Roundtable: The Seller-Doer Shift: Building Business on Purpose

Most partners got to partner by doing great client work. Then the firm expects them to bring in new business too, and few were ever taught how. In this panel, partners and BD leaders talk about how they actually do it: finding the time, setting expectations, coaching, accountability, and how client service and BD people can work together to grow the firm.

LEARNING OBJECTIVES

By the end of this session, you will:

1. Learn what a good seller-doer looks like and how to measure it at your firm.
2. Discover how to protect time for BD during busy weeks and where to focus it: current clients, referral sources, or new prospects.
3. Pick up practical ways for client service and BD to divide the work and help each other grow the firm.

SPEAKERS

Tracy Kapteyn | Chief Growth Officer, Duffy Kruspodin, LLP

As Chief Growth Officer at Duffy Kruspodin, LLP, Tracy Kapteyn leads the firm’s unified growth strategy, working across the organization to identify opportunities, connect initiatives, and build the capabilities needed to scale. She also serves as Chief Marketing Officer, where she is transforming the firm’s marketing operations into a digital-first, AI-accelerated platform for scalable growth.

With more than 25 years of experience across professional services and other industries, Tracy brings a broad perspective to how organizations grow and evolve. Her experience spans growth strategy, business transformation, service innovation, and new revenue development, among other areas.

At Duffy Kruspodin, Tracy is advancing a more intentional approach to growth through client and business development, new service development, and strategic acquisitions. Equally important is her work strengthening the firm’s growth enablers, including data and analytics, technology, AI adoption, and operational improvements that support execution and scale.

Before joining Duffy Kruspodin, Tracy founded and led ThinkpinTK LLC, a fractional Chief Growth Officer consultancy serving accounting firms and mid-market businesses. She previously served as Chief Growth Officer at Windes and EVP of Marketing at CeriFi, where she led initiatives spanning growth strategy, service development, brand evolution, and digital transformation.

Her Skinny Playbook™ framework helps organizations simplify complexity, align priorities, and translate strategy into action. Tracy believes some of the greatest growth opportunities come from challenging conventional thinking and seeing possibilities others may overlook.

Mandi Simpson | Partner, Crowe

Mandi is the partner in charge of Crowe’s Accounting Advisory and Finance Transformation practice. Based in Atlanta and serving clients since 2004, she leads a team that simplifies complex accounting challenges—providing specialized technical expertise, streamlining financial reporting, and guiding strategic transactions and operational improvements so organizations can focus on growth. She and her team assist institutions in working through adoption of new accounting standards, complex reporting requirements and strategic transactions. From 2016-2018 she served as a Professional Accounting Fellow in the Office of the Chief Accountant of the Office of the Comptroller of the Currency (OCC). At the OCC, she spent much of her time on the agency’s CECL initiatives, including liaising with the standard-setters, developing and delivering examiner CECL training, and working across the OCC to develop agency and interagency policies and positions. She co-led Crowe’s audit and advisory methodologies around CECL upon her return to the firm.

Luis Reyes| Partner, Cherry Bekaert

A Certified Public Accountant with extensive experience in public auditing, assurance and consulting, Luis serves a wide variety of industries, including professional services, industrial manufacturing, technology and real estate and construction. Clients served in these industries range from private to venture-backed and SEC (Securities and Exchange Commission) registrants.

Luis is committed to helping his clients receive all the resources they deserve at the right time to meet or exceed expectations, demonstrating the Firm’s commitment to serving organizations without bureaucracy. He also focuses on providing accounting, auditing and advisory services to fast-growing companies.

Luis is actively involved and has participated in numerous buy-side and sell-side arrangements for a diverse range of industries. He has provided transaction advisory services to private equity groups and strategic buyers by performing accounting and financial due diligence in connection with mergers and acquisitions.