Larry is CEO of The Whetstone Group, Inc. Whetstone's mission is to help CPA firms and professional service firms in business-to-business markets nationwide find growth and hone their competitive edge.

For Whetstone's clients, Larry facilitates strategic growth planning sessions and advises firm leadership on the implementation of those plans. Larry draws on his extensive experience in the industry to provide business owners and partners with valuable insights into effective strategies for growth, marketing and sales management in a firm.

He also helps clients transition towards a more growth-oriented culture through increased internal accountability and offers one-on-one sales training for professionals at all levels to improve their contribution to their firm's growth.

Larry's passion for helping professional service firms grow and prosper led him to start Whetstone in 2000. 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.

In his marketing role, Larry was responsible for setting up the infrastructure for a national marketing organization at McGladrey where he led the development of a direct marketing organization, including data management, telephone lead generation and fulfillment of creative needs. He also led the development of a firm research department that focused on positioning, pricing, segmentation, new products and client satisfaction.

Prior to his marketing assignment with McGladrey, Larry was also the Regional Managing Partner of a $50 million annual revenue unit and a Client Service Coordinator where he provided business advice, growth consulting, and mergers and acquisitions assistance in addition to tax and financial services.

Larry 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.