Part 2: Changing the Compensation Dialogue

Transforming Your Revenue Model

A Two-Part Online Workshop Series

In these two game-changing online workshops, Tim Williams of Ignition Consulting Group shows how your firm can transform its revenue model to achieve higher margins, more diversified revenue streams and higher trust levels in agency-client relationships.

Workshop 1: Getting Paid for Value Instead of Time (18th May, 2022)

At a time when marketers are scrambling to lower costs, agencies are working hard to preserve or improve their margins. Many agencies are dissatisfied with hourly-based compensation systems because it puts their cost structure under a microscope. Clients are unhappy with the system because they often pay for hours without getting results. The truth is a time-based approach is wrong for both sides. By focusing on hours and costs instead of value and effectiveness, neither party achieves what it wants from the relationship.

In this thought-provoking workshop, we’ll show how agencies can begin to make the shift from activity-based costing to value-based pricing. Using examples from around the world, we’ll look at how the most forward-thinking firms apply as much creativity to pricing as they do to client business.

Workshop 2: Changing the Compensation Dialogue 
Most clients have an unfair advantage when it comes to conversations about pricing. Not only do they control the budget, but many of them have been professionally trained in both the art of pricing and the art of negotiating. They are in effect professional buyers. Procurement professionals especially fit this description.

Agencies, on the other hand, are mostly trained in costing. We know how to count our costs (prepare an estimate), but that’s not the same skill as knowing how to set the optimal price for our work and getting the client to approve it. This workshop shows how agencies can make pricing a core competency by learning the principles of and practices of modern pricing, starting with using the language of value in place of the language of costs.

Workshop 2 (details)
25th May, 2022
Time: 16:00GMT/ 5:00pm WAT/ 11:00am EST
(If unable to attend live, a recording of the event will be accessible for 30 days)

Event costs & Sign up:

  • One Session – (Only workshop 1 or 2)
    Member: 150 euros
    Non member: 200 euros
  • Both sessions
    Member: 200 euros
    Non-member: 350 euros
    *Conference room : 500 euros (member only)

*’Conference room’ – a room of colleagues all attending from the same place/ viewing in one room.

If you have any questions, please send us an email at

Registration for Part 2 of the workshop series closes at 12:ooGMT on 25th May, 2022. 

Register HERE

Cost includes: 
Access to all presentation slides
Workshop recordings for up to 30 days


Tim Williams is one of the leading voices for transformative pricing and business strategies for agencies and other professional service firms. Tim’s workshops have been seen by business audiences on every continent, and his books and articles have helped inform the strategies and business models of hundreds of firms across the globe. Based on his expertise in pricing and positioning strategies, Tim has written for numerous marketing and business publications including Advertising Age, Adweek, Campaign, Admap and Communication Arts and has been interviewed by organizations like The New York Times, Wall Street Journal, The Economist, The Guardian, and National Public Radio. As a career marketing professional, perpetual student and member of the Professional Pricing Society, Tim serves as one of LinkedIn’s global influencers, writes the blog Propulsion and has authored two popular books on business and pricing strategy for professional firms.