4A’s Exclusive: Procurement, Negotiations & Pricing in the AI Era

It’s no secret. Client Marketing and Procurement teams have leveled up and they’re asking
tougher, smarter questions about agency fees than ever before.

Winning in this environment requires more than sharper pencils. It demands a clear
understanding of Procurement’s “care-abouts” and the ability to position your agency along the
continuum from cost savings to value creation.

Expect a candid, forward-looking perspective on agency pricing models in the age of AI from one of the industry’s leading compensation authorities. Learn how to recognize and respond to today’s most common Marketing and Procurement negotiation tactics…to overcome objections and defend your pricing with confidence…to shift conversations from cost to value before Procurement does it for you.

This session will break down how to prepare, position, and negotiate with confidence so you secure stronger commercial agreements and build better client relationships in the process.

You will learn actionable pricing frameworks based on Outcome, Solution and Value-Based models that your team can start implementing immediately across new business and current client engagements.

Key Takeaways

• Different Procurement personas—and how to adapt your approach
• Why standards and structure are critical for successful negotiations
• A modern perspective on pricing models in an AI-driven landscape

Who Should Attend
Agency C-suite leaders and professionals in New Business, Client Service, Finance, and
Operations—especially those directly involved in pricing discussions with Client Procurement.