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What 15 Years of Running an Accounting Firm Taught Marcus Dillon About Building Something That Lasts

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Imagine the managing partner of a $35 million accounting firm. Twenty-four partners. A hundred and fifty team members. And this managing partner still carries the largest book of business in the entire organization.

Now hold that image and set it next to another one. A husband-and-wife team in San Antonio running an $11.5 million firm. Three people at the top. Zero billable production hours between them. And by Marcus Dillon’s account, they’re “having a whole lot more fun than the people who are maintaining client work.”

Same profession. Radically different firms. And only one of those models is built to thrive in the future.

That contrast sparked a conversation between Marcus and Rachel Dillon on a recent episode of Who’s Really the Boss? The episode marks a milestone. Dillon Business Advisors is approaching its 15th anniversary, and the Dillons use the occasion to walk through what Marcus calls the “3.0” chapter of their firm. The last five years have brought reinvention, painful lessons, and hard-won clarity about what actually creates lasting value in an accounting practice.

After 15 years and three distinct reinventions, the Dillons believe the firms most likely to thrive in the next chapter of this profession build for enterprise value. That means creating role-based team structures instead of depending on irreplaceable individuals. It means developing real leadership beyond the founder. And it means maintaining enough flexibility to navigate a future where AI, private equity, and market consolidation reshape the rules faster than most owners realize.

Here are the three interconnected lessons from DBA’s journey through their third reinvention.

Building around roles, not people

For roughly six years, Dillon Business Advisors was stuck. Revenue hovered between $2 million and $2.3 million in what Marcus describes as a “yo-yo effect” of exiting clients, growing organically, exiting clients, and growing organically again. They were trying to shift from annual compliance touchpoints to monthly recurring advisory work, but the team that excelled at cranking out tax returns once a year wasn’t necessarily the team best suited to serve clients month after month with real-time advice.

“The business was moving that way, regardless of whether that team member was coming or not,” Marcus explains. And that created a problem no amount of hoping could solve.

The breakthrough came when Marcus and Rachel stopped trying to clone people and started building around roles.

DBA already had the client service manager (CSM) who handled day-to-day communication and bookkeeping. They also had the director-level advisory role at the top. But there was a gap between those two. The client controller or tax manager role wasn’t consistent. Marcus says they “experimented, screwed up, and scrapped different ideas” before landing on what became the team of three: a defined, role-based pod assigned to every client throughout the year.

The team of three model bases assignments on role, not on specific people. 

“We made some mistakes by trying to recreate or clone a person, and you just can’t do that,” Marcus explains. Over 15 years, he’s watched team members leave, partners come and go, and clients move on. “Nothing is forever anymore. If you’re building all of your decisions around taking care of the team you have today, that’s kind of shortsighted.”

Rachel offers a personal window into why this mindset shift was hard. Both her parents essentially worked for the same employer throughout their careers. “Staying 20, 30, or 40 years at a job isn’t the norm anymore,” she says.

Once DBA embraced role-based structure, two things happened. First, the firm could absorb turnover without chaos. Second, teams got remarkably efficient. The team of three created so much capacity that team members started asking for more work. Clients knew their team. The team knew their clients. Life was good, maybe too good. Because when DBA looked up in 2024, they’d already converted every annual client to monthly recurring, and they were entirely dependent on organic growth for new business.

But the structural foundation enabled something most small firms never achieve: a real leadership team beyond the founders.

Amy McCarty joined as Director of Operations at the end of 2023. Lezlie Reeves, who started as a CSM in 2020, rose through every level to become Director of Accounting and Advisory. In 2024, Angel Sabino transitioned from being DBA’s external IT provider to Director of Technology. Arin Neucks joined as Director of Tax and Financial Planning. Amy and Lezlie now hold phantom stock in DBA and share in decision-making as owners would.

Meanwhile, Marcus’s own production hours dropped to between 200 and 300 annually over the last two to three years. Rather than backfilling that time with more client work, he channeled it into consulting other firm owners, advising technology companies, and leading industry groups, work that, as he puts it, “gives me life.”

The discipline to stay out of operations was tough. Marcus admits that earlier in DBA’s history, he’d “pull a pin and throw a grenade in it just to rebuild it.” The result was predictable. “You have collateral damage. People get hurt, and they leave because you don’t allow them to do the job you hired them for.”

Building around roles sounds simple. But getting there required some expensive lessons.

