TWR Podcast Episode 122: Maximizing ROI at Accounting Conferences

In this episode of The Woodard Report Podcast, Joe Woodard and Heather Satterley dig into a timely and tactical topic: how to get the most out of the upcoming accounting conference season. Whether you’re heading to Scaling New Heights, AICPA Engage, or a regional event, they offer actionable strategies to turn conference attendance into a meaningful return for your practice.

Most attendees leave ideas behind 

Heather kicks off the conversation with a surprising stat: 

“Only 12 to 25% of conference attendees actually implement even one new idea that they get from an event.” 

The culprit? Lack of planning. With so much going on at conferences, it’s easy to have a great time—but not move the needle in your business.  

How to pick the right conference for you 

Heather walks through key factors to consider before you register: 

• Demographics of attendees (firm size, specialties) 

• Topics and speakers aligned to your goals 

• Location—but don’t bring your family during the event (“a recipe for sadness,” they both agree!) 

• CPE/CE credits, especially for CPAs and EAs 

• Format—whether you prefer lecture-style or hands-on workshops 

• Technology access (Are vendors part of the value?) 

• Conference size and comfort level with crowds 

• Cost—watch for discounts and scholarships, like those from the Accounting Cornerstone Foundation 

Joe adds that Scaling New Heights and AICPA Engage offer the broadest vendor reach, while smaller events like Accounting Today Growth Forum offer more intimate networking. 

The “Three Threes” to plan your experience 

Heather and Joe outline their tried-and-true framework for focused learning: 

1. Three topics or skills to deepen during sessions 

1. Three tools or technologies to explore in the exhibit hall 

1. Three people or contacts to intentionally connect with 

1. (Bonus from Joe) Three big ideas or “aha moments” to take home and apply 

They encourage attendees to write these down in advance, pace themselves, and embrace their own personality style—especially if you're introverted. 

“Be your authentic self,” Joe says. “Some people get energy from socializing; others need time alone to recharge. Know what works for you.”  

Don’t underestimate the power of social events 

Heather encourages listeners to step out of their comfort zones during lunches, socials, and exhibit hall mingling. 

“Sit with people you don’t know. Ask, ‘Where are you from?’ or ‘What’s your practice focus?’ That’s how lasting business friendships start.” 

Her own long-time friendship with Liz Scott began at Scaling New Heights, simply by striking up a conversation. 

Book of the Week: Immunity to Change 

Joe’s book pick this week is Immunity to Change by Robert Kegan and Lisa Laskow Lahey. The book explores why change is so difficult—even when we want it—and introduces a four-column model for surfacing the unconscious “immune system” that resists growth. 

“If you’re stuck despite genuine intention and effort,” Joe explains, “the problem may not be resistance—it may be protection.” 

Movie or TV Quotes of the Week 

Joe’s pick: From Much Ado About Nothing 

“Silence is the perfectest herald of joy.” 

Heather’s pick: From Battlestar Galactica 

“Just because you don’t know your direction doesn’t mean you don’t have one.” 

Social Posts of the Week 

• Heather highlights Melissa Miller Ferguson’s post about Accounting Cornerstone Foundation scholarships. 

• Joe shouts out Blake Oliver’s X post about Aprio’s Richard Kopelman legally changing his middle name to satisfy a CPA naming rule—branding commitment at its peak. 

Article of the Week 

Heather recommends Nancy McClelland’s two-part piece on 21 lessons from serving on conference speaker committees for anyone wanting to speak at accounting events. 

Final thoughts

As Heather and Joe gear up for Scaling New Heights, they invite listeners to be intentional, be authentic, and above all—take action. 

“The whole point is not just to attend the conference,” Joe says. “It’s to leave and make it so.” 

Listen to the full episode

🎧 Listen to The Woodard Report Podcast Episode 122: Maximizing ROI at Accounting Conferences at woodard.com/podcast and wherever you stream podcasts. 

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Thank you to our show sponsor, Bill, your financial operations platform. Bill is the intelligent way to create and pay bills, send invoices, manage expenses, control budgets and access the credit your business needs to grow all in one platform.