The CAS Playbook:
From Scorekeeper to Strategist


A practical, action-oriented workshop series designed to help accounting firm owners and leaders move beyond compliance work and build a more intentional, profitable, and scalable advisory practice.

Who should attend?

This program is designed for accounting firm owners, partners, managers, CAS leaders, and advisory practice leaders who want to build a more intentional, scalable, and valuable firm.

It is especially relevant for firms that are:

It is especially relevant for firms that are:

  • Moving from compliance-heavy work toward advisory services
  • Struggling to define or package their advisory offering
  • Carrying too many low-value or wrong-fit clients
  • Trying to improve team leverage and role clarity
  • Overwhelmed by too many apps or disconnected systems
  • Looking to document procedures and reduce owner dependency
  • Ready to make practical changes, not just talk about strategy

6 CPE NASBA based on workshop attendance

$599 $449 Early Bird until July 24, 2026

Field of Study: Business Mgmt & Organization

Group Internet Based

Advanced Preparation: None

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The accounting profession is changing quickly. Automation, cloud tools, AI, and shifting client expectations are forcing firms to rethink the work they do, the clients they serve, the teams they build, and the systems they rely on.

But transformation does not happen by adding more apps, chasing every advisory trend, or simply working harder.

It starts with clarity.


Across four 90-minute working sessions, participants will:

-            audit their current service mix,

-            identify their highest-value opportunities,

-            assess their team and client base,

-            design a focused technology stack, and

-            build a 90-day implementation roadmap they can take back to the firm immediately.

This is not a theory-based program. Each session includes structured exercises, real-world examples, practical worksheets, and clear implementation commitments. By the end of the series, participants will have a clearer answer to one critical question:
What kind of practice are we building, and what needs to change first?

This workshop series helps firms step back and redesign the operating model behind their advisory ambitions.

Participants will work through four connected practice-transformation questions:

  • Why are we changing, and what should we keep?
  • Who should we work with, both inside the firm and as clients?
  • How will we deliver the work efficiently?
  • How will the work actually get done and scale?

The result is a practical roadmap for moving from scorekeeper to strategist.

Each session builds on the one before it, creating a clear learning arc from strategic clarity through to execution.

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Session 1: Foundation & service portfolio. August 5, 2:00 pm ~3:30 pm EDT

Why are you changing, and what are you keeping? The first session sets the foundation for the entire program. Participants will explore the shift from compliance-driven work to advisory-led value, then immediately apply that thinking to their own service portfolio.

Using the Four Quadrants framework, participants will assess their current services across the roles of Operator, Steward, Catalyst, and Strategist. They will then use the Traffic Light framework to identify which services should be eliminated, delegated, improved, or amplified.

The central exercise in this session is the $100K Question, which helps participants identify the services and capabilities that justify premium pricing in their own practice.

By the end of this session, participants will have a clearer view of where their firm creates the most value and which services may be holding them back.

Participants will learn how to:

  • Understand the shift from scorekeeper to strategist and what it means for their practice
  • Assess their current service mix using the Four Quadrants framework
  • Identify low-value, high-friction services that may need to be eliminated or delegated
  • Define the services that sit at the intersection of skill, fulfillment, and profitability
  • Create a 30-day action plan to refine their service portfolio

Key takeaway

Every service you keep has a cost. The goal is to make intentional decisions about which services deserve your firm's time, talent, and attention.

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Session 2: People: team & clients. August 12, 2:00 pm ~3:30 pm EDT

Who should you work with?

The second session focuses on the people side of practice transformation: the team you build and the clients you choose to serve.

Participants will explore the roles required in a scalable advisory practice, including the Business Operations Strategist, Admin, Business Analyst, and Technical roles. The session also challenges the assumption that every role on an advisory team needs to be filled by an accountant.

From there, participants will shift to client selection. Using the Gold, Silver, Bronze, and Fire client matrix, they will assess their current client base and identify which clients are best suited for deeper advisory relationships.

The session brings team design and client selection together through an integrated mapping exercise. Participants will consider which roles are needed to serve different client tiers and where current gaps exist.

