### What happened
Kathryn Williams discusses the urgent need for agencies to shift their approach to pricing, emphasizing it as a crucial business strategy rather than an afterthought.
### Why it matters
Many agencies still use outdated pricing models and are scared to adjust rates despite rising costs and salary demands, putting their survival at risk.
### Key Takeaways
– Reassessing pricing isn’t just number crunching; it’s vital for staying profitable.
– Pricing should be treated like a client campaign—strategic and well-planned.
– Agency leaders need to boost their financial literacy to engage in confident pricing negotiations.
– A holistic team approach, involving all stakeholders, is essential to develop a robust pricing strategy.
– Regular, strategic pricing reviews can prevent financial pitfalls and ensure the agency’s growth in a competitive market.