Sandra Magann is the Founder and Principal of Magnified, an award-winning accounting and advisory firm based in Port Macquarie. A Chartered Accountant and Registered Tax Agent with more than 35 years' experience, Sandra is passionate about helping businesses grow through strategic advice, forecasting, tax planning and financial coaching.
Over the past few years, Sandra has led the transformation of her firm from a traditional compliance practice to a modern advisory business, redesigning services, embracing technology and AI, and developing high-performing teams. She is equally passionate about building accounting firms that can grow sustainably by improving workflows, developing future leaders and creating exceptional client experiences.
Sandra was recognised as one of the Top 50 Women in Accounting globally in 2024 and enjoys sharing her experiences of growing a modern accounting practice and helping other firms embrace change.
As accounting firms grow, the systems and workflows that once worked often become the very thing holding them back. Simply adding more people isn't the answer. As teams expand, roles evolve and technology changes, firms need to continually rethink how work flows through the business.
In this practical session, Sandra Magann shares the lessons she's learned transforming her own firm from a traditional compliance practice into a modern advisory business. She'll explore how redesigning workflows, developing review capability within the team, designing roles around individual strengths and removing bottlenecks can create a practice that's ready to scale.
Drawing on real examples (including what worked, what didn't, and what she'd do differently) Sandra will provide practical ideas that delegates can take back to their own firms.
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