How to Build a Modern Revenue Model

How to Build a Modern Revenue Model

Capture value and scale your Agency's talent, expertise, and intellectual capital!

Date and time

Tue, 11 April 2023, 10:30 AM – 12:00 PM EDT


About this event

Online, duration: 1 hour 30 minutes

The agencies winning the battle for the best talent and the best clients aren’t just those with the best reputations, but rather those with the most innovative business models.

The war for talent – arguably the key issue for agencies today -- has been fuelled by factors that are now very familiar to most agency leaders: the pandemic, the economy, and the accompanying need for flexibility. But these are largely temporary dynamics that will eventually turn themselves around. The central cause of the problem -- the key driver -- is the agency business model itself.

More specifically, agencies are lacking a revenue model. Whereas most other modern businesses have a dynamic, multi-faceted pricing structure, agencies simply have a schedule of hourly rates. They have a self- limiting inventory of hours they sell to their clients, which places a self-imposed ceiling on both income and profits.

In this compelling keynote presentation, Tim Williams of Ignition Consulting Group shows how agencies can replace their current cost-driven compensation approach with an actual revenue model; a variety of ways they can price their services based on the value they create rather than the costs they incur. The result is a profit margin that will allow agencies to compete more effectively with other businesses for top talent. Key people in the firm will have a more promising, rewarding career path, armed with the confidence that the firm can pay them what they’re worth.

Beyond healthier salaries, adopting a modern revenue model can produce a host of other beneficial effects for the organization. This provocative workshop shows how:

  • Reframing agency services as solution sets creates an inherently more valuable offering to clients. Many existing agency competencies can be reimagined as programs or products, which are more scalable, more repeatable, and ultimately more profitable than labor-based services.
  • Moving away from the labor-based compensation approach means senior people can deploy their talents without the constant worry of being “billable,” which results in a higher degree of professional satisfaction.
  • A focus on providing external value (instead of just conforming to internal guesstimates) provides the right kind of healthy, purposeful internal incentives and allows professionals to flourish.
  • Over work can be avoided by moving to a revenue model where there is clear alignment of economic incentives. In this model, an effective campaign can enjoy a long life (as it should) and the agency can benefit financially without having to constantly log hours against a project.

To win the talent wars, agencies must move away from the “work a million hours, earn a million dollars” compensation structure and instead build a revenue model that allows the organization to scale its talent, expertise, and intellectual capital the same way other types of business do. In this workshop we’ll roll up our sleeves and identify specific ways to create the financial breathing room you need to invest in new talent, develop new offerings, and create sustainable new revenue streams.

Who should attend

This workshop is ideal for anyone responsible for pricing or managing clients at their agency. This is for senior level staff from any department(Agency Leads, Client Leads, Finance Leads and Operation Leads) and any type of agency (Creative, Media, Public Relations, Digital, Sponsorship, etc.)

This is a 90-minute virtual presentation/workshop.


HAPPENING TUESDAY, APRIL 11, 2023, 10:30AM TO 12:00PM ET / 7:30AM TO 9:00AM PT



ICA Members: $249.00+HST

Non-members: $525.00+HST

LOCATION: This is a virtual event. Zoom details to be provided separately post-registration.

About the workshop leader

Tim Williams leads Ignition Consulting Group, an international consultancy that helps agencies and other professional service firms create, deliver, and capture more value. Tim is a noted author, international speaker, and presenter for industry associations and business conferences worldwide.

In addition to working with the ICA, Tim’s seminars have been featured by the American Association of Advertising Agencies (4As, U.S.), Association of National Advertisers (ANA, U.S.), Institute for Practitioners of Advertising (IPA, U.K.), Advertising Council Australia, International Advertising Association (Asia and Europe), European Association of Communications Agencies (EACA) and numerous other business associations with global memberships. His work has taken him literally around the world, working with organizations in North and South America, Europe, Asia, and Australia/New Zealand.

He is the author of two books, the latest of which is Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success. Tim is also a frequent contributor to leading marketing publications including Advertising Age, Adweek, and Communication Arts in the U.S., and Campaign, Admap and The Drum in the U.K.

Based on his expertise in business models and pricing strategies, Tim has been interviewed and quoted by The New York Times, The Wall Street Journal, The Economist, The Guardian, National Public Radio, Toronto Globe & Mail, Australian Financial Review, Huffington Post, Bloomberg News, Marketing Week as well as radio talk shows, televised interviews, and podcasts. Tim writes the popular blog Propulsion and contributes regularly to LinkedIn, where he was invited to serve as a global LinkedIn Influencer with several hundred thousand subscribers to his posts.

As a consultant to advertising and marketing firms, Tim has worked with hundreds of agencies and other professional firms ranging from mid-size independents to multinational networks, including all five of the top agency holding companies. Before forming Ignition Consulting Group, Tim was president of several independent agencies after having worked for global agencies including Ogilvy and Burson-Marsteller in New York and elsewhere.

You can learn more about Tim and his company at


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