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 is the founder and principal consultant of Lodestar Agency Consulting, a consulting firm focused on transitioning agencies from commoditized time-based services to high-value commercial models through positioning, pricing strategy, and by productizing agency value.
Brian developed Lodestar’s agency solutions and AI tools based on his 20+ years as a leader in brand strategy, interactive, product design, and full-service agencies across the US. His work draws on principles and tools from Agile, Lean, and other management innovations and future-of-work movements. Through his consulting and as a frequent speaker for industry associations, such as the 4As, Mirren, AMIN, TAAN, Worldwide Partners, Worldcom, MAGNET, Bureau of Digital, and others, Brian's goal is to help agencies focus their business strategies, differentiate in the market, and charge a premium for the value they deliver.
For more information, set up a free consultation at lodestaragencyconsulting.com/contact