Running a Marketing Agency by the Numbers: Retainer Packages, Hours per Client, Contractor Margins, Client Churn & Account Capacity
Price and run a small marketing agency: retainer packages, hours each client really uses, contractor and white-label margins, ad-spend management fees, client churn and how many accounts one manager can handle, with every cell checked as you go.
One-time payment · lifetime access · lessons, labs, exam and certificate included · no subscription.
About this course
This course runs a fictional marketing agency in a spreadsheet. You build retainer packages from deliverables and hours with SUMPRODUCT and price them at a target margin, compare timesheet hours with the planned scope using SUMIFS and flag over-scope clients with IF, price ad-spend management with band rates, minimum fees and tiered slices, compare in-house and outsourced work as margin and markup, rank client profit and colour weak accounts, turn a year of client losses into churn, lifetime profit and payback, size the account team with ROUNDUP and INT, and finish with an MRR roll-forward, cash flow and a chart.
Lessons
- Retainer Packages: Deliverables, Hours, Cost Rates & Package Prices Pro
- Scope Creep: Planned vs Actual Hours, Effective Hourly Rates & Over-Scope Clients Pro
- Ad-Spend Management Fees: Percentage Bands, Minimum Fees, Tiers & Fee vs Hours Pro
- Contractors & White-Label Work: Outsourced Cost, Margin vs Markup & Make or Buy Pro
- Client Profitability: Profit per Client, Margin %, Ranking & the Bottom Accounts Pro
- Client Churn & Lifetime: Monthly Churn, Average Lifetime, Lifetime Profit & Payback Pro
- Account Capacity: Hours per Manager, Utilisation, Accounts per Person & the Hiring Trigger Pro
- Agency P&L & Pipeline: Monthly Retainer Revenue, Won vs Lost, Cash After Payroll & a Chart Pro