The cost of reinvention

If the team of three was the structural breakthrough of DBA’s 3.0 chapter, the path to getting there was paved with decisions that cost real money. Some were strategically brilliant, some were painfully expensive.

Start with the audit practice. DBA exited it around the beginning of 3.0, freeing the firm to go all-in on monthly CAS and advisory. Revenue temporarily dropped in 2021. PPP and ERC consulting work softened the blow, but DBA performed that work exclusively for existing clients. “We didn’t do that for any external non-existing clients,” Marcus emphasizes. “We only took care of our own during that time.”

But the client exits didn’t stop there. Over seven years, DBA performed roughly one exit per year, and sometimes two. They shed complex, non-ideal QuickBooks Desktop clients who didn’t fit the monthly recurring model. The last cut might have gone too deep.

“That very last exit we probably could have done without,” Marcus reflects. The final group made up roughly $100,000 in revenue. They’d made it through multiple prior cuts. “Margins were high on those clients, even if they were annual-only touchpoints. They were so easy.”

During those transition years, DBA created a bonus pool shared with the entire team for every new monthly engagement signed, regardless of who worked on that client. The goal was rewiring how everyone thought about client relationships.

Then came the most expensive mistake of 3.0.

At the end of 2022, DBA changed its name and domain, dropping “CPA” from the branding. The rationale made sense. “CPA” directed too much tax-only traffic when the firm had evolved beyond compliance work. But the execution was catastrophic.

“We lost all of our credibility overnight from an SEO optimization, from a recognition standpoint,” Marcus says. The domain redirects (the technical plumbing that preserves search engine authority when you change web addresses) were botched. Traffic from Google searches “almost completely dropped off for more than a year.”

The worst part was DBA hired a consulting company to manage the transition and paid “hundreds of thousands of dollars. And it still didn’t go well.”

“Don’t take anyone’s word for it when they say you just have to give it some time,” Rachel warned. “That’s definitely not the case.” Recovery took three to four years.

The firm also evolved to fully remote operations during this period, opening hiring beyond Texas to anywhere in the US and even offshore. Two team members moving to Colorado helped push this transition. But going national meant growing up operationally, adding proper benefits, launching a 401(k) with profit sharing in 2020, and eventually moving to a PEO to handle multi-state compliance.

By 2024, with excess capacity from the efficient team structure but organic growth harder to come by, the leadership had to restructure and cut, or go back to market. They chose growth. DBA completed two strategic acquisitions in 2024, one at the end of January and a larger one on October 1. The October acquisition represented about 25% of DBA’s revenue, a cap Marcus set intentionally. “We wanted to retain DBAs’ culture, processes, and technology.”

Today, DBA exceeds $6 million in revenue. But with that scale comes bigger questions about the future.

Two types of firms, one uncertain future

With a leadership team that can run the firm without Marcus touching a tax return, the question shifted from survival to direction. Marcus has conversations with firm leaders across the spectrum that reveal patterns every firm owner needs to understand.

At a breakfast with the $35 million firm’s managing partner, Marcus heard a framework that crystallized his thinking. Two firms exist in today’s market: the legacy firm, where the balance sheet is essentially a snapshot of human relationships, and the enterprise-value firm, where systems, processes, and technology create value independent of any single person.

“That first firm will continue to diminish in value just because they’re not going to be relevant in this next chapter,” Marcus says. Relationships matter, but they alone aren’t enough when private equity, alternative ownership structures, and AI permanently reshape the landscape.

Marcus sees three types of firms emerging:

First, solo and micro firms powered by AI. As larger firms consolidate, team members leave and launch practices that leverage tools like Copilot and Cowork to run $300,000 to $1 million operations without traditional employees. “If you can get $300,000 to $400,000 or more worth of work done as a solo firm owner, by all means, great.”

Second, mid-size firms like DBA, that invest in teams, leadership, and technology and build something meant to outlast the founder.

Third, large rolled-up or PE-backed organizations with the budget to deploy technology at scale.

The parallel to other industries is instructive. DBA’s dental and veterinary clients went through consolidation first. Banking followed. “Independent banking is very hard and it has to be very intentional for them to exist,” Marcus observes. For independent medical practices, “you may not have the patient base you want. You may not be able to hire and pay the team you want.”

And then there’s AI, which Marcus frames as Pac-Man moving from the bottom up. “If you’ve got technology that’s coming for you and you’re just standing there, game over.”

