Larry is CEO of The Whetstone Group, Inc. Whetstone’s mission is to help CPA firms and professional service firms nationwide find growth and hone their competitive edge.Larry helps clients:•Develop and implement strategic plans to increase firm value•Align the five critical firm pillars of infrastructure, finances, people, client service and growth•Improve accountability among firm partners•Create organizational structure that aligns with compensation systems•Maximize the value of firm mergers through integration consultingLarry provided strategic leadership as the Regional Managing Partner of a $50 million annual revenue unit within McGladrey. He also was a Client Service Coordinator where he provided business advice, growth consulting, and mergers and acquisitions assistance in addition to tax and financial services to a variety of business owners.Prior to starting Whetstone, Larry was the Executive Vice President of Marketing and Communications of RSM McGladrey, Inc. and Executive Partner of McGladrey & Pullen, LLP.Speaking/WritingLarry has been published in AICPA‘s The Journal of Accountancy; Partner Advantage Advisory; Guide to Marketing: A Supplement to Accounting Today, Accounting Technology, and Practical Accountant; CPA Leadership Report; RSM McGladrey Network’s NetWorks Newsletter; the Institute of Management and Administration, Inc. Partner‘s Report; CCH CPA Practice Management Forum; and on the Association for Accounting Marketing’s website.In addition, Larry has been a speaker at numerous conferences and seminars including the Association for Accounting Marketing‘s Annual Summit; American Institute of Certified Public Accountants’ Tax Strategies for High Net Worth Individuals Conference; RSM McGladrey Network‘s Annual Forum; The Alliance of Professional Associations’ NSA Winter Conference; the BHD Association of Chartered Accountants; the ICLEF Conference; and the PKF North America Firm Management Conference.

Also Executive Partner of McGladrey & Pullen, LLP; Regional Managing PartnerIn my marketing role, I was responsible for setting up the infrastructure for a national marketing organization at McGladrey where I led the development of a direct marketing organization, including data management, telephone lead generation and fulfillment of creative needs. I also led the development of a firm research department that focused on positioning, pricing, segmentation, new products and client satisfaction. Prior to my marketing assignment with McGladrey, I was also the Regional Managing Partner of a $50 million annual revenue unit and a Client Service Coordinator where I provided business advice consulting, growth consulting, mergers and acquisitions assistance in addition to tax and financial services and advice.