“As Lee Frederiksen, Ph.D., managing partner at Hinge, a strategy, research, branding and marketing firm, explains, many clients discovered that they can easily work with their CPA firm remotely. “At the end of the day, these adjustments brought about improvements in how we recruited, operated and delivered our services,” he said. “As with many firms, we have learned that working from home offers flexibility that can help address talent shortages.”

Those who were able to adapt and initiate new offerings benefitted from the pandemic, he said. According to a June 2021 report conducted by the Association for Accounting Marketing (AAM) and the Hinge Research Institute (accountingmarketing.org/publications/surveys/cpa-marketing-budgets), almost half of firms said the COVID-19 pandemic had an overall positive effect on them. “These developments have been a boon for many firms, with over 45 percent of firms reporting a net positive business impact from the crisis. They have garnered new opportunities and found ways to get further ahead of competitors,” explained Frederiksen.”

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