The End of the Hourly Billing Era?

In the latest RSW/US interview episode, Founder & CEO Mark Sneider sits down with Tim Williams, Founding Partner of Ignition Consulting Group and an expert strategist on revenue models in professional services. to investigate what may be the end of the hourly billing era.

Their discussion dives deep into why agencies, consultancies, and professional firms should consider rethinking pricing models that are seemingly outdated and how productization can transform both client relationships and the bottom line.

For decades, the professional services industry has been dominated by the billable hour.

But as Tim points out, the cracks in that model are widening.

Today, marketers and clients are looking for clarity, certainty, and results — not unpredictable hourly tallies.

And with AI further eroding the time-value equation, the time for change may be here.

Here are five key takeaways from their conversation:

The End of the Hourly Billing Era?

💡 Deliverables > Hours
Marketers increasingly prefer clear, deliverable-based pricing over traditional billable hours. This approach eliminates surprise costs, creates greater price certainty, and builds stronger trust between client and agency.

Instead of focusing on how long something takes, both sides zero in on the value and outcomes of the work.

📦 Productization Unlocks Scale
By bundling services into standardized, nameable products (and even larger programs), firms can achieve remarkable efficiency, scalability, and profitability.

Productization doesn’t mean cookie-cutter work — rather, it offers a flexible framework that allows firms to deliver tailored solutions more efficiently, like building with Lego blocks.

⚡ AI Is Forcing Change
AI is dismantling the old value-for-time model faster than many realize.

As automation and AI tools take over repetitive tasks, agencies and consultancies must consider a pivot toward pricing that reflects outcomes, expertise, and solutions rather than time spent.

AI isn’t just a tool; it’s a trigger for a fundamental shift in how firms structure and monetize their services.

🎯 Aligned Incentives Build Stronger Partnerships
Hourly billing creates a misalignment: clients want fewer hours, while agencies often benefit from more.

Switching to outcome- and deliverable-based models aligns incentives, removes friction over time estimates, and creates a stronger foundation for long-term partnerships.

Both sides focus on what matters: results.

🛠 Start Top-Down, Solve Real Problems
Effective productization doesn’t begin with a list of internal capabilities.

It starts by asking: What recurring problems do we solve for our clients?

By identifying common patterns and building solution sets around those, firms can offer products that feel both tailored and proven — maximizing value for both the client and the firm.

Tim closes the conversation with a clear message: the agencies and firms that embrace productization and rethink their pricing strategies now will gain a critical first-mover advantage in the market.

Those that cling to the old ways risk being left behind, especially as AI accelerates industry disruption.

It’s an exciting — and urgent — moment for professional services leaders.

To stay competitive and profitable, the time to evolve is here.

Want to hear the full discussion? Watch the interview with Tim Williams here.

Overcome These 2 Common Agency Objections

If you’re an agency or professional services firm, you’ve likely faced, and had to overcome these 2 common agency objections when prospecting: ‘We already work with an agency‘ or ‘We handle that in-house.’

Today, I’ll share exactly how to overcome both and open doors instead of closing them.”

Welcome to “3 Takeaways”, our new business video series where we give you three takeaways to help improve your new business program.

Let’s jump to your first takeaway: Embrace the Existing Agency Objection.

First, let’s talk about the objection: ‘We already work with an agency.’

Believe it or not, this is actually good news—it means your prospect values external expertise and understands agency relationships.

So respond positively: That makes sense—we often collaborate with other agencies to bring additional expertise or bandwidth where our clients need it. Many of our clients have strong agency partnerships, and we step in to support specific areas like [and mention your specific expertise].’

By positioning your firm as complementary rather than competitive, you differentiate yourself and stay in the conversation.

Alright, your second takeaway: Focus on complimenting those in-house strengths.

It’s actually similar to the first objection, so let’s tackle that one: ‘We handle that in-house.’

Many prospects believe their internal teams have it covered.

