How to productise your agency’s value, with Brian Kessman
Welcome to episode 118. On the last episode, I interviewed the brilliant Tim Williams from Ignition Consulting group about pricing strategies and why agencies need to sell outputs and value and not hours, particularly given the rise of generative AI. If you haven't listened to that, I'd recommend you go back and listen to episode 117 because Tim shares so many different aspects of why we need to do this as agencies.
Today's guest, founder of Lodestar Agency Consulting Brian Kessman, continues this theme and shares how to make that shift to a value led revenue model.
In this chat, we talk about:
what it means to productize your agency's value
the benefits it can have on your agency's financial and operational performance
how the agency is set up to work in this model by department
and the skills you'll need in your account management role to be successful with this new way of working.
Please check out Brian’s website because there's a detailed 15 minutes presentation called ‘Shift Your Agency's Model from Commoditized Services to High Value Solutions’, and it's well worth a watch if you're interested, particularly in diving deeper into value led revenue models.
