How to get started launching a CPA referral channel
Launch a CPA referral channel to boost sales and expand your payroll business network.
Integrating a CPA referral channel into your payroll business
Expanding your payroll go-to-market motion to include a CPA referral channel can significantly increase sales pipeline and long-term conversion. CPAs are trusted advisors to the very companies you're trying to reach—and tapping into their networks gives you high-quality leads, strong conversion potential, and a scalable revenue stream.
Why launch a CPA referral channel?
Adding a CPA referral strategy can meaningfully boost your payroll GTM results:
- CPAs regularly advise companies that need reliable, efficient payroll services
- Top payroll providers—including Paychex, Gusto, and ADP—report that over 50% of their net-new business comes from referral partners
- Our partners have seen CPA referrals contribute 33% to over 200% of individual rep quotas
This channel is especially effective for Partners with strong product-market fit and a clear payroll differentiator.
Benefits of building a CPA channel
When you launch a CPA referral channel with Check’s support, you can expect:
- Expanded reach into employer networks through trusted CPA relationships
- Higher engagement with current companies due to deeper advisory involvement
- Accelerated sales velocity, with CPA-sourced leads converting faster and contributing meaningfully to annual targets
What it takes to get started
The CPA channel requires minimal lift and can be launched in just 4–6 weeks with around 20 total hours of effort.
This includes:
- Standing up basic infrastructure (e.g., referral tracking, incentive structure)
- Outlining your CPA value proposition
- Activating your first cohort of CPA partners
- Scaling the channel post-launch with repeatable outreach and engagement tactics
Next steps
To guide you through the full process, reach out Check’s Growth team for more information and resources.
Last updated on April 30, 2024