The Importance of Finding a Partner in Payroll and Pain Points with Heather Sperduto, VP, Accounting Channel ADP

Heather Sperduto, VP, Accounting Channel, ADP , Talks About the Power of Partnership on The DM Disruption

Heather Sperduto, VP, Channel Sales, ADP, joins Dawn Brolin, CPA, CFE, to talk about motivation, her family’s deep roots in the accounting profession, and how ADP, Team Brolin Starting Line Up Member #5, continues to strive to be the profession’s premiere payroll provider as the landscape for client services evolves.

Heather and Dawn begin their conversation by discussing the importance of finding a partner to assist in payroll, and bring up key pain points that can be solved with proper allocation of payroll.

“We need a partner in payroll, doing your own payroll is almost virtually impossible,” says Dawn. Heather agrees and acknowledges how the landscape of accounting has changed. She also discusses pain points that both clients and tax professionals have been trying to work through, and how ADP can assist in easing stress.

Making Data Meaningful to the Client and Guidance

“The data is out there, but for the accounting professionals, it’s how they make sense of the data, and how they make it meaningful to the client,” says Heather. She specifies that ADP’s goal is to serve their clients data in a way that is actionable. 

She then begins to talk about how not only can ADP assist their clients with payroll, but in other areas such as compensation; because they have access to a wide network of data, they are able to provide their clients with a variety of answers to issues many businesses are facing.

How ADP Benefits Accounting Professionals

“One of the really great tools that just came on board was the ability for us to go ahead and get our clients started with payroll” says Dawn. “I love that tool because we as the practitioners want to be able to be proactive.”

Heather agrees and talks about how ADP allows you to mold the way in which your representative assists you. “[You can design] the way you want to interact with a partner, and have the flexibility that suits your needs in the moment…you [also] have the flexibility to really design your interaction that’s in your best interest, and the client’s best interest.

What Motivates Heather

Heather talks about her father’s career as a CPA, and speaks fondly about her experience watching him win the “Educator of the Year award” at the New Jersey CPA Society. 

“I’ve always admired his passion to make people better, and it’s just ironic that I happen to do the same thing,” says Heather. 

She also says she finds her motivation in all of her family members, including her siblings. 

How ADP Benefits Dawn

“I need their support. I need to know that when something comes up [they are right there,]…it’s like I have a teammate, it’s more than just a referral relationship, it’s really something where without ADP support, I don’t think I could do things that I’m doing now,” says Dawn. She credits ADP for allowing her to gain back valuable time to work on her passions and to achieve important goals for her business.

How Peer to Peer Recommendations and Partnerships Are Changing the Game

“We are seeing more peer to peer recommendations…[and] we are seeing more and more accountants join forces,” says Heather. She says this allows all accounting professionals to gain a wider scope of knowledge from each other, which in turn allows them all to better assist their clients. 

Heather also says, “We are seeing firms that are moving massive amounts of clients over to an ADP.” She discusses how moving payroll over to ADP allows accounting professionals to service their clients faster and be more productive.

Only Providing Payroll is Not Giving Value

“You as a practitioner need to take control over your practice; what you offer and how you guide your clients…[just] providing payroll is not giving value,” says Dawn. She specifies how adding value to your clients is in your ability to analyze them and their situations, and to provide them with the best resources and solutions, even for problems they may not have been aware of.

Don’t Underestimate Your Value as an Accountant

“Don’t underestimate your value,” says Heather. “You all have truly earned that title of the most trusted advisor, now so more than ever before.” Heather finishes her thoughts by discussing how it’s important to always be thinking ahead, and to always strive to help businesses reimagine, and take their goals to the next level. 

Dawn recently celebrated the success she’s had with ADP as a result of her participation in the ADP Accountant Revenue Share Incentive Program with her local representatives, too. 

As Dawn says, “This personal relationship means so much to me as an accounting practitioner because ADP is more than just my payroll provider—I decided years ago that doing in-house payroll was not the best way to serve my clients—but outsourcing it to a trusted company is. The people I work with at ADP are invested in the success of my practice. They bring me new ideas and solutions to help my business keep growing and to ensure the success of my payroll clients. It truly is a win-win relationship.”

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