The solution is continuous upskilling. “You can’t not train somebody because you’re worried they’re going to outgrow you and leave.”

This leaves DBA in a deliberate state of discernment.

Marcus spends time with firms of every size, learning what $10 million firms struggle with, how $35 million firms think about technology, and what happens when $250 million firms acquire smaller practices. Part of this is strategic intelligence gathering. But it also positions DBA to attract great clients and talent when they leave larger organizations.

The Dillons haven’t decided to merge, sell, take PE money, or stay independent. They’re building what Marcus calls “optionality.” The leadership team now plans in one- to three-year windows. As Rachel notes, even five years out is difficult to predict “because we don’t even know what the next six months, 12 months, or 18 months will bring.”

Marcus grounds it all in stewardship. “If I’m no longer the best single owner of this business, what does that look like?” He’s asking the question. He’s just refusing to answer it prematurely, or out of fear.

“It’s not a bad idea to pause and pray and wait for your decision to be the right one for you and at the right time,” he says. “Other friends are doing deals, don’t feel pressure to do your own and do a bad one.”

What 15 years of reinvention actually teaches

DBA’s journey distills into three lessons that apply whether you run a $1 million practice or a $100 million operation.

  1. Build around roles, not people. The team of three made DBA resilient enough to absorb turnover and efficient enough to create real capacity. If your firm collapses when one key employee leaves, you have a structural problem. Define the roles that make service consistent regardless of who fills them.
  2. Expect real pain on the path to enterprise value. DBA didn’t reach $6 million by making perfect decisions. They arrived by making intentional ones and refusing to let mistakes paralyze them.
  3. Independence requires more intentionality, not less. Standing still is a decision, and increasingly a bad one. Whether you stay independent, merge, or take investment, the question is whether you’re adding enterprise value daily, or performing tasks technology will soon handle better.

The Dillons share what they’ve learned while figuring out their own path. After 15 years and three reinventions, they’ve earned the right to take their time with the next decision.

Listen to the full episode to hear Marcus and Rachel walk through every chapter of DBA’s evolution, including the specific conversations happening right now about what this profession’s next chapter actually looks like.

Rachel and Marcus Dillon, CPA, own a Texas-based, remote client accounting and advisory services firm, Dillon Business Advisors, with a team of 15 professionals. Their latest organization, Collective by DBA, supports and guides accounting firm owners and leaders with firm resources, education, and operational strategy through community, groups, and one-on-one advisory.

This Accounting Firm Finally Turned “We Should Give Back” Into a Measurable System

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Most accounting firm owners consider themselves generous people. They write checks to local charities, sponsor community events, and encourage employees to volunteer. But ask them to quantify their firm’s charitable impact over the past three years, and most would struggle to produce meaningful numbers.

The irony is, professionals who build careers on measurement and accountability often treat their own charitable giving as an unmeasured afterthought.

Marcus and Rachel Dillon faced this same challenge. As co-leaders of Dillon Business Advisors, they listed “giving back locally and internationally” as part of their vision, along with concrete, measurable goals. However, it became a reminder of good intentions that hadn’t yet become systematic action.

In this 2026 New Year episode of Who’s Really the Boss?, the Dillons skip the typical resolution-setting advice. Instead, they share how they live out their rally cry for the year: “lead change, create impact.” For them, IMPACT actually spells out their firm’s values. And they’ve finally found a way to measure it.

The Control That Creates Commitment

The Dillons knew what they wanted to accomplish. The challenge was finding a mechanism for accountability.

A separate bank account seemed obvious. It would be easy and fast. But Marcus saw the flaw immediately. “We wanted that control mechanism in place as opposed to just setting up an additional bank account that we could redistribute or transfer money back into,” he explains.

Their solution was The DBA Impact Fund, established through the National Christian Foundation in 2025. With a donor-advised fund, once money goes in, it can’t come back out. Those dollars are committed to charitable purposes forever.

This constraint is exactly the point. For firm owners who want to build charitable giving into their operations, a donor-advised fund provides accountability that willpower alone can’t.

The practical benefits extend beyond commitment. Funds can be invested and earn returns while accumulating for larger initiatives. The account works like a checking account when distributing money to approved charities. And because it generates standalone statements, the Dillons can share their giving transparently with their team.

Creating the fund was simple. “It literally took five minutes. I went to NCF’s website to create the fund, connected a bank account, and started transferring money,” Marcus notes. Five minutes to solve a problem that had lingered for years.

