Drawing on insights from 400 senior UK and US accounting and advisory professionals, a new report explores the challenges holding firms back from winning more deals.
Amidst market turbulence, the report – run by UpSlide and Censuswide, points to two critical pressure points within the sector: brand perception and technology adoption.
99% of respondents recognise they have brand-related challenges. For small to mid-sized firms, this problem is even more pressing, as 80% said they now face the better-recognised Big Four in over half of their deals.
As clients increasingly equate brand strength with trust, quality, and capability, firms of all sizes must now consider how their brand, including pitch visuals and deliverables, impacts buyer perception."Companies that excel in brand reputation treat it as an organisation-wide responsibility, not just marketing’s. It starts with high-quality, consistent websites, pitches, and client deliverables. Standardised processes, branding compliance, and automation tools make a real difference here," says Simone Lilley, Head of Marketing at UpSlide.
"But a brand truly comes to life through client-facing employees. Ensuring they understand and embody the brand is essential. Regular brand audits and reviews keep teams connected to the front line."
Firms are also under pressure to embrace new technologies. 85% agree that investing in AI and automation is key to staying competitive. However, many have yet to see a meaningful impact.
While 98% of firms say they’ve implemented automation software, only one-third report using it to its full potential. Why the gap? The findings point to three common issues:
- Inadequate training and change management
- Poor user experience
- Tools that don’t suit the firm’s specific workflows
AI now plays a role in everything from document generation to proposal benchmarking, but implementation must be strategic. Poorly integrated tools risk slowing teams down and damaging client trust.
What’s next?
Download the report to find out.
As the competition intensifies, firms need to get sharper, not just faster. The strongest performers will be those who align branding and tech adoption with strategic goals, not just short-term pressure.