Insight

Managing Partner Warning Signs

Every year a number of small and mid-sized bookkeeping and accounting firms either dissolve, part ways, or merge up if a well-run firm is willing to take them on. Much of the blame can be attributed to the firm's managing partner.

Why do so many firms continue to spiral into their own self destruction? More often than not, the danger signals exhibit themselves; however, little, is done about to address them because they are not paying attention to the tell-tale the warning signs:

1) “The inmates run the asylum.” Disgruntled and egotistical partners are doing their own thing. Employees see this begin to disrespect their bosses. This breeds an indifference towards firm protocols and policies.

2) The partnership agreement does not require tight corporate governance.

3) The partner compensation plan lacks handsomely rewarding high performance.

4) An undercapitalized firm may be too dependent on debt to pay monthly draws and year-end distributions. Draws and distributions should be made when debt is low and there is a surplus of cash in the bank account. More often than not, business owners distribute funds that they can't afford to. This puts the business in a difficult cash position and can lease to operational woes and upset vendors.

5) There is poor quality control and risk management creating a bad reputation, at best, or mounting litigation, at worst.

6) The firm is unable to attract and retain the next generation of partners. It is becoming more and more apparent that the CPA population is aging to the point where technology and modern society is something with which they are not always familiar. New emerging industries and businesses are now seeing accountants with a cutting edge that differentiates them from the pack.

7) There is no effective and realistic succession plan.

8) There are many ineffective or unproductive partners and, as a result, the firm metrics are out of whack. One weak link will effect the integrative of the entire chain. The partnership is a single entity functioning as one. Therefore, there needs to be a team of like-minded, driven individuals to inspire the business and its employees.

9) Senior partners aren’t playing as a team. Instead of firm first, it is “every man/woman for himself/herself.”

Why do these things happen at a firm? Usually it’s because the firm management, commonly the managing partner, is unable to make the tough decisions and remove them. If your firm has this problem, there still may be time to do something about it. It starts by evaluating the effectiveness of your managing partner because, without an effective managing partner, a firm runs the real risk of failure.

At small and mid-sized firms, many leaders “grew up” in small firm environments and have little understanding, if any, of what it takes to operate a successful firm, what the managing partner’s objectives are, and how to demand the respect of his/her staff.

An effective managing partner sets the tone at the top and, when necessary, makes difficult decisions required to keep the firm viable. He/she has a very big impact on the firm’s culture, behavior, and compensation of the partner group. Being a CPA firm leader requires a person to walk the talk, to lead by example, “to do as I do, not as I say.” It’s a very challenging and daunting responsibility. As a leader, every word a managing partner says, and every action taken, has a tremendous impact, not only among the partner ranks but also throughout the firm.

Key Objectives and Job Responsibilities of a Partner

- Be the shepherd, or orchestra leader or quarterback, if you prefer, of the partner group.

- Create a one-firm, firm-first culture, implement firm procedures and policies, and instill best practices in areas such as communication, business growth, cost controls, etc.

- Instill strong corporate governance.

- Drive revenue and profitability.

Protect the firm from significant risk. This requires the managing partner to make sure staff and partners are appropriately trained and evaluated, adhere to firm policies and appropriately analyze risk from the perspective of client acceptance, as well as client continuation.

Strive for a one-firm, firm-first philosophy. This requires partners to think “our clients,” not “my clients.”

Be actively involved in the community by attending events, joining boards of directors of nonprofit entities, and being active leaders in these organizations.

Mentor future leaders. This requires constant communication with partners and staff, assisting partners in setting their goals and how they can improve themselves, as well as the firm, and evaluating those partners against goals that were agreed to in the year-end evaluation and goal-setting meetings at a minimum of twice a year.

Commit to growth through industry specialization by building expertise, effectively going after target clients, and providing value to existing clients.

Assure that partners and staff are providing world-class client service by having a pulse on the key clients and the services being provided. This includes taking an active role in client service and communication plans.

Communicate within the community, partners, staff and clients by maintaining a positive and enthusiastic outlook while dealing with both good and bad news effectively and in a timely manner.