The Power of Simple Math

With the fund established, the leadership team, which includes Marcus and Rachel, and their directors, Amy McCarty, MBA, and Lezlie Reeves, CPA, decided how much to give.

They came up with a simple formula: 1% of every dollar invoiced, deposited the first week of each month based on the previous month’s revenue. The formula doesn’t consider collections, net income, or profit after expenses. Just invoice revenue.

“There’s direct accountability and no creative accounting or math involved,” Rachel emphasizes. “There’s no ‘it depends.’ Or I have to wait until I run the calculations.”

Anyone can look at the monthly invoice total, calculate 1%, and know exactly what to deposit. No waiting to close books or opportunity for excuses when margins feel tight.

They chose revenue over a fixed dollar amount for a specific reason. “We tied it to revenue because we believe in growth,” Marcus explains. As the firm grows, so does the giving. The charitable impact scales automatically with business success.

“We started with 1% because it’s easy,” Marcus admitted. They can always give more during strong periods, but the baseline stays constant and predictable.

When they created the fund in mid-2025, they made an initial deposit to “true up” all the invoices from earlier in the year. By 2026, they had a solid foundation ready to deploy.

Making Water Flow: The Team Experience

The Dillons wanted their team to experience generosity firsthand.

For their signature initiative, they selected Living Water International, an organization that drills water wells across Latin America and Africa. Both Marcus and Rachel have participated in Living Water trips. They know people on the board and have seen how it operates.

“We know it is a well-run organization,” Marcus explains. “If we were going to choose any one large charity to use this first season of the DBA Impact Fund, we wanted to go with a safe bet.”

The project spans two years. In 2026, The Impact Fund will purchase a well location in Latin America. In 2027, around 20 people, including team members, spouses, clients, and Collective member firms, will travel to install the well.

The Impact Fund covers all costs, removing financial barriers. “The purchase of the well is not voluntary,” Rachel explains. “That’s happening for the whole team. Going on the trip will be voluntary.”

Marcus calls Living Water trips “entry-level” mission experiences. They have structured itineraries with backup plans, safe accommodations, good food, and often a fun activity on the final day. Her first trip included ziplining on the way to the airport.

Birthday Wishes That Matter

While the well project creates a collective experience, the DBA Impact Birthday Gifts program gives individual team members a voice in the firm’s giving.

On each employee’s birthday, they direct the Impact Fund to donate $1,000 to any approved charity of their choice. The program costs employees nothing and adds to their existing birthday recognition.

“It’s significant enough that it does make an impact,” Marcus explains. “If we were only to do $100, they may not feel that it was as much of an impact.”

The program also helps with recruiting. When future team members ask how the firm celebrates birthdays, the answer now includes something more meaningful than cake in the breakroom.

Your Turn to Measure What Matters

The DBA Impact Fund is unusual in that it approaches charitable giving with the same discipline that firm owners bring to client work.

The framework has three parts:

  1. A donor-advised fund that creates real accountability
  2. A simple 1% revenue calculation that eliminates debate
  3. Team involvement through collective projects and individual choice

“As accountants, dollars are an easy way to measure things,” Marcus observes. “And if you want to put dollars to what you care about, this is one small way to do it.”

The Dillons are transparent about their experiment. “We’re entering into the second calendar year of the funds being there, so it’s still an early experiment,” Marcus acknowledges. “If it fails, we won’t hold back from speaking to the failures.”

For other firm owners considering something similar, you don’t need a perfect plan. You need a mechanism that creates accountability and a calculation simple enough to execute consistently.

What would 1% of your firm’s revenue look like directed toward charitable purposes? How might involving your team—not just as contributors, but as participants—change your firm’s relationship with generosity?

For the full conversation, including more of Marcus’s mission trip stories and the team’s approach to capturing impact, listen to the complete episode.

Rachel and Marcus Dillon, CPA, own a Texas-based, remote client accounting and advisory services firm, Dillon Business Advisors, with a team of 15 professionals. Their latest organization, Collective by DBA, supports and guides accounting firm owners and leaders with firm resources, education, and operational strategy through community, groups, and one-on-one advisory.

From Stuck to Strategic: How Top CPA Firms Break Free from Endless Problem Loops

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Picture a CPA firm owner sitting across from the same colleague at the same conference, one year later, complaining about the exact same problems: the same staffing issues, same client complaints, and same technology frustrations. Marcus Dillon sees this scene too often, and it breaks his heart. “One of the most disappointing things to me,” he shares on the latest episode of Who’s Really the Boss?, “is whenever you have a conversation with somebody a year later and they’re in the same exact place they were when you previously talked to them.”

