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Done right, business development is a natural extention of serving your clients.

The highest-performing organizations understand that profitable growth is critical to firm success—but not all growth is created equal. Focusing on bringing in more business without strategically determining the right business can have a negative impact on client relationships and firm member retention.

Approaching business development with a strategic, advisory mindset helps firms serve clients, develop professionals, and achieve financial success.

Join us for Advisory Business Development.. The program will help you reframe your approach to firm growth, enhance your advisory process, and be more impactful with your business development time. We’ll provide coaching on BD skills so business development becomes repeatable, your BD practice becomes more efficient and enjoyable, and you can focus on helping clients with their top goals and issues.


See the ABD brochure


Contact us for more information.

Who should attend? This program is ideal for managers, senior managers and partners who want to be more intentional while finding, growing, and retaining clients advantageous to their firm. Participants should be prepared to master business development skills and improve their advisory approach to client relationships.

What can you expect? Heath will use a combination of presentation, peer-to-peer sharing, and firm coaching to provide a step-by-step guide to creating a successful advisory process.

What is included? Individuals will follow a three-step process that results in a customized plan for ongoing client and pre-client opportunities based on an advisory approach:

  • Pre-work completed by each participant for program accountability
  • Five two-hour, interactive Zoom training sessions
  • Three one-hour BD mastery coaching sessions customized for your firm

What is the cost? The registration fee is $5,000 for up to ten participants from your firm (UAN Member Firms pay $4,250). The program is limited to ten firms.

When does the program start? We don't currently have a new group scheduled. Email us at info@upstreamacademy.com to be added to the list to receive additional information.

Key Elements of Advisory Business Development

During this program, you’ll create a comprehensive plan for improving your business development process and growing individual advisory skills. Learn to enhance your BD advisory skills and confidence, so you can use your BD time more effectively

1 Pre-Work Resources

When you register for the program, you’ll gain access to an online questionnaire to help you gain insights on the greatest opportunities and obstacles you and your firm face.

The objective of the pre-work is to help participants assess where and how they are investing advisory time and evaluate their success, so they can create a plan to improve individual skills.

The pre-work will identify key client and pre-client relationships to ensure BD time is spent effectively.


2 Firm Resource

Your firm will receive access to a Best Practices in Business Development presentation that can be shared with anyone in the firm. The session will qualify for one hour of on-demand BD training and will summarize the key principles and take-aways from the program.

3 Virtual Classroom

Five two-hour sessions will teach advanced business development concepts. Each virtual session will include both proven processes and guidance on practical application. All sessions will be recorded so you don’t miss anything!

All sessions will be held at 12noon Mountain (2pm Eastern).   


The Foundation Supports the Build

  • Why You’re Here
  • Growth as an Extension of Serving Clients
  • Where to Invest Your BD Time
  • How to Invest Your BD Time


Creating an Exceptional Client Experience

  • Client Service as a Differentiator
  • Asking the Right Questions
  • Creating Capacity for A-Level Clients
  • Developing More A-Level Clients


Value and Expertise Are More Than a Fee

  • How Clients View Value
  • Using the Power of Questions
  • Switching from a My Client Mindset to a Firm Client Mindset
  • Creating a Culture to Cross-Serve


Client-Focused Approach

  • Find More A-Level Pre-Clients
  • Holding Results-Driven Meetings
  • Win without a Formal Proposal
  • Presentation Strategies and Pitfalls


Path to Success

  • Small Steps Equal Something Big
  • Planning Your Next Steps
  • A Culture for Advisory Growth
  • Golden Nuggets



4 Coaching and Implementation Assistance

To ensure accountability for the goals you’ve set and to propel client and pre-client progress, your firm participants will meet with Heath for three Virtual Mastery Classes.

During these interactive Virtual Mastery Classes, your team will receive high-level guidance and coaching. Your firm can identify key coaching areas of focus (business development skills, strategies, questions, etc.). Your firm will be responsible for identifying objectives and coordinating with Heath to schedule Mastery Class dates.

5 Experienced Instructor

Thought leader for our profession, Heath Alloway, has years of experience helping firm members improve their business development success. He will help your firm apply business development theory to your real-firm experience so you can see more of the right kind of growth.

Heath Alloway, Director at Upstream Academy, joined Upstream after more than thirteen years at one of the top accounting and consulting firms in the US, where he served as the National Growth Manager and Director of Business Development.

Heath led a multi-disciplinary team of 20, focused on strategic growth plans, development and launch of new services and industry verticals, leveraging firm data, and firm-wide business development training.

In his role, he worked closely with firm and industry leaders to position the firm for present and future success by focusing on growth and innovation. His passion for helping others both in the firm and in the industry made him a popular coach and speaker for firm and conference presentations.

5 Continuing Professional Education (CPE)

Upstream Academy will recommend CPE credit based on the level of participation in this course. Prerequisite: None Advanced Preparation: None. Skill level: Overview

Upstream Academy is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.nasbaregistry.org.

6 Unconditional Guarantee

We’re confident that Advisory Business Development will be of immeasurable value to you. Like everything we do at Upstream Academy, this program is unconditionally guaranteed to your full satisfaction. If you’re not completely satisfied, we will, at your option, either waive your fee or accept that portion of the fee that reflects your level of satisfaction.