Agency Compensation
Value pricing guides and tools
Checklist: How progressive is your firm when it comes to pricing?
July 19, 2011 | Author: Ignition
Using survey software, distribute this brief questionnaire to your management team to get a snapshot of where your firm stands on the pricing continuum. The more progressive you are, the lower the score.
Guide: How use value factors, not just cost factors, to price your services
May 10, 2011 | Author: Ignition
The vast majority of agencies are mostly engaged in “costing” instead of pricing. When your production manager walks around asking team members how many hours they expect to spend on a project, that is essentially an exercise in determining your costs. Costs are one thing. Value is quite another.
Guide: A quick way to understand value creation
January 31, 2011 | Author: Ignition
To run and maintain a healthy business, a seller (the agency) must earn a profit on every transaction. But the buyer (the client) must earn a profit as well. This is the essential nature of value creation.
RedPaper: Developing scope of value and scope of work
January 10, 2011 | Author: Ignition
Marketing communications firms routinely make the mistake of assuming that “estimating hours” is the primary way of evaluating scope and assuring fair value for an assignment. That approach falls far short of what’s needed to effectively price an assignment.
Guide: Developing a service guarantee
January 3, 2011 | Author: Ignition
One of the factors that can justify premium pricing by your firm is a service guarantee. While you might not be able to guarantee outcomes, you can guarantee client satisfaction with your services, and doing so creates a host of benefits for both agency and client (compliments of Ignition colleague Ron Baker):
Checklist: Questions to ask yourself when pricing an assignment
September 20, 2010 | Author: Tim Williams
Agencies are expert at costing; forecasting the staffing requirements, counting the hours, and multiplying by the hourly rate. But costing is not pricing. Pricing is a skill that exists as a core competence at client companies. It’s time for agencies to apply the same effort to pricing by asking questions like these:
Guide: Developing an outcome-based compensation agreement
June 9, 2010 | Author: Tim Williams
A step-by-step outline for constructing a client compensation agreement based on outcomes instead of hours.
Guide: Charging a premium price
June 9, 2010 | Author: Tim Williams
How and why premium pricing can be justified.
Guide: Brand Success Indicators
May 13, 2010 | Author: Tim Williams
A comprehensive list of possible indicators of success to guide the development of outcome-based campaigns and compensation agreements.
Guide: Why your firm needs a “value council”
April 26, 2010 | Author: Tim Williams
The roles, responsibilities, and qualities of the agency Value Council, the group charged with making sure the agency creates and captures value in its client relationships.
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