The 2026 Agency Pricing and Packaging Report
Agencies are at an inflection point. Rising expectations, expanding workloads and tightening margins are forcing a reassessment of how work is scoped, priced and delivered in 2026. Clients want deeper insight and clearer ROI, yet budgets and operating models have not kept pace.
Built from peer-submitted data, the 2026 Agency Pricing and Packaging Report offers a clear, agency-led view into how teams are pricing services, structuring proposals and managing renewals in today’s market. Created by Sprout Social’s Agency Partner Program, it surfaces where agencies are delivering more value than they capture and how clearer pricing, packaging and operational discipline can support stronger, more resilient growth.
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What you'll find in this research
What you’ll find in this toolkit
Value is outpacing structure
Across pricing, proposals and service mix, agencies are delivering deeper strategy and intelligence without the pricing frameworks needed to consistently capture that value.
Pricing is steady, but strained
Many agencies are holding rates near market norms. Stability signals confidence, but it also reveals where pricing has not evolved alongside growing scope and complexity.
Margins need clearer guardrails
As tech costs rise and customization increases, agencies with clearer scopes, pricing discipline and operational leverage are better positioned to protect margins.
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