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💰Agency Revenue & Pipeline Overview

Track MRR, client revenue concentration, pipeline deals, churn risks, and cash flow forecasts in one view.

by Peopsy

Preview: Agency Revenue & Pipeline Overview

Agency Revenue & Pipeline Overview

Last updated: [Date] · Prepared by: [Name]

Revenue Metrics Summary

Metric

Value

vs. Last Month

vs. Target

Monthly Recurring Revenue (MRR)

$[XX,XXX]

[+/- X%]

[+/- X%]

Annual Run Rate (ARR)

$[XXX,XXX]

[+/- X%]

[+/- X%]

Total Pipeline Value

$[XXX,XXX]

[+/- X%]

—

Weighted Pipeline Value

$[XX,XXX]

[+/- X%]

—

Average Retainer Value

$[X,XXX] / month

[+/- X%]

—

Active Client Count

[XX]

[+/- X]

[Target]

Average Client Lifetime

[X months]

[+/- X]

—

Net Revenue Retention

[XXX]%

[+/- X%]

[Target]%

New MRR Added (This Month)

$[X,XXX]

—

$[X,XXX] target

Churned MRR (This Month)

$[X,XXX]

—

< $[X,XXX] target

Revenue by Client

⚠️

Revenue concentration risk: If any single client represents more than 20% of total MRR, develop a mitigation plan. Losing that client would significantly impact the business. Diversify your client base to reduce exposure.

Client

MRR

% of Total

Services

Contract End

Risk Level

[Client A]

$[X,XXX]

[XX]%

Full-service (SEO, Paid, Content)

[Date]

🟢 Low

[Client B]

$[X,XXX]

[XX]%

Paid Media + Analytics

[Date]

🟡 Medium

[Client C]

$[X,XXX]

[XX]%

Content + Social

[Date]

🟢 Low

[Client D]

$[X,XXX]

[XX]%

SEO + Content

[Date]

🟢 Low

[Client E]

$[X,XXX]

[XX]%

Paid Media

[Date]

🔴 High

[Client F]

$[X,XXX]

[XX]%

Social + Creative

[Date]

🟢 Low

[Client G]

$[X,XXX]

[XX]%

Strategy + Consulting

[Date]

🟡 Medium

Total

$[XX,XXX]

100%

—

—

—

Pipeline

Prospect

Service Interest

Estimated MRR

Stage

Probability

Expected Close

Next Action

[Prospect 1]

Full-service marketing

$[X,XXX]

Proposal Sent

60%

[Date]

Follow up on proposal questions

[Prospect 2]

SEO + Content

$[X,XXX]

Discovery Complete

40%

[Date]

Send proposal by [Date]

[Prospect 3]

Paid Media

$[X,XXX]

Negotiation

75%

[Date]

Final pricing discussion

[Prospect 4]

Social + Creative

$[X,XXX]

Initial Contact

20%

[Date]

Schedule discovery call

[Prospect 5]

Content strategy

$[X,XXX]

Verbal Commitment

90%

[Date]

Awaiting signed contract

[Prospect 6]

Analytics consulting

$[X,XXX]

Discovery Scheduled

30%

[Date]

Prepare audit preview

💡

Total pipeline: $[XX,XXX] MRR. Weighted pipeline: $[XX,XXX] MRR. You need [X] closed deals to hit this quarter’s new business target.

New Business Activity

Metric

This Week

This Month

Target (Monthly)

Discovery Calls Booked

[X]

[X]

[X]

Discovery Calls Completed

[X]

[X]

[X]

Proposals Sent

[X]

[X]

[X]

Proposals Won

[X]

[X]

[X]

Proposals Lost

[X]

[X]

—

Win Rate

[X]%

[X]%

[X]%

Avg Days to Close

[X]

[X]

< [X] days

Inbound Leads

[X]

[X]

[X]

Referrals Received

[X]

[X]

[X]

Churn Risk Assessment

Review at-risk accounts and develop mitigation plans before it’s too late:

Client

Risk Level

Reason

MRR at Risk

Mitigation Plan

[Client E]

🔴 High

Budget cuts announced, decision maker leaving

$[X,XXX]

Schedule executive-level meeting, present ROI data, offer restructured scope

[Client B]

🟡 Medium

Missed KPI targets 2 months running

$[X,XXX]

Present recovery plan, offer additional hours at no cost this month

[Client G]

🟡 Medium

Contract renewal in 30 days, no discussions yet

$[X,XXX]

Proactively send renewal proposal with expanded scope options

[Client D]

🟢 Low

Minor complaint about reporting frequency

$[X,XXX]

Switch to weekly micro-reports, schedule check-in

⚠️

Total MRR at risk: $[XX,XXX] ([XX]% of total MRR). Action required on all High-risk accounts this week.

