The Workshop

Many agencies are now convinced that it's time to bury the billable hour and adopt more progressive pricing practices, but aren't sure how to bring this transformation to life inside their organizations.  

Based on the experience of forward-thinking professional firms around the globe, the best way to make this happen is to formalize and centralize pricing as a core competency of the agency, separate from finance and accounting. This is the bold new concept of the "Value Council" -- a small, interdisciplinary group of senior executives charged with ensuring that the agency prices on purpose, according to the value received by the client, not just the costs incurred by the firm. 

The Value Council: The New Guardians of Value in Your Agency

This hands-on workshop shows how agencies of all sizes can implement this powerful idea and achieve not only long-term margin improvement, but also short-term wins that can impact your bottom line starting with your next P&L.

While the traditional finance department is focused on internal measures driven by costs, the Value Council is focused on external measures driven by value. The foundational job of the Value Council is to direct the focus away from efforts and inputs — which is what cost accounting measures — to outputs and outcomes, which is what clients really buy.

We’ll explore in depth the key roles and responsibilities of the Value Council, including:

1.  Value Creation

This workstream identifies specific ways the agency can reframe its offerings in a more valuable way by recasting feature-driven services as benefit-driven solutions.  

2. Value Delivery 

In this workstream we ensure that all client engagements are centered around a “Scope of Value” instead of just a Scope of Work by identifying success metrics and keeping all agency teams focused on effectiveness, not just efficiency.

3. Value Capture

This workstream involves the development of new business proposals centered on value instead of cost and explores how the agency can implement the concept of a “pricing stack” – a variety of different ways designed to capture value.

In most firms, serving on the Value Council is a part-time role, not a full-time responsibility. By involving professionals from multiple disciplines within the company, you obtain insights and ideas that would never arise from a traditional financial management group. Most importantly, the formation of a Value Council sends a strong signal to your both your team and your clients that pricing is a professional discipline in your firm, never again to be confused with just counting your hours.

We hope you can join us.

Who Should Attend

This online workshop is designed for leaders, managers, department heads, practice leaders and other senior professionals in agencies and other professional service firms. 

The DeTAILS

December 3, 2020 | 11:30-12:45pm (Eastern Daylight Time)

We will use GoToWebinar as our online platform. All attendees will receive a link and instructions in advance of the workshop.

$295.00

Single Registration

The conference room option is for a single office location only.  This is an option for the people you would generally gather in your office conference room to participate.  

Payment is due in full at time of registration. Registration fees are nonrefundable, however substitutes are welcome (from the same firm only please). Also, registration fees are allowed to transfer to another event within one year.

The Presenter

Seminar leader Tim Williams is one of the leading voices in the pricing revolution in professional services.  As a career agency professional and founder of U.S.-based Ignition Consulting Group, Tim works with firms around the world in the areas of pricing and business strategy. 

In the process, he has written two books, authored numerous articles for publications like Campaign, Campaign Asia, Admap, Advertising Age, Adweek and Communication Arts and has been interviewed by organizations like The New York Times, The Wall Street Journal, The Economist, The Guardian, National Public Radio, Toronto Globe & Mail, Bloomberg News, Japan’s Nikkei News, and other news organizations covering the world of business and marketing. 

As a consultant to advertising and marketing firms, Tim has worked with hundreds of agencies ranging from mid-size independents to multinational agency networks in North and South America, Europe, Asia, and Australia. Before forming Ignition, Tim worked at multi-national agencies in New York and elsewhere, and more recently served as president and CEO of several successful independent firms.

As a perpetual student and member of the Professional Pricing Society, Tim co-authored the recent IPA guide to value pricing, writes the popular blog Propulsion, and is a widely-followed LinkedIn Influencer writing on topics related to value creation, business models, and pricing strategy.