Many accounting and advisory firms join an association for access to resources, expertise, and relationships. Yet, as Lara Joseph, Chief Operating Officer of Allinial Global, noted during a panel discussion at the Executive Team Conference 2026, access alone doesn’t create value.

How do firms transform that access into value? That is the topic explored during the session “Turning Allinial Global into a Competitive Advantage,” featuring Jay Rammes, Managing Director of Barnes Dennig and Valerie Fedie, a service line leader of Wipfli’s specialty tax group. While their firms differ in size and structure, both leaders shared a common message: firms that engage with Allinial Global with intention and discipline consistently realize greater value.

The following are some key takeaways from this session.

Your Membership Value Evolves as Your Firm Grows

Having been part of Barnes Dennig’s growth journey from $7 million to $53 million, Jay shared that early in the firm’s membership with Allinial Global, the primary value came from technical training and professional development. As the firm grew, leadership development became increasingly important. Today, Jay relies heavily on peer learning, benchmarking, and best practices sharing through AG’s Executive Working Groups and other member connections.

“There’s not exactly an ROI you can calculate, or tie a specific success to an AG resource, but there’s no doubt in my mind that our involvement with AG was critical to our success and growth,” he shared.

Relationships Create the Real Competitive Advantage

Valerie shared that Wipfli has tracked 1,350 engagements over the past two years, a combination of working AG member firms. In many cases, another member firm had a client need outside its areas of expertise and referred the opportunity to Wipfli. In others, Wipfli connected clients with fellow members or strategic partners better positioned to solve a specific challenge.

The result extends beyond revenue generation. When firms quickly connect clients with trusted expertise, they strengthen client relationships while reinforcing the value of the broader Allinial Global community.

Valerie also noted that one of Wipfli’s international tax partners, Magnolia Movido, regularly receives responses from fellow members within 24 hours when seeking proposal support or technical guidance. That level of responsiveness is possible because of intentional relationship building through events, communities, and ongoing engagement.

Engagement beyond Firm Leadership

Valerie described Wipfli’s deliberate approach to developing future leaders through the association. The firm maintains a group of strategic advisors who meet regularly to ensure the next generation is becoming connected to the broader community. AG membership is also introduced during onboarding.

Jay agreed that firms must be intentional about creating engagement opportunities for emerging leaders. For example, as Barnes Dennig grew, the firm brought much of its technical training in-house.

While that decision made sense operationally, it also created missed opportunities for emerging leaders to build relationships with peers at other firms, just as Jay was able to do.

Last but not least, both firms are intentional about getting all their operational professionals involved with Allinial Global. All their HR, IT, operations, and marketing professionals participate in the AG communities and participate in learning and networking events such as the upcoming Firm Success Conference.

You Don’t Have to Solve Every Problem Alone

One of the most practical benefits of membership is the ability to learn from firms that have already tackled similar challenges. For example, Jay described how his Executive Working Group helped Barnes Dennig navigate a variety of firm management issues, including KPI development, valuations, and AI governance.

Like many firms, Barnes Dennig has been evaluating how to establish guardrails around artificial intelligence. Rather than reinventing the wheel, Jay was able to learn from a fellow AG member and good friend, Jerry Gagne of member firm Wolf & Company, who had already begun building frameworks and processes.

Equally valuable (and comforting) is the realization that many firms are facing the same challenges. Whether the topic is growth, technology, talent, or firm management, peer discussions often provide reassurance that even high-performing firms are still working through complex issues.

Jay put it perfectly: it’s not about finding the perfect playbook. It’s all about execution.

Treat Your Membership like a Growth Engine, Not a Directory

When asked about the biggest missed opportunity regarding AG membership, both Jay and Valerie shared a similar message.

Jay encouraged firms to take ownership of their relationship with Allinial Global, evaluate their needs, and stay connected through board, EWG, and community participation. Firms that are the most successful are the most engaged, he said.

Valerie provided a memorable quote. “Don’t treat AG like a directory. Treat it like an engine, an engine that’s going to make you run faster, better.”

A directory holds information until you need it. An engine creates momentum. Firms that derive real competitive advantage from membership are actively building relationships, developing future leaders together, sharing knowledge, and collaborating to serve clients more effectively. And the results compound over time, with stronger client relationships, broader capabilities, faster problem-solving, and sustainable growth.

Thank you to Jay Rammes of Barnes Dennig and Valerie Fedie of Wipfli for sharing their experiences so candidly, and to Lara Joseph for facilitating an insightful discussion.

Ultimately, firms tend to get out of Allinial Global what they put into it. If you’d like to take the next step, we encourage you to explore the many member communities available through AGConnect. They offer an excellent way to build relationships, exchange ideas, and connect with peers facing similar opportunities and challenges. If you’re unsure where to start, reach out to Maughtlyn Thomas, VP, Member Engagement, who can help you identify communities that align with your role, interests, and goals.