Maybe, but your approach here should focus on complementing their strengths:

We frequently collaborate with internal teams, providing specialized expertise or additional resources, when they need it most. We specialize in [X]—could your team use support there?’

Your role becomes clear: not as a replacement, but as a valuable strategic partner, enhancing and elevating their in-house capabilities.

And your third takeaway: Remember this crucial insight: While 54% of marketers handle much of their work internally, the routine stays in-house, leaving specialized, high-value projects up for grabs.

To win these opportunities, your firm has to clearly demonstrate expertise and some innovative thinking—areas where internal teams typically fall short.

Clearly communicate how your agency uniquely solves specific client challenges.

Overcoming these objections is all about strategic positioning.

Embrace collaboration, emphasize complementary strengths, and always lead with your unique expertise.

If you do, you’ll not only overcome objections—you’ll transform them into opportunities. make sure and subscribe for more business development content. 

Is LinkedIn Killing the RFP?

Brands like The North Face, Nike Jordan, Feastables, and Heineken have crowdsourced agency searches on LinkedIn.

Is this a threat or an opportunity?

Is LinkedIn killing the RFP?

Let’s dive into three key takeaways every agency should know.

Welcome to “3 Takeaways”, our new business video series where we give you three takeaways to help improve your new business program.

Your first takeaway:

Your agency’s LinkedIn presence has never mattered more.

If brands are scouting talent directly on the platform, LinkedIn is your new storefront.

Ensure your page clearly highlights your specialties, showcases recent work and client wins, and positions key leaders visibly.

Remember: For some brands, LinkedIn is now your front door.

Your second takeaway:

Refine Your Outreach Pitch for Speed and Clarity

Something you should do ongoing regardless of LinkedIn, by the way.

But if brands continue to post these open calls, they aren’t asking for extensive proposals.

They want clarity—quickly.

Prepare a streamlined ‘Quick-Strike Kit’ that clearly and concisely demonstrates your expertise, relevant experience, and results-driven approach.

Being able to respond swiftly and purposefully can set you apart.

And your third takeaway:

Rethink Your Prospecting and Nurturing Strategies.

Recognize that agency searches are becoming more fluid and less formal, at least to a certain degree.

Track key decision-makers on LinkedIn, actively engage with their content, and consistently add value through your interactions.

Again, whether this Linked process continues or not.

The goal is to already be part of their conversation when new any opportunities arise, known or unknown.

So, is LinkedIn killing the RFP?

We’ll see where it goes, but whether you see crowdsourced agency searches as a disruption or an evolution, the choice to adapt is yours.

Agencies that embrace these changes will get more opportunities to open new doors.

Thanks for watching—now go make LinkedIn your competitive advantage.” 

Personal Care and DTC eCommerce

RSW/US is an outsourced ad agency business development firm that works specifically with ad agencies, PR Firms, and Martech Firms to find better-qualified new business opportunities and get you closer to close


In this episode of Marketer’s Edge we’re talking personal care and DTC eCommerce with Kelley Thornton, Founder & CEO of Tiege Hanley

If your ad agency focuses on personal care and DTC eCommerce, or subscription commerce, you should watch this episode of Marketer’s Edge.

Tiege Hanley is a men’s skincare company that provides uncomplicated and affordable skincare solutions.

Founded by four friends, the brand focuses on simplifying skincare routines with clinically relevant products tailored for men.

Their mission is to help men achieve healthy skin through easily understandable systems that cater to various skin needs, emphasizing accessibility and effectiveness.

