74% of brands reported shifting to outcome-based pricing in response to AI’s impact. They want strategic expertise, measurable outcomes, and innovation that AI and in-house teams can’t replicate. This is a signal for things to come. Agencies whose business relies heavily on execution or production revenue will struggle in this new reality. Stagnant revenue and plateaued growth are the starting symptoms.
This webinar will show you how to develop a positioning strategy that becomes your core business strategy, helping you align every aspect of your agency with evolving client demands to build a future-ready firm that thrives in the AI era.
WHAT YOU WILL LEARN
In this session, you’ll discover:
- How to develop a positioning that commands premium prices and increases win rates with your ideal clients
- How to clarify and leverage your agency’s true differentiators to win high-value opportunities that generalist firms and other competitors can’t touch
- A proven framework for transforming your service offerings to high-margin solutions that clients value most
- Many examples of agencies positioning themselves based on their strategic expertise, and integrating AI with traditional offerings to elevate their strategic value
- Practical steps to align your team, offerings, and go-to-market approach with your new positioning to drive immediate results
WHO SHOULD ATTEND
- New Business and Account Growth Leaders wanting to improve win rates and secure premium clients.
- CEOs, COOs, Presidents, and Managing Directors seeking scalable, high-margin growth.
- CFOs wanting to align pricing and profitability with measurable client outcomes.
ABOUT BRIAN KESSMAN
Brian Kessman transforms agencies from selling services to selling outcomes by helping them position, productize, and price their value as outcome-focused solutions. This frees firms to scale revenue independently from headcount and create value AI cannot replace.
As Lodestar’s founder, he delivers measurable results that fixed fees and operational improvements can’t: clients paying 66% more for the same work, 35-65% gross margins, and 2-3x higher AGI per employee.
An inaugural member of the 4As Expert Network, Brian shares his approach through Mirren, the 4A’s, AMIN, and other industry organizations.