the year ahead and adapt your strategies to win more business.
Gain a competitive edge: Learn how to tap into the buyer mindset, including ways to de-risk their decision to use your firm.
Master the art of differentiation: Understand the crucial role specialization plays in the buyer's decision-making process and how to showcase your unique value proposition.
Avoid service failures: Learn about the most common (and costly) service failures in the eyes of accounting clients.
Unlock the secrets to exceeding expectations: Go beyond basic service delivery and create truly remarkable client experiences that drive loyalty and referrals.
Join our experts, Katie Tolin, Founder of CPA Growth Guides, and Danny Estrada, Founder of E Squared Strategy & Management Consulting, for an in-depth discussion about how to best manage and maintain data integrity in whatever tools you may (or may not) be using. This webinar will address common challenges firms face when managing data across multiple systems, engaging key contacts for feedback, and ensuring data accuracy for successful marketing initiatives. We’ll explore practical steps for data clean-up, strategies for engaging partners in surveys, and methods to identify and leverage key records in your CRM.
Key Takeaways:
Steps for cleaning up data when using multiple systems like billing and CRMs.
Strategies for engaging key contacts, especially partners, in the survey process.
Methods for identifying and utilizing key records in CRMs for surveys and marketing.
Common challenges faced during data clean-up and survey preparation.
Best practices for ensuring data integrity from the start of the client journey.
Can't make it live? No worries - we'll be sending a copy of the webinar recording and slides to everyone who registers.
Join one of the industry’s leading voices on buyer behavior and client experience, ClearlyRated founder Eric Gregg, as he provides a sneak peek into the changing needs of accounting buyers and how firms can best position themselves for growth in 2025 and beyond.
The ClearlyRated buyer survey will share key satisfaction benchmarks and drivers, along with the most impactful trends facing your accounting firm now and in the future.
What you'll learn:
How buyers of accounting services make decisions about which firms to use, and how your firm can stand out
How economic uncertainty impacts satisfaction and how best to create client loyalty
What current clients wish their accounting firm contacts would do differently, and how top firms outperform
How new and emerging technologies have altered the buying decisions of accounting clients
We'd like to thank our research sponsor:
Speaker
Eric Gregg, Co-Founder & CX Strategist
With two decades of research experience in B2B professional services, Eric Gregg and the team at ClearlyRated have analyzed more than 7.2 million surveys with the goal of determining what drives success for professional services firms.
Eric has served as an adjunct faculty member in Portland State University’s marketing program, and has published numerous articles, business cases, and technical notes in the field of marketing, client loyalty and employee satisfaction. His research and consulting have been featured in articles and as a noted industry speaker.
In the ever-competitive world of accounting, standing out requires more than just exceptional technical expertise—it demands an unparalleled client experience (CX). For marketers, partners, and business development leaders at accounting firms, this challenge is an opportunity to innovate and drive growth. That’s why our upcoming webinar is the perfect chance to dive into best practices from those leading the charge in CX excellence.
Join us for an in-depth discussion featuring a panel of industry leaders from top-performing accounting firms who have successfully implemented CX initiatives and seen transformative results.
Our expert panelists, Sarah Cirelli, Chief Marketing Officer at Grassi Advisors & Accountants, and Suzanne Reed, Chief Marketing Officer at LBMC, are seasoned professionals from leading accounting firms who have been in the trenches of client experience initiatives. Moderated by ClearlyRated Founder and CX Strategist, Eric Gregg, this conversation will delve into the practices, strategies, and mindsets that have propelled their firms to the forefront of client experience excellence.
What you'll gain: peer wisdom and proven strategies.
Roadmap to Successful CX Initiatives: Discover the essential steps to effectively launch and manage a client experience initiative in your firm.
Avoid Common Pitfalls: Learn from the missteps and challenges our panelists have faced, so you can navigate your own CX journey more smoothly.
Actionable Client Feedback: Uncover the most effective techniques for collecting, analyzing, and acting on client feedback to drive tangible improvements.