But in a packed ballroom at Hotel Vin in Grapevine, Texas, 105 accounting professionals gathered this October to make sure they’d never be that person stuck in an endless loop of unaddressed challenges. Over two and a half days in October 2025, firm owners, leaders, and carefully selected team members came together for Gather 2025, an event that offered CPE credits but delivered something far more valuable than continuing education.

About two-thirds of attendees were firm owners and leaders, while the remaining third were team members positioned to create ripple effects back in their firms. “You want to bring a team member who can learn and take part in table discussions, but then also take what they’ve heard and learned back to others on your team,” Marcus explained.

From Growth to Excellence: A New Chapter in Leadership

After a year focused on “the goal is growth, not comfort,” Marcus introduced a new rally cry for 2026 that signals a shift in how successful firms approach leadership: “Lead Change, Create Impact.” This evolution is more than a tagline change; it marks a maturity in thinking about what drives firm success.

“We’ve had a very large growth year,” Marcus reflects. “We added a couple of director level positions, did a couple of acquisitions, and continue to grow Collective by DBA very intentionally. So now we’re going into a season of refinement and then excellence.”

This natural progression, from growth to refinement and excellence, mirrors a cycle that successful firms navigate intentionally. But growth isn’t just about numbers. As Rachel emphasizes, when they adopted their previous rally cry, “We’re really thinking about growth personally and professionally, of what does it look like to delegate to someone else? What does it look like to upskill and learn that next new thing, or say yes to something we don’t feel we have the skill set for?”

Rachel shares a particularly striking insight she heard recently from author Ruth Chou Simons, “You don’t have to be blooming to be growing.” Sometimes the most critical development happens underground, in the roots and foundation of a firm’s culture. These invisible victories, such as saying no to wrong opportunities, developing team members’ skills, or refining internal processes, often matter more than year-end revenue numbers.

The data from Gather 2025 validates this approach. While participating firms showed revenue increases, the standout statistic was a 10% decrease in owner production hours. For an industry where firm owners routinely work 2,000+ hours annually in production, this reduction shows genuine progress. As Marcus points out, this matters enormously for succession planning. “If there was a firm owner working over 2000 hours per year, as a buyer, you probably have to hire two people to replace that outgoing owner.”

The Four P’s Framework: Your Roadmap Through Change

Change doesn’t fail because people resist it, but because leaders haven’t provided the clarity teams need to embrace it. The Four P’s Framework, which Marcus discovered through his C12 leadership group, transforms vague announcements into actionable roadmaps.

“We used to talk about change and how we communicate change to the team,” Marcus recalls. The standard three questions (What’s changing? What’s staying the same? How does this impact me?) weren’t enough. The Four P’s provide a complete structure:

  • Purpose answers “Why are we changing?” But “the lens that you answer that question through should be your mission, vision and values,” Marcus emphasizes. “You’re not changing your mission vision values based on a change. You’re seeing the change through the lens of those mission vision values.”
  • Picture addresses “What does success look like?” Marcus admits this is his personal weakness. “You have to paint a great picture of what it looks like on the other side of this change and what it looks like going through this change.” Teams need to visualize both the journey and the destination.
  • Plan tackles “How do we get there?” This includes specific milestones. “You’ll know when you’re 20%, 50%, or 80% there and you can celebrate and then maybe push or sprint to that next threshold,” Marcus explains.
  • Part clarifies “What is my role?” This component “helps foster ownership, provide clarity” by making it crystal clear how each person contributes.

The framework came to life during DBA’s recent acquisitions. Purpose aligned with their mission of “impacting others and creating a great place to work.” Picture showed “a fully integrated team under one brand, serving very similar clients in very similar ways.” Plan mapped out specific 30-day and 90-day milestones. And each team member received a clearly defined part. Some continued with existing clients, others mentor new colleagues, and  others take ownership of new relationships.

Rachel’s reflection provides crucial context. “We have not always done it this way. We communicated the change, but rarely thought through all four parts.” The difference is dramatic. “You as the leader will not be in it on your own, trying to drag people along,” she notes. “You will have people who step into their role and know what it looks like to be successful.”

