The Unique CPA: From Managing Partner to Accounting Influencer, with Randy Crabtree
Sometimes, events happen that alter the trajectory of our life and career. These are the moments that challenge our identity and force us to walk a new path. For Randy Crabtree, an unforeseen event meant he would give up being managing partner of his specialty tax firm to help the accounting industry in other meaningful ways.
Listen to my full conversation with Randy Crabtree in this episode of Podcasting in Professional Services:
Firm Growth Through Niche Specialization
Tri-Merit, co-founded by Randy in 2007, is an accounting firm specializing in calculation, documentation, and substantiation of R&D tax credits and other specialty tax services.
“We deal with about 8 different credits and incentives,” said Randy. “Being a specialty tax firm, the things that we work on are very intricate. To the standpoint where most CPAs, most tax advisors just don't have the knowledge or the bandwidth to dig so deep into these sections of the tax code.”
Instead of selling services directly to taxpayers, Randy’s team partners with other accounting firms and CPAs to help them diversify their offering. This way, firms without specialized expertise can outsource to Tri-Merit.
“We had pretty fast growth at the beginning, but it slowed a little bit because the relationship building takes a long time to get to that comfort level,” said Randy. “The last two years we've been on the Inc 5,000 fastest growing privately held companies in the U S. So in the long run, I think it was the right way to go.”
An Unexpected Change of Course
At certain points in life, destiny may force you down a path you’d least expect to take. In 2014, that happened to Randy when he suffered from a stroke. The aftermath would shake his identity and help him find new purpose with his work.
“I personally was struggling mentally from a stroke I had had 10 years ago,” said Randy. “I had to make the decision that I couldn't be managing partner anymore. And then it was like, ‘okay, so who am I? What's my identity? Isn't my identity managing partner?’”
Moving forward, Randy stepped into a more external-facing role for the firm. A few years later, his marketing team came to him with a suggestion that would have a major impact on his life and career…
Launching The Unique CPA Podcast
Tri-Merit launched The Unique CPA podcast in 2019. Hesitant at first, Randy quickly realized he loved meeting new people and hearing their stories.
“Two of the leaders in our company came to me and said, ‘Hey, just want to let you know, we're thinking of starting a podcast.’ I said, Oh, that sounds great. And they said, ‘and you're going to host it.’ I'm like, wait, what?”
At first, Randy was skeptical of hosting a podcast, but after mulling it over he came back to his team with a vision for the show aimed at elevating the accounting profession and helping CPAs, EAs, and Tax Advisors reach their fullest potential.
“I went back to them a day or two later and said, ‘okay, yeah, let's do this, but I don't want to record every episode talking about R&D tax credits. I mean, I love R&D tax credits, but nobody's going to want to listen to that.”
Instead of talking about tax credits, Randy focuses his show on other topics of value to the accounting industry, like marketing, business development, community, HR, and much more.
The Unique CPA introduced Randy to new people and strengthened his passion for helping the accounting industry.
“Just the fact that I’ve met 180 guests in all the recordings now,” said Randy. He continued, ”...to see all these cool things has…transformed me from this person that was out building the business to a person that wants to see the profession do well and be better.”
Being Among the Top 100 Most Influential People in Accounting
Randy credits the podcast with reigniting his passion for his work and helping him find purpose. It even led to him being named among the top 100 most influential people in the industry.
“The people that I've met over the last four years for almost four and a half now, and the relationships I've built just as friendships. I mean, it's been crazy,” said Randy. “I never would have expected. And honestly, [being] named one of the top 100 most influential people in accounting…that never happens without the podcast.”
He even started an accounting conference called Bridging the Gap based on the podcast. “The podcast led to a conference that we started last year,” said Randy. “It's called Bridging the Gap and it's all about how we can be better as a profession.”
“The way that was received last year from everybody that was in attendance exceeded my expectations. The passion that everybody shows for each other in our profession that came through in that conference.”
The 2nd annual Bridging the Gap conference will take place in July, 2024 in Illinois. There, the best minds in the industry will come together to craft a new identity for accounting: efficient, profitable, and centered around a healthy, fulfilling work environment.
What started as a podcast turned into a passion for helping people and sharing vulnerabilities to inspire others. What started as a podcast has turned into something bigger, and it’s only just the beginning. “It just feels like I now get to expand on The Unique CPA with the Bridging the Gap conference again. And I'm loving what I'm doing.”
Grow Your Firm With a Podcast
Randy’s podcasting story was made possible with the support of his incredible marketing team at Tri-Merit, and a dedication to sharing the stories of his guests. This, as well as consistently publishing new episodes each week, helped him grow his business podcast to a point where it had a major impact on Tri-Merit, but also on Randy’s renewed passion for the accounting profession.
Red Cedar helps professional services firms differentiate their marketing strategy. We do this by using podcasts as a source of content, distributed on key digital channels. With long buying cycles and relationship-driven sales, podcasts are a perfect fit for professional services firms. If you want to launch a business podcast, or grow your existing show, simply reach out to learn more about our podcast marketing services.
