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Staying Connected 
with Clients in the 
Digital Age 
2 
Tom Hood, CPA, CITP, CGMA 
CEO 
MACPA & BLI
Tom Hood, CPA, CITP, CGMA 
If there is a conversation about the future 
of the profession, you're bound to hear 
Hood's name mentioned as one of the 
people leading the way. 
– Accounting Today 
! Named the Second Most Influential in Accounting 
by Accounting Today Magazine 2013 
! Top 150 Influencer by Linked-In 
! Top 25 Influencers in Learning & HR by HR 
Examiner 
! Top 25 Public Accounting Thought Leaders by 
CPA Practice Adviser 
! Working on Learning Management with AICPA/ 
CPA2Biz, Cloud Curriculum, Performance 
Management /XBRL, Leadership & Generations 
CEO 
Maryland Association of CPAs 
(MACPA) www.macpa.org 
Business Learning Institute 
(BLI) www.blionline.org 
http://www.linkedin.com/in/tomhood/
BLI.CNF.IO 
Select your session 
and join the 
conversation 
Respond to Poll 
Ask a Question 
Vote for a question
Are you Future ready? 
• 80% See future role of 
CPA changing by 2025 
• 58% Agree that 
understanding disruptive 
innovations, workforce and 
change management will 
affect CPA future role 
• 82% Need to better 
understand innovation 
• 20% Believe disruptive 
innovations will be driving 
influence by 2025
SMAC Stack
Source: John Mancini - AIIM
Era 
Years 
Typical thing 
managed 
Best known 
company 
Content 
mgmt focus 
Mainframe 
1960-1975 
A batch 
trans 
IBM 
Microfilm 
Mini 
1975-1992 
A dept 
process 
Digital 
Equipment 
Image Mgmt 
PC 
1992-2001 
A 
document 
Microsoft 
Document 
Mgmt 
Internet 
2001-2009 
A web page 
Google 
Content 
Mgmt 
Social and 
Cloud 
2010-2015 
interactions 
Facebook 
Social 
Business 
Systems 
Systems of Record 
Systems of Engagement 
Source: John Mancini - AIIM
Information Chaos 
Systems of Engagement and 
Record misaligned. 
Mobile means information 
leaking everywhere. 
Information coming faster 
than it can be digested. 
More silos than ever – and 
new ones in the cloud 
The “business” circumvents 
IT. 
We’re spending too much 
on technology. 
Information 
Opportunity 
End to end process 
synchronization. 
Governance occurs 
regardless of device. 
Analytics automatically 
categorizes and disposes. 
Governance occurs 
regardless of location. 
IT spend aligned with 
opportunities. 
Cloud opportunities to save 
on legacy. 
Business Benefit 
Processes transparent to 
customers. 
Employees and customers 
work on their own device. 
Static information now at 
rest put into motion. 
It doesn’t matter where 
information “lives.” 
A new business/IT 
alignment. 
IT shifts from a cost center 
to value creator. 
Source: John Mancini - AIIM
CFO of the Future will create 
strategic impact
Jody 
Padar 
Jason 
Blumer 
Jennifer 
Katrulya 
Essen%als 
1. All 
cloud, 
all 
the 
/me. 
2. Technology 
3. Mobility 
4. An 
open 
mind 
5. Coffee! 
Managing 
virtually 
1. Don’t 
manage. 
Lead. 
2. Hire 
the 
right 
people. 
3. Communica/on. 
4. Integra/on 
– 
Outlook, 
contacts, 
e-­‐ 
mail, 
calendars 
5. Updates 
/ 
connec/ons
Tom’s 
Favorite 
Connec/on 
Tools 
• Skype 
• Join.me 
• Go 
To 
Mee/ng 
• Dropbox 
• Google 
Apps 
• Google 
Hangouts 
• Face/me 
• Slideshare.net 
• Social 
Technologies 
• Evernote
High 
Tech 
– 
High 
Touch
T 
“In 
a 
period 
of 
rapid 
change 
and 
increasing 
complexity, 
the 
winners 
are 
going 
to 
be 
the 
people 
who 
can 
LEARN 
faster 
than 
the 
rate 
of 
CHANGE 
and 
faster 
than 
their 
COMPETITION.” 
