Subject matter expert.
You’ve likely used this term to describe others. But would others use this term to describe you? Or, would you use it to describe yourself?
If you answered “yes, maybe” or “no, I don’t think so,” it might help to know what exactly qualifies someone to be a subject matter expert. This is a timely and relevant question in many ways, including because CPA Alberta is launching a formal subject matter expert program.
“Although we regularly ask our CPA experts to share their knowledge at conferences, forums or other events, we’re now formalizing the process,” says program lead, Larry Brownoff CPA, CA, and Director, Member Relations at CPA Alberta.
“This formal program will help us connect with many CPAs who have expertise in key competency areas and create new opportunities for CPAs to gain perspective in these topics.”
To support the launch of the program and help you determine your qualifications, Larry explains how to know if you are currently a subject matter expert and the value of becoming one.
How do I know if I’m a subject matter expert?
Definition
A common term used in business, subject matter expert refers to someone who is considered to have a high level of authority on a particular topic, given their work experience or education. This person typically has a deep understanding of a specific job, process, department, function, or technology.
As part of his role at CPA Alberta, Larry often connects with CPAs who have expertise in specific areas, so that they can share their knowledge with the profession. But it’s common for CPAs to respond, “I’m not sure if I am a subject matter expert.”
To help members assess their current level of expertise, Larry offers some general assessment questions.
Assessment questions
- What is the subject area? Is it currently an important competency in the accounting profession?
- Have you worked in this area for a significant amount of time, or do you have significant education in this area?
- What is the level of depth that you have explored in this area (learning, intermediate, or expert)?
- Have you applied your expertise to a specific business case?
- Have you previously shared your expertise with others?
- Are you willing or able to share your knowledge with others?
“We wouldn’t expect someone to be a subject matter expert in all aspects of the subject. We may have other CPAs who have in-depth knowledge of those other areas, and bringing the two together can be valuable for everyone.”
He gives the example of the current Peer-to-Peer Forum series, which is bringing together several CPAs who are experts in data analytics. The topics and speakers include defining business needs with Kyle Dobson CPA, CA; sourcing and importing data with Jessa Aco-Kuchmak CPA and Cameron Fox CPA; wrangling and transforming with Pierre Floc’h-Anderson CPA, CMA; and analyzing and visualizing with Isabel Duran CPA, CGA.
“We wouldn’t expect someone to be a subject matter expert in all aspects of the subject. We may have other CPAs who have in-depth knowledge of those other areas, and bringing the two together can be valuable for everyone.”
Larry Brownoff CPA, CA
In addition to Peer-to-Peer Forums, there are several other opportunities for Alberta CPAs to contribute as subject matter experts within the profession.
Opportunities
- Panelists or speakers at conferences
- Podcast guests
- Online discussion board facilitators
- Instructors or course authors
- Editorial writers or interviewees
- Session leaders at Peer-to-Peer Forums or Jumpstart sessions
- Speakers at CPA Assist, career services, chapter, or practitioners’ events
Through these types of opportunities, CPA experts can support other CPAs while experiencing valuable benefits themselves.
Why become a subject matter expert?
The new program is aligned with one of CPA Alberta’s strategic priorities; to ensure CPAs have the competencies to remain relevant and valued.
“In the past, many aspects of accounting focused on historical numbers,” explains Larry. “One of our goals is to encourage all CPAs to shift their mindsets in order to help their organizations create value for the future.”
He explains that while CPAs can provide assurance as to the credibility of numbers, they can also provide assurance as to the credibility of data and become involved in other key parts of the business, such as environmental standards and compliance.
While the topic of value creation is not new to the accounting profession by any means, it has never been more important. Developing a value creation mindset requires members to have an awareness of what they do know, as well as what they don’t know.
The subject matter expert program will create new opportunities for informal and interactive learning for CPAs, and many benefits for experts.
Benefits for subject matter experts
- Help create awareness in your professional community about emerging or trending areas and competencies
- Share your experiences, business/use cases, and best practices with others
- Learn from other subject matter experts in related areas to further develop your own competencies
- Enhance your ability to make career transitions and transformations
- Build your professional brand
- Develop your ability to be a thought leader
- Help advance the profession by supporting CPAs in becoming strategic business partners in their organizations
There are several competency areas for which CPA subject matter experts are currently needed, including:
- Digital transformation
- Artificial intelligence
- Automation
- Cloud computing
- Cybersecurity
- Data analytics
- Data governance
- Machine learning
- Value creation
- Diversity, equity, and inclusion (DEI)
- Environmental social governance (ESG)
- Clean tech/alternate energy/Net-Zero emissions
- Green bonds
- Sustainability
- Standards
- Ethics
- Innovation
- Change management
- Lean/Six-Sigma
- Process improvement
- Fraud
- Anti-money laundering
- FINTRAC
- Strategy, risk, and governance
- Enterprise risk management
- Strategy development
- Not-for-profit governance
“I would say the future CPA is a strategic financial business partner.”
Larry Brownoff CPA, CA
Sign up or recommend a subject matter expert
Do you have expertise to share with others, or you do you know a CPA who is a subject matter expert?
If yes, please sign up or recommend a CPA for our new program!
Send an email with your name, contact information, and area of expertise to memberrelations@cpaalberta.ca.
Interested in our Peer-to-Peer Forums featuring subject matter experts?
Register for upcoming sessions or watch past recordings here.