Cash Flow Forecast

Month

Projected Revenue

Projected Expenses

Net

Cumulative Runway

[Current Month]

$[XX,XXX]

$[XX,XXX]

$[+/- X,XXX]

[X months]

[Month +1]

$[XX,XXX]

$[XX,XXX]

$[+/- X,XXX]

[X months]

[Month +2]

$[XX,XXX]

$[XX,XXX]

$[+/- X,XXX]

[X months]

[Month +3]

$[XX,XXX]

$[XX,XXX]

$[+/- X,XXX]

[X months]

[Month +4]

$[XX,XXX]

$[XX,XXX]

$[+/- X,XXX]

[X months]

[Month +5]

$[XX,XXX]

$[XX,XXX]

$[+/- X,XXX]

[X months]

💜

Revenue projections include only contracted MRR. Pipeline deals at 75%+ probability are shown in a best-case scenario column in your financial model — do not include them in this conservative forecast.

Leadership Notes

[Strategic observations, hiring plans, investment decisions, or concerns not for wider team distribution]

Key decisions needed:

  • [e.g., Should we hire another account manager to support pipeline growth?]

  • [e.g., Do we need to renegotiate office lease given current runway?]

  • [e.g., Should we invest in outbound sales or double down on referral program?]

About this template

Get a clear picture of your agency’s financial health. This single-page dashboard tracks monthly recurring revenue, revenue concentration risk, pipeline opportunities, new business activity, churn risks, and cash flow projections. Use it in leadership meetings, board updates, or weekly standups to keep the team aligned on the numbers that matter. The built-in warning callouts help you spot concentration risk and churn signals before they become problems.

Tags

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Weekly Planner

💜

Weekly Focus: What is the ONE thing that would make this week a success? Write it here and keep it visible.

Week of: [Date] — [Date]

Monday

Most important task for the day

Second priority task

Third priority task

Tuesday

Most important task for the day

Second priority task

Third priority task

Wednesday

Most important task for the day

Second priority task

Third priority task

Thursday

Most important task for the day

Second priority task

Third priority task

Friday

Most important task for the day

Second priority task

Wrap up loose ends and prep for next week

Weekly Review

✅

Take 15 minutes on Friday afternoon to reflect on your week. This small habit compounds into massive clarity over time.

  • What did I accomplish this week?

  • What didn’t get done and why?

  • What should I carry forward to next week?

  • What’s one thing I could improve next week?

📅Weekly Planner

Plan your week with daily task lists, a weekly focus area, and an end-of-week review.

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Change Order Request

💡

Complete this form for every proposed change to the original contract scope. Attach supporting documents (sketches, specs, photos) before routing for approval.

CO Details

Field

Value

CO Number

[CO-001]

Project Name

[Project Name]

Contract Number

[Contract #]

Date Initiated

[YYYY-MM-DD]

Requested By

[Name / Company]

Priority

[Standard / Urgent / Critical Path]

Parties

Role

Name

Company

Contact

Owner / Client

[Name]

[Company]

[Email / Phone]

General Contractor

[Name]

[Company]

[Email / Phone]

Architect of Record

[Name]

[Company]

[Email / Phone]

Subcontractor (if applicable)

[Name]

[Company]

[Email / Phone]

Description of Change

Reason for Change:

  • [Owner-directed change]

  • [Design error or omission]

  • [Unforeseen site condition]

  • [Code or regulatory requirement]

  • [Value engineering]

  • [Other: describe]

Detailed Description:

[Provide a detailed narrative of what is changing, why, and what areas of work are affected. Reference drawing numbers, spec sections, and RFI numbers as applicable.]