Key job responsibilities

- Design and develop a strategic plan, incorporating the firm’s strategic goals, and directing its development and implementation.

- Oversee the short- and long-term financial condition while maintaining appropriate profitability.

- Ensure that all partners and staff understand the firm’s financial goals and that day-to-day decisions are made consistent with these goals.

- Lead all partner meetings, which should be held monthly.

- Oversee industry practices by monitoring leaders and industry group performance. Build industry expertise where needed.

- Assure compliance with firm policies regarding capital expenditures and operating expenses and oversee, monitor and control operating expenses consistent with firm policy.

- Assure proper utilization of firm administrative management and information systems.

- Function as the major spokesperson with major business organizations and publications.

- Maintain relationships with leadership at other CPA firms (potential combination targets) and focus on providing services they cannot provide.

- Resolve major client disputes consistent with the best interest of the firm. Obtain legal counsel on all significant disputes.

- Implement and maintain effective client billing and collection policies and procedures consistent with firm policy.

- Monitor client billing and collection results to assure compliance with firm billing, collecting and work in progress (WIP) policies and protocols.

- Seek laterals who can beef up bench strength and diversification.

- Monitor individual partner and manager fee realization versus plan and recommend actions to address negative variances.

- Actively participate with partner goal setting and monitor progress throughout the year. The key objective is to provide for the long-term viability of the firm through the growth of new partners and the maturation of existing partners.

- Oversee client transition and succession planning for retiring partners.

- Foster partner involvement in firm social functions and support personnel recognized for outstanding service in the community.

- Make sure that client accounts are handled in the most effective and efficient manner with the appropriate client service team.

An effective managing partner is not usually the biggest biller among the partners. It is someone who also isn’t the partner with the highest billable charge hours. While a successful managing partner usually carries a very small client load to stay grounded in client service and to remain credible with the partner group, billings and chargeable hours are truly a very small part of the job. A managing partner’s clients are the partners, giving them the opportunity to maximize their strengths while minimizing their weaknesses. A managing partner has to be readily available for big opportunities or problems and is someone who creates an environment of trust among the partners.

An effective managing partner also isn’t someone who comes from outside the existing partner ranks. That’s too risky, particularly if someone comes from outside the professional services firm environment. This is not usually a tactic that births susses. The “outsider” obviously doesn’t know the firm’s history or culture or the partners’ individual strengths and weaknesses. The “outsider” also isn’t attached to the firm’s vision and strategic plan.

Often, in the spirit of political correctness, it is not unusual for firms to select co-managing partners. It’s a safe decision that doesn’t offend quality partners who compete for the position. From time to time this kind of arrangement works, but more often than not, it fails, and it is a step that should be taken with caution. Too often firms with co-managing partners are plagued with inaction or conflicting directions with little, if any, consistency on strategy. If co-managing partners can be avoided, take the bold step and the tough decision — select the right person for the job making sure you do the best to retain the other contenders for the position. Retention may not be easy to accomplish, so the best advice is to avoid a scenario like this completely. Be clear about the characteristics the firm is looking for in a managing partner.

Part-time committees

Firms can’t operate by part-time committees. A firm needs to make decisions and move on. It firm needs oversight committees such as a management committee or an operations committee to provide oversight and direction to the day-to day operations. A firm also needs an executive committee for corporate governance, partner matters, and strategy. That being said, a firm can’t possibly prosper if the key leadership role is delegated to a part-time committee that reacts to situations when time permits. No one is steering the ship, thinking about strategy and the future while, at the same time, making sure the necessary blocking and tackling is being observed. It’s important to make sure the firm is operating on all cylinders, delivering on its metrics and performing high-quality services.

Many firms select a new managing partner from their ranks at an age somewhere between 45 and 53. Candidates are usually excellent client relationship partners with substantial client service responsibilities. The thought of giving up a substantial portion, if not all, of the client relationships that have been developed over years of service is unsettling to most.

Of course there is a risk in being a managing partner. One might ask “What happens if I’m not successful? In the spirit of trust, I lose most of my client responsibilities and begin to lose touch with my outside referral sources. I’ll have nowhere to go but to exit the firm when I’m no longer managing partner.”

