Today's Technology for Tomorrow's Firm.
Issue link: https://cpapracticeadvisor.epubxp.com/i/99887
COVER STORY DARREN: Many of the products you are building seem to be collaborative in nature. Can you tell me what your thoughts are here? JON: I can't think of a product we are building that doesn't have client/ firm collaboration at its core and mobile technology at the forefront. Take for example our Accounting CS offering. Our objective is to support a single database to support client/frm collaboration. In reference to bu i ld i ng produc ts for accounting frms, we also want to design our products so that the accounting frm remains squarely in control of the relationship. Tis is critical and a main focus. DARREN: What do you see as some of the biggest challenges firms are struggling with in the adoption of new technology. JON: I see so many mainstream companies that are becoming less relevant today in the marketplace— such as Blackberry or Kodak. Tese are businesses that had very strong business models, but failed to adjust quickly enough to market changes and changing customer needs. Te accounting profession is no different. The profession as a whole needs to beter adapt to change and see change as opporunity We see one of our main roles as helping frms by serving as their technology partner and by offering unique consulting and thought leadership oferings. We work with our clients to help them understand the necessity of change and the goals associated with adopting the right technologies and digital workfow tools to succeed. DARREN: Why do you think so many frms can't or refuse to change? JON: Many frms are so immersed in their day-to-day activity that they are not able to step back and look at their businesses. Tey are incredibly busy. They are also fearful. Technology does not always come naturally to the profession, and fear of the unknown can stagnate some individuals. Final Thoughts Jon Baron is clear on one thing: Thomson Reuters is a partner to their clients. From launching the frst tax product to the company's advanced mobile apps, Thomson Reuters maintains a laser focus on how its innovations can help frms beter serve clients. Baron is not a "technology for technology's sake" kind of leader, but rather he is a visionary—always looking ahead to develop applications that will support frms in running at peak efciency and support a rich client experience. Baron understands that you can't force practitioners into adopting technology just because it's new and exciting. "We build solutions that help, and we take the time to guide our clients on the changes required to move their frms forward," Baron stated. Not one to rest on his laurels, Baron will continue to look downst rea m a nd work w it h ot her Tomson Reuters' leaders to predict the next big trends and needs of the profession. His quest for technology innovation is indeed ongoing. It's not a question of if sales tax laws will change, but when. You need to be ready, and Avalara will get you there. — Sylvia F. Dion MPA, CPA Founder & Managing Partner Dion2 Consulting LLC Sales tax is hard. That's where we come in. www.avalara.com/aasp There's no doubt that businesses look to their accountants to guide them through the financial complexities of business. More and more accountants are looking to Avalara to guide them – and their clients – through the complexities of sales tax. AvaTax by Avalara – an automated and affordable solution to the sales tax headache. January 2013 • www.CPAPracticeAdvisor.com 9