The Agency Value Model

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You changed how you price, but the economics haven’t changed. Clients still want more for less, procurement still benchmarks your rates, and now both expect AI to bring the price down again.

Pricing is where tension shows up first, but it is not where the work begins. It begins with how your firm defines, packages, and delivers its expertise, and only then how to price that expertise.

The Agency Value Model: Growth vs Scaling is a podcast for agency CEOs and CFOs who already know the model has to change and want to know how. Growth adds people to add revenue. Agency scaling adds revenue without adding people, and that takes a new agency model: a scalable revenue model built on expertise instead of hours and headcount.

If your firm is under pricing pressure, hitting a revenue ceiling, working to decouple revenue from headcount, or already building AI offerings that need a new pricing approach, this show is for you.

Each episode, Brian Kessman talks with an agency leader who has redesigned how their firm defines, packages, or prices its value. You’ll hear what worked, what didn’t, and how they’re scaling revenue without hiring more people or billing more hours. Then Brian closes with one thing you can take back to your own agency.

If you want to scale agency revenue on expertise instead of headcount, start here, with the firms already doing it through a new agency model.