Calculating and Proving ROI: Gain insights into how to measure the return on investment for your CX efforts, convincing stakeholders of its critical value.
Interactive Q&A: Engage directly with our panelists to ask questions and share your experiences, ensuring personalized learning and the fostering of industry connections.
Whether you’re spearheading a new CX initiative or looking to refine your existing strategy, this webinar offers invaluable insights from those who’ve successfully navigated the path to CX excellence.
About our Moderator
Eric Gregg, Founder & CX Strategist
With two decades of research experience in B2B professional services, Eric Gregg and the team at ClearlyRated have analyzed more than 7.2 million surveys with the goal of determining what drives success for professional services firms.
Eric has served as an adjunct faculty member in Portland State University’s marketing program, and has published numerous articles, business cases, and technical notes in the field of marketing, client loyalty and employee satisfaction. His research and consulting have been featured in articles and as a noted industry speaker.
Join ClearlyRated founder and CX strategist, Eric Gregg for a fast-paced, 30-minute discussion of how Best of Accounting firms leverage the program to outpace the competition.
More than just a survey, learn how ClearlyRated is helping firms unlock growth through better service, stronger social proof, and improved reputation, with the industry's largest database to benchmark your performance.
What you'll learn:
The role that CX has in accelerating accounting firm growth
How the Best of Accounting designation is earned, and how the program impacts growth
Simple tools for improving retention and increasing expansion
How to turn client testimonials into new opportunities
About our Moderator
Eric Gregg, Founder & CX Strategist
With two decades of research experience in B2B professional services, Eric Gregg and the team at ClearlyRated have analyzed more than 7.2 million surveys with the goal of determining what drives success for professional services firms.
Eric has served as an adjunct faculty member in Portland State University’s marketing program, and has published numerous articles, business cases, and technical notes in the field of marketing, client loyalty and employee satisfaction. His research and consulting have been featured in articles and as a noted industry speaker.
Join us for a panel discussion tailored specifically for accounting firms with a merger or acquisition in the near future. Hosted by Eric Gregg, CEO & Founder of ClearlyRated, this webinar will provide you with practical tools and rich insights, drawn from key communication techniques and survey data applications.
You'll benefit from the unique knowledge of three accomplished industry veterans - Katie Tolin of Growth Partners, Alyson Fieldman of Rockit Results, and Jade Reichling of EisnerAmper, each with a successful track record in skillfully handling and assisting with mergers and acquisitions.
What you'll learn:
How to leverage the power of timely communication to keep your clients, staff, and stakeholders confident and informed during the transition.
Insights on how to extract and apply imperative data from client surveys before, during, and after the deal.
The impact of starting your surveys early in the M&A process and how this critical step can shape the success of the transaction.
Real-life scenarios where client experience tipped the balance in M&A outcomes.
Join ClearlyRated’s CEO Eric Gregg for this quick-hit 30-minute webinar as he reveals brand new research, including the latest NPS® benchmarks for the accounting industry and highlights from our Industry Benchmark Study. Get a sneak preview of our upcoming report, and gain insight into the minds of accounting buyers.
What you'll learn:
The latest research on NPS benchmarks for accounting firms
Strategies to elevate client experiences from satisfaction to loyalty
The evolution of CX to always-on experience management
Empower your firm with actionable insights into client expectations and learn how to craft exceptional client experiences that not only prevent churn but also pave the way for organic growth within your existing accounts.
Presenter
Eric Gregg, CEO & Founder
With two decades of research experience in B2B professional services, Eric Gregg and his team at ClearlyRated have analyzed more than 6.7 million surveys with the goal of determining what drives success for professional services firms. Eric has served as an adjunct faculty member in Portland State University’s marketing program, and has published numerous articles, business cases, and technical notes in the field of marketing, client loyalty and employee satisfaction. His research and consulting have been featured in articles and as a noted industry speaker.
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