Why Ad Agencies and Marketing Services Firms Should Watch This Episode – Kelley talks:

– Kelley’s multifaceted role as Founder & CEO
– Direct-to-consumer marketing challenges faced by new brands
– Strategies for building brand awareness and competition against established brands
– Content production efforts: 300-400 pieces per month!
– Importance of skin health and prevention of skin cancer
– The use of influencer marketing and long-form content to reach target audience
– Tiege Hanley’s mission and products for men’s skincare
– Advice for agencies reaching out to marketers such as Kelley
– Kelley’s previous entrepreneurial experiences
– His motivation to enter the men’s skincare market
– Advice for marketers seeking agency partnerships
– Positioning of Tiege Hanley as uncomplicated skincare
– Collaboration with University of Connecticut athletes for marketing initiatives
– Their top-selling products and routines offered
– Challenges of marketing in the crowded skincare market
– Importance of perseverance and grit in entrepreneurship

If your firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

Marketer’s Edge with Milena Lozina: Graduate Program Marketing

RSW/US is an outsourced ad agency business development firm that works specifically with ad agencies, PR Firms, and Martech Firms to find better-qualified new business opportunities and get you closer to close


In this episode of Marketer’s Edge we’re talking  with Milena Lozina, Assistant Director of Graduate Program Marketing at Yeshiva University, in New York City.

If your ad agency focuses on graduate program marketing or educational marketing , you should watch this episode of Marketer’s Edge.

Yeshiva University is a unique institution that combines Jewish education with academic rigor across various disciplines.

It is known for its diverse student body and offers a range of undergraduate and graduate programs.

The university operates several graduate schools, including those for psychology, social work, law, business, and health sciences.

The graduate studies programs are designed to cater to a variety of professional fields, emphasizing both academic excellence and practical application.

Why Ad Agencies and Marketing Services Firms Should Watch This Episode – Milena talks:

🎓 An overview of Milena’s role at Yeshiva University
🤝 Challenges and benefits of supporting multiple brands
📚 The various graduate programs supported by Milena
🔗 Team structure and collaboration with agency partners
🌟 What differentiates Yeshiva University from other higher ed institutions
📊 Trends in the adoption of AI in graduate programs
💡 Strategies for addressing the perceived value of graduate degrees
💼 Milena’s background in graphic, web design, and marketing
🚀 Insights on the future of marketing in graduate education
💪 Advice for marketers in the education sector
📈 The evolving landscape of higher education marketing
🔍 Milena’s advice to agencies looking to win business from marketers like her
📝 Advice to marketers looking to bring an agency on board
🌍 Importance of diverse experience in marketing roles
💻 Integration of AI in marketing and education

 

If your firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

Content, consistency, and conversions for agency business development

We’re excited to post Chip Griffin’s most recent “Chats with Chip” episode, “Content, consistency, and conversions for agency business development” featuring our VP of Sales, Lee McKnight Jr.

Chip and Lee discuss RSW/US’s most recent survey report, coming in mid-October, indicating optimism among agencies, and explore the role of AI in business development, emphasizing its current limitations but potential in the future.

They advocate for a consistent, omnichannel approach for business development, which should include outbound, referrals and content creation like podcasts and videos to foster expertise and client relationships.

The conversation also covers the challenges agencies have been facing in 2024, such as prolonged sales cycles and client budget constraints, and how that’s starting to improve.

The episode concludes by highlighting the need for persistence in business development efforts and the benefits of continuously providing valuable resources to prospects.

Key Takeaways for agency business development:

  • Lee McKnight, Jr: “Build it and they will not come just because you’ve done it. Now you’ve got to get it into your prospect’s lap.”
  • Chip Griffin: “You need to find whatever tactic it is that you can do well, that you will keep with, and that will help you to build your business much more quickly.”
  • Lee McKnight, Jr: “Agencies are going to default to referrals as they always have. And that’s not a bad thing. In fact, it’s a fantastic thing.”
  • Chip Griffin: “The reality is that AI, like many things, can be very helpful. But it is not a replacement for anything.”
Marketer’s Edge Interview with Amitai Sasson: Online retail and ecommerce

RSW/US is an outsourced ad agency business development firm that works specifically with ad agencies, PR Firms, and Martech Firms to find better-qualified new business opportunities and get you closer to close


In this episode of Marketer’s Edge we’re talking ecommerce with Amitai Sasson,VP of eCommerce at OverstockArt.com, the largest online retailer of handmade oil paintings in the United States.