This is a valid and real concern, and many firms do not want to recognize the severity of it. Instead firms say, “Trust us.” While that’s easy to say, this trust can be misplaced. Firms should consider “protecting” the managing partner with an agreement spelling out compensation, severance and enhanced retirement ensuring employment for two or three years after the person steps down as managing partner. While this is rarely done in today’s world, the lack of such an agreement could well be one reason firms have difficulties in attracting effective managing partners and, as a result, are unable to remain viable.

Firms need to be careful in selecting their managing partner. The goal should be to ensure a high probability of success. That’s not only good for the managing partner, it’s also good for the firm and for future managing partners.

Today, more than ever before, the managing partner is the quarterback in a firm, and he/she should not be shortchanged. Too many firms fail when the managing partner is ineffective, so don't let it happen and be cognoscente of the early-warning signs.

GOOD BOOKKEEPING IS INVALUABLE

Bookkeeping procedures make businesses stronger, more valuable, and efficient. Follow these best practices and it can save thousands or tens of thousands of dollars in the long run.

CREATE A CHART OF ACCOUNTS

Set up a list of accounts to classify all of your transactions. Doing so will allow the summary of the accounts in the form of financial statements. Analyzing these useful data tools gives management or ownership the power to analyze money made and money spent. Furthermore, they compare periods so financial anomalies can be found quickly and addressed immediately.

BALANCING AND RECONCILING REGULARLY

Some businesses handle mostly cash transactions, and conversely, some handle primarily credit or debit card transactions. Then there are some that take only online forms of payment. No matter what form of payment a business accepts payments or uses to pay its bills, reconciliation of balances drives bookkeeping procedures. If a running balance does not get reconciled periodically, businesses handicap themselves with the inability to see if they lose money or make money.

MONITORING AND COLLECTING RECEIVABLES

Every operation that gives their customer terms for payment has accounts receivables, or funds owed from customers for sales. Because receivables represent hard-earned revenues, they require close monitoring and maintenance. The more stale, or old, a receivable gets, the harder it is to collect those debts. Money takes time and effort to earn. Staying on top of owed funds ensures payments in a timely fashion.

PAYING BILLS ACCURATELY AND RAPIDLY

Paying bills on time and in full remains mistakenly highly underrated. No one wants to wait on money they earned. Similar to receivables, accounts payable need monitoring regularly to asses their age. Overdue payments make vendors angry. They will care less when the business contracts them to do a job the next time. In contrast, vendors paid quickly will work harder, respond faster, and reciprocate with a positive attitude.

SETTTING GOALS AND MILESTONES

Human psychology says checklists and to-do agendas give a sense of fulfillment and pride. Accordingly, clearly outlining revenue targets and milestones will product desired results ten-fold. Without goals to work towards, owners, management, and employees find themselves lost and without purpose.

BUDGETING AND PLANNING

Create budgets for expenditures and compare performance to the forecast regularly. In doing so, owners and managers can save a business from failure and give it staying power through difficult times.

KEEPING BOOKS WITH A METICULOUS VIGILANCE

Exercise hyper vigilance when watching the financials for variances and anomalies, especially regarding revenues and expenditures. Awareness prevents losing income and overspending. Additionally, a careful eye on all transactions will catch mistakes that throw off your financials, so diligence and review is crucial.

COUNTING INVENTORY

Don't ever sit on inventory because in most cases, inventory can have a shelf life. If inventory does not moving out the door, it rots in a warehouse. Track inventory with a fine-tooth comb so capital doesn't get stuck awaiting sale.

Furthermore, constantly take actual inventory counts weekly or monthly. This prevents theft, spoilage, and provides an accurate picture of what inventory needs to move.

PAYING TAXES

Always pay sales taxes and employee withholding taxes on time. These "trust" taxes do not belong to the business; they belong to the local, state, and federal governments. Due to this, businesses failing to pay these face severe consequences that will jeopardize everything.

Following these basic rules of bookkeeping could determine the success of a venture, while neglecting these fundamentals could bring detriment to even the most promising enterprise.