CRM for Agencies: Pitches, Retainers and Work That Keeps Changing
Agencies rarely lose on ideas. They lose on unlimited revisions that were never counted as work.
A pitch pipeline differs from ordinary sales
Pitches consume creative time before any money arrives. Record the time cost of each pitch, then compare it with win rate by client type. After a year, this data tells you which pitches are worth entering.
Retainers need written limits
A monthly retainer with no limit on hours or deliverables always ends up unprofitable. Set a number of deliverables or hours per month, and report usage to the client monthly. Transparency up front prevents arguments later.
Revisions are work
Set the number of revision rounds in the scope, and record requests beyond it as additional work. Not to be rigid, but so the decision is conscious, including the decision to give it away.
Per-client profitability
Combine recorded hours with contract value to see which clients are genuinely profitable. The result often surprises: the biggest client is not always the most profitable. See managing client projects.
Long-term relationships
Store campaign history, results and client preferences. When the team changes, this knowledge is what usually disappears and makes the client feel they are starting over.
Numbers worth a monthly look
Value of live pitches, win rate, retainer usage, hours per client, and recurring revenue versus project work.