The Most Common Agency Pricing Mistakes, With Kristen Kelly

About This Episode In this episode of the Agency Profit Podcast, Marcel is joined once again by agency operations expert Kristen Kelly to break down one of the most misunderstood and impactful levers in agency profitability—pricing. Together, they uncover the six most common pricing mistakes agencies make, from “vibe-based” guesswork and undercharging, to choosing the wrong pricing model and ignoring overhead. Kristen and Marcel share practical tools, mindset shifts, and tactical advice—like using delivery margin as a pricing benchmark and the clever $0 change order technique—to help agency leaders price with confidence and clarity. Whether you’ve been flying blind on rates or struggling to raise prices, this episode offers an actionable framework to get your pricing strategy aligned with profitability.