When we think about growing a profitable accounting firm, we tend to look at the numbers: billable hours, tax season revenue, margins. But behind every thriving firm is something far more powerful than spreadsheets—it’s the people doing the work.
In this week’s episode of the CPA MOMS Podcast, Nicole Kehl sat down with Heather Spreduto, VP of Sales Operations at ADP, to dive deep into what truly drives performance and retention in the accounting world. With over 20 years of leadership experience, Heather brings a powerful reminder: people drive performance.
Here’s what that actually looks like in practice—and why it matters more than ever.
Engagement Is the New Bottom Line
It’s easy to overlook things like recognition or emotional well-being when you’re focused on deadlines, clients, and deliverables. But the research shows a clear trend: when employees feel cared for, everything changes.
Heather shared data that’s hard to ignore:
-
92% of employees who feel cared for are more engaged
-
65% stay longer when they feel seen and appreciated
-
Over 50% are more productive when they know their contributions matter
-
And yet, 79% of people leave jobs simply because they don’t feel appreciated
So, if you’re struggling with turnover, burnout, or low motivation on your team, the solution might not be in a new project management tool—it might be in how often you say thank you.
Culture Isn’t Just a Buzzword
Whether you’re managing one assistant or a team of ten, culture starts with you. And it’s built through small, intentional moments: regular check-ins, asking for input, giving shoutouts, and creating space for growth.
One of the most powerful strategies Heather recommends? Listening.
Before changing policies or launching initiatives, talk to your team. Ask what’s working—and what’s not. Ask your clients too. Heather poses a simple but eye-opening question: “If I met your employee at a wedding, how would they describe your firm?”
It’s not about being perfect. It’s about being open.
Remote Teams Still Need Connection
In our increasingly remote world, it’s tempting to think that connection just happens through Zoom calls. But Heather emphasizes that remote and hybrid teams need more intentional interaction, not less.
That means:
-
Creating structured meetings with clear agendas
-
Following up with action steps
-
Making space for idea-sharing
-
Checking in regularly—not just during reviews
Technology makes it easier than ever to collaborate, but it’s the quality of those interactions that determines whether someone feels like they belong.
From Managing to Leading
A standout moment in the episode is Heather’s reflection on leadership:
“Managers ensure the work gets done. Leaders inspire.”
As a firm owner, you don’t just need to delegate—you need to inspire. That means modeling the behavior you want to see, encouraging initiative, and empowering your team to grow.
True leadership isn’t about hierarchy or control. It’s about partnership and vision.
But What If I Can’t Compete on Salary?
Many CPA MOMS firm owners are running lean operations. They’re juggling growth with tight margins and can’t always offer top-of-market compensation or benefits.
Here’s the good news: people aren’t just motivated by money.
Heather shares insights from Accounting Today’s “Best Firms to Work For,” highlighting how many firms win employee loyalty through things like:
-
Flexible schedules
-
Professional development opportunities
-
Meaningful client relationships
-
A sense of community and purpose
If you can’t offer the highest paycheck, offer the most human workplace.
Start Here: Small Steps to Build a People-First Firm
Here are 5 things you can do this week to start building the kind of culture people want to be part of:
-
Ask your team one question: “What’s one thing I could do to make your workday better?”
-
Recognize a team member publicly for something they did well.
-
Reevaluate your tech stack. Are your systems helping or slowing your team down?
-
Check in on learning paths. Is your staff growing—or just grinding?
-
Take stock of your client relationships. Are there any draining ones worth reconsidering?
Real Success Starts with People
At CPA MOMS, we talk a lot about work-life harmony, but that concept applies to your team as well. Your staff wants to feel like they’re growing in a place that values their contributions and supports their whole lives—not just their output.
And when that happens? Profitability becomes a byproduct of something much bigger.
Want more resources to build a firm that fits your life and supports your people? Start here: https://cpamoms.com/start
Heather Spreduto has welcomed and trained every new sales associate and leader across the country as they’ve onboarded to ADP, continuing to support their development as they work with the accountant community and their clients. She also spends a great deal of time inside accounting firms nationwide, giving her a clear and current pulse on trends in the profession.
In addition to her work in the field, Heather stays closely connected to the data from ADP’s Research Institute, which offers a comprehensive view of the world of work. At ADP, she helps match people-centered data with the real sentiment of workers, telling a compelling story in the market. Recent highlights include insights around AI in the workforce and the importance of employee engagement and recognition.
Outside of her career, Heather has a family that keeps her on the go, with both she and her husband working and traveling often. Their boys keep them in constant motion with school, sports, and social lives, and they maintain an open-door mindset in their home—welcoming everyone for good meals and a place to gather. For the last 10+ years, Heather and her family have also cared for her mother, who has dementia. Once the cornerstone of their support structure, her mother taught them the art of caring for loved ones, a lesson that continues to guide how they live and lead.