Solving Problems Together: The Power of Collective Intelligence

While firm owners tackled KPIs and succession planning in one room, team members gathered in another for a revolutionary session called “Borrow a Brain, Share a Solution.” With over 24 anonymously-submitted real firm challenges, participants tackled everything from lead generation to remote team connectivity to AI adoption.

“Even staff members had great ideas for lead generation,” Rachel observes. “It’s not always up to the leader to solve every challenge in the firm.”

The structured approach went beyond brainstorming. Teams identified questions needing answers, developed solutions, assigned implementation responsibilities, and specified necessary tools. They documented all frameworks and made them available through the Collective Community Resource Center, creating a permanent library of tested solutions for the 300+ team members now on the platform.

Angel Sabino, Jr., Dillon Business Advisor’s Director of Technology, demonstrated exactly how firms could build their own AI agents using Microsoft Copilot. “He built this AI agent for internal DBA team members to ask questions,” Marcus explains. “What’s our PTO policy look like? What firm holidays exist? What do I need to do to get this approved?” The agent pulls answers from the firm’s knowledge base, providing instant, accurate responses.

“He can also break it down into simple enough terms and pictures,” Rachel notes. This wasn’t about showcasing technology for its own sake, but solving the real challenge of making standard operating procedures accessible and useful.

The case study sessions added another dimension. Firm owners could submit data anonymously and pose specific questions to peers. Marcus calculated the value. “I did quick math. It was about $20,000 per hour in that room.” But the true value transcended hourly rates. It was about getting honest feedback from people who “truly care about you without having a vested interest.”

Putting It All Into Practice

The event’s structure reinforced its practical focus. After sessions on everything from KPIs to AI implementation, the final afternoon wasn’t filled with more presentations. Instead, teams and firm friends gathered to process what they’d learned and create action plans. “What did you hear? What are you going to work on?” became the guiding questions as DBA and Collective team members wove through conversations offering support.

The result? As one attendee shared with Rachel, “This is the first time I’m leaving feeling confident about what I’m going to do and not feeling overwhelmed and defeated that I’m not doing enough.”

Even the venue contributed to the experience. The Hotel Vin’s European-style food hall offered variety without leaving the building, while The Baked Bear ice cream truck (featuring customizable cookie ice cream sandwiches) provided a sweet networking opportunity in perfect October Texas weather.

Your Next Step Forward

For Collective by DBA members ready to continue this journey, Recharge 2026 awaits in Mexico (April 22-25) at an all-inclusive, adults-only Marriott resort. “We’re going international,” Rachel announces, promising two days of CPE, karaoke, collaborative dinners, and the option to extend your stay. Given that the group will occupy over 50% of the boutique hotel, spaces are limited.

But you don’t need to wait for an event to start implementing these insights. The frameworks, tools, and collaborative approaches shared at Gather 2025 offer immediate value for any firm ready to move beyond the cycle of unsolved problems.

Listen to Rachel and Marcus Dillon’s full conversation to discover how two leaders who’ve “been in this game since 2011” learned to stop dragging people through change and started leading them toward impact.

As Marcus reminds us, when you look back at your biggest wins, you won’t remember the change itself. You’ll remember the people who journeyed alongside you. The question is, will you be remembered as someone who helped others navigate change, or as someone who kept showing up with the same unsolved problems? The choice (and the tools to succeed) are yours.

Rachel and Marcus Dillon, CPA, own a Texas-based, remote client accounting and advisory services firm, Dillon Business Advisors, with a team of 15 professionals. Their latest organization, Collective by DBA, supports and guides accounting firm owners and leaders with firm resources, education, and operational strategy through community, groups, and one-on-one advisory.

Why a Smaller Client Base Helped This Firm Accelerate Revenue 

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What if growing your accounting firm meant intentionally serving fewer clients? While this strategy may sound counterintuitive, one firm discovered a leaner client roster was the secret to success: they grew from $2 million to $3 million in revenue while reducing their client base from 2,400 clients to just over 100. 

In a recent episode of the Who’s Really the BOSS? podcast, Rachel and Marcus Dillon shared how their firm achieved this transformation over the past seven years. Instead of endlessly pursuing higher client volumes and ever-expanding tech stacks, they prioritized building a scalable infrastructure and preserving a strong culture—an approach that might turn traditional assumptions about firm growth upside down.

