How do we revamp Australian accounting events for maximum impact, and how did we get here?
Australian accounting events are in a dire state. I'm not here to highlight the problems; I'm here to advocate for real change.
The current landscape is bleak – events are becoming increasingly stale, un-engaging, and frankly, a complete waste of time and resources.
Vendors are pouring money into events that accountants and bookkeepers simply don't want to attend. More concerning is the trend of every vendor wanting to host their own event next year. I've heard this sentiment echoed at least nine times in the last three months alone. This is a recipe for disaster – a proliferation of micro-events all vying for the attention of the same audience, leading to even more poorly attended gatherings.
The content being served up is underwhelming at best, often feeling like a rehashed webinar from the week prior. Like many of you, I'm utterly fed up with the same old talks and lacklustre networking opportunities.
So, what's the solution? Here are a few thoughts on how conference organisers can truly shake things up:
We need real, actionable content. No more theoretical fluff. Give us the nitty-gritty details on how to navigate significant changes within a firm, such as exiting a partner, buying into a firm, or flipping 3,000 clients to the cloud. Show us the step-by-step process, the challenges faced, and how they were overcome. Don't just tell us the grass is greener; show us how to tend to the soil.
It's time to rethink networking. We need curated meetups with purpose, not just awkward gatherings with a limited bar tab.
Create environments where meaningful conversations can happen, and ensure there's a fun element too. Accountants and bookkeepers want to enjoy themselves, not shout over a dated rock band or play pin the tail on the idiot.
Attendees should leave with practical skills they can immediately apply. Workshops should cover mastering accounting tech usage, effective client communication strategies, and navigating complex regulatory changes. Real skills for real-world application are what's needed.
The frustration from both vendors and professionals is palpable. Conference organisers have the budget and capability, yet often seem out of touch or too focused on who's paying for stage time. I understand it's a business, but it's high time for a change. The heavily discounted stands I've seen recently are a clear indicator that it's time to either step up or step out.
We're at a tipping point. It's time to transform these events from snooze-fests into valuable, engaging experiences that truly add value to our professional lives. Let's not settle for mediocrity. It's time for a revolution in Australian accounting events.
Following this call to action, a question has been circulating:
"Trent, I hear you're running your own accounting events this year. Is that true?"
Let me address this directly:
No, I'm not.
At this point in time, I'm not remotely interested.
If last year I vocalised how dire the state of accounting events is in Australia (and some of you mentioned abroad as well), then it stands to reason that adding more events into the mix is not the solution we need.
So, no.
Not right now. The last thing I want to do is add the wrong fuel to this already blazing fire.
What we need is a reset, which, in my opinion, means fewer events, not more. A few of these large-scale events will need to fail and exit the scene first. We need to let the dust settle, focus on our businesses, our client work, and perhaps then we'll be ready for something new.
The draw card for future events should not just be innovative content. The need for community, fun, and bringing people together will likely be a bigger attraction. Building connections and shared learning experiences with your crew holds more value than a big-box event with 100 talks, where 70% come with a sales pitch disclaimer.
So, if you've been wondering what my stance is on the future of accounting events, there you have it. Now you know.
The path forward should be about quality, not quantity. We need to create spaces where real learning, meaningful connections, and genuine enjoyment are the priorities. Let's focus on making the few events we do have count, rather than flooding the calendar with more of the same. It's time for a change, and it starts with us demanding more from the events we choose to invest our time and resources in.
.png)
Journey has entered a multi-year partnership with ACCA UK. This collaboration will focus on two key initiatives aimed at enhancing professional growth.
New collaboration to deliver national roadshows and member benefits focused on the future of accounting tech.
Journey, the leading GTM agency for accounting-tech, is proud to announce a strategic partnership with leading global accountancy body ACCA (the Association of Chartered Certified Accountants. This multi-year partnership will see Journey become an events partner for ACCA UK, organising national roadshows and providing exclusive member benefits through access to innovative software solutions.
Journey, renowned for its expertise in go-to-market strategies for accounting technology, has entered a multi-year partnership with ACCA UK. This collaboration will focus on two key initiatives aimed at enhancing the professional growth and technological advancement of ACCA UK members.
The first initiative involves Journey taking on the role of an events partner for ACCA. This partnership will kick off with the 'Accounting Futures' roadshow in October, which will tour six locations across the UK. The roadshow will feature industry experts discussing critical themes such as People, Process, Technology, and Sustainability. Attendees will gain valuable insights and learn directly from peers about building resilient and future-ready accounting practices.
