in collaboration with CPA Trendlines
Sponsored by:
Wouldn't you like to know the impact of advisory services delivered by accountants to businesses?
There are many unknowns in the world, and the impact that advisory services have on business success is one of them we can solve.
In order to get there, we need data. We have never had an opportunity to measure the impact. Until now, the accounting profession has been unempowered with the knowledge they need to understand and charge fairly for their own advisory value.
Avalara, the Center for Accounting Transformation, and CPA Trendlines have come together as advocates for the profession, because we believe that accountants deserve to know what their impact is on the success of their business clients. And, businesses deserve to have advisors who understand what they want and need.
We realize that by collecting significant quantities of data through a 10 minute survey, together we will make great strides to revealing the impact of the work accountants do.
Ways to Participate
Advisory Services Research sponsored by:
Real Impact, Real Results
Be part of research that doesn’t just report on the profession — it helps transform it. Your participation fuels evidence-based solutions that create lasting impact.
Completed Research
Remote Work Practices and Cybersecurity Risk Research Report
Remote and hybrid work are now standard, offering flexibility but increasing cybersecurity risks. Research by the Center for Accounting Transformation highlights the need for stronger awareness and proactive controls to balance modern work practices with resilient, effective security.
Learn More
Video
Attracting Young People to Accounting
AAN members explored how to attract and retain accounting talent, challenging outdated pipeline narratives. The conversation reframed accounting as a dynamic, purpose-driven career—highlighting storytelling, technology, and real-world impact.
Video
Firm Culture Roundtable
Meta Influencers explores what truly shapes firm culture—daily behaviors, leadership, and accountability. Leaders share real examples of aligning values with action, showing how strong cultures are intentionally built, measured, and sustained through change.
Video
Taking Climate Action in the Accounting Profession
In this Lyceum, the Accounting Alchemy Network reframes climate change as a risk management issue. Featuring Steve Pipe, the discussion highlights how accountants can lead meaningful climate action while creating value and strengthening client relationships.
