Who in the agency would you say has the ultimate responsibility to come up with the agency’s pricing & services model? Sales? Finance? Ops? Project Management? Other? (Context: we have an ongoing issue where a sales person will eagerly be coming up with half-baked solutions for a prospective client, and it always feels like a cluster F when they want to know what resources, budget, and time we need in order to execute said service - which they thought of in the first place!)

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There’s probably no one answer to this given variables of agencies and clients.

But principally, I’d say it’s a combination of Account and Ops (Finance). Project Management may follow principles set by the former to estimate and price deliverables and projects but Account and Finance are generally responsible for agency profitability, so they should probably be in the drivers seat for pricing.

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Agree a mix of account and commercial team, informed by resourcing (whoever is responsible) and any depts that need to input into scope definition.

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