Cloud Accounting - is your firm selling software or offering a business platform?

Over the last 4 years, I (Matt) have been involved in cloud accounting and engaging with accounting firms. I have watched/partaken in hundreds of client meetings, webinars, seminars and exhibitions where I have been listening to accountants explain what they do alongside their chosen cloud accounting software. 

For the majority of these sessions, whether it be 1-2-1 or 1-2-many sessions, they have pretty much launched into software demonstrations... Swinging right to left on the menu tab showing a bank feed, how to raise an invoice, payroll, VAT return process, system settings and some reporting overview. Then, it finishes and it’s over to the business or group of businesses to ask some questions. 

I’ve seen them done to varying levels of quality, some robotic and flat whilst others very engaging - that can make a difference to the outcome of the meeting or session. 

Nowadays, I tend to interrupt but in the early days, I would come away feeling that it was a...

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