Participants will learn how to:

  • Identify the core roles needed in a scalable advisory team
  • Understand why the Business Operations Strategist is central to client relationships
  • Recognize the under-leveraged role of admin and operational support
  • Use a client matrix to assess client fit, value, and effort
  • Identify clients to grow, transition, or potentially exit
  • Explore one vertical specialization opportunity

Key takeaway

You do not need more clients. You need the right clients, supported by the right team structure.

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Session 3: Technology stack deep dive. August 19, 2:00 pm ~3:30 pm EDT

How will you deliver the work efficiently?

Technology is essential to advisory work, but it is not the strategy. The third session helps participants design a focused, practical technology stack that supports the firm’s service model, team structure, and client needs.

Participants will work through the Little Black Dress approach to technology: a core set of 4 to 6 applications that can serve the majority of client needs. Rather than chasing every new tool, the goal is to build confidence, consistency, and repeatability around a manageable stack.

The session also covers app evaluation criteria, integration planning, API considerations, and tech stack costing. Participants will work through a practical scenario to understand how technology costs should be considered when pricing advisory engagements.

Participants will learn how to:

  • Define a focused core technology stack for their firm
  • Apply the 80/20 rule to technology decisions
  • Evaluate apps using practical criteria such as integration, support, scalability, pricing, security, and vertical fit
  • Understand the difference between native integrations and third-party connectors
  • Map how tools connect across the client and firm workflow
  • Cost out a technology stack for a sample advisory engagement
  • Build a 90-day technology improvement plan

Key takeaway

Technology should enable better client conversations, better workflows, and better delivery. It should not become another source of complexity.

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Session 4: Procedures & implementation roadmap. August 26, 2:00 pm ~3:30 pm EDT

How will the work actually get done and scale?

The final session turns strategy into execution.

Participants will learn how to document the workflows, procedures, and playbooks needed to support consistent delivery. The session covers the difference between workflow and tasking, the difference between policy and procedure, and the rules for creating procedures that people actually use.

Participants will also build one practical procedure during the session, using a structured template they can take back to the firm.

The second half of the session is the program capstone. Participants will pull together the commitments made across the first three sessions and sequence them into a single 90-day implementation roadmap.

This roadmap connects service decisions, team roles, client transitions, technology changes, and procedure documentation into one practical plan.

Participants will learn how to:

  • Distinguish workflow from tasking
  • Distinguish policy from procedure
  • Apply practical rules for creating usable procedures
  • Structure a client or firm playbook
  • Identify the first procedure they should document
  • Build a 90-day roadmap across people, clients, technology, and procedures
  • Commit to the first actions they will take within 48 hours

Key takeaway

A scalable practice is not built on memory, heroics, or good intentions. It is built on clear systems, documented procedures, and consistent execution.

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What participants will leave with

By the end of the program, participants will have:

  • A clearer definition of their firm's unique value
  • A prioritized service portfolio
  • A list of services to eliminate, delegate, or amplify
  • A practical view of their current team structure and future role needs
  • A client portfolio map using the Gold, Silver, Bronze, and Fire framework
  • A focused technology stack plan
  • An integration and app evaluation framework
  • A procedure and playbook structure
  • A 90-day implementation roadmap
  • Clear 30-day and 48-hour action commitments
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Program promise

This workshop series will help participants move from scattered ideas to a practical implementation plan.

You will not leave with a vague vision for advisory.

You will leave with clearer decisions, practical tools, and a sequenced 90-day roadmap for building a more strategic, scalable, and valuable accounting practice.

About the Presenters

Penny Breslin

CEO of MoneyPenny and Co-author of It’s Not Just the Numbers

A pioneer in CAS delivery and co-author of It’s Not Just the Numbers, Penny has spent more than two decades helping firms build scalable, tech-enabled client accounting services models. Her experience spans operations, staffing, and system design for firms across the U.S. and Canada.

Damien Greathead

Co-Founder Beyond Numbers & CAS Practice Expert


About the Sponsor

The CPA Trendlines Academy (Thomas Advisors LLC d/b/a), #170718, is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors via its website at nasbaregistry.org.

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