Framework for planned client account growth

Learn how to focus on account growth plans for the clients you want to retain and grow

How will this guide help me and my business?

You will often hear that “new business is the lifeblood of an agency”. But to quote a well-known adage: it costs you a lot more in internal time and – often - external / freelance costs, to acquire a new client compared to retaining and growing an existing one.

Agencies are often hectic places and will tend to focus on ‘BAU - Business As Usual’ in order to progress projects and campaigns for clients. And when there is some time and resource available, many will paradoxically focus on new business. This guide however focuses on another source of agency revenue and growth that can be neglected: work coming from existing client accounts. Your client up-sell and cross-sell plans can be developed in a structured way so that you have the best chance of securing that new work.

Who this guide is for?

We have created this guide for both owners, senior partners and account handlers at all levels (although primarily aimed at Account Director and above) within creative or marketing agencies.

How is this guide structured?

This guide provides a useful framework to plan your client account growth strategy with new ideas and next steps to help you get started. It covers the following steps:

• 1. Account Background
• 2. Historical and Current situation
• 3. Account ambition
• 4. Action Plan for Sales Opportunities
• 5. Blocks to success
• 6. Tangible revenue forecast

Resource Details

• Author: Mark Kelly
• Last updated: March 2018
• Format: Online long form content to help you better plan your client account growth

About the author

Mark Kelly

Mark Kelly is a freelance digital marketing consultant working with agencies and direct clients of Mark Kelly digital consultancy. You can follow him on Twitter or connect on LinkedIn.