-­‐ 
Tom 
Hood, 
CPA.CITP.CGMA 
7/24/14
Tom’s 
Learning 
Favorite 
Tools 
• Twier 
• Linked-­‐In 
• Blog 
• Slideshare.net 
• Evernote 
• Tweetdeck.com 
• Hootsuite.com 
• Zite.com 
• Kindle 
“Use 
the 
tools, 
don’t 
let 
the 
tools 
use 
you.” 
– 
Francine 
McKenna 
@retheauditors
THANK YOU 
Copyright © 2013 American Institute of CPAs. All rights reserved. 
20

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Digital CPA - Staying Connected with Clients in the Cloud

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  • 2. Staying Connected with Clients in the Digital Age 2 Tom Hood, CPA, CITP, CGMA CEO MACPA & BLI
  • 3. Tom Hood, CPA, CITP, CGMA If there is a conversation about the future of the profession, you're bound to hear Hood's name mentioned as one of the people leading the way. – Accounting Today ! Named the Second Most Influential in Accounting by Accounting Today Magazine 2013 ! Top 150 Influencer by Linked-In ! Top 25 Influencers in Learning & HR by HR Examiner ! Top 25 Public Accounting Thought Leaders by CPA Practice Adviser ! Working on Learning Management with AICPA/ CPA2Biz, Cloud Curriculum, Performance Management /XBRL, Leadership & Generations CEO Maryland Association of CPAs (MACPA) www.macpa.org Business Learning Institute (BLI) www.blionline.org http://www.linkedin.com/in/tomhood/
  • 4. BLI.CNF.IO Select your session and join the conversation Respond to Poll Ask a Question Vote for a question
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  • 7. Are you Future ready? • 80% See future role of CPA changing by 2025 • 58% Agree that understanding disruptive innovations, workforce and change management will affect CPA future role • 82% Need to better understand innovation • 20% Believe disruptive innovations will be driving influence by 2025
  • 10. Era Years Typical thing managed Best known company Content mgmt focus Mainframe 1960-1975 A batch trans IBM Microfilm Mini 1975-1992 A dept process Digital Equipment Image Mgmt PC 1992-2001 A document Microsoft Document Mgmt Internet 2001-2009 A web page Google Content Mgmt Social and Cloud 2010-2015 interactions Facebook Social Business Systems Systems of Record Systems of Engagement Source: John Mancini - AIIM
  • 11. Information Chaos Systems of Engagement and Record misaligned. Mobile means information leaking everywhere. Information coming faster than it can be digested. More silos than ever – and new ones in the cloud The “business” circumvents IT. We’re spending too much on technology. Information Opportunity End to end process synchronization. Governance occurs regardless of device. Analytics automatically categorizes and disposes. Governance occurs regardless of location. IT spend aligned with opportunities. Cloud opportunities to save on legacy. Business Benefit Processes transparent to customers. Employees and customers work on their own device. Static information now at rest put into motion. It doesn’t matter where information “lives.” A new business/IT alignment. IT shifts from a cost center to value creator. Source: John Mancini - AIIM
  • 12. CFO of the Future will create strategic impact
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  • 14. Jody Padar Jason Blumer Jennifer Katrulya Essen%als 1. All cloud, all the /me. 2. Technology 3. Mobility 4. An open mind 5. Coffee! Managing virtually 1. Don’t manage. Lead. 2. Hire the right people. 3. Communica/on. 4. Integra/on – Outlook, contacts, e-­‐ mail, calendars 5. Updates / connec/ons
  • 15. Tom’s Favorite Connec/on Tools • Skype • Join.me • Go To Mee/ng • Dropbox • Google Apps • Google Hangouts • Face/me • Slideshare.net • Social Technologies • Evernote
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  • 17. High Tech – High Touch
  • 18. T “In a period of rapid change and increasing complexity, the winners are going to be the people who can LEARN faster than the rate of CHANGE and faster than their COMPETITION.” -­‐ Tom Hood, CPA.CITP.CGMA 7/24/14
  • 19. Tom’s Learning Favorite Tools • Twier • Linked-­‐In • Blog • Slideshare.net • Evernote • Tweetdeck.com • Hootsuite.com • Zite.com • Kindle “Use the tools, don’t let the tools use you.” – Francine McKenna @retheauditors
  • 20. THANK YOU Copyright © 2013 American Institute of CPAs. All rights reserved. 20