If your ad agency focuses on ecommerce, you should watch this episode of Marketer’s Edge.

Specializing in hand-painted reproductions of famous works by renowned artists such as Van Gogh, Monet, Renoir, Klimt, and more,  OverstockArt.com offers a wide selection to enhance any space.

Whether you’re a home decorator, office manager, or the owner of a high-end hotel or restaurant, overstockArt.com will have the perfect wall decor for your needs.

Why Ad Agencies and Marketing Services Firms Should Watch This Episode – Amitai talks:

  • 🛍️👀 The importance of controlling product visibility in retail partnerships
  • 🏠✨ Adaptation to trends in the home decor market
  • 📈✉️ Marketing strategies, including SEO and direct email campaigns
  • 🏅💼 His athletic background and the connection to business leadership
  • 🧑‍🏫🤝 Advice for marketers on bringing new agencies onboard
  • 📊🏆 Advice for agencies looking to win business from marketers
  • 🎨📖 An overview of overstockArt.com and its founding story
  • 💻👔 His role as VP of eCommerce
  • 🎨🖼️ The unique selling proposition of selling hand-painted reproductions of famous artwork
  • 📦📊 Inventory management strategies for eCommerce
  • ⛓️📉 Use of the Theory of Constraints in inventory management
  • 📱🔄 Development and spin-off of Communicator Base, a supply chain software
  • 🤝🌍 Challenges in partnerships with large retailers post-pandemic

If your firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

Ad Agency Business Performance so far in ’24: 3 Takeaways Ep. 105

Ad Agency Business Performance so far in ’24: 3 Takeaways Ep. 105

Welcome to “3 Takeaways”, our agency new business video series where we give you three takeaways to help improve your new business program.

We just released our 2024 RSW/US Mid-Year Progress Report-we surveyed ad agencies and marketers at the end of June as a follow up to our 2024 New Year Outlook Report in January, and we’ve got some stats to report to you agencies out there

The first one comes from this question we asked agencies:

How was your business performance the 1st half of 24 versus the first half of 23?

Ad Agency Business Performance so far in '24 3 Takeaways Ep. 105

Happy to report 62% of agencies said there was some improvement, or it was significantly better.

’23 was rough, agencies needed this.

So let’s dig into some of the reasons behind this stat, and a few things to be aware of for the rest of the year

Here’s your first takeaway:

Sales pipelines increased

One agency responded with “We have a solid sales pipeline again”.

We’re not out of those 2023 woods all the way yet, but if your agency is not actively pursuing new business, you need to start yesterday, because pipelines are generally stronger so far in 2023

Alright, second takeaway:

Specialized agencies are in a better position

One agency responded: “We have really honed our niche and are actively promoting it. Starting to see returns!”

I’ve said it before in this series, specialization doesn’t mean you only focus on one vertical

But you do need focus, that’s what prospects are looking for

And your third takeaway:

Mixed project sizes and client spending caution

Not all roses and rainbows at this point.

Activity is increasing, but certainly seeing some agencies experiencing a mix of larger and smaller projects.

One agency said:

More activity, but with smaller projects to supplement, while working to retain all our current clients

And then despite an increase in leads and pipeline, some agencies are still seeing some slower deal closures, reminiscent of 2023.

One agency said: “greater lead volume and pipeline activity, still slow to close”.

Look, if nothing else, you’ve got to take advantage of what’s coming in the rest of 2024 and you’ve got to get that business development strategy and process in place as soon as possible.

So, again, not completely out of the 2023 woods yet, but definite signs of optimism at this halfway point in the year, and more stats and data for your agency in our latest report, which you can download now at no cost.

All right, we’ve got more videos around our report coming in the next several weeks.

Thanks for watching.

