In this edition of “Playing Offense,” Chris Copacino chats with industry leader and Ignition Consulting Group founder Tim Williams about the big shift agencies are making—from hourly billing to output-based pricing. Williams highlights how crucial it is for agencies to restructure revenue models to reflect real value. He argues that hourly billing is out of touch, especially with AI speeding up solutions that time-based pricing just doesn’t capture. Pushing for agency leaders to embrace productization, Williams urges a full pricing transformation, with clear pricing guides for transparency and fairness. Tune in to learn how ditching the billable hour can build client trust, enhance accountability, and drive wins for both agencies and clients.
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