Rich answered questions about why and how this iconic marketer is evolving a successful, proven sales-based compensation program. The Webinar featured Dave Beals discussing the information that your agency needs to fully understand about the prospect’s business goals and marketing objectives prior to preparing an RFP or a compensation proposal. The February 26 Webinar was an advanced pricing discussion for agencies that endorse the theory of value-based compensation, but have had difficulty in testing or expanding their agency’s implementation of value pricing. On February 5, 2009, the 4A's held a Tips, Tools, and Tactics Webinar on “The Principles of Value Pricing,” featuring Tim Williams, Ignition Consulting Group, and Ron Baker, VeraSage Institute. The Webinar discussed industry trends, the evolution of client procurement, procurement worst and best practices, and suggestions to help 4A's members engage client procurement and tactics for effective negotiations.
Topics covered include: the case for Value-Based vs. Labor-Based Compensation, including myths and realities; the promise of Value-Based Compensation; the challenges of constructing a Value-Based Compensation plan. | 