Rethinking Growth: Less Can Be More

2017, Dillon Business Advisors brought in an average of $2M annually in revenue from 2,400 tax clients—what many would view as a thriving practice. But despite its profitability, this high-volume model came with challenges. Tax work accounted for 80% of revenue, leading to heavy accounts receivable cycles and intense tax seasons that strained the team and its infrastructure.

In a bold and seemingly paradoxical move, the firm began strategically exiting large blocks of clients. 

“We exited blocks of clients that equated to more than $1 million of revenue,” Marcus explains. “And that growth from $2 million to $3 million while exiting clients was very hard.”

This shift required restructuring leadership, implementing new processes, and thoroughly rethinking client service. Along the way, the Dillons solidified the philosophy that true, lasting growth depends on establishing a solid base first—before taking on new business.

Today, the firm supports about 100 monthly clients and 10 to 15 family groups, generating $3M in revenue, with 75% arriving through monthly recurring revenue. This deliberate, high-value approach replaced the burn-and-churn cycle of their previous volume-focused model.

Building a Scalable Foundation

Armed with lessons from their challenging transition, the Dillons focused on building infrastructure through two main channels: technology consolidation and process refinement.

Streamlining Technology

Instead of adding more applications, the firm focused on maximizing its core technology stack.

“Your client base and where you’re at revenue-wise should drive the processes and the technology you use, not the opposite way around,” says Marcus.

While the average accounting firm might rely on 30 different apps, Dillon Business Advisors consolidated. Rather than deploying specialized reporting tools, they maximized features in their existing software. They also merged communication platforms, moving their phone system to Zoom to unify it with their video conferencing solution.

Perfecting Processes Before Automating

Dillon Business Advisors applied the same philosophy to refining operational processes, especially for onboarding new clients. The firm adopted a “team of three” model—assigning a client service manager, controller, and CFO to guide each client’s onboarding. Before adding automation, they made sure the manual process ran smoothly.

“We had to look at the process and figure out exactly what we needed to solve for,” explains Rachel. “And then we chose the technology to put in that place.”

As a result, the team now completes a full client onboarding—including bookkeeping setup, tax review and proforma, and initial financial reporting—in just two to three weeks, all without sacrificing service quality for existing clients.

Cultivating Culture for Sustainable Growth

Alongside technology and process refinement, the Dillons knew preserving firm culture was vital for sustainable expansion. They introduced two key strategies: creating development paths for existing staff and adopting a culture-first approach to acquisitions.

Developing Internal Leadership

In mid-2024, Dillon Business Advisors launched a Subject Matter Expert (SME) program, enabling employees to grow their leadership skills without changing roles. SMEs receive extra compensation for staying up-to-date on industry changes and mentoring team members in specific areas like payroll, tax, or QuickBooks Online.

“They don’t have to move to a different role within the firm,” Rachel says, “And they don’t have to look outside the firm to work on their leadership development.”

This initiative helped the firm retain top talent while cultivating deep in-house expertise.

Culture-First Acquisitions

Their cultural focus also shapes the firm’s acquisition strategy. Rather than scooping up just any practice, the Dillons specifically target sub-$1 million firms with teams of five or fewer. Cultural alignment, not potential revenue, drives their decisions.

“We definitely want to maintain everything we’ve built at DBA and not dissolve into another brand or another culture,” Marcus adds.

Applying these selective criteria ensures each new addition strengthens rather than dilutes the firm’s carefully nurtured culture.

Conclusion: Build First, Then Grow

Dillon Business Advisors’ evolution from a sprawling 2,400-client roster to a specialized firm illustrates that growth isn’t just about scaling up in size. By consolidating technology, refining processes, and investing in culture, they’ve built a more profitable and resilient business model that runs on monthly recurring revenue rather than seasonal peaks.

For firm owners looking to grow more sustainably, the Dillons recommend building the foundation first. Then, when your people, processes, and technology are in place, growth can happen without the chaos that often accompanies rapid expansion.

For deeper insights into these strategies, listen to the full episode of the Who’s Really the BOSS? podcast. The Dillons share practical, real-world guidance for any firm owner on a growth journey.

Rachel and Marcus Dillon, CPA, own a Texas-based, remote client accounting and advisory services firm, Dillon Business Advisors, with a team of 15 professionals. Their latest organization, Collective by DBA, supports and guides accounting firm owners and leaders with firm resources, education, and operational strategy through community, groups, and one-on-one advisory.