"We are thrilled to partner with ACCA UK on these national roadshows," said Jordan Vickery, Global Director & Head of EMEA at Journey. "Our goal is to provide ACCA members with unparalleled opportunities to engage with industry leaders, explore innovative technology, and equip themselves with the knowledge to navigate the evolving landscape of accounting."
In addition to the events, Journey will collaborate with ACCA UK to offer exclusive member benefits. By leveraging its portfolio of innovative software vendors, Journey aims to provide ACCA UK members with access to the latest technological advancements designed to support their firms and clients effectively.
"Partnering with Journey allows us to deliver significant value to our members," said Mark Jackson, Partnership Development Manager at ACCA UK. "The combination of expert-led events and cutting-edge technology solutions will empower our members to stay ahead in the dynamic field of accounting."
Last year's roadshow organised by Journey attracted over 500 ACCA members from various UK locations, demonstrating the strong interest and demand for such initiatives. This new partnership aims to build on that success and further support ACCA members in their professional journey.
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
.png)
Journey have been announced as the marketing partner to help launch Tax Torch in order to revolutionise real-time tax planning for accounting professionals.
London, UK, [10th July]: Journey, the leading go-to-market (GTM) agency for accounting-tech, is proud to announce its partnership with Tax Torch, a real-time and proactive personal tax planning product set to launch in September/October 2024. This partnership aims to provide accounting professionals with new tools to deliver personal tax planning at scale.
Tax Torch offers a suite of features designed to simplify and enhance the tax planning process, allowing accountants to deliver proactive advice and real-time updates to their clients. This innovative product is expected to set a new standard in the industry, helping firms & their clients to stay ahead of the curve in an ever-evolving financial landscape.
"Journey is excited to support Tax Torch in their mission to transform tax planning," said Jordan Vickery, Global Director & Head of EMEA at Journey. "Our experience with over 20 vendors across the UK, Australia, and the United States positions us perfectly to help drive the success of this innovative product in the accounting channel."
Robert Davidson, Co-Founder of Tax Torch, added, "Partnering with Journey ensures that our product reaches the right audience and achieves its full potential. Their expertise in the accounting-tech market is invaluable as we prepare for our launch."
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
About Tax Torch
Tax Torch is a new cloud-based personal tax planning product, combining an individual's personal income, business performance and goals. Tax Torch aims to create consistency and value while lowering the barriers of entry and making easy tax planning available to all.
Journey teams up with Digital Accountancy Show to enhance event growth and exhibitor engagement.
Journey, the leading go-to-market (GTM) agency specialising in accounting technology, is excited to announce a strategic marketing partnership with the Digital Accountancy Show. This collaboration aims to drive attendee growth for the show and offer exclusive support packages to exhibitors, to ensure they maximise their ROI.
The Digital Accountancy Show, now heading into its fifth year after four consecutive sell-out shows, is poised to continue its growth as a staple part of the UK accounting events calendar, with Journey acting as its marketing engine.
As well as handling all aspects of marketing for the show, Journey will also be supporting the show's 100+ exhibitors with exclusive support packages, including product messaging, stand design, pre-show communications, and follow-up strategies.
"Having worked with Dan and the team in a consulting capacity for 4 years as their Head of Content, it makes complete sense for Journey and our incredible agency team to step in to support the show's ambitious growth targets and plans for 2025” said Jordan Vickery, Global Director and Head of EMEA at Journey. "With our experience supporting 20+ vendors globally with their GTM, we’re also in a great position to be able to support the show's exhibitors to ensure they maximise their value from the event with clear positioning, marketing, and exhibition design"
Dan Cockerton, Founder of the Digital Accountancy Show, added, "Journey's proven track record in the accounting tech space makes them the perfect partner for us. Their approach and deep understanding of our profession will undoubtedly help us take the show to new heights in 2025."
You can learn more about the packages available for exhibitors here.
About Journey
Journey is the leading GTM agency for accounting tech globally. SaaS leaders work with Journey to accelerate revenue growth, scale brand awareness and eliminate wasteful spend using 30+ years of proven playbooks, industry knowledge and global connections.
About Digital Accountancy Show
The Digital Accountancy Show is your front row seat to the future of accounting & finance. Join them on the 1st and 2nd April 2025 in London to join 4000+ of your peers at the leading technology conference like no other.
