How to structure, communicate, and price your agency’s value
This workshop is designed to help agency leaders build scalable growth models, shape buyer
perception of value, and defend premium pricing that transcends billable hours and headcount.
It’s for leaders ready to rethink how their firm creates, communicates, and captures
value—especially in a pricing environment reshaped by AI, procurement, and outcome-based
compensation.
You’ll learn how to move beyond legacy pricing and scoping methods into structured, strategic
value design anchored in your agency’s expertise, client outcomes, and scalable business
models. You’ll see how leading firms are replacing effort-based pricing with fixed-fee,
subscription, and licensing models while designing solution-based and AI-powered offerings
that grow margin without growing overhead.
To do this, we’ll explore five strategic shifts agencies must make to scale their expertise and
price their value in today’s market—each one designed to strengthen pricing power, improve
profitability, and reduce reliance on headcount and billable hours. We’ll cover:
● A structured method for defining “value” from both client stakeholder and procurement
perspectives.
● Pricing logic for solution planning—including what makes value defensible, price-aligned, and
buyer-relevant.
● How leading agencies are structuring and pricing AI-powered offerings that clients are
already adopting and paying for.
● Examples of scalable pricing models—including fixed-fee, subscriptions, licensing, and
productized value—and how agencies are applying them to grow margin without overhead.
● How to use your agency’s value architecture to shape buyer perception and command
premium pricing.
● Real-world examples of firms that increased buyer clarity, reduced pricing friction, and
scaled profitability.
ABOUT THE WORKSHOP LEADER
Brian Kessman works with agencies to attract better-fit clients, grow high-margin revenue, and
multiply enterprise value–without adding headcount. He does this by positioning their expertise,
productizing their value, and pricing their impact. He is Lodestar’s founder and principal
consultant, an inaugural member of the 4As Expert Network, and his transformative approach
has been shared across the industry through presentations for Mirren, the 4A’s, AMIN, Magnet,
Worldcom, and other top industry organizations. Combining hands-on and advisory expertise,
he is a trusted partner to leadership teams looking to break free from outdated models and build
a more profitable, future-ready agency.