Transitioning Your Agency from Time-Based Revenue By Productizing Its Value
The business model of selling time is not sustainable. Many agencies have already shifted their thinking to repackage their intellectual capital as “solutions,” “programs,” and “products” designed to address high-value problems for prospects and clients.
Their positioning, pricing strategies, and new business conversations now focus on the value of their offerings, not the hours that go into them. In doing so, they’ve realigned their business model with their clients’ needs for stronger, reliable relationships. They’ve created working environments free from the pressures of billable utilization and time sheets, enabling their people to do their best work. And they’ve begun to leverage the benefits of AI to scale their effectiveness and impact and transform their business model.
KEY TAKEAWAYS
Why the current dominant agency model is unsustainable
New “value-led” revenue models, their benefits and drawbacks
How agencies are shifting their thinking, strategies, and operations to productize their firm's value
Many examples of agencies already using a productized value model
Agencies bypassing ‘evolutionary’ AI augmentation for ‘revolutionary’ AI transformation and monetization
How to think about packaging your intellectual capital as solutions, programs, and products
Practical steps to productize your value, monetize IP, and create AI-enabled offerings
WHO SHOULD ATTEND
CEOs, CFOs, and COOs
Heads of agency disciplines, Marketing, Business Development, and Account Services
ABOUT THE PRESENTER
Brian Kessman is the Founder and Principal Consultant of Lodestar Agency Consulting. Brian helps agencies achieve sustainable growth and greater profitability by refining their positioning, productizing high-value offerings, and transforming their revenue models and pricing strategies. He focuses on helping firms diversify and scale revenue by moving beyond commoditized, low-margin services and billable hours to high-margin, value-led solutions, enabling them to thrive and reinvest in their business.
With over two decades of agency leadership experience, Brian's comprehensive approach ensures agencies not only excel in an increasingly commoditized market but also harness emerging technologies like AI and automation to gain a competitive edge. His methodology integrates Agile, Lean, and other management innovations, specifically tailored to meet the evolving needs of modern agencies.
A recognized speaker at industry events such as the 4As, Mirren, AMIN Worldwide, and many others, Brian is committed to elevating agencies through workshops, consulting programs, and presentations that focus on growth strategies, innovative business models, and profitable pricing approaches.
Brian is also the founder of ProductizationPartners.com, an online suite of AI tools designed to help professional service firms quickly develop a go-to-market strategy, refine products, and align teams for scalable growth.
For more information, set up a consultation at lodestaragencyconsulting.com/contact