Accounting Influencers Roundtable


CFO Consulting Services in Accounting with Kevin Appleby

In this interview, the Accounting Influencer podcast speaks to Kevin Appleby, COO at GrowCFO about CFO Consulting Services in Accounting.

Episode 123. In today’s interview, “CFO Consulting Services in Accounting with Kevin Appleby.”

Kevin Appleby is COO at GrowCFO. He hosts the GrowCFO show, a weekly podcast dedicated to finance leaders. He is also co-host of long running business show The Next 100 Days Podcast. He qualified with BDO, worked as European Business Accountant for ICI’s Plastics Business, and as a management consultant with PwC and BearingPoint. Key takeaways from this episode include:

⍟ the evolving role of a CFO in a company, particularly with a more external focus

⍟ the two key areas accountants are expected to speak into with today’s business clients

⍟ defining the portfolio or fractional CFO from an accounting perspective

⍟ how accountants can take natural steps from compliance to more project and consulting based services

⍟ key questions finance professionals are asking themselves and their peers to stay current for today’s business owners

⍟ examples of the topics finance and accounting professionals need to gain knowledge of to be better advisors

⍟ the extent to which CFOs and accountants need to be tech experts, geeks and nerds in advising clients

⍟ how accountants can do so much more for their clients, and in doing so, hit all of their growth or new business targets

⍟ the VITAL vz FUNCTIONAL framework of GenCFO of accountants and CFOs

⍟ the confidence and authority that accountants can gain from claiming expert status and living up to it

⍟ final words of advice and encouragement for accountants wanting to more confidently and effectively deliver CFO advisory services

Here is Kevin’s VITAL framework mentioned in the show – being VITAL instead of functional. The functional becomes a commodity and can be automated out of existence (MTD, cloud accounting, automation)

VISION. Taking a role in strategic planning, helping with financial models of the business etc. KPI reporting. This is a core skill – the financials are like driving a car through a rear view mirror.

INSIGHT. Understanding the economic engine of the business and not just the P&L. Activity-based costing is a core skill.

TEAM. Supporting the business owner and their management team, answering the questions that keep them awake at night.

AGILITY. Driving change, implementing finance systems, automation, bringing technical expertise, project management and change management.

LEARNING. Everything is changing so CFOs and accountants must constantly reinvent themselves as subject matter experts and trusted advisors.

Outside work, Kevin is passionate about Newcastle United Football Club in the UK and can often be found in his railway room playing trains. Contact @jkevinappleby on Twitter and here:


We’d love to get to know you!

Join, follow, subscribe, like, share and engage with the Accounting Influencers Communities on any of these platforms:

➺ Main show website. For access to every single show with full shownotes:

➺ LinkedIn. For announcements of published shows, tagging guest so you can build your network and offer feedback on the show:

➺ Youtube. For videos of all podcast interviews and bonus video content:

➺ Twitter:

➺ Facebook:



The Accounting Influencers Podcast is a daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus ‘from the client’s perspective’ episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week’s episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical ‘here’s what works’ tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services – the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don’t buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

Martin and Rob love to hear from the show’s 26,000 unique listeners in 150 countries around the world. If you like the show and listen to multiple episodes, we’d really appreciate your appreciation with a review or rating. As most of our listeners tune in via Apple podcasts…

How to leave a review on Apple Podcasts

① Open the Podcasts app on your iPhone, iPad, or Mac.

② Navigate to the page of the Accounting Influencers Podcast.

③ Scroll down to find the subhead titled “Ratings & Reviews.”

④ Under one of the highlighted reviews, select “Write a Review.”

Anything about the style of the show, the frequency, the content, the CPE/CPD, the hosts Martin and Rob, the guests, the different segments or something in particular that’s made a difference. Listeners can rate the show on a scale of one to five stars and can also add a written review. 

Please also recommend the show to people in your network because we’d love to reach a wider audience. Thank you from Rob, Martin and the whole Accounting Influencers Podcast team.