You can get more of our content at rswus.com, just hit that resources drop down 

Watch the full episode below:

Marketer’s Edge Interview with Julia MacMullan: Educational Marketing

RSW/US is an outsourced ad agency business development firm that works specifically with ad agencies, PR Firms, and Martech Firms to find better-qualified new business opportunities and get you closer to close


In this episode of Marketer’s Edge we’re talking educational marketing with Julia MacMullan, Director of Marketing at Springside Chestnut Hill Academy, the largest independent school in Philadelphia.

If your ad agency focuses on educational marketing, and specifically independent, private schools, you should watch this episode of Marketer’s Edge.

SCH offers a unique educational model that empowers its younger students with a single-sex education in Pre-K through 8th and a coed experience in Upper School.

Students learn in a community that inspires unbounded curiosity, independent thought, and a passion to effect positive change. SCH’s unparalleled, 62-acre campus combines the best of city and suburb, and they are distinguished by their signature programs in entrepreneurial leadership, global travel, robotics and engineering, college preparation, new media, outdoor education, and principles of sustainability.

Why Ad Agencies and Marketing Services Firms Should Watch This Episode – Julia talks:

  • 🧠 Concerns about students’ mental health during and after COVID-19, and policies regarding technology use in schools.
  • 💻 Shift from large open house events to virtual sessions for student recruitment.
  • 📚 Curriculum changes focusing on AI in education and evolving teaching methods.
  • 🔮 Julia’s predictions for the future of private education, including curriculum adaptations and marketing strategies.
  • 🎓 Benefits of the school’s educational structure and how it is communicated to prospective families.
  • 🏫 What kind of school Springside Chestnut Hill Academy is and Julia’s role within the organization.
  • 🌐 Challenges faced during the pandemic, such as transitioning to online learning and marketing.
  • 🌍 The importance of their website for marketing and engagement during COVID-19.
  • 🔄 Potential consolidation of smaller schools, addressing diversity, equity, inclusion, and sustainability issues.
  • 🤝 Advantages of collaborating with external agencies for marketing support.
  • 💡 Her advice for marketers considering bringing outside agencies onboard.

If your firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.

Marketer’s Edge Interview with Randy Kush: Local Retail Marketing

RSW/US is an outsourced ad agency business development firm that works specifically with ad agencies, PR Firms, and Martech Firms to find better-qualified new business opportunities and get you closer to close


In this episode of Marketer’s Edge we’re talking Local Retail Marketing with Randy Kush, co-owner of 7 Day Furniture in Omaha and Lincoln, Nebraska.

If your ad agency focuses on local retail marketing, you should watch this episode of Marketer’s Edge.

Founded by ex-NFLer Rod Kush, the company is now run by Rod’s two sons, Troy and Randy.

7 Day Furniture is truly a local, family-owned business with 65 employees.

They are proud to be a part of the greater Omaha and Lincoln communities and their promise to their customers and their mission is to always provide the best quality service and products at the most affordable prices.

Why Ad Agencies and Marketing Services Firms Should Watch This Episode – Randy talks:

  • Changes made by Randy and his brother Troy since taking over in 2020
  • Importance of company culture and strategies to improve it
  • Impact of the economy on consumer spending and the retail market in Nebraska
  • 7 Day Furniture’s marketing strategy and brand positioning
  • Use of AI in marketing and other current trends
  • Future plans for e-commerce at 7 Day Furniture
  • Use of external marketing agencies and their roles
  • What kind of business 7 Day Furniture is and Randy’s role within the organization
  • The origin of the name 7 Day Furniture
  • Family dynamics in the business and advice for other family-run businesses
  • Challenges faced by marketers and marketing agencies in 2024
  • Advice for marketers considering bringing a new agency onboard
  • And, Advice for agencies trying to win business from marketers like Randy

If your firm is struggling with new business, contact Lee McKnight Jr. at lee@rswus.com for a conversation. That’s our sole focus at RSW/US.