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Martha Sullivan, CPA, CVA/ABV, CM&AA, CEPA, CVGAPartner


Martha has over 30 years of experience in both public and private accounting. As a leader and partner in the business transition strategies group of Honkamp Krueger & Co., P.C. (HK), Martha focuses on assisting closely-held business owners grow and transition their businesses to the next generation and/or key management personnel through personal, financial, estate and life planning, business valuation and value enhancement. Her experience includes consulting with and working in privately-held businesses to strengthen management disciplines, accounting systems, operational/organizational processes and grow their value and sustainability.

Prior to joining HK, Martha was a partner/COO of a regional CPA firm, a controller for a manufacturing and distribution catalog company, CFO for a business-to-business cataloger of professional audio equipment and consultant with two Top 15 CPA firms.


Value enhancement; strategic and business planning; accounting; due diligence; organizational review; systems and process improvement; executive and management coaching; financial modeling; business valuation; business exit planning; and decision support services

Education & credentials

B.B.A. in accounting and information systems from University of Madison-Wisconsin, Madison, Wis.
Certified Public Accountant (CPA)
Certified Valuation Analyst (CVA)
Accredited Business Valuation (ABV)
Certified Mergers & Acquisitions Advisor (CM&AA)
Certified Exit Planning Advisor (CEPA)
Certified Value Growth Advisor (CVGA)

Professional affiliations

American Institute of Certified Public Accountants (AICPA)
Wisconsin Institute of Certified Public Accountants (WICPA)
Alliance of Mergers & Acquisitions Advisors (AM&AA)
National Association of Certified Valuation Analysts (NACVA)
Exit Planning Institute (EPI)

Community involvement

Wisconsin Chapter – Exit Planning Institute, Co-Founder & Chapter President
South Central Wisconsin Chapter of Alzheimer’s Association, Board Member
Rotary Club of Madison, WI, Community Projects Committee Chair
A Fund For Women (AFFW) Executive Committee, Past Chair

Family life & hobbies

Martha and her husband, Eric, have two children, Will and Kaytee. Martha enjoys spending time with family and friends, reading, and being outdoors.

Speaking engagements
  • ChickTech Chicago ACT-W | 2019 | Stages of Business Value Maturity & How to Accelerate It
  • HK Alliance Forum | 2017 | Superior Succession Planning: Taking Your Practice to the Next Level
  • Wisconsin Chapter of the Exit Planning Institute | 2017 | Helping Your Client Survive the Dreaded Double D
  • Dubuque Bank & Trust | 2017 | Succession Planning: Passing the Baton
  • Webinar | 2017 | Selling Your Business: Transaction or Transformation? (Featured in Forbes)
Thought leadership
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