How Consultants Go from £10k Projects to £100k Engagements with Mark Peacock

04/15/25 • 47 min

Host: Craig Herd
Guest: Mark Peacock
In this episode of the Consultancy Growth Podcast, I’m joined by Mark Peacock. We dig into one of the most overlooked levers in consultancy growth: pricing strategy.

We unpack the common traps consultancies fall into, from undercharging to defaulting to hourly rates, and explore how shifting to a value-based pricing model can change the game. Mark shares why pricing confidence is key, how to better communicate value, and what it takes to move beyond legacy pricing mindsets. We also get into the nitty-gritty of tiered pricing, price anchoring, and the connection between your front-end and back-end offers, plus what to do if you’re ready to start reviewing (and raising) your prices today.

If pricing has ever felt like a guessing game or a subject you’ve avoided, this episode is for you.

00:00 - Introduction
03:12 - Why Pricing Confidence Is the First Step to Charging More
05:55 - Breaking Free from the Classic Consultancy Pricing Trap
8:53 - Rethinking Value: A Fresh Take on Value-Based Pricing
12:07 - How to Build a Customer Value Model That Actually Works
14:51 - The Link Between Positioning and Pricing (and Why It Matters)
18:11 - Tiered Pricing: Giving Clients Options Without Underselling Yourself
21:04 - Price Anchoring: How to Set the Stage for Better Deals
24:02 - Front-End vs. Back-End: Structuring Your Offers for Profit
26:53 - Pricing Is Both Art and Science and Here’s How to Balance It
29:53 - Not Sure Where to Start? How to Begin Your Pricing Review
32:57 - Busting the Biggest Myths About Consultancy Pricing

If pricing has ever felt like a guessing game or a subject you’ve avoided, this episode is for you.

Previous Episode

Why The Future of Your Consultancy Depends on Understanding AI Today With Professor Joe O’Mahoney

In this episode of the Consultancy Growth Podcast, I sit down with Professor Joe O’Mahoney to explore the impact of AI on the future of consultancy and why it’s so much more than just another tool in the tech stack.

We unpack the biggest misconceptions consultancy leaders have about AI, the risks firms need to be aware of, and the opportunities that come from embracing it thoughtfully. Professor Joe shares his perspective on AI as an enabling technology that’s reshaping the entire economy, including the consultancy landscape. We also dive into emerging concepts like digital twins, the critical role of trust and security, and why human connection still matters more than ever in an AI-driven world.

If you’re curious about how AI will shape your consultancy and how to stay relevant without losing the human touch, this episode is for you.

00:00 - Welcome to the Consultancy Growth Podcast
01:26 - Why AI Isn’t Just a Tool But a Game-Changer for Consultancies
03:13 - Busting the Biggest Myths About AI
05:14 - The Real Risks of AI in Consultancy (and How to Manage Them)
09:06 - What Digital Twins Could Mean for Your Consultancy
11:20 - Training AI to Deliver Value in a Consultancy Context
14:58 - Why Human Interaction Still Matters in an AI World
18:24 - Where AI is Taking the Consultancy Industry
22:00 - Trust, Security, and the Foundations of Responsible AI
25:06 - Smarter Alternatives to Large Language Models
29:04 - How AI is Redrawing the Map of the Consultancy Landscape
34:11 - The Future of Human Connection in an AI-Driven Consultancy

Next Episode

He Scaled a Consultancy to 80 People, £10 Million, and a PE-Backed Exit with John Howard

Host: Craig Herd
Guest: John Howard
In this episode of the Consultancy Growth Podcast, I’m joined by John Howard to unpack what it really takes to move from founder-led sales to leadership-led growth, and why that shift is so critical if you want to scale sustainably.

We dive into how to build a senior team you can trust, how to evolve your commercial decision-making as you grow, and how to keep your culture intact during big transitions. John also shares what makes a consultancy more attractive to buyers, how to prepare for an exit, and the emotional rollercoaster that can come with handing over the reins. Plus, we explore the changing dynamics of the consultancy marketplace and the new challenges that come with it.

If you’re thinking about growing beyond founder-dependence or eventually selling your consultancy, this one’s for you.

00:00 - Introduction to the Consultancy Growth Podcast

00:25 - Making the Leap: From Founder-Led to Leadership-Led Growth

05:07 - Building a Senior Team You Can Actually Rely On

09:09 - Evolving Without Losing Your Culture

13:11 - Making Smarter Commercial Decisions as You Scale

18:29 - Why Bigger, Longer Contracts Matter for Growth

21:02 - Thinking About Exit? Here’s What Buyers Really Want

28:03 - How Long It Actually Takes to Sell a Consultancy

32:26 - The Emotional Side of Letting Go

34:43 - Navigating the New Challenges in Today’s Consultancy Market