Agency Revenue & Pipeline Overview Template
The Agency Revenue & Pipeline Overview Template below is free to preview and install in Zealos. Track MRR, client revenue concentration, pipeline deals, churn risks, and cash flow forecasts in one view.
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.
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