Reference Documents

  • [RFI #___]

  • [Drawing Sheet ___]

  • [Specification Section ___]

  • [Photo / Sketch attached]

Cost Impact

⚠️

All cost estimates must include labor, material, equipment, subcontractor markup, and overhead & profit per contract terms.

Item

Description

Qty

Unit

Unit Cost

Total

1

[Labor — trade description]

[X]

[hrs]

[$XX.XX]

[$X,XXX]

2

[Material — description]

[X]

[ea/lf/sf]

[$XX.XX]

[$X,XXX]

3

[Equipment rental]

[X]

[days]

[$XXX]

[$X,XXX]

4

[Subcontractor — name/trade]

[1]

[LS]

[$X,XXX]

[$X,XXX]

Subtotal

[$X,XXX]

Overhead & Profit (__ %)

[$XXX]

Total CO Value

[$X,XXX]

Net impact to contract value: [+ / - $X,XXX]

Schedule Impact

Field

Value

Days Added / Removed

[+/- X calendar days]

Affected Activities

[List critical path activities impacted]

Revised Substantial Completion

[YYYY-MM-DD]

Concurrent Work Possible?

[Yes / No — explain]

Approval Chain

Step

Role

Name

Date

Status

1

Submitted by (Requestor)

[Name]

[Date]

[Submitted]

2

Reviewed by (PM / Superintendent)

[Name]

[Date]

[Pending]

3

Approved by (GC Principal)

[Name]

[Date]

[Pending]

4

Approved by (Architect)

[Name]

[Date]

[Pending]

5

Approved by (Owner)

[Name]

[Date]

[Pending]

Verification Checklist

Scope clearly defined and not duplicated in other COs

Cost breakdown includes all labor, material, equipment, and markup

Schedule impact reviewed with superintendent

Downstream trade impacts identified (see Cascading Impact page)

Supporting documents attached (drawings, specs, photos)

Insurance and bonding implications reviewed if CO exceeds threshold

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Client Onboarding Hub

💡

Use this hub as your single source of truth for every new client engagement. Complete the overview below, then work through each sub-page to ensure a smooth, professional onboarding experience.

Client Overview

Field

Details

Client Name

[Company Name]

Main Contact

[Name, Title, Email, Phone]

Account Manager

[Your team member]

Start Date

[YYYY-MM-DD]

Retainer Value

[$X,XXX / month]

Services

[SEO, Content, Paid Media, Social, etc.]

Communication Cadence

[Weekly calls, bi-weekly reports, monthly reviews]

Contract Length

[6 months / 12 months / ongoing]

Billing Cycle

[Monthly / Quarterly]

Primary Goal

[e.g., Increase qualified leads by 40% in 6 months]

Master Onboarding Checklist

Work through each item below. Check them off as you go — aim to complete all items within the first two weeks of engagement.

Send welcome email with onboarding packet and team introductions

Schedule kickoff call (all stakeholders from both sides)

Set up shared Slack channel or communication workspace

Collect brand assets (logos, fonts, color codes, style guide)

Configure tools access (analytics, ad platforms, CMS, social accounts)

Create client reporting dashboard with agreed-upon KPIs

Establish content/creative approval workflow and turnaround times

Document escalation paths and emergency contacts

Set up project management board with initial deliverables

Schedule recurring check-in meetings for the first 90 days

Conduct internal team briefing on client goals and sensitivities

Send first check-in summary within 48 hours of kickoff

Key Dates & Milestones

Milestone

Target Date

Owner

Status

Welcome email sent

[Date]

[Name]

Pending

Kickoff call completed

[Date]

[Name]

Pending

All access credentials received

[Date]

[Name]

Pending

Brand guidelines documented

[Date]

[Name]

Pending

Reporting dashboard live

[Date]

[Name]

Pending

First deliverable shipped

[Date]

[Name]

Pending

30-day check-in

[Date]

[Name]

Pending

90-day review

[Date]

[Name]

Pending

💜

Pro tip: Share this hub (or a client-facing version) with your new client so they can see progress and know exactly what to expect during onboarding.

🚀Agency Client Onboarding Hub

A structured multi-page hub for onboarding new agency clients — from kickoff to 90-day success.

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