Why This Modern Firm Still Tracks Time—and How It’s Boosting Their Success

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What if the secret to modern accounting success isn’t abandoning time tracking but reimagining it? Dillon Business Advisors (DBA) discovered that time tracking—separated from billing—is a powerful strategic tool for managing their subscription-based practice.

In a recent episode of the “Who’s Really the BOSS?” podcast, firm leaders Marcus and Rachel Dillon discussed how this traditional practice transformed their modern firm. While many industry thought leaders suggest firms discard time tracking and hourly billing, DBA found that maintaining it—with a crucial twist—provided valuable insights into team management and business growth.

Time Tracking as a Strategic Tool in a Virtual Firm

Traditional firms primarily use time tracking for billing. However, in DBA’s virtual environment, it’s a crucial window into team performance and client profitability.

Marcus explains, “In a virtual environment, it’s hard to wrap my mind around what’s going on. Not that I care how much time is being spent, but it weaves into our project management. It highlights an abnormal month, and then we can discuss what happened.”

Rather than using time data for invoicing, DBA leverages it to gain operational insights—which are especially vital when managing a remote team across multiple client engagements.

When team members feel stressed about particular clients or workloads, time data provides objective evidence to evaluate the situation. Rachel notes, “Often, when there are outside stressors and client requests pulling on you, you may perceive one as your biggest problem over the other, without data to support that.”

Tracking time is also valuable for managing their subscription-based services. The firm regularly compares historical time data against current trends. For instance, “If two months ago it took our team eight hours to complete the engaged work, and now it’s taking 14 hours, is it still the same work, or are there out-of-scope tasks? Has the business increased in volume or complexity?” Data from time logs allows DBA to proactively address scope creep, adjust pricing when necessary, and ensure their team isn’t overwhelmed by expanding client demands.

Combining Manual Oversight with Data Analysis

While many firms aim to fully automate their time data oversight, DBA prefers a manual approach, especially in a virtual environment.

Their monthly review process, which takes Marcus and Rachel around three to four hours, combines tools like Excel pivot tables with human analysis. DBA finds that manual review provides strategic insights that automation might miss.

Rachel explains, “I see it not as invoicing but as clearing out time for write-ups and write-downs. It gives us extra accountability to address issues sooner rather than later. If you’re busy, you might not address out-of-scope issues or potential team burnout as promptly.”

 Marcus agrees, “I need to be looking at this data monthly.”

This intentional review helps the firm quickly identify patterns, recognize potential team burnout, and spot clients needing pricing adjustments—crucial insights they might miss with a fully automated process.

Leveraging Time Data for Strategic Decisions

Time tracking’s strategic value extends beyond daily operations, influencing growth, staffing, and firm valuation decisions.

DBA finds that understanding team capacity through time data helps them manage part-time staff and plan for growth.

For part-time remote team members, time tracking ensures workload balance without compromising quality. Marcus explains, “If a part-time person doesn’t have billable work, they’ll log off, and it’s hard to know—are you willing to give DBA more time, or were you really done?” This led to committing to consistent hours for part-time staff while optimizing their workload using time data.

Time data is also valuable for firm valuation and succession planning. Marcus notes, “Allan Koltin says the most valuable firm is the one with team members and no clients.” He describes a recent M&A event in which “because they had excess capacity, they were more valuable to the buyer—nobody wants to buy overworked and burned-out employees.”

This shifts excess capacity from a cost to a valuable asset, enabling strategic marketing, growth, and succession planning decisions. Whether determining when to “turn on a little bit more marketing” or evaluating pricing for new engagements, time data provides insights for informed decisions on firm growth and future value.

Transforming Traditional Metrics into Strategic Assets

As firms evolve toward value-based pricing, DBA’s experience shows firms can reimagine traditional tools like time tracking for modern practice management.

Viewing time data as a strategic tool rather than a billing metric allows firms to gain essential insights and maintain oversight of team members in a virtual or hybrid environment.

To learn more about transforming traditional metrics into strategic assets, listen to the full episode of the “Who’s Really the BOSS?” podcast. Marcus and Rachel share additional insights about managing virtual teams, optimizing processes, and building a modern accounting practice that thrives beyond the billable hour.

Rachel and Marcus Dillon, CPA, own a Texas-based, remote client accounting and advisory services firm, Dillon Business Advisors, with a team of 15 professionals. Their latest organization, Collective by DBA, supports and guides accounting firm owners and leaders with firm resources, education, and operational strategy through community, groups, and one-on-one advisory.