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


Martha has more than 30 years of experience in both public and private accounting. As a leader and partner in HK’s business transition strategies group, 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 and organizational processes, and growing their value and sustainability.

Prior to joining HK in 2016, 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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