In this episode of Playing Offense, agency pricing expert Tim Williams (Founding Partner of the Ignition Consulting Group) sat down with Chris Copacino to tackle the urgent need for agencies to rethink their revenue models. As AI reshapes workflows and client expectations shift, the traditional hourly billing system is proving obsolete.
Williams explores how agencies can align pricing with the value they deliver, embrace productization for streamlined offerings, and adopt leadership-driven changes to thrive in the future.
Key insights include:
- Why value-based pricing benefits both agencies and clients.
- How AI is accelerating the move away from hourly billing.
- The power of productizing services while retaining customization.
- Why a leadership shift is critical to adopting these models.
Williams predicts that within five years, the billable hour will be history for serious agencies. Tune in to learn how agencies and clients can both benefit from agency pricing transformation in aligning incentives and streamlining compensation